Hello, I'm Viktoriia, but most people call me Nika
I define myself as a 'very boring marketer' because I dig deeply into consumers insights, and I believe that every creative idea is built on a descriptive analytics
I am convinced that marketing can help consumers to make better choices and improve their lives. To consume less but smart. Targeted ads can save efforts for search and innovations, can free time to dedicate to self-improvement, family, or helping others.
If the products are good and advertisement is done smartly it is a win-win situation both for businesses and consumers.
My passion is to help businesses grow through better understanding their Target Audiences and addressing their needs in a sustainable and ecological way.
As a team manager, I value people over the processes, and I believe in the power of automatization to eliminate mistakes, providing space for a creative approach.
My superpower is to get along with different software and become a ‘superuser’ fast.
Why am I a good fit?
Because I have more than 10 years of marketing experience in huge corporations like Philips, Samsung, Nestle. And yet, I’ve managed to stay open to rapid changes of Startups and new approaches in Marketing Intelligence, Targeting, Business Analytics.
That gives me the privilege to combine knowledge of best practices and structured mechanisms of product launches with the flexibility and adaptability of this new agile world.
I’ll be happy to help your business to address the needs of people around the world, making it a better place to live.
MY EXPERIENCE
2020
Chief Marketing Officer
SupportYourApp Inc.
Feb2020 – Jul2020
- Marketing Strategy developed and aligned with stakeholders. Included the design of customer experience journey & implementation roadmap
- Digital Strategy: improved Lead Generation Funnel – within 3 months 30% of traffic growth and conversion rate improvement. Launched content creation road map to improve organic channels aquisition
- Digital advertisement: end-to-end online campaign development, launch & optimization, using innovative placement approach through data-driven TA segmentation for B2B. Geography: USA, Canada, Western Europe, Israel
- Product positioning design through strategic communication of the industry pain points to promote the product benefits, addressing market-specific insights
- Team leading: planning of workload, KPIs, personal development plans. Marketing team structure: 2 Content Writers, Designer, Motion design animator, SEO&SEA manager
- Cross-functional management: collaboration with IT department for ML and AI products for robotics industry, inputs for in-house CRM system development and promotion to improve usage of consumer complains data for the product and consumer experience optimization
Lead Product Marketing Manager
Philips Ukraine LLC
Apr2012 – Feb2020
- Market Leadership, managing 35%< of sales value in Philips Ukraine Portfolio:
- Achieved and sustained for 3 years #1 brand position in the Kitchen Appliances category, starting from P3
- Sustained leadership position in Air Categories with Value MS growth
- Leading of the end-to-end product development project and launch of Electric Pressure Cooker in Ukraine. Included: product positioning upon local needs, product development and launch roadmap, business case alignment with all stakeholders (BG, R&D, local business resources), setting KPIs and OKRs for the project, development, and implementation of the launch strategy, including TA segmentation upon different pain points, consumer experience roadmap design, mapping consumer journey and assets production. Project delivered incremental MS growth in the 2nd biggest category for SDA in Ukraine and over-delivered on all the OKRs
- AirFryer category localization with new Go-To-Market approach upon local insights and unique market landscape – delivered the highest in CEE region sales the first 3 years of sales
- Full cycle of assets production to match local insights, cultural behaviours, and digital environment for 360 marketing campaigns based on the insights from CRM data base and Social Listening to address key consumer pain points. Included: development of targeting strategy and optimization roadmaps, built on the history of Digital Campaigns results
- Primary market researches facilitation designing consumer experience journeys within Consumer Centricity company vector, consumer insights assumptions mapping – BHT, IMT. Secondary market researches utilization: Euromonitor, Google Trends, Think with Google, FB Audiences, FB Insights – delivered SOB in-time updates to support strategic and tactical business decisions
- Development and presentation of training materials for product experience journey and distributed for field teams and customer service department
- Facilitation of product launches between Head Quarters & CEE Region that consists of 19 countries, leading the projects evaluation and improving procedures to decrease the time investments for alignment and increase demand planning accuracy
- Cross-functional management:
- Marketing intelligence: consumer insights researches, CDJ mapping
- Digital team: SM campaigns, SEA, LP building, A+ content for E-commerce, A/B testing Digital Ads (creatives, targeting, landing pages optimization) and CRM campaigns
- Customer Service Department: defining customer pain points during product experience, elaborating with Head Quarter product improvement, optimizing communicational strategy based on consumer insights from CRM database, service centres, and social listening
- Trade Marketing: promo calendar, distribution strategy, benchmarking
- Sales: product listing, participation in quarterly negotiations with customers, partnership programs negotiations
- Finance: pricing, P&L, A&P budgeting, ROI reporting
- Management and coaching of Junior Category Manager: promoted to Product Manager within 1.5 years
- Media Agency management & evaluation with a strong improvement record
- External consultants & 3rd parties management: partnership with nutritionists & coaches for content creation, production studios, editorial teams, TV Program project management (for sponsorship projects), digital platforms collaborations
- Pricing management during FOREX fluctuation 2014-2015 crisis: delivered IGM on target, delivering on the rest of OKR for the category
Brand Manager
Kraft Foods Ukraine | Jacobs Roast & Ground Coffee
Aug2011 – Apr2012
- Product Launch: Jacobs NPD including Espresso, re-size, Coffee Beans as a new segment, – delivered incremental Value MS growth
- P&L structural improvement: recipe update project – improved product profitability
- Marketing Intelligence: Facilitated consumer insight and product testing researches
Product Manager
Samsung Electronics Ukraine | Audio & Video Department
May2010 – Apr2011
Brand Manager
Nestle Ukraine | Purina Pet Care
Feb2007 – Jan2010
Non marketing experience
Law, administration
Mar2005 – Sep2006
My Education
2020 Facebook Blueprint: Digital Marketing Associate
2019-2020 Skillshare: Power BI (Complete Beginners Guide for financial Dashboards), SQL(Master SQL Database Queries), Scrum Basics
2019 Google Academy: Complete course of Google analytics, Google Marketing Platform
2019 LABA Platform: IT project management
2001-2006 Academy of Municipal Administration, Master of Law
Languages I speak
Ukrainian – Native
Russian – Native
English – Advanced
Czech – Intermediate (used to be fluent, but have very little practice recently)
Italian – Basic (can speak after spending a week in an Italian environment)
Hobbies I dedicate my time to
Marketing trends and problem solving (Singularity University)
CRM software studing (SalesForce, Microsoft for Business Applications)
Cooking & Healthy Nutrition (developing and optimizing recipes)
Photography (product photography, sometimes sailing competitions)
Diving (PADI Advanced)
Formula 1 (Silver Arrows, but tolerant to other teams)
