Marketing/ Integrated Marketing Communications Man

Gamma-Center Company - system integrator of solutions for enterprise banking.
Distributor of the following trade marks: Laurel Business Machines (LBM), Shinwoo Banking Machines (SBM), Talaris, CTS, ScanCoin, Julong. Own brand – DoCash™.
Completed tasks:
audit of the marketing department, the company’ demo room concept development, Julong™, DoCash™, SBM promo campaigns development (running 3 promos).
Project in work: re-engineering of marketing department (focus on strategy and internal marketing).
5 people in subordination – ATL manager, Internet marketing specialist, PR manager, designer, internal marketing manager and pricing analyst.

The Integrated Security-Engineering Solutions Company (iSES) acts as a single security system contractor on construction projects. iSES designs, delivers, installs, commissions and starts-up the fire-protection, security, CCTV, building automation systems.

My primary task is to work out competitive corporate strategy, find new market niches, giving the company an opportunity to survive the crises.

Based on the results of my survey (an analysis of experts’ opinions and competitors' activities), management of the company had taken some important decisions which allowed it not only stay in business, but also to develop new services demanded in times of crisis:
1) The company has concluded VAR partnership agreements with such vendors as Bosch, Siemens, AXIS, Acumen, ISS, iTV. This allowed us to obtain the necessary price protection, service and informational support;
2) The company has developed a number of the new B2B/B2C services, demanded in a crisis;
3) The company has formed a portfolio of services.

I was responsible for analytical work, negotiations with vendors, project management, portfolio formulation, planning and implementation of the promotional activities, preparation of all required documentation and advertising materials.
I was also responsible for preparing and conducting trainings for the subcontractors, making presentations of our services at conferences and exhibitions (MIPS, Security and Safety Technologies, etc), partners’ marketing (co-marketing activities).

To promote the services, I developed a strategy of marketing communications. With significant budget constraints, I focused on partner co-marketing: work on the partner’s round tables, conferences, seminars, during the exhibitions. We organized own seminars and conference, widely used the open PR resources, social media, internet resources of the professional societies, corporate and promo sites. As an addition marketing instruments, we used direct marketing, in-house ads, contextual advertising.

Among the tasks completed by March 2010 - joining SRO (self-regulated organization) and obtaining certificates of registration of a number of trademarks.

As a Head of Marketing Departments, I was responsible for all marketing activities of Brother in Russia, Ukraine and Kazakhstan.

Regards to my work for Brother International, I have got broad experience in marketing management, marketing communications, planning and budgeting, channel support.

Marketing Management
I was the key person for planning, budgeting, reporting, all tender issues. Three persons reported to me (internal staff), plus up to 7 persons in third-party agencies reported to me within the different (regional) long-term projects.

Marketing Communications
The main KPI for the company’ marcom was the level of awareness of Brother as a leading global manufacturer of the office printing equipment. I was responsible for all ATL and BTL projects. I have selected service agencies (PR, BTL, EVENT, MEDIA, PROMO, Merchandising, and Translation), set up the targets, supervised their work, and generated reports. I was the speechwriter and speaker on different corporate events.
Another task of the marketing team – creation of ideas, production of the new POP materials, including leaflets.
Together with AdWatch Internet agency, we have developed and conducted a number of advertising campaigns in Internet. I was the author of ideas and managed teams, created Brother promo sites – www.go-brother.ru and www.innobella.ru. I was the author of the scenario for the Brother TV spot.
As an effective communication tool, we have produced Brother Dealer Bulleting, with product announcements, corporate events/ initiatives and all latest news from dealers/ distributors.

Planning and Budgeting
As a marketing group head, I was responsible for development of the marketing communications strategy and its implementation, long- and short-term planning of marketing activities. I was the key person for budgeting and reporting. I checked, either the marcom activities corresponding with the sales targets.

Product Planning
As a member of International Product Team, in cooperation with Regional and Sales Directors, I developed the annual products roadmap (phasing-in/out) for Russia and CIS. To get the detailed market information, we have worked with the leading research agencies – IDC, Gartner, IT Research, GfK. As well, we have got information from the channel’ partners and open sources. Based on this data, we have prepared special market reviews for General Manager, Sales and Product Teams.

Work as an International Team Player
I was a member of international team, whose task was to develop company brand-book, packaging of the new products, and harmonization of the corporate resources in Internet (Brother).
Another task was to share the best practices among the business units in different countries.

Russia-wide PROMO and Merchandising campaigns
Together with Retail Chains Manager, I have selected (on the tender basis) agencies, specialized on PROMO and Merchandising, for the big, national-wide campaigns. Marketing Dep. staff was responsible for task formulation, supervision and results estimation and reporting.

Sales/ Channel Support
Working for Brother, I was responsible for partner co-marketing activities and support of dealers and distributors. Marketing Department was also responsible for dealer conferences and trainings organization, phase-in preparation (translation of technical documentation, preparation of leaflets and POS-materials, filling the site, promotional websites and motivation programs development).

Work in multitask environment, under pressure
The rapid growth of Brother business demanded the marketing department of intensive work with a variety of contractors. Thus, I usually worked on several projects, with 3 - 5 third-party contractors simultaneously.

Organization of the service center and office. Pre-sale activities: search of the new leads, informational and technical support of the existing company’s clients in Moscow and Moscow region.

Work on the territory of strongest and largest competitor (NISSA).

Achievements:
first installation in Russia of the new imagesetter for flexo plates;
expanding of AMOS share in segment of the reconstructed pre-press equipment;
set up the service bureau in Moscow.

According agreement with X-Rite EMEA, I was responsible for sales strategy generation for Russia region.
The strategy helped to correct the pricing and distribution policy in Russia for product lines, dedicated to Graphic Arts/Commercial Printing professionals.

As a product team member, I was responsible for product portfolio development and channel support. I was the key person for vendors, was in charge of market/ competitors overviews preparation, product lines formulation, ordering and pricing, stock clearance, co-ad funds.
In conjunction with marcom team, I worked on informational and presentation materials (on-line and printed), in part of technical specs, organized federal activities for end users (road shows).
In cooperation with sales team, I prepared and conducted product trainings for the dealers on the territory of Russia.