Rudinskaya Natalia

Female, 40 years, born on 1 March 1980

+7 (916) 1675513 — preferred means of communication

natalia.rudinskaya@gmail.com

Reside in: Moscow

Citizenship: Russia, work permit at: Russia
Not ready to relocate, ready for rare business trips

Desired position and salary

Marketing manager, Marketing director
Marketing, Advertising, PR
• Marketing Management 500 000
RUB
Employment: full time
Work schedule: full day
travel time to work: any

Work experience —16 years 5 months

April 2018 — till Mars
now
Moscow, www.mars.com
2 years 5 months
Marketing manager
• Developed brand strategy and 2 years operational plan, managed 4 directs
 Developed and executed brand re-stage from scratch, bringing +3pp profit margin & +15% off-
take increase
 Launched new communication platform (To one who matter), shot 3 ad copies with claim “#1
Brand” in chocolate boxes – credential/social proof. Spring copy: https://www.youtube.com/watch?
v=tVZ43mQzdrA
 Turned around brand performance from past 2 years decline via enhanced Seasonal activities due
to:
 Differentiated Campaign with #2 Biggest Customers: Magnit - “Knowledge Magnet” for Back-to-
School => +79% vs LY (P10); X5 Exclusive SKU (“better for you” foresight) => +140% in 2019 VYA
(+4pp vs account profit YA)
 Seasonal portfolio premiumization due to new brand look&feel: +7% NSV/ton with relative
profitability growth
 In-Store visibility breakthrough: POSMs boost; expand WD of blockbusters & Seeping beauties;
 Strong focus on digital, led to x4 NSV growth: customized-pack solution; partnership with current
and emerging players, thus increasing OLV ROI
 Initiated and developed innovation pipeline (5 year horizon) aiming on profitable growth (+5pp
profit margin) and based on foresight approach, leading design thinking process; development of new
price/pack architecture by channel

January 2015 — Mars

March 2018
Moscow, www.mars.com
3 years 3 months

Resume updated 15 July 2020 at 00:26

 Marketing Manager, Seasonal business
• Developed and implemented Seasonal strategy for total Mars portfolio (6 brands); managed 1
direct:
 Developed and launched seasonal portfolio (22 new SKUs), led to 52% growth in 3 years (16% of
Choco Mars) and #2 position in the seasonal market (+2 position in 3 years):
 Developed price/pack architecture from scratch, initiated new approach “Occasion/threshold
matrix” to develop portfolio of 6 brands (Korkunov, M&M’s, MilkyWay, launched seasonal brand extension
M&M’s&Friends and new seasonal brand Minis Mix)
 Developed 22 SKUs (both structural and graphic design) under M&M’s&Friends, Minis Mix and
MilkyWay brands (4 SKUs within Top 10 market SKUs)
 Supervised trade support (in-trade execution, promo) with 1,6 ROI
 Managed seasonal business (tailored process to Seasonals requirements: tough timing, high
ambiguity and risk level)
 Full-responsible management of New year, Spring and Back-to-School activities, starting from
portfolio development to operational management
 Initiated and run full-scale Sales incentive program with road show (24 cities, 1-2 days training),
e-learning, «a Battle of Wits», regular information support and motivation

March 2012 — Mars

December 2014
Moscow, www.mars.com
2 years 10 months
Senior Brand Manager of Korkunov (Seasonals)
• Built Seasonal business (55% of brand sales), led to double sales value in seasonal peaks in 3
years; managed 1 direct
− Developed and implemented Korkunov Seasonal strategy (portfolio, pricing, media and trade
support)
− Took a step change in planning and execution of seasonal activities, leading cross-functional team

April 2010 — March Кимберли-Кларк, ООО

2012
Moscow, www.kimberly-clark.com
2 years
Senior Brand Development Manager of Kleenex; promoted 01.2011
• Developed product portfolio (5 categories) in Eastern Europe; managed 1 direct
− Developed a launch of a new strategic category in Eastern Europe (Kleenex VIVA Clever
Cleaning) as a member of regional team, resulting in 13% incremental Sales in Russia in 2011
− Initiated expansion of current categories led to launch of 2 products (+7% incremental value in
2010)
− Built innovation pipeline for 5 years to realize an ambition of double digit growth

April 2007 — April Тиккурила

2010
Moscow, www.tikkurila.ru
3 years 1 month
Brand Manager of 2 brands: Tikkurila & Finncolor; promoted 04.2008
• Developed and implemented annual marketing plan, led to 13% more sales in shrinking market;
managed 3 directs
− Made communication plan (ATL, BTL, shooting a copy) resulting in Tikkurila recognition
increasing by 7% to 42% in 2008
− Developed and launch of mid-priced subbrand, including product and package development

April 2006 — April Colgate-Palmolive (Россия)

2007
Moscow, colgate.com
1 year 1 month
Trade Promotions Manager, Hills
• Participated in a project of Hills Pet Nutrition (subsidiary of Colgate-Palmolive) start-up in
Russia as a marketer
− Differentiated product range (~ 400 SKUs) as part of pricing strategy; attained 18% profit margin

Rudinskaya Natalia • Resume updated 15 July 2020 at 00:26

 increase
• Launches of new products throughout Russia with 360° support, resulting in 6% more sales of dry
Pet Nutrition in Russia

April 2004 — March Спортмастер Россия

2006
Moscow, www.sportmaster.ru
2 years
Marketing Manager, Sport Apparel and Footwear
• Developed promotion plan of more than 10 brands exclusively distributed by Sportmaster in
Russia, including Columbia, Helly Hansen, Skechers, and others: ATL and BTL activities
• Initiated and coordinated Sportmaster Fashion Show for 500 attendees

Education
Higher
2005 PLEKHANOV RUSSIAN ACADEMY OF ECONOMICS
Marketing, Diploma with honor

2002 RUSSIAN STATE UNIVERSITY OF THE HUMANITIES

Philology, Diploma

Professional development, courses

2007 NIMA-B
STATE UNIVERSITY HIGHER SCHOOL OF ECONOMICS, Certificate of NIMA Marketing B

Key skills
Languages Russian — Native
English — C1 — Advanced
German — A1 — Basic

Additional information
Recommendations MARS CHOCOLATE
Olga Linnik (Marketing Director of Korkunov)

About me • Bronze medal, Russian Hiking Championship (2001)

• Technical skills: Highly proficient in Excel, PowerPoint
• Interests: Avid tennis player and mountain skier; provide free marketing coaching for friends

Rudinskaya Natalia • Resume updated 15 July 2020 at 00:26