Director Consumer Experience & Digital Marketing, United States
July 2023 — Current
Building a US business from scratch, as a new market for Philip Morris
Key responsibilities
Building a differentiated, relevant & sustainable business model
Commercial capabilities & tech stack (from b2b, b2c) ensuring omni-channel orchestration, and headless commerce
Digital marketing & communication strategy
Head of smoke-free products (IQOS, VEEV, Lil, Hybrid) / Head of Consumer Experience
Dec 2020 — July 2023
Transforming PMU to a product company, being vertically integrated, with a differentiation strategy based on superior consumer experience and sustainability backed by the network effect leveraging user data.
Elevate a model with data supported by predictive models, delivered in real-time across the channels, with an LTV for each user. Managing the consumer model under SAF across programs, channels, brands and portfolios.
Achievements:
#1 brand power & equity in PMI
Continues IQOS contribution for half of the NOR and reaches a 15% SOM, with a 1.4mio user base and half of the net operation revenues coming from smoke-free products
delivering a 3 figure in operating income being negative in 2016
Awards: Effie Best of the Best Award 2022
Digital Director (Ukraine, Georgia, Armenia & Moldova)
June 2019 — Dec 2020
Become part of the management team reporting to the Regional Managing Director to lead a digital transformation and serve as an internal digital hub for cluster markets (Moldova, Armenia & Georgia), continuing responsible for brand building and technological set-up for IQOS.
Key deliverables
Transform a company from FMCG to a data-driven, digital-first product company focused on the consumer experience & Equity
Develop and execute an integrated marketing strategy, overseeing organic and paid acquisition, product, and brand marketing.
Lead Go-To-Market activities by structuring promotion, pricing, and campaign activations
Drive digital marketing strategy with the end goal of increasing marketing KPIs (awareness, brand equity, new users, as well as engagement)
Lead technological transformation by developing low-code CRM and ERP
Achievements:
Accelerating the CJ six times
#1 brand power & equity in PMI
IQOS contributes half of the NOR above $200mio and reached a 12% SOM
Deploying a SAF for the whole commercial organization
Awards: Effie Silver Award, Effie Bronze Award
Head of Digital Marketing, E-commerce & CRM in IQOS
Mar 2017 — May 2019
After initial lunch and expansion, take over digital marketing, IT infrastructure and brand management streams.
Key deliverables
Develop agile, self-managed low-code digital ecosystem for RRP, namely one consumer views, CRM, ERP & bots' platform, all managed internally.
Run full-fletch digital marketing campaigns in paid, earned, and social, with an omnichannel content creation strategy behind.
Develop an eCRM set-up with an above 80% engagement rate backed by instant messaging (Viber), replacing traditional emails & sms.
Sustain above 30% share of e-commerce and IM channels, being a backbone for the direct-2-consumer model.
Managed to deliver x4 user growth in 2017-2018 and x2 in 2019.
Brand awareness reached 63% nationwide
Reducing cost per acquisition & retention by 20%
Awards: Effie Silver Award. Google named IQOS as a product of the year in 2017-2018
Head of RRP (IQOS)
Mar 2016 — Feb 2017
Join PMI to launch IQOS in Ukraine, one of the first test markets. Established a new category, awareness and initial user acquisition, focusing purely on quality and NPS.
Successfully deployed a new business model based on the CJ with an alternative route to market and developed a portfolio strategy supported by digital excellence.
Achievements: building a direct-2-consumer digital-first business model, with a 75% conversion rate and NPS above 60%, with a low-code infrastructure and data foundation.