Alyona Trifonova
Working areas:
-
marketing management,
-
brand management,
-
project management.
Current location: Moscow, Russia.
Willing to relocate.
Looking for a job: full-time, part-time, contract, temporary.
Languages:
-
English - fluent,
-
French - initial,
-
Italian - initial.
I started working in marketing in 2005 as a promoter of the advertising agency. At the same time I was studing the economy on two faculties at the state university. Although I studied disciplines more connected with economic theory and management, my work in the advertising agency fascinated me so much that I've decided to go on exactly in this field.
For the last few years, I have been specializing in food marketing, developing new brands and food packaging. I will be glad if my knowledge and experience will be useful to you!
WORKING EXPERIENCE
Marketing Director
Jul'21 - present
"Goryachiye Krendeli "Sever", LLC
Moscow, RU
Production of popcorn, snacks, nuts, bakery and ready-to-cook products
https://corincorn.ru
Redesigned CorinCorn popcorn packagings and rebranded Salto nachos; launched new flavors of popcorn, limited collections, corn seeds, coconut oil; prepared the company for participation in the Prodexpo exhibition; organized cooperation with influencers, beauty boxes, PopcornBooks Publishing House; organized collaborations with Russian social network VK, Yandex Plus service, online cinemas IVI, Premier and more.tv , MyBook app, and Puzzle English platform.
Responsibilities
1. Assortment Management
-
Launch of new products, starting with the recipe, together with the technologist, and ending with packaging.
-
Development of the strategy for launching new products to the market.
-
Analysis of the assortment and making proposals for its improvement based on sales analytics, feedback from partners and the competitive environment.
-
Rebranding and redesign. Analysis of commercial results after the launching new products to the market.
2. Company Brand Management
-
Creation of brand platforms for CorinCorn, Salto, Maiski, Comandante Pancho, "Goryachiye krendeli "Sever".
-
Working with brand voices, key messages and visuals.
3. Brand Promotion and Advertising
-
Development and implementation of brand communication strategies.
-
Launch of collaborations and promotions.
-
Social Media Management.
-
Launch of B2B e-mail newsletters.
-
Organization of cooperation with influencers on a barter basis.
-
Organization of photo and video shootings.
4. Design of promotional materials
-
Creation of commercial offers and presentations.
-
Creation of the complex of polygraphy and trade equipment.
5. Event Management
-
Development and implementation of the event calendar: micro-events and industry exhibitions.
-
Development of technical specifications, advertising and informational materials.
6. Marketplaces Management
-
Design of product cards for distributors who sell the company's products on marketplaces.
-
Writing product descriptions.
7. Analytics, Research, Budgeting
-
Drawing up portraits of the target audience, empathy maps, CJM.
-
Competitive analysis of the assortment, prices and marketing activities.
-
Organization of online surveys for B2B clients and analysis of the feedback.
-
Analysis of foreign and Russian trends in the food segment.
-
Marketing Budget Management.
8. Personal Sales
Search for clients, presentation of products, negotiation process, sign of contracts and control of product delivery to the clients.
Brand Manager
Jul’17 - May’22
Grandeco Wallfashion Group
Tielt, BE (remote)
Production of wallpapers
http://www.grandecogroup.com/
Adapted the brand website for the Russian-speaking audience; developed the VK community; prepared the company for participation in the Mosbuild exhibition; organized the participation of the brand in the programme "Dachnyy otvet" on NTV channel.
Responsibilities
1. Copywriting
-
Translation and adaptation of texts, marketing materials and the company's website from English into Russian.
-
Writing descriptions of wallpaper collections and articles.
2. SMM
-
Development of the brand community in the VK, targeted advertising.
-
Support for Russian-speaking users in the international brand accounts.
3. Event Management
Preparation of the company for participation in the industry exhibition.
4. Media Advertising
Organization of free participation of the company in the TV program.
Deputy Marketing Director
Aug’19 - Jul’20
“Producti XXII veka”, LLC
Moscow, RU
Production of superfood and healthy food
https://www.p22v.ru
Rebranded of "Products of the XXII century"; launched new healthy food brands to Me, Peruanochka, CHIAMOON, HAPPINESS, Snezhnost; relaunched the company's wholesale website, developed a personal account for wholesale buyers; created the online retail store; restarted the company's social networks; prepared the company for participation in the World Food and Prodexpo exhibitions.
Responsibilities
1. Assortment Management
-
Development of new products, starting with the recipe, together with the chef, and ending with the packaging.
-
Organization of tastings, collecting and processing feedback, organization of work of the Product Committee.
-
Development of the strategy for launching new products to the market.
-
Analysis of the assortment and making suggestions for improvement based on sales analytics, feedback from partners and the competitive environment.
-
Holding webinars.
-
Pricing.
2. Site Management
-
Development of the functionality and UX-structure of the wholesale website and the Buyer's Personal Account, online retail store.
-
Preparation of technical specifications for website design.
-
Management of all development processes, search for programmers.
-
Collecting the semantic core.
-
Filling websites with content.
3. Digital Marketing
-
Lead Generation Management: contextual advertising, targeting.
-
Organization of B2B e-mail newsletters.
-
Launch of two company accounts (B2B and B2C) in social media.
4. Design of promotional materials
-
Creation of commercial offers and presentations.
-
Creation of the complex of polygraphy.
5. Event Management
-
Development and implementation of the event calendar: micro-events and industry exhibitions.
-
Development of technical specifications, advertising and informational materials.
6. Team Lead
-
Planning the work of the Marketing Department for month/ year, making individual working plans, goals and objectives for employees.
-
Search and selection of personnel, building a KPI system.
Marketing Manager
Nov’17 - Jul’19
"Kofe Prime", LLC
Moscow, RU
Production of coffee, distribution of coffee machines
https://amado.ru
Rebranded AMADO coffee packaging; created a club and launched a B2B customer loyalty program; created the set of promotional materials; organized the participation of the company in the PIR exhibition, the Gastreet festival; organized the participation of the company in the “Dobroe utro” program on the ”Pervyy kanal” TV-channel and in the “Radio Gourmet” program on “Radio Russia”.
Responsibilities
1. Coffee Brand Management
-
Coffee packaging rebranding.
-
Optimization of product lines based on the analysis of reports from the Sales Department.
2. Brand Development of Coffee Equipment
Translation of texts for the brand of Swiss coffee machines Schaerer, preparation of instructions and presentation materials.
3. Design of promotional materials
-
Creation of commercial offers and presentations.
-
Creation of the complex of polygraphy.
4. Media Advertising
-
Organization of free participation of the company in programs on radio and TV.
-
Development of the Youtube channel, organization of video shooting (script writing, search for a team and location, work in the frame).
-
Managing the company's social media accounts.
5. Loyal Customers Club Development
-
Club concept development.
-
Development of scenarios and holding events.
-
Launch of B2B e-mail newsletters for club members.
6. Event Management
-
Development and implementation of the event calendar: micro-events and industry exhibitions.
-
Organization and hosting weekly cuppings.
-
Organization and hosting excursions for the company's customers to the production facilities.
-
Making presentations and lecturing about coffee culture.
Head of Marketing Department
Jul’17 - Aug’17
"Delightful Season", LLC
Moscow, RU
Production of nuts, seeds, dried fruits
Responsibilities
1. Brand Management
-
Вevelopment of the strategy for the Delight Season dates brand; brand of seeds, nuts and dried fruits "Senechka" and brand of seeds "Eli-peli".
-
Packaging Design.
2. Design of promotional materials
-
Creation of commercial offers and presentations.
-
Creation of the complex of polygraphy and trade equipment.
3. Media Advertising
-
Release of the animated commercial.
-
Media planning, placement of the video on the regional TV.
Work experience for the last 6 years is presented. Previous work experience could be shared upon request. Total work experience - 18 years, since 2005.
Work with Art
In 2018-2020 I worked as the artist's producer.
I was responsible for searching clients who may want to hold a corporate master class or an art party, for organizing exhibitions and selling paintings, for producing and selling merchandise with the artist's prints.
I managed to attract some large brands for cooperation. For example, La Perla, CATRICE, essense.
Public Speaking Skills
I have experience in public speaking.
Hosted webinars and live presentations of products to clients.
Hosted factory tours.
Hosted trainings for Sales Departments about how to sale new brands. Created scripts.
In 2015-2017 I created three marketing courses at the UNIK remote university, gave lectures and practical сlasses.
2009-2011
Samara State Economic University
Master degree, specialty "Human Resource Management" (diploma with honors)
2004-2009 г.
Samara State Economic University
Specialist degree, faculty of management systems, specialty "Management of the organization" (diploma with honors)
2004-2008 г.
Samara State Economic University
Bachelor degree, specialty "Organization Management" (diploma with honors)
Additional education
2004-2005
Pprivate English school "Language Link" (diploma "Upper-Intermediate")
SKILLS
Marketplaces:
-
personal account of the Wildberries supplier,
-
personal account of the Ozon supplier.
Digital:
-
Google Analytics,
-
Yandex Metrica.
Graphic programs:
-
Corel Draw,
-
Photoshop,
-
Illustrator,
-
InDesign,
-
Premier.
E-mail marketing:
-
Mailchimp,
-
SendPulse.