Viktor Eratov

440-***-**** • adz701@r.postjobfree.com • Cleveland, OH

SUMMARY

Award-winning Account Management, Sales, and Trade Marketing professional with 15+ years of progressive experience leading strategic relationships and lasting partnerships with regional, national and international retailers. A collaborative player coach with in-depth expertise in CPG sector, and a track record of turning around struggling accounts/territories and unlocking unconventional market segments. An experienced project manager with excellent relationship management, problem solving, analytical, and communication skills.

Strategic Planning & Key Account Management • Trade Marketing

Customer & Business Development • Sales Management & Coaching

Sales & Marketing Analytics • Project Management

EXPERIENCE

MARS Inc. 05/2015 – 02/2023

Customer Development Senior Leader Confectionery, Moscow Russia 09/2018 – 02/2023

Led strategic initiatives and operations for the Modern Trade Channel across 6+ regions, spearheading relationships with 12+ major retailers and delivering Gross Sales Value of $57MM annually with 20% YoY revenue growth:

Led award-winning Key Account Development efforts for a German retailer Globus increasing Gross Sales Value by 80% by managing Cash-out, TZV zone + Main shelf category development projects.

Launched and grew a successful partnership with the largest Healthy Foods retailer in Russia (#2 ecommerce grocery retailer nationally) unlocking a new market segment.

Built strong partnerships with two mobile network retailers and secured exclusive category representation.

Grew revenue by 53% with Dutch retailer SPAR through cash-out category development project.

Grew revenue by 47% with German retailer BILLA through cash-out category development project.

Effectively managed and developed a team of 2 Account Managers, an Account Executive, and Trainee.

Regional Account Development Manager Wrigley, Moscow, Russia 05/2015 – 09/2018

Led Strategic Management and Development of the Modern Trade Channel across 15+ regions delivering $35MM annually, managed 50+ retailers with a footprint of 1,200+ stores:

●Effectively managed and developed a team of 9 Regional Key Account Managers.

●Initiated and managed multiple cross-functional and cross-segment projects, including category projects: Metropress – increased net sales value by 20% and volume 30%, SPAR – increased net sales value by 40% and volume by 50%, Svyaznoy – unlocked a new channel.

●Led a high-impact project delivering 80% of quarterly targets: displaced a competitor of 10+ years at a major regional retailer leveraging an effective cross-category engagement strategy, developed and secured a mutually beneficial 5-year contract, planned and executed a Top-to-Top level Category Vision market tour to London Mars Growth Center, presented best global practices and company insights.

●Developed functional competencies and drove results of the Key Account team through hands-on coaching and mentoring, developed and delivered a high-profile strategic account planning training programs.

BRITISH AMERICAN TOBACCO 03/2003 – 05/2015

National Key Account Manager, Moscow, Russia 04/2008 – 05/2015

Led Key Account Executive team responsible for maximizing revenue across strategic retail accounts, facilitated 1.2% market share increase and 43% revenue growth between 2012-2015:

●Developed and maintained relationships with customers to ensure long-term success.

●Launched special projects delivering +15% YoY sales growth in a highly regulated sales environment.

●Developed functional competencies and drove results of the KA team members through hands-on coaching and mentoring, led a team of 2 Retail Key Account Executives.

Retail Key Account Manager, Moscow, Russia 01/2007 – 04/2008

Area Sales Manager, Northwest Region, Russia 01/2005 – 01/2007

Trade Marketing Representative, Yaroslavl, Russia 03/2003 – 12/2004

EDUCATION AND PROFESSIONAL DEVELOPMENT

YAROSLAVL STATE DEMIDOVA UNIVERSITY Yaroslavl, Russia

Master of Arts in Modern History

MOSCOW ACADEMY OF LABOR AND SOCIAL RELATIONS Moscow, Russia

Bachelor of Civil Laws

MARS UNIVERSITY Online

Mastering Customer Management Program

ADDITIONAL INFORMATION

Technical expertise: Microsoft Office (advanced Excel and PowerPoint), ERP (SAP) and CRM platforms, data visualization (PowerBI), and collaboration tools (SharePoint), customer research and analytics (Nielsen, GfK).

Additional experience: International Assessor of Mastering Customer Management Program for the global leader KAM competency development training.

Awards & Recognition:

●Mars Global Best Practice 2022 Award – 2nd place, Best MAS project

●Mars Global Best Practice 2022 Award – 1st place, Strategic Leadership

●Mars Best Supplier Retailer Rating by Globus 2021-2022, TAS Report

●Wrigley Best Supplier Retailer Rating by Shell Europe 2017

●Wrigley National Leader of the Best RKAM Team 2016 Award

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