SERGEY IVANNIKOV

**** ******** **, ************, ** 46220 317-***-**** e-mail: acs4hs@r.postjobfree.com LinkedIn: www.linkedin.com/in/ivannikovsergey/en

SUMMARY

Experienced marketing leader with over 15 years of expertise in all facets of Digital Sales, Digital Marketing, E-commerce and data analytics within high-profile global corporations and startups

Over 10 years of successful managerial experience in creating, developing and leading successful teams in corporate and entrepreneurial environments

Repeatedly succeeded in converting market trends research, customer insights and needs analysis into successful go-to-market strategy, effective messaging and differentiated product positioning ultimately leading to growing sales and gaining market share

Think imaginatively and broadly, goal oriented, competitive, has strong communications, leadership and analytical skills, always full of ideas, good at getting started with strong sense of involvement PROFESSIONAL EXPERIENCE

Regional Commercialization Leader for Emerging Markets (China, Brazil, Turkey, Russia, Saudi etc.) ELI LILLY, Indianapolis, IN 2015-2016

Lead commercialization of the brand with $0.5 bln yearly sales across emerging markets, providing expertise, coaching and global support to affiliates’ marketing and digital teams to drive sales and market share growth

Evangelized multi-channel integrated & digital marketing approach to the global marketing organization. Provided expertize and guidance to affiliate digital teams including digital strategy development, multimedia content development and production, traffic acquisition in DTC and specialized customer landscape, digital interaction analytics, massive digital marketing campaigns design, control and management

Organized and lead multinational medical and marketing events for affiliates overseeing development and effective deployment of sales, marketing and digital content in continuous health care providers’ education across the regions

Senior Brand & E-Marketing National Manager

ELI LILLY, Moscow, Russia 2013 – 2014

Managed brand and digital teams promoting pharmaceutical brand of $40+ mln national sales, lead development and execution of affiliate’s brand marketing plan including media, channel promotion plans within $6 mln budget

Won the Marketer of the Year Lilly EMBU Award in 2014 for achieving outstanding performance & business results though digital channels, sales force and trade initiatives

Lead cross-functional work with sales, medical, regulatory, commercial, channel, pricing and supporting functions capturing growth opportunities and collaborating with bigger marketing organization

Lead digital transformation effort developing affiliate digital capabilities and leading digital initiatives facing HCPs

(webinars, telemarketing, e-mail and SMS campaigns) and potential patients (developing and promoting web assets and apps reaching over 1 mln touch-points per year) providing for optimization the salesforce while reducing marketing costs and growing market share and sales Managing partner, e-Commerce and Digital marketing INTERNET RETAIL SOLUTIONS, Moscow, Russia 2006 – 2012 Founded and lead e-commerce startup peaking $50M annual sales specializing on internet online shops

(Health & Beauty, Weight Loss, Children & Motherhood, Home & Décor)

Built, hired, coached, inspired, developed and lead high paced entrepreneurial effective e-Commerce, Digital marketing and IT/technology teams, created and managed the network of external partners and vendors to support startup’s aggressive objectives

Managed platform / website development, including web development, programming, UX, navigation and graphic design, optimization path-to-purchase across sites, A/B testing, customer retention strategy, traffic and performance analytics (web, apps), data mining, optimization of conversion rates, measurement and improvement of digital marketing ROI

Owned traffic management and acquisition of new customers through a wide range of e-marketing and digital promotion channels including

Sergey Ivannikov

SEO (Search Engine Optimization for Google and Yandex) – acquisition of organic traffic,

SEM (Yandex Direct, Googe AdWords, Yandex Market, Begun, etc.), PPC campaigns,

Media display, mobile, targeting / retargeting, programmatic campaigns,

Affiliate marketing campaigns, e-mail campaigns and lists, telemarketing,

SMM (Social Media Marketing – Facebook, Twitter, WhatsApp, Tumblr, Foursquare, Instagram, VKontakte, Odnoklassniki, LiveJournal),

Content development (editorials, advertorials, site and SKU content), video production and traffic acquisition through video platforms like YouTube, RuTube, Vimeo,

negotiated and managed campaigns through 3rd party websites, formed partnerships, co-promotion and co- marketing campaigns and other internet advertising initiatives, leads generation and engagement strategies

Developed, implemented, analyzed and optimized objectives and strategies for all merchandise categories within projects including COG, margins, competitive positioning, pricing, cross-sells, analyzed sales and costs data, financial effectiveness of programs and initiatives, analyzed market trends and converted them into marketing strategies, being ultimately responsible for high ROI of $5 mln e-marketing budget Digital Projects Manager

WPI DIGITAL MARKETING AGENCY, Moscow, Russia 2003 – 2006

Developed and managed SEO, SEM, display, affiliate marketing, telemarketing, e-mail, social media, content

(editorial and advertorial), third party internet campaigns for major pharmaceutical companies, health providers, e- commerce & info-business projects

Applied deep understanding of web design and development approaches, CRM, CMS systems, marketing automation, web analytics and social media, lead management techniques and strategies to match customer behaviors and desired outcomes.

Designed and implemented effective lead generation and customer engagement campaigns across digital advertising platforms to drive qualified sales leads for clients’ businesses, analyzing and constantly improving targeting strategy, conversion rates, leads quality, advertising and sales messaging, websites, e-mails, social media activities and collateral materials for accuracy, effectiveness and relevance to clients’ revenue and brand awareness goals

Developed and applied HTML skills, worked with Google Analytics, Google AdWords, Yandex Direct, Yandex Metrica, E-mail automation tools like ExactTarget, MailChimp, along with video and image editing software like iMovie, Adobe Photoshop, along with Microsoft Office (Word, Excel, PowerPoint, Outlook), Mindjet MindManager, Apple Numbers, Keynote, Pages.

Brand Manager

ELI LILLY, Moscow, Russia 2001 – 2003

Created and implemented tactical promotion and advertising plans focused on clinical, operational and economic outcomes to ensure global strategy is executed via existing and new sales and promotion channels managing several brands succeeding in growing market share, building disease and solutions awareness and increasing share of voice

Created sales tools, sales plays, sales training materials and customer facing assets for direct and indirect sales channels, defined positioning, value proposition and targeting strategies. Effectively translated market trends, situational analysis, customer insights and needs, industry analysis and market research into successful go-to- market strategy, effective messaging and differentiated product positioning

Launched a major global men’s Health brand in Russia, employing modern approaches to market research, customer insights, explored patient journey and identified the most effective actions to deliver best solutions to customers.

Worked with regional and global marketing organization, medical and sales team to execute on created plans to achieve sales targets, participated in various internal and external marketing and sales events to evangelize and promote the brand, cultivated key customer and sales force relationships to gain market insights, implement programs and drive product preference, effectively managed key vendors and agency relationships EDUCATION

PhD, Economics, Higher Attestation Commission of Department of Education of Russia, 2004 BA, Civil Law, Moscow State Law Academy, 2002

MBA, International Economics, Finance Academy, Russia, 2000

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