RINA GOLDMAN

(857-***-**-**

adgwop@r.postjobfree.com

EDUCATION

Northeastern University, Boston, USA

Certificate program on “Digital media management”, present

Moscow State University named after M.V. Lomonosov, Moscow, Russia

"Advertising & Marketing", Sept 2008-May 2009

People’s Friendship University of Russia, Moscow, Russia

Bachelor’s degree in Linguistics (English and French), Sept 1998-June 2003

Related coursework:

Google Squared 8 months digital marketing course, Oct 2017-May 2018

EXPERIENCE

Leroy Merlin, Moscow, Russia

Head of brand management, Dec 2018-Sept 2019

Key responsibilities:

1. Developed 3 national integrated advertising campaigns from scratch: TV, OOH, OLV, SMM, radio.

2. Overlooked the development of digital and visual materials for the brand: digital banners in a new concept store, outdoor ads, various owned media materials.

Achievements:

1. Store traffic for the promoted categories grew 13-19% vs plan

2. Post-campaign research revealed unprecedented for the industry growth of motivation and growth of brand recognition up to 19%.

Strauss Group, Moscow, Russia

Senior brand manager, coffee category, Dec 2015 – Nov 2018

Key responsibilities:

1. Relaunch of a coffee brand “Ambassador”: new aspirational brand positioning, communication strategy and creative materials developments (TV, OLV, SMM), NPD to support new positioning.

2. Management of a coffee brand “Chernaya Karta”: full redesign, portfolio optimization, communication strategy development, digital communication (OLV, SMM).

3. Annual brand planning: volume forecasting, brand plans development, media strategy.

4. Research projects management due to absence of CI manager: brand health tracking, Needscope, shelf tests, positioning development, qualitative researches, etc.

Key achievements:

1. Completely transformed 2 brands from old-fashioned and stale to relevant and aspirational brand image.

2. “Ambassador” relaunch led to awareness growth +9pp, trial +5pp, motivation +6pp.

3. “Chernaya Karta” was the fastest growing brand in 2017 in Freeze-Dried coffee.

Kraft Heinz Company, Moscow, Russia

Brand manager, Heinz baby food, Mar 2015 – Nov 2015

Key responsibilities:

1. Brand strategy and communication development in baby food category.

2. Portfolio and pricing strategy development for 2 categories (baby puree and biscuits).

3. 3 digital campaigns developed from scratch.

4. Annual brand planning: volume forecasting, brand plans development for 2 categories (baby puree and biscuits).

5. 5-year NPD pipeline development: ideas generation, research validation, product samples development.

Achievements:

1. Brand strategy, portfolio and pricing strategies approved by company’s senior management.

2. NPD pipeline plan validated in research and confirmed by senior management.

3. Digital campaigns’ KPIs improved (time on site grew from average 0,33 sec to 1,11 sec; bounce rate decreased from average 74% to 40%).

Kellogg Company, Moscow, Russia

Brand manager, Lyubyatovo cereals, November 2009 – July 2012

Responsibilities:

1. Developed national integrated advertising campaigns for “Lyubyatovo” megabrand communication as well as separate national campaigns for cereals category (TV, OOH, print).

2. Cereals NPD projects: launched new women’s cereal sub-line with national TV and digital support.

3. Developed emotional digital campaign for new women’s sub-line “Love for moms”

4. Pack redesign across 3 categories (cereals, biscuits and crackers).

5. Cereals portfolio management, including brand architecture development, productivity projects, pricing strategy.

Achievements:

1. Relaunch of “Lyubyatovo” brand led to 35% sales growth in cereal category.

2. “Lyubyatovo” cereal brand enjoyed the highest affinity and loyalty in the category as a result of brand relaunch

3. Megabrand communication drove sales growth in biscuits and crackers +19%

Kraft Foods Rus, Moscow, Russia

Assistant to Brand Manager, Vozdushny chocolate, January 2007 – January 2009

Key responsibilities:

1. Active role in new product development and launch (research, design, ATL and trade launch).

2. National promotions development and execution (ATL, BTL supervision, POSM)

3. Brand performance analysis, price analysis, brand health tracking

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