1. Ilya Shpirt
Recent Career Highlights
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2. Professional Experience
 Head of Trade Marketing @
The Walt Disney company  Jul’10-PT
 National Horeca manager @ JTI  Nov’04-Mar’10
 Horeca Manager Moscow @ JTI  Dec’02-Nov’04
 Horeca Supervisor Moscow @ JTI  Dec’99-Dec’02
 Horeca Channel Manager @ BAT  Apr’98-Jul’99
 Head Rep.Office @ Fazer Chocolates  Feb’95-May’97
 Deputy General Manager,
 Key Account Manager,  May’93-Feb’95
 Sales Rep @ IMD Procter & Gamble
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3. General Responsibilities @ Recent Job
 Markets: Russia + Kazakhstan
 Strategic planning based on market trends and company focus.
 Trade marketing support: promo/visibility/sales tools to internal
functions & external partners.
 Cross-category trade marketing managers team.
 Marketing budget planning & management – own and partners’.
 ROI efficiency of operations.
 Sales tools development&preparation for company sales teams/business
partners.
 B2B activities planning/implementation – industry events & exhibitions/
account management/supply chain motivation.
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4. Recent job strategic achievements
 Budget ROI based efficiency maximization
 Introduction of new business procedures
 TM team structure optimization
 Annual TM plan development
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5. Recent job tactic achievements
 Annual promo plan development
 Promo activities - customization by account due to
market requirements
 Selection of marketing services providers (bidding based)
 Approach to calculation of branded zones and shop-in-
shop efficiency
 Cross category promo activities (ROI based)
 New sales tools and procedures development
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6. General Responsibilities @ Previous Job
 Horeca channel strategy and KPI’s development
 Operational standards development
 Trade marketing programs (BTL) development & implementation
 Budget planning and management
 Development of special branding projects in HRC
 Horeca universe segmentation (consumer profile based).
 Horeca database and census collection activities creation
 Involvement in innovative brand communication initiatives
 Negotiations with Key market players
 Company policies and procedures development
 Trade ambassador strategy development
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7. Strategic achievements @ Previous job
 Continuous channel strategy development
 Channel portfolio optimization
 Consumer profile based channel segmentation
 Budget use optimization
 Company procedures development
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8. Tactic Achievements @ Previous Job
 Operational excellence standards development
 Diversification/optimization of staff objectives
 Optimization of Horeca personnel working day
 Operational KPI’s definition
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9. Marketing experience highlights
 Marketing (Trade marketing) experience/expertise accross various
trade channels for FMCG products/brands
 ROI efficiency based way of thinking
 Budget planning and management abilities
 Business process/procedures optimization abilities
 Trade channel strategy (approach) development & implementation
 Experience in FMCG product promo and brand objectives
achievement via non-media tools
 Innovations in POSm and merchandising standards.
 Experience in trade channel segmentation
 Knowledge of licensing buisness across different product categories
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10. Sales experience highlights
 Sales teams building, coaching & development
 Sales coverage/reporting/sales team management
 Sales analysis, forecast and stock management
 Distribution & Coverage target setting and
achievement
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11. Looking for…
 Senior Managerial/Directorial positions in:
 Trade Marketing, possibly Brand Marketing
 Channel Marketing or Trade channels development
 Business development / Process or Organization
building
 Horeca / On-trade
within an FMCG or Lisencing (Media) company
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