International Marketing and Investment Consultant

1. Natalie Benkendorff
International Marketing and Investment Consultant
SUCCESS STORY
South Africa | Russia | UK | Germany | Greece | Cyprus | Israel | Nigeria
Marketing and
Investment
INTERNATIONAL
COMPANIES AND
INDIVIDUAL CUSTOMERS
CAPE TOWN, SOUTH
AFRICA
LONDON, UNITED
KINGDOM
MOSCOW, RUSSIAN
FEDERATION
Banking | Finance | E-Commerce | Construction | ICT | FMCG

2. International Experience 20013-2020
Success Story 2
CAREER
Banking | Finance | E-Commerce | Construction | ICT | FMCG
About Natalie Benkendorff
Natalie Benkendorff is a Marketing and Investment Consultant. Natalie has a Bachelor of Arts Honours in
Linguistics and Intercultural Communication, Diploma in Business Management, and over 10 years of experience
in marketing, investment and building businesses in the Russian Federation and South Africa.
Between 2006 and 2013, Natalie successively held the positions of a PR Director, a Marketing Director, a
Marketing Consultant and a Head of Marketing Departments in UNISTREAM Commercial Bank and ECI
Telecom, and collaborated with SAP Enterprise Software, Ariston Thermo, Société BIC, Lumene and others.
Since 2013, Natalie has operated as an International Marketing and Investment Consultant. She has made a
significant contribution to the development and quality assurance of businesses and entrepreneurship within the
Russian Federation and the wider South African economy.
In 2016, Natalie established a marketing and investment consulting company to support business interests in Sub-
Saharan Africa with a special focus on South Africa. The company offers innovative investment solutions with
predictable outcomes to match investors’ requirements in the primary economic sectors.
In 2013, the Department of Home Affairs
granted Natalie Benkendorff an
Exceptional Skills Permit.
To grant a South African Exceptional Skills Permit,
the Department of Home Affairs favours those who
are in position to make a meaningful contribution to
broaden the South African economic base.
The Department of Home Affairs believes that
Natalie’s exceptional skills coupled with her extensive
technical experience in the Russian Federation and
South Africa will greatly enhance South Africa’s ability
to manage and enhance the approach to diversity,
inclusion and economic black empowerment.

3. International Experience 2013-2020
Success Story 3
BENKENDORFF INTERNATIONAL (PTY) LTD
Suite 1C, Regency Pavilion, 36 Regency Drive,
Route 21 Corporate Park, Pretoria, South Africa
Tel: + 7 9o8 678 3104 | Skype: nataliebenkendorff
Email: nataliebenkendorff@hotmail.com
In the beginning of 2013, Natalie started
her entrepreneurial journey as an
International Marketing and Investment
Consultant.
This journey took Natalie to Sub-Saharan Africa and
South Africa where she provided marketing and
investment consulting and business development
services to a wide range of economic sectors.
In 2006-2013, Natalie demonstrated her
professional growth and achieved the
following outstanding results.
• UNISTREAM Commercial Bank was honoured
with the title «The best money transfer system in
Western Europe 2012»;
• Ariston Thermo Group became an official partner
of the Winter Olympic Games in Sochi 2014;
• Société BIC experienced the media coverage
growth by 250%;
• ECI Telecom won E-Government tender and
increased its repeat transactions by 150%;
• K-Systems became a Russian market leader (market
share - 30%) and increased its retail sales by 240%.
In 2014, the first export project bridged
South Africa and the Russian Federation.
Natalie attracted a Russian investor’s attention to
South African wine estates, and later established a
wine distribution company from scratch.
The company represented the most famous South
African wine estates such as Kanu, Vrede en Lust and
Laibach in the Russian Federation.
In 2016, Natalie established her own
company in Pretoria, South Africa.
Natalie built a marketing and investment consulting
company, Benkendorff International (Pty) Ltd. The
company offers innovative investment solutions with
predictable outcomes to match investors’
requirements in the primary economic sectors.
Over the years, the company has gained in knowledge
and expertise by supporting current business interests
and new project developments in Sub-Saharan Africa
with a special focus on South Africa.
Natalie is excited to be a driver of change in this
dynamic sector worldwide, as well as to play her part
in defining a world-class and competitive
Infrastructure Sector, Financial Sector, Oil and Gas
Sector and Metals and Mining Sector.
Natalie is constantly moving forward, looking to the
future, and making new agendas and projects happen.

4. Moscow, Russia 2012-2013
Success Story 4
Goals:
• Managing day-to-day operating activities
of the Marketing Department in the
Headquarters in Moscow, Russia;
• Supporting marketing and
communications activities in the Russian
Federation, UK, Germany and Cyprus;
• Establishing strong relationships with the
bank's key partners and the Government
of the Russian Federation.
Objectives:
• Optimising the bank's services and
expanding the bank's product portfolio;
• Development and executing the
customer, partner loyalty programs and
employee reward program;
• Improving the bank’s products and
services quality and clients' satisfaction.
UNISTREAM
Commercial Bank | Payment System | Money Transfers
About Unistream
The UNISTREAM International Payment System of Money Transfers is one of the popular systems in Russia
and CIS countries. It operates in some 100 countries worldwide through some 333.5 thousand service points,
including self-service payment terminals.
UNISTREAM has its own networks in Greece, the United Kingdom, and Cyprus. Over 450 financial institutions
all over the world cooperate with the System.
The UNISTREAM System is the co-funder of the National Payment Council, founded under the aegis of the
Central Bank of the Russian Federation and the Association of Russian Banks.
In 2012, UNISTREAM was nominated for IAMTN (International Association of Money Transfer Systems) Prize
and Global Banking & Finance Review Awards. The International Financial Magazine named UNISTREAM the
Best Money Transfer System for Eastern Europe 2013.
In 2012, UNISTREAM Commercial Bank received
a number of awards and recognitions.
In late 2012, two reputable international organisations,
(International Association of Money Transfers (IAMTN,
London) and the Global Banking & Finance Review Awards,
honoured UNISTREAM with a title, calling it «The Best
Money Transfer System in the Eastern Europe in 2012.».
This year, the Ukrainian solid financial publication Banker
named UNISTREAM the best system in Eastern Europe and
the CIS countries.

5. Moscow, Russia 2012-2013
Success Story 5
Key Performance Indicators:
• The best money transfer system in Eastern Europe 2012 according
to the Global Banking & Finance Review Awards;
• As a result of the implementation of the partner program, 32 banks
became new partners of the bank by the beginning of 2013;
• Over 20 new products were included into the bank's product
portfolio between 2012-2013;
• Successful differentiation of UNISTREAM from the key market
players such as Western Union, MoneyGram, Leader;
• UNISTREAM sales through retail networks increased by tens of
times in 2012;
• The size of UNISTREAM network in CIS exceeded 16,400 locations.
In 2012, UNISTREAM
demonstrated significant
development in Russia.
• The total number of service points
reached 200;
• The total number of partners
exceeded 200;
• The total number of outlets
increased to 7800;
• The sales through retail networks
increased by tens of times;
• The total number of chain-provided
locations exceeded 3000.
The financial performance of the
Russian network (not incl. terminals,
retailers and mobile transfers),
remittances volume increased to 34
billion rubles.
UNISTREAM Commercial Bank (JSC)
20, Verhnyaya Maslovka str, bldg. 2, Moscow, Russia, 127083
Tel: +7 495 744 5555 | Fax: +7 495 287 8066
www.unistream.com
The total number of publications
about the system’s activities exceeded
3000 per year.
Responsibilities:
In UNISTREAM, Natalie Benkendorff’s responsibilities were to manage
day-to-day operating activities of the Marketing Department in
Moscow Headquarters, and support marketing and communications
activities in the UK, Germany, Greece and Cyprus branches.
Natalie developed and implemented a marketing strategy in Russia
and the CIS, managed the market research and completed
quantitative analysis of the Russian, CIS and German markets.
She organised a study to understand customer satisfaction towards the
bank’s products and services, differentiated the bank’s products and
services, segmented the customers and found new market niches. In
addition, she optimised and improved existing products and services
and offered suggestions for expanding the bank’s product portfolio.
Natalie implemented customer and partner loyalty programs and
employee reward programs, she organised co-marketing activities
with the bank’s key partners such as Visa, MasterCard, QIWI, OZON.ru.
Natalie also developed and executed an advertising and a PR
campaign in Russia and CIS, and enhanced relationships with the mass
media in Russia and Europe (over 110 editions). She also managed
Indoor and Outdoor advertising campaigns for over 200 branches in
42 Russian towns, and implemented ATL and BTL activities.
A social media engagement strategy that was created and
implemented by Natalie spanned such social networks as Facebook,
LinkedIn and YouTube, and helped establish close and trustworthy
relationships with the bank’s customers and maintain the positive
image of UNISTREAM.In 2012, according to various ratings
UNISTREAM was the most cited
system in the industry.

6. Moscow, Russia 2010-2011
Success Story 6
ARISTON
Heating | Water Heating | Burners | Components
About Ariston Thermo Group
Ariston Thermo is a world wide leading company in heating and water heating. In 2013, the Group achieved a
total turnover of €1.335 billion and sold 7.2 million products in more than 150 countries. It has 6.600 employees,
45 companies and 7 representative offices in 31 countries.
The Group offers a full range of products, systems and services, mostly under the Ariston, Elco, Chaffoteaux and
Racold brands. Ariston Thermo commitment to energy efficiency is expressed through its constant stream of new
solutions based on renewable energy sources such as solar thermal systems and heat pumps as well as
improvement of the efficiency of traditional products (such as boilers and water heaters) and investment in new
projects for the future. The underlying objective is to offer an optimal combination of comfort, energy savings
and care for the environment.
Goals:
• Increasing Ariston Thermo Group
brand awareness;
• Positioning the company as a leader
of the industry;
• Increasing the total level of
publications about the company and
its products in the mass media;
• Establishing the company’s image as
an innovator and a hi-tech expert.
Objectives:
• Forming Ariston Thermo Group
image as an absolute leader in the
Russian Federation and Global
markets;
• Executing marketing events
(conferences, press–launches, one-
to-one interviews, etc.);
• Working out and executing social
programs and acts of charity in the
Russian Federation.
In 2010, Ariston Thermo Group reached a total
turnover of €1.2 billion and turned out 6.4 million
products from 18 production sites in 10 countries.
Over the past 10 years the company's sales increased more than
threefold due to the major transactions and internal growth.
In 2011, Ariston Thermo Group demonstrated a general
intensive growth. Annual turnover of €1.25 billion,
which is 5.7% higher than the result of 2010. Net profit
increased to €45 million and the net financial position
amounted to €50 million.
Ariston is among the leaders for thermic comfort solutions in the
most rapidly growing markets such as China, India, Russia and
Vietnam. It has been represented in the Russian market since 1995
and has long been a leader in the sector of water heating equipment.

7. Moscow, Russia 2010-2011
Success Story 7
Ariston Thermo Group
19 Mira Street, Moscow, Russia, 129090
Tel: +7 495 411 8835
www.ariston.com
Ariston Thermo Group thermal equipment
was successfully used in the construction
of the Olympic Village in Sochi 2014.
Ariston Thermo Ru, a representation of Ariston
Thermo Group in the Russian Federation, introduced
a new generation of condensing boilers
«RENDAMAX» series R600, which was used to
equip the Olympic facilities in Sochi. The Ariston
Thermo Group’s boiling heating system was also
fitted in the Olympic Village.
Responsibilities:
Natalie Benkendorff, collaborating with Ariston Thermo
Group, focused her marketing activities on developing
and implementing a marketing communications
strategy in the Russian and CIS markets, that included a
PR campaign to enhance and maintain a positive
reputation for Ariston amongst its customers, partners
and the Government of the Russian Federation.
Natalie adapted Ariston international marketing
strategy to the Russian market. She provided Ariston
Thermo Group Marketing Department with marketing
communications proposals and winning initiatives. She
also supported the company’s marketing team with
their current projects and implementation of a
marketing communications plan.
To create successful PR strategy for Ariston Thermo
Group Natalie wrote a media analysis and conducted a
communications audit. She also wrote a mass media
engagement plan and coordinated marketing activities
such as exhibitions, seminars, press-conferences, and
round tables.
She planned and managed a PR campaign in the
digital, social and print media space, on radio and TV
which played a crucial role in building the company’s
image and its brand’s awareness in the Russian market.
Natalie positively enhanced company’s image among
Ariston customers, partners and the Government of the
Russian Federation, and built the company’s image as
an official partner of the Olympic Games in 2014.
Key Performance Indicators:
• Positively improved Ariston Thermo Group leader
image in the mass media and the business
community;
• Improved operative performance of the company's
press-office in Moscow, Russia;
• Increase in the number of publications about the
company in LifeStyle, Glossy, Radio, TV, and Internet.
The media coverage increased by 170%;
• Ariston Thermo Group became an official partner of
the Olympic Games in 2014.
In 2010, Ariston Thermo Group reached a
total sales of €1.25 billion and turned out
6.4 million products per year (plus 36
million components).
Ariston Thermo Group has a strong leading position
in key emerging European markets, including Russia.
In 2005, Ariston Thermo Group built a factory in St.
Petersburg, Russia.
In 2011, the Group sales in Western and Eastern
Europe reached 48% and 18% accordingly.

8. Moscow, Russia 2010
Success Story 8
SAP SE
Enterprise | Application | Software
About SAP SE
SAP is the market leader in enterprise application software. SAP is at the centre of today’s business and
technology revolution. The market leader in enterprise application software, SAP helps organisations fight the
damaging effects of complexity, generate new opportunities for innovation and growth, and stay ahead of the
competition.
SAP helps organisations of all sizes and industries overcome the complexities that plague our businesses, our
jobs, and our lives. With Run Simple as SAP operating principle, SAP nearly 75.000 employees focus on a singular
purpose that inspires us every day. To help the world run better and improve people’s lives.
SAP customers look to SAP to help them Run Simple – to seamlessly connect people and technology, real-time.
SAP helps its customers re-imagine business and life and to drive a meaningful impact globally.
SAP innovations enable more than 291.000 customers worldwide to work together more efficiently and use
business insight more effectively.
Goals:
• Promotion of SAP Forum 2010 among
CIO audience in the Russian IT market;
• Informing IT-community about SAP
Forum 2010;
• Maximising media coverage for SAP
Forum 2010 and the company in the
Russian IT market through print media,
Internet, and direct mail (news, press-
releases, news letters, etc.).
Objectives:
• Attracting media sponsors for SAP Forum
2010;
• Attracting the target audience to SAP
Forum 2010 ~ 1.500 individuals;
• Attracting the target audience to online
video broadcast about SAP Forum 2010 ~
3.000 persons.
In 2010, SAP Forum took place in the Moscow
International Exhibition Centre «Crocus Expo»,
and brought together about 1.500 guests.
The forum is a part of a global initiative SAP World Tour. Similar
events are held in more than 80 cities in 50 countries in Europe,
Asia, Latin and North America.
Over the past six years, SAP World Tour event was attended by over
270.000 visitors.

9. Moscow, Russia 2010
Success Story 9
Responsibilities:
SAP trusted Natalie Benkendorff with the development
and implementation of a PR campaign across the Russian
and CIS markets to build awareness about SAP Forum
2010 and attract SAP target audience to the event.
Besides, SAP trusted Natalie to enhance SAP positive
reputation among its customers, partners and the
Government of the Russian Federation.
Natalie managed the PR campaign in print, social and
digital space in order to reach a target audience and
meet SAP needs for SAP Forum 2010. During the PR
campaign, Natalie used the following marketing tools:
press-releases, announcements, news about an online
broadcasting, post-release, banners advertising, and
direct mail through the media sponsors’ subscriber
bases. Within 2 weeks, she published 12 press-releases, 4
announcements, 3 news about the online broadcasting, 2
post-releases, embedded an advertisement on 11
banners, and executed the direct mail campaign that
reached over 140 000 subscribers.
To highlight SAP Forum 2010 Natalie put trust in 12
leading business media sponsors such as Club
4CIO, Edition «CIO: Chief Information Officer», ComNews
Group, CRN/RE (IT-business) – a newspaper for CEOs in IT
companies, Edition Intelligent Enterprise/Corporate
systems, It-World – a daily online edition, HeadHunter – a
leading Russian company in online recruitment, «Interfax»
Group, Edition iXBT.com, Computerworld – a leading
international weekly edition, Director Information
Service – a desk edition of CIO, Subscribe.Ru – an
information channel.
In 2010, SAP Forum 2010 became one of the most
highlighted events in the local and regional business and
professional mass media in the Russian Federation.
Key Performance Indicators:
• The number of SAP Forum 2010 visitors – over 1.100
individuals;
• The number of online video broadcast viewers (June
23, 2010) – over 2.100 persons;
• The number of downloaded SAP success stories – over
1.300.
SAP SE - Walldorf
Dietmar - Hopp-Allee 16, 69190 Walldorf
Phone: +49 0 6227 / 7 47474, Fax: +49 0 6227 / 7 57575
www.sap.com
In 2010, SAP has set a record in Russia.
In 2010, the entire Russian market of integrated
enterprise management systems (ERP) was,
according to IDC, $649.4 млн (+ 31.9% to 2009),
and the first place was with SAP (50.5%). In total -
taking into account revenues from services, training,
etc. - SAP earned about $400 million in the Russia n
Federation in 2010.
A map of the Russian market of integrated
enterprise management systems in 2010, according
to IDC:
SAP Forum 2010, Moscow, Russia.
SAP Forum is traditionally one of the key events for
the Russian business community, that attracts
representatives of successful Russian companies in
different sectors of the economy and different sizes,
and it gives the opportunity to see the latest
capabilities of SAP solutions and the best practices
for their use.

10. Moscow, Russia 2010-2011
Success Story 10
SOCIÉTÉ BIC
Consumer Goods
About Société BIC
Société BIC, a world leader in stationery, lighters and razors. It is best known for making ballpoint pens. It was
founded in 1945 by Baron Marcel Bich and has become known for making disposable consumer products such as
lighters, razors and printed paper products.
BIC products are known and appreciated all over the world for their quality, their affordability and ease of use.
The ballpoint pen, the pocket lighter, the one-piece shaver are all part of the daily lives of millions of consumers.
These products make BIC one of the best known international brands, present in 3.2 million retail outlets, in
more than 160 countries on every continent, and it employs 9.200 employees worldwide.
Everyday, all around the world, consumers choose to buy 44 million BIC products.
Goals:
• Enhancing the company and its products
positive image among its customers,
retailers and the mass media;
• Highlight the company’s activities and its
product lines in digital, social and print
media space;
• Increasing the customers and the mass
media loyalty to the company;
• Executing extensive media coverage for
the company and its products.
Objectives:
• Initiating publications about the company,
its activities and products;
• Establishing and coordinating BIC Vegas
Art School at Vegas Mall;
• Managing BIC Days for Students in the
Moscow State University;
• Supervising BIC 60th anniversary;
• Managing BIC Holiday in French Embassy.
In 201o and 2011, BIC recorded net sales of €1.831.5
and €1.824.1 million accordingly.
This year, across all areas BIC continued to invest in the brand,
which strengthened its position and paved the way for future
growth in some countries as Australia, Russia and Brazil.
The key contributors to the growth were France, the Northern
area, Germany and the Eastern countries such as Russia,
Ukraine and Turkey.
2011 was a good year for Europe consumer business
despite the challenging economic environment.
In Europe, BIC experienced a mid-single digit growth, with,
notably, good results in France, Benelux, Germany, and Russia,
thanks to a more segmented offer and despite the continuous
low-cost, low-quality and mostly non-compliant Asian imports.

11. Moscow, Russia 2010-2011
Success Story 11
In 2010, BIC and its products were
constantly highlighted in digital,
social and print media space in the
Russian Federation.
Responsibilities:
In Société BIC, Natalie Benkendorff successfully adapted an
international marketing strategy to the Russian and CIS
markets, developed and implemented a marketing
communications strategy that was focused on building and
maintaining BIC awareness in Russia and CIS, promoting BIC
products, and increasing customer, retailer and the mass media
loyalty to Société BIC.
One of the campaign’s goals was to enhance the company’s
and its product lines’ positive image among BIC customers,
retailers and the mass media. The campaign was focused on
highlighting BIC activities and product lines: stationary, lighters,
and shavers, and a retail network promotional plan.
It allowed the company to build strong working relationships
with federal retail pharmacy chain stores such as 36.6, A5 and
Rigla and increase sales in one of BIC product lines - shavers.
Due to Indoor and Outdoor solutions suggested by Natalie,
BIC also increased sales in its other product lines - stationary
and lighters. Natalie also implemented ATL, BTL and TTL
activities that took place in Moscow and Russian regions.
Among the most highlighted events in the local and regional
mass media was a project BIC Vegas Art School in Vegas Mall, a
major shopping centre in Moscow, BIC Holiday in French
Embassy, BIC 60th anniversary, and co-marketing activity with
the helicopter company «Aerosoyuz», the magazine «Young
Family», the shop "Sportmaster" and the company "United
Confectioners».
During the campaign, Natalie constantly supported the
company’s and her own marketing team on current projects
and implementation of the marketing communications plan.
Key Performance Indicators:
• One of the major newsmakers in the Russian Federation;
• Increases the number of publications in the mass media
(LifeSlyle, Glossy, Radio, TV, and Internet) by 250%;
• The large-scale product placement in the mass media;
• The number of co-marketing events with Moscow major
shopping centres and publishing houses – 8;
• BIC sales increased by 24% in the Russian FMCG market.
Société BIC
14 rue Jeanne d’Asnières, 92611 Clichy Cedex – France
www.bicworld.com
In 2010, over the marketing and
communications campaign over 70
editions in digital, social and print
space published over 1000 messages
about BIC products.
Over the campaign the number of existing and
potential customers having direct contacts
with BIC products exceeded over 7.5 million,
and over 42 million through the media space.
In October 2010, BIC launched a large-scale
advertising campaign that spanned more than
30 regions of the Russian Federation. As a
part of the advertising campaign BIC placed
its advertising materials in the leading glossy
magazines and Internet resources, the
company was also involved with the popular
Russian radio stations as a sponsor, managed
street advertising in major Russian cities, as
well as organised a promotion "We will return
your money.»

12. Moscow, Russia 2010-2011
Success Story 12
LUMENE
Cosmetics | Skincare | Make Up | Sun Protection | Perfume
About Lumene
Founded as part of a pharmaceutical company in the late 40s, the brand Lumene saw the Arctic light of day in
1970, and became the market leading skincare and cosmetic brand in Finland after only three years. Part of the
success story was Lumene naturally potent ingredients, being the first cosmetics company in the world to use
handpicked, wild Arctic berries refined by science.
Lumene LAB leverages the company’s pharmaceutical heritage with a unique group of youth experts to develop
effective, anti-aging skincare solutions. Using the latest technologies combined with powerful Arctic ingredients,
the company creates the intelligent formulas that focus on anti-aging solutions for every age. Developed and
available exclusively for pharmacies, the company products are dermatologically tested, hypoallergenic and free
from parabens, synthetic colorants and mineral oils.
Today, the company - and brand - stand with one foot in the wild and one in the laboratory, combining Arctic
nature’s finest ingredients with groundbreaking technology to create bioactive skincare and cosmetics. The
company has over 530 employees, 330 of whom work in Finland.
Goals:
• Maintaining and enhancing Lumene and its products
positive image among its customers, retailers and
the mass media in the Russian market;
• Increasing media coverage for the company and its
products in the Russian market;
• Development and executing customer and the mass
media loyalty programs.
Objectives:
• Integrating the brand into Cosmopolitan project
«Runaway Bride»;
• Planning and executing a press-tour in Finland;
• Arranging a beauty discussion on www.MyCharm.ru;
• Launching a new lipstick Lumene Wild Rose Natural;
• Arranging an exhibition «The women world»;
• Managing an annual festival «Family Hearth».
In 2010, Lumene net sales amounted to
approximately €83 million.
90% of this amount was generated from Lumene key
markets: Finland, Scandinavia, Russia and the United
States.
In 2011, Lumene Group net sales amounted
to €82 million.
Almost half of the company’s net sales were generated
from its home market of Finland, and more than 50%
come from the international markets - Russia,
Scandinavia and the United States.

13. Moscow, Russia 2010-2011
Success Story 13
Responsibilities:
In Lumene, Natalie Benkendorff played a leadership role in
developing greater awareness of Lumene, particularly in the mass
media, promoting the company’s beauty products, and increasing its
customer, retailer and the mass media loyalty to the company.
In order for the marketing communications strategy to be successful,
Natalie tailored the Lumene international marketing strategy to the
Russian market according to the cultural and demographic
differences by defining the right marketing methods and tools that
later played a crucial role in reaching Lumene goals in Russia.
The marketing communications activities included a large-scale a PR
campaign that spanned more than 30 regions of the Russian
Federation and a product placement campaign in more than 40
leading glossy magazines and Internet resources.
In addition, Natalie coordinated and managed Indoor and Outdoor
campaign, ATL, BTL and TTL activities that took place in Moscow and
the regions of the Russian Federation.
Natalie coordinated a press-tour in Finland, a launch of a new lipstick
Lumene Wild Rose Natural, an exhibition «The women world», and
the most highlighted event in the local and regional mass media an
integration of Lumene into Cosmopolitan project «Runaway Bride».
During the communications campaign, Natalie constantly supported
the company’s and her own marketing team on current projects and
implementation of the marketing communications plans.
Key Performance Indicators:
• A market leader position among skin care and make-up products
in the Russian beauty market in the mass media;
• Increase in the number of publications about the company’s
activities and its product lines in LifeSlyle, Glossy, Radio, TV, and
Internet by 180%;
• Lumene integration in “Cosmopolitan Academy” http://
academy.cosmo.ru/ As a result - a great marketing
communications support for Lumene among Cosmopolitan
audience that is over 6.6 million people;
• The number of the global country beauty events – 6;
• In 2010, Lumene was in Top 10 Beauty Products according to a
survey among Russian women whose families’ monthly incomes
were over $500 per person.
LUMENE
Lasikuja 2, 02780 Espoo, Finland
Tel: + 358 204 877 100 | Fax: + 358 204 877 426
www.lumene.com
In 2011, Lumene increased retail
sales by 50.2% and increased its
customer base by 21.7 % in the
Russian beauty market.
The achievements became possible due
to successful defining and directing
communications about Lumene and its
product lines to its many audiences in
Moscow and the regions in Russia.
The company’s large-scale marketing and
communications campaign spanned more
than 30 regions of the Russian
Federation.
In 2011, Lumen business was mostly
expanded through the biggest, modern
national retailers: Rive Gauche, Bon Joli,
Perekrestok, Olgud, Magnet, etc.
In 2010, Lumene was in Top 10
Beauty Products among Russian
women whose families’ monthly
incomes were $500 per person,
according to a survey.
In the Russian Federation, Lumene was
distributed through the biggest, modern
national retailers: Rive Gauche, Bon Joli,
Perekrestok, Olgud, Magnet, etc.
Lumene products are represented in
more than 1.000 stores across the
country.

14. Moscow, Russia 2007-2009
Success Story 14
ECI TELECOM
Telecom | Network | Solutions | Applications
About ECI Telecom
ECI Telecom, a global provider of networking infrastructure. ECI delivers comprehensive network solutions to
service providers around the globe. Along with its long standing, industry proven next generation packet optical
transport. Today, ECI offers a variety of SDN/NFV applications, a comprehensive cyber security solution and a
range of professional services. ECI solutions and products transform any transport network into a competitive
advantage by enabling customers to rapidly and cost-effectively deploy revenue-generating services.
Founded in 1961, ECI has grown from a small technology company into an experienced global provider of
networking solutions to the world’s largest carriers. A market leader in many emerging markets, including India
and the former Soviet Union, ECI provides efficient, scalable infrastructure that serves as the foundation for the
communications of tomorrow.
Headquartered in Israel, with R&D centres in China, India and Israel, and in more than 137 countries ECI
Telecom is a global company whose underlying motivation is to help its clients address their network challenges.
Goals:
• Maintaining and enhancing ECI and it's
leaders positive reputation among its
customers, partners and the mass media;
• Maximising the media coverage for the
company’s activities and its product lines in
the Russian IT/Telecom market;
• Establishing relationships between the
Government of the Russian Federation and
the company.
Objectives:
• Developing and implementing partner and
customer loyalty programs;
• Planning and executing business events:
conferences, partner seminars, launches
and sales kick off meetings;
• Executing co-marketing activities with key
customers and partners (MTS, MGTS,
Megafon, Golden Telecom, etc.)
In 2007, the Russian telecom market was worth
approximately $40 billion and has an exhibited
annual growth of circa 24%, according to the
Ministr y of Digital Development,
Communications and Mass Media of the Russian
Federation.
The ability of ECI Telecom to deliver robust solutions that
address customers’ strategic goals led to the company’s
participation in the largest SDH/WDM network deployment
projects for the Russian telecom operators.
In 2007, the SDH/WDM market in Russia was estimated to
have been worth $400 million. In spite of the highly
competitive market that includes key competitors such as
Huawei, Alcatel-Lucent, Nortel Networks, and Nokia Siemens
Networks, in 2007, ECI was the leader in the Russian SDH/
WDM market with a 24% market share.

15. Moscow, Russia 2007-2009
Success Story 15
Responsibilities:
In ECI Telecom, Natalie Benkendorff’s responsibilities were to manage
day-to-day operating activities of the Marketing Department
Headquartered in Moscow, and direct all phases of marketing and
communications activities in the Russian and CIS markets.
A recipe for success became the annual marketing and
communications strategy, the advertising and PR campaign in Russia
and CIS that was well developed and implemented by Natalie in
2007-2009, as well as a promotional campaign in support of the
country sales strategy.
Natalie enhanced the company's and its leaders' positive image
among ECI customers, partners and the Government of the Russian
Federation. She built strong relationships with the key customers and
partners such as Vimpelcom, Megafon, MTS, MGTS, and Syntera by
means of executing customer and partner loyalty programs. Natalie
also planed and managed co-marketing activities with the key
customers and partners such as Veraz, Networks, Vimpelcom, Golden
Telecom, Corbina Telecom, Megafon, MTS, MGTS, and Step Logic.
In 2008, ECI Telecom took a part in the "E-Government» tender in
Russia and successfully won it. This became possible due to the fact
that the company implemented a cooperative program with the state
and local Governments in the Russian Federation.
Natalie also managed partner seminars, sales kick off meetings, press-
conferences, launches in Russia, Israel, Swiss, Greece, and Turkey.
On the eve of 2009, Natalie’s arranged the acts of charity in Orel, Russia
and built a modern computer class for the orphan children to study
computer literacy. Furthermore, Natalie attracted funds by means of
highlighting the project in the mass media and sending newsletters to
SEOs of the leading Russian and International companies in Moscow.
Key Performance Indicators:
• The repeat bargains with the company's key customers and
partners increased by 1.5 times;
• In 2007, ECI became a market leader in terms of sales revenue from
providing core DWDM and metro WDM optical transport
equipment to the telecom operators in Russia (market share – 24%);
• The «E-Government» tender winer in Russia in 2009;
• Strong working relationships with key customers and partners such
as Vimpelcom, Megafon, MTS, MGTS, and Syntera.
ECI Telecom Ltd.
30 Hasivim Street Petach Tikvah, 4959388 Israel
Tel: + 972 3 926 6500, +972 3 926 6555
www.ecitele.com
The ECI strategy enabled the company
to develop a solid customer base of
more than 60 companies in Russia,
including the leading fixed and mobile
operators: SvyazInvest, MTS, Comstar/
MGTS, Vimpelcom, GoldenTelecom,
Megafon, Synterra, TransTelecom, and
many more.
Global Provider of Networking
Infrastructure
In 2008, ECI Telecom signed a
cooperative frame agreement with
Synterra, one of Russia's largest
national telecommunications
operators, for delivery of the XDM AE
and BroadGate AE Multi-Service
Transport Platform (MSTP) solutions
to support the carrier's 60.000 km-
long network in more than 70 Russian
regions. ECI is one of Russia's largest
nationwide transport networks.
In 2007-2009, ECI successfully
continued to establish its
presence and partnerships as a
key contributor to the growth
of the telecommunications in
Russia, through innovative
technology, efficient platforms
and high-level of customer
focus.
One of the crucial success factors for
ECI in Russia was its ability to adapt
and meet local customer needs.

16. Moscow, Russia 2006-2007
Success Story 16
K-SYSTEMS
IT | Personal Computers | Servers | Terminals
About K-Systems
K-Systems, a market leader in the provision of computer hardware. The company provides full-scale production
of desktop computers IRBIS®, laptops, servers, graphics workstations, terminals, monitors and LED screens. K-
Systems computer equipment is made in the company's own production facilities in Moscow and St. Petersburg,
and it goes through a complete cycle of pre-sales testing.
The company operates in the Russian market since 1994. Among the company’s partners are the world's leading
manufacturers of components and software. K-Systems consisted of 19 companies that operate in the major
regional centres of the Russian Federation.
K-Systems equipment has the highest quality, which is achieved by both the design and the production. The
company’s equipment is certified by the quality system GOST R ISO 9001-96, received by the company in 1999.
Goals:
• Developing and maintaining the company's
and its leader's positive reputation among
customers, partners, and the mass media;
• Increasing the company's citation index;
• Increasing the company and its brand
awareness in the mass media;
• Building relationships between the
company and the Government of the
Russian Federation.
Objectives:
• Rebranding of the business;
• Improving brand health and its KPIs;
• Shaping the company corporate identity;
• Associating the brand with a slogan «It is
easy to make a decision»;
• Maximising press coverage for the
company and its products (print, online,
radio, and TV).
In 2006-2007, K-Systems demonstrated immense
growth in production of personal computers.
In 2006, K-Systems opened a production and warehouse
complex in Vidnoe, Moscow region. The total production
capacity of the complex was more than 300.000 personal
computers per year. In the same year, K-Systems started the
construction of production and logistics complex in the
Kaliningrad region with a capacity of more than 1.5 million
units per year.
In 2007, the company completed construction and launched a
production complex in Mytischi, Moscow region.

17. Moscow, Russia 2006-2007
Success Story 17
K-Systems
19 Mira Street, Moscow, Russia, 129090
Tel: +7 495 411 8835
www.k-systems.ru
Key Performance Indicators:
• The leading position in the mass media popularity rating
among the key players in the Russian IT market in 2006;
• Increase of retail sales by 2.4 times (market share - 30%);
• Increase of the media coverage by 300%;
• The co-marketing activities as a part of strategic plan with
Intel, AMD, Samsung, and Kaspersky Lab;
• Second position in Top 3 retail sales in the Russian IT market
in 2006, according to IDC and Gartner financial reports;
• Strong working relationship between the Government of the
Russian Federation and the company. State contracts.
Responsibilities:
In K-Systems, Natalie Benkendorff was responsible for
developing and implementing a PR strategy and a retail
network promotional campaign in the Russian and CIS markets.
In order to achieve the company’s goals Natalie focused on
building a positive reputation for K-Systems and its leader’s
among its customers, partners, and the mass media. It allowed
Natalie to develop strong working relationships with the
Government of the Russian Federation, the Ministry of Defence,
the Ministry of Communications, as well as with the federal retail
networks such as Media Markt, M.Video, Eldorado, and the
strategic partners - Intel, AMD, Samsung, and Kaspersky Lab.
She also developed and implemented a mass media
engagement plan, and built strong working relations with the
key mass media (print, online, radio, and TV), arranged 1-to-1
interviews with K-Systems leaders and speakers, assisted media
enquiries, and managed the regular update of media
databases.
In addition, Natalie developed and implemented Indoor and
Outdoor co-marketing activities with K-Systems vendors and
distributors. She planned and executed ATL and BTL activities,
and coordinated product placement on TV (a movie, TV
programs). She also planned and implemented such marketing
events as exhibitions, press-conferences, press-tours, launches,
and a road show.
The crucial success factor for K-Systems was rebranding of the
company that improved the brand health and its KPIs.
In 2007, K-Systems, according to
IDC, strengthened its position and
took 2nd place in the desktop
market after Depo Computers in
the Russian Federation.
The market share of K-Systems in the
Russian market reached, according to
independent experts, over 30%.
In 2007, K-Systems value was $200 million,
according to a survey.
K-Systems placed its advertising materials in
the leading glossy magazines and Internet
resources, the company was also involved
with the major Russian radio stations and TV
channels, managed street advertising in
Moscow and St. Petersburg, Russia.
The number of publications about K-Systems
and its products reached over 1.000 in more
the 100 print and online magazines.
In 2006-2007, K-Systems was one of
the major newsmakers in Russia.
K-Systems and its products were constantly
highlighted in digital, social and print media
space in the Russian Federation.

18. 2006-2020
Success Story 18
«It always seems impossible until it’s done.» - Nelson Mandela
Copyright © 2020 Natalie Benkendorff, Success Story. All rights reserved. This material may not be
republished and duplicate without express and written permission from the author.