Grigory Vikentyev

Managing cross-country strategic and communication projects for the largest juice brands in Eastern Europe region. Initiating new projects starting from package and NPD to positioning and brand identity change. Creating completely new brand equity materials for local brands and adapting them for relevant markets – 360 campaigns, including TV and OLV reels, Key Visuals and brand toolkits. Planning across several BUs to create synergy effect. Developing and managing trainees and new team members.

Being a project leader for New Product Developments under Fruktoviy Sad brand, prepare and present for Management a full marketing set for an innovation launch – business case, communication, package design and POSM. Managing product price and recipe finalization to make a working P&L.

Managing drinkable yogurts under Fruttis and Nezniy local brands and Campina drinkable cream. Lead NPD projects as a marketing and project manager with high involvement in R&D processes. Create promotional plans, package and price reco for existing and new products.

Managing juices for kids (Tedi), instant coffee (La Festa) and chocolate spreads (Nutti). Adapting marketing materials from head office to match Russian consumers’ needs and motivation. Getting business analysis work for improvement of sales and promotional activities.

International Marketing, Management, PR

Marketing, Management, Service Marketing, Economics