Oleg Borodin

Dear colleague,

I would like to introduce myself as a Trade marketing manager.

With more than 20 years’ experience as a Trade Marketing Manager - 10 years in FMSG market, in management of trade marketing for American company Kellogg and 10 years in construction business for Germany company REHAU I strongly believe, I could meet your  expectation for development of Trade marketing.

I excel at:

✓ development and implementation of trade-marketing strategy

✓ developing and deploying category strategy

✓ alignment trade marketing activities with category and brand management 

✓ analysis of world market and distribution data to develop business strategies.

In addition to my experience in Trade marketing, I have a solid experience in strategic, sales and project management:

✓ development and implementation of sales, includes trading terms for customers at all levels of distribution (distributors, contractors, developers, point of sales, end consumers)

✓ settings goals, KPI, forecasting sales performance, control P&L and sales plan fulfilment

✓ creation and adaptation of sales structure for market needs.

The educational background with a bachelor's degree in economics and marketing will help me see all aspects of a business environment to develop the company's distribution and sales.

I’d be happy to provide greater detail about my skills and experience during an interview.

CORE COMPETENCIES

TRADE MARKETING MANAGEMENT

✓ Development and implementation of trade-marketing strategy

✓ Developing and deploying category strategy

✓ Align trade marketing activities with category management

✓ Analyze global market and distribution data to develop business strategies

✓ 20 years’ experience in Trade marketing - 10 years in FMSG market in management of trade marketing for American company Kellogg and 10 years in construction business with German company REHAU

STRATEGIC MANAGEMENT

✓ Making a transparent current business status for region/country/businessunit, including competitors’ analysis

✓ Formulating vision, strategic long and short-term goals

✓ Adaptation 5P marketing to align with formulated targets

✓ P&L with perspectives for 3-5 years

✓ Creating actions plan with executing and evaluating

SALES AND PROJECT MANAGEMENT – RETAIL DISTRIBUTION SYSTEM & PROJECT SALES

✓ Development and implementation of sales, includes trading terms for customers at all level of distribution (distributors, contractors, developers, point of sales, installers)

✓ Settings goals, KPI, forecasting sales performance, control P&L and sales plan fulfilment

✓ Creation and adaptation of sales structure for market needs

Head of sales

▪ I’m experienced in (more than 20 years) how to establish and organize retail distribution and project sales. I have been working in different markets. I have an experience how to organize right structure of sales and marketing.

▪ I know how to start of development of new products and rapidly launch it. I did it many times.

Head of DIY sales

▪ I know how to organize sales in the big retail chains like Leroy Merlin, OBI, KingFisher, Castorama.

Head of E-commerce

▪ I established and launch sales of REHAU ready windows directly from REHAU to end consumers through marketplaces like "Amazon" but in Russia are OZONE, Wildberries, Yandex market and etc. It means I know what we need to do and how to adapt internal structures of sales, finance, legal, logistic and etc. to be direct seller to end consumers through an internet.

New business development

All my working path last 10 years is initiatives and establish a «startups», because all my work is to organize new project:

▪ sales through the dealers and contractors

▪ sales in DIY retail chains

▪ sales through the marketplaces.

LEADERSHIP

✓ Leading sales meetings and conferences to discuss and design strategies to meet targeted objectives

✓ Directing, training, motivating and developing sales managers to improve productivity and career promotion.

✓ Creating additional motivation programs to developing additional skills

PROFESSIONAL PROFILE

REHAU

Erlangen, Germany

January 2023 – present

International business development manager (EMEA)

Responsibilities:

1. Development of a Middle East region, includes 10 countries (UAE, KSA, Qatar, Jordan, Lebanon, Israel, Palestine, Kuwait,Bahrain, Oman)

2. Restructuring of existing business models for future development - Republic of Belarus.

3. Reorganization of existing sales structure of KAM Germany for future development KAM of industrial piping.

4. Establishing strategies in associated territories and functions based on long term perspective.

5. Formulating actions plan in connection with strategic goals.

6. Implementing the associated plans with evaluating to what degree action plans have been successful and making changes when desired results are not being produced.

7. Establish and implement a reporting system with KAM automotive and ME markets allowing for transparent and strategic decisions to be taken.

8. Establish a functioning structure for the IBD part of EMEA to cover all markets and areas allocated and reach a net sales target

Achievements:

1. Strategy developed with estimation of business potential until 2026 by 3 scenarios for Middle East region.

2. Perspective distribution map created for Middle East region.

3. Pricing policy adapted to market needs for Middle East region.

4. Perspective products matrix were connected to project business for Middle East region.

5. Started new strategy implementation for Middle East region.

6. Market analysis was done (price, products, competitors, distribution) for Belarus

7. New distribution and price policies were done for Belarus.

8. Created strategy for Belarus for 2024-2026 with 3 scenarios of development.

9. Initiated process of restructuration sales force structure in Belarus.

10. Industrial market analysis executed.

11. Revised KAM sales structure with adaptation to market needs.

REHAU

Russia, Moscow

2013 – 2023

Head of Trade Marketing & DIY & E-commerce

Responsibilities:

1. Development of the dealers strategy in 3 divisions: “Windows solution”, “Buildings solution”, “Furniture solutions”

2. Establishing channel strategies and implementing the associated plans.

3. Development and implementation standard of representation products in different trade channels.

4. Development and implementation KPI system

5. Development and management of realization of efficient national and local trade-marketing activities, directed to achieve sales and distributional targets

6. Responsible for management and monitoring of Trade Marketing Investments and initiatives execution.

7. Monitor and improve processes to link all Marketing activities with the activities of the Sales team.

8. In area of responsibility 20-40 sales managers

Achievements:

1. Sales grow year by year in area of responsibility.

2. Developed concept scheme and strategy of dealers trade channel, includes rules and procedures.

3. Transition the dealers strategy from status of project to base function of sales department.

4. Created REHAU-standard of products sales drive in POS.

5. Created KPI for direct customers and sales force, including clear targets for distribution.

6. Created and implemented system of promo activities and distribution drive.

7. Created and implemented new profile for hiring new type of sales managers.

8. Developed vision and strategy of work with DIY retail chains.

9. Organized relationships with DIY retail chains include the biggest one is Leroy Merlin.

10. Created new mechanics of work with new trade channel.

11. Repaired image of DIY trade channel as an important and effective channel of sales for REHAU goods.

12. Turnover of DIY will achieve 5 Mio EURO a year in 2021without additional stuff (through organization of new type of work with present sales team).

Going the extra mile

1. Create, development and leading new projects «Marketplaces»- launch new trade channel for direct sales REHAU ready windows and floor heating systems to end consumers. New trade channel is generating several millions EURO in time being.

2. Created and implemented system of sales data exchange with direct customers and independent POS (3rd level of distribution). 90% of total sales in BS and 30% in WS controlled through this system.

3. Created and implemented «TM Energy» - new soft for calculation efficiency of trade promo activities and complicate SIP targets.

4. Implemented system of sales force automation for efficient work in fields (routing, KPI analysis, agreements and next steps) with remotely control function.  

5. System of plan-actual analysis and distribution drive, based on sell-out data, implemented in all levels of sales department BS and WS, not only in trade marketing project.

6. Developed new type of trading terms for direct customers (distributors and fabricators), based on sell-out data.

7. Development and leading new projects:

✓ «Rent-a Rep» – development retail sales in regions with exclusive team in stuff of distributors BS, FS, WS

✓ New logistic scheme for DIY development

Kellogg

Russia, Moscow

2004 – 2013

Trade Marketing manager

Responsibilities:

1. Development and implementation of efficient trade-marketing strategies for development of product categories in all channels, including implementation mechanism through clear targets and key working parameters

2. Development and management of realization of efficient national and local trade-marketing activities, directed to achieve sales and distributional targets

3. Coordinates proper integrated alignment with Supply on new Products launch & promo activities (monthly sales forecast input)

4. 10 trade marketing specialists are directly subordinate as well as 1000 sales representatives in area of responsibility – launch new products, incentive programs, special tasks and monthly priorities - establish targets, motivation, control of implementation

5. Arrangement of work on a study of main factors, that influence the dynamics of consumer demand.

6. Arrangement of development and realization of local advertising measures.

7. Coordination of department functioning together with all departments of the company

8. Analyses of efficient conduction of marketing activities; observation of the marketing campaigns of competitors.

9. Control of development, manufacturing processes for trade equipment and advertising materials. 

Achievements:

1. New trade marketing strategy was developed and implemented.

2. New trade conditions for distributors were developed and deployed

3. Clear targets and key working parameters for partners and sales managers were developed and realized.

4. Channel strategy for products promotion was formed

5. Display standards were created, implemented and modified on year base.

6. The level of numerical and weighted distribution for brands Luybyatovo and Kellogg's were increased in 2 times.

7. Tens of efficient national and local trade-marketing activities with positive ROI were arranged.

8. Trade marketing department is reorganized, as well as its functions and place in the company

Publishing advertising agency

Russia, Voronezh

 1999 –2004

A chief of publishing department, marketing manager, designer

Responsibilities:

1. Organization of working process in before publishing preparation area

2. Development and planning the issue of periodic publications, analysis

1991-1995

Voronezh Aviation Technical College, specialized secondary education
Specialty: Technologist
 

1995 - 1999

Voronezh State Technical University, higher education
Specialty: Economist Manager

2009 - 2010

Presidential Management Program, higher education
Specialty: Marketer

Language skills: English - fluent, Russian – native.