Евгения Самерханова

Евгения Самерханова

О себе

Marketing professional with experience in multiple OTC categories (Pain, Fever, Sore Throat, Gastro) and FMCG

Опыт работы
Reckitt Benckiser
Senior Brand Manager, Nurofen (Pain & Fever)
мая 2015
июля 2017
Должностные обязанности:

 Multicategory brand, one of key value contributors (18% from total company):
- Nurofen for Adults: systemic pain (tablets, capsules)
- Nurofen for Children: antipyretics category (suspension, suppositories, tablets)
- Nurofen: topical format (gel)
People management
 Direct reports: 2 (Junior BM, Management Trainee). Recruitment, coaching and development, including
1 promotion to BM role
Market results
 Nurofen is the winner of “The 17th Platinum Ounce” award in nomination “OTC brand 2016”
 Nurofen is #1 brand in Total OTC market in Oct’15-Sep’16 in terms of MS
 GM % improvement in 2016: +1.5pp
 Identification opportunities for Net Revenue/ GM improvement due to local currency devaluation and no opportunity for price increase (SKU mix, portfolio strategy, pricing/sizing, COGs)
 Brand budget planning & control: budget accuracy: +/- 0.5%
 Successful launches of GM accretive products: Express Forte liquid capsules MS 2.7%, NR 5 mln GBP, NFC suspension 200 ml MS 7.8%, NR 3.2 mln GBP, Nurofen Long tablets MS 2.8%, NR 4 mln GBP
Communication with stakeholders
 Key point of contact for ENA and Global teams on Nurofen performance in Russia: 5Y plan development, brand portfolio review, communication campaigns planning
 Led discussion with Global team to initiate project specifically for Russian market due to regulatory challenges with price control and localization
Brand planning & Marketing mix
 Brand Plan 2017: deep analysis of market and consumer data, best-in-class launch plot for 2017 NPD, activities for base business – new communication on liquid capsules
 Brand investments: defining role of media channels, formats prioritization in digital (OLV, social networks, paid search, e-commerce), strong set of trade and HCP activities
 TV copies development: 2 local copies, 1 copy in cooperation with regional team, adaptation of 3 copies
 Expert on medical and HCP-related questions in Healthcare department: medical strategy template development, analysis of prescription data (PrIndex) and medical sales force efficiency (GfK)
Identification of new business opportunities
 Fundamental study of topical category, including learning from other countries, with recommendation on gel positioning and activation programs
 Cold&Flu category analysis to assess potential opportunities for Nurofen

Johnson & Johnson
Brand Manager, Hexoral (Sore Throat)
янв. 2013
мая 2015
Должностные обязанности:

Market results
 Sore Throat Spray category: #1 brand in Value MS
 #1 sore throat brand in annual prescriptions among paediatricians: 5 mln prescriptions
 Winner of “Product of the Year Award 2014”
 NTS growth: 2013/2012: +28%, 2014 / 2013: +18% becoming 50+ mln. USD brand
 Hexoral Tabs range launch: launching 4 new SKUs: 3% MS
 Innovative communication: TV copies for different formats (spray & lozenges) under one creative concept
 New packaging development for spray Family pack: artwork design and consumer testing
Communication with stakeholders
 Brand footprint development in collaboration with EMEA team: ensure key Russian and Regional stakeholders are aligned
Brand planning & Marketing mix
 Brand Plan preparation and alignment
 Digital: Hexoral web-site launch: more than 30 000 visitors every month
 HCP activities:
- Initiated medical study on anti-viral effect of spray to differentiate from key competitors
- Interactive detailing for doctors (T17 cities), participation in national and regional congresses

Санкт-Петербургский государственный университет экономики и финансов
Маркетинга, коммерции и логистики
Общая информация
Отрасль: Фармацевтика, медицина
Специализация: Маркетинг
Должность: Менеджер по маркетингу
Английский (Свободный)
Французский (Разговорный)
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