CHALLENGE:
Reinvent the global brand for the Russian market to address supply chain issues caused by sanctions, overcoming portfolio gaps and challenges to brand image.

SOLUTION (at Head of Beauty position):
• Portfolio optimized by 40% with average transaction value maintained, remaining portfolio fully localized
• Local innovation process developed and launched from scratch, over 200 local products and more than 5 local brands launched successfully
• Omnichannel sales model implemented with focus on top local players, resulting in Fragrance share growth from zero to 10% on marketplaces and to TOP3 position in retail
• Marketing strategy localized with focus on locally relevant tools and partnerships enabling to secure  TOP5 position in Lip Makeup through a campaign featuring brand ambassador Evgenia Medvedeva, and to establish AVON presence in kids beauty by launching collaborations with Soyuzmultfilm (Russian Animation Studio).

CHALLENGE:
Create a relevant makeup brand in a challenging economic environment, with consumers losing disposable income and shifting towards value-priced products.

SOLUTION:
• Pure Makeup brand created after extensive research into the market, competitive landscape, and consumer insights, leading to the brand positioning in the natural-style makeup segment, targeting women who seek to enhance their natural beauty with makeup and value simple, time-saving solutions.
• Portfolio matrix developed, product and packaging briefs created, the brand's visual identity designed and tested with consumers.
• The brand launched in 2025 with a relevant omnichannel sales strategy, resulting in sales reaching twice the initial target.

CHALLENGE:
Create a relevant eye makeup brand that is positioned to succeed in the Mass+ price tier of the market.

SOLUTION:
• MaximEYEser brand created after extensive research into the market, competitive landscape, and consumer insights, targeting women who are makeup perfectionists, value professional-quality makeup, and consider the eyes as the focal point of their overall look.
• Portfolio matrix developed, product and packaging briefs created, the brand's visual identity designed and tested with consumers.
• The brand launched in 2024 with a relevant omnichannel sales strategy and a marketing support toolkit that involved local makeup artists, resulting in sales exceeding the target by 12%.

CHALLENGE:
Increase local relevance and modernize the brand image to better resonate with a younger target audience in Russia.

SOLUTION:
• Brand restage rolled out in Russia after extensive research into the market, competitive landscape, and consumer insights, featuring an advanced lipstick formula and revamped communication, targeting those who are ready to stand out.
• Product brief created, incorporating peptides into the formula.
• Local marketing campaign designed and tested with consumers, selecting Russian figure skating celebrity Evgenia Medvedeva as the brand ambassador, resulting in 80M reach (+25% above target), with engagement levels surpassing expectations.

CHALLENGE:
Create a relevant face care brand in a challenging economic environment, with consumers losing disposable income and shifting towards value-priced products.

SOLUTION:
• FACE UP brand created after extensive research into the market, competitive landscape, and consumer insights, targeting women that search for easy, effortless solutions that align with the latest trends, focusing on minimalist packaging, trendy product formats, and clearingredients choice
• Portfolio matrix developed, product and packaging briefs created, the brand's visual identity designed and tested with consumers.
• The brand launched in 2024, with sales exceeding plans by 7%, further portfolio expansion rolled out in 2025

CHALLENGE:
Differentiating the brand in a saturated market, optimizing its positioning, and identifying the most effective growth strategies.

SOLUTION:
• Analyzed market trends, consumer preferences, and competitive benchmarks to identify white-space opportunities
• Refined the brand’s positioning, promotional strategies, product lineup, and channel mix for China
• Developed a tailored roadmap for market entry and expansion, including portfolio adaptations for Chinese consumers

CHALLENGE:
Transform the brand from an online niche player into a mainstream omnichannel brand.

SOLUTION:
• Established offline distribution while maintaining digital momentum
• Expanded market reach beyond core specialty channels
• Built credibility as a science-backed children's skincare specialist
• Secured co-branding with children’s IPs, created localized social media campaigns + educational content

CHALLENGE:
Evaluate the Russian market potential for the brand's international expansion.

SOLUTION:
• Quantified category size and growth potential
• Profiled target users through preference mapping
• Evaluated modern trade vs e-commerce opportunities
• Benchmarked against local/global brands
• Developed Russia-specific brand messaging

CHALLENGE:
Capitalize on fast growing local market trends in the Russian market through new relevant product lines introduction.

SOLUTION:
• Creamy deodorants fast growing market trend identified, with particularly rapid growth dynamics on marketplaces, reaching a pace of 300-400%
• Portfolio matrix developed, product and packaging briefs created, the product line visual identity designed and tested with consumers.
• The product line launched in 2024, with sales exceeding the plan by 16%

CHALLENGE:
Create a new brand that resonates with a rapidly growing Russian market trend, focusing on local heritage-inspired designs and ingredients.

SOLUTION:
• Personal Care brand celebrating Russian traditional banya rituals developed, embracing relevant textures for banya care as well as recognizable deign direction and local ingredients
• Portfolio matrix developed, product and packaging briefs created, the product line visual identity designed and tested with consumers.
• The brand launched in 2024, with omnichannel sales strategy, resulting in sales +20$ vs expectations

CHALLENGE:
Capitalize on a rapidly growing Russian market trend, focusing on local heritage-inspired products and designs.

SOLUTION:
• Kids line created in partnership with Russian animation studio Souzmultfilm, decorated with images from famous cartoons
• Portfolio matrix developed, product and packaging briefs created, the product line visual identity designed and tested with consumers.
• The collection launched in 2025, with sales +52% vs plan, supported by marketing campaigns developed in collaboration with partners from Souzmultfilm

CHALLENGE:
Capitalize on a rapidly growing Russian market trend, focusing on local heritage-inspired products and designs.

SOLUTION:
• New Year giftsets collection inspired by Russian fairytales developed, featuring fairytale characters on each box, with storytelling linking the character to the product
• Portfolio matrix developed, packaging briefs created, the product line visual identity designed and tested with consumers.
• The collection launched in 2024, exceeding sales expectations by 65% and winning an MLM Forum award for Best Design Concept in 2024

CHALLENGE:
Capitalize on fast growing local market trends in the Russian market through new relevant product lines introduction.

SOLUTION:
• Aromatherapy fast growing market trend identified, with particularly rapid growth dynamics on marketplaces, reaching a pace of 200-300%
• Portfolio matrix developed, product and packaging briefs created, the product line visual identity designed and tested with consumers.
• The product line launched in 2024, with sales inline with plan, with further portfolio expansion in 2025

CHALLENGE:
Create a relevant fragrance brand for Russian consumers who have partially lost access to top international brands due to supply issues caused by sanctions..

SOLUTION:
• My Code brand created after extensive research into the market, competitive landscape, and consumer insights, positioned around the concept of a fragrance that translates your unique personal code.
• Portfolio matrix developed, product and packaging briefs created, the brand's visual identity designed and tested with consumers.
• Omnichannel sales strategy and 360 marketing campaign developed, the brand being ready for launch in Sep’25.

CHALLENGE:
Create a relevant fragrance brand in a challenging economic environment, with consumers losing disposable income and shifting towards value-priced products.

SOLUTION:
• Amore brand created after extensive research into the market, competitive landscape, and consumer insights, built within one of the biggest consumer needscope territories in Russia – Romance & Dreams
• Portfolio matrix developed, product and packaging briefs created, the brand's visual identity designed and tested with consumers.
• Sales and marketing plans prepared, the brand being ready for launch in Jul’25

CHALLENGE:
Introduce a socially impactful project aimed at helping young designers successfully launch their professional careers.

SOLUTION:
• TV show “Disney Fashion Academy” launched to provide young designers with professional guidance in creating their collections, including portfolio work in collaboration with Disney partners and designers to develop collections with high commercial potential, based on consumer preferences and market trends.
• Two winning collections produced and launched for sale, supported by a comprehensive marketing plan

CHALLENGE:
Modernize the brand facing image issues to make it relevant for wider target audience in Russia.

SOLUTION:
• Full brand restage rolled out in Russia after extensive research into the market, competitive landscape, and consumer insights, including brandbook, digital assets, retail stores and packaging design renewal

CHALLENGE:
Assess market potential for #1 fashion jewelry brand franchise to be launched in the Russia market.

SOLUTION:
• Extensive research into the market, competitive landscape, and consumer insights conducted, leading to Claire’s franchise launch in Russia and business operations establishment over the following four years.

CHALLENGE:
Introduce a market relevant and profitable Kids brand in Russia as a sole business owner.

RESULT (BUSINESS OWNER):
• Oregano Mama brand launched in 2020, feautiring baby and toddler toys made of organic materials, with a unique positioning around the concept of "gifts where your stories live.“
• Omnichannel sales model implemented, including own online platform oreganomama.ru, marketplaces, and both online and offline retail
• Strong collaborations established with top Russian museums, sports and music teams, as well as corporate clients
• Sales 3Y CAGR +74% in parallel with profits doubled
• 99% positive reviews on marketplaces

CHALLENGE:
Revamp brand product portfolio in China to align with growing health trends and government-led health initiatives.

SOLUTION:
• Conducted comprehensive analysis of China's government health policies and emerging wellness trends
• Gathered deep consumer insights through targeted research, performed competitor portfolio benchmarking
• Collaborated with nutritionists to develop innovative product concepts
• Successfully identified and formulated health-focused product innovations aligned with Chinese market demands

CHALLENGE:
Refresh strategy for a healthy fruit-based snack brand to unlock new growth opportunities and improve financial performance.

SOLUTION:
• Conducted extended research covering market dynamics, consumer behavior, and competitive landscape
• Performed comprehensive value chain assessment (competitors, OEM partners, distributors)
• Implemented channel & distribution network optimization, developed detailed GTM strategy with execution roadmap.
• Achieved 10% sales growth YoY and improved EBIT from break-even to 7%

CHALLENGE:
Introduce an indulgent snacking brand featuring Jamón Ibérico to Chinese young consumers.

SOLUTION:
• Conducted extended research (market trends, consumer preferences, competitive landscape), deep-dive analysis on target audience behaviors and preferences
• Sourced and selected OEM partners for local production in China
• Developed complete brand identity and packaging design, created full suite of marketing assets
• Successfully launched in China with 200,000 campaign reach within first month

CHALLENGE:
Help a regional beverage leader expand distribution and revitalize brand appeal for younger consumers.

SOLUTION:
• Conducted comprehensive market and competitor. benchmarking, mapped Gen-Z/Millennial consumption drivers through deep-dive research
• Developed youth-centric brand repositioning strategy
• Executed full brand identity modernization (logo/visuals/packaging)
• Built phased distribution expansion plan (new channels/regions)
• Successful relaunch in target markets with 30% sales over plan

CHALLENGE:
Introduce organic almond milk to China's booming plant-based beverage market.

SOLUTION:
• Secured full regulatory compliance for market entry
• Localized brand messaging and visual identity
• Established 3,500+ retail points with e-commerce integration
• Social media content campaigns, experiential activations, strategic co-branding partnerships
• Successfully penetrated China market, culminating in acquisition by Genki Forest (元气森林)

CHALLENGE:
Help a global coconut water leader reclaim category leadership amidst rising local competition in China.

SOLUTION:
• Full market diagnostics (consumer/market/competitor)
• Cross-functional innovation sprints with R&D teams, developed China-specific product innovations
• Executed comprehensive brand renovation: visual identity modernization, packaging redesign, brand positioning updates
• Strategic transformation completed for 2025 category relaunch