Шатров Антон Алексеевич
- Приглашенный преподаватель:Высшая школа бизнеса / Департамент маркетинга
- Начал работать в НИУ ВШЭ в 2021 году.
Учебные курсы (2021/2022 уч. год)
Опыт работы
Generel Director Bacardi Rus 03/20-present day
Customer Marketing Director Eastern Europe, CIS, Russia, Turkey. Moscow,
10/2014 – 03/2020
Leading the function of Building Brands within trade channels through 4 key pillars: Commercial Planning and Activation, Revenue Growth Management, Influence Purchase Decision/Category Management, Advocacy&On-trade Channel(HoReCa). Team 40+
Marketing&Trade Marketing Director Bacardi RUS, Moscow, 01/2014 - 09/2014
Leading both Consumer/Customer Marketing Departments developing and implementing Marketing strategies across Russia market to sustain leadership positions for Bacardi Brands. Team 30+.
Main achievements:
- Acceleration of corporate SOM within peer group
- Peak historical SOM for core Bacardi Brand
- Consumer<=>Customer marketing departments integration to insure Global strategies implementation in trade channels within dark market
Customer Activation Director Bacardi RUS, Moscow, 03/2012 - 12/2013
Customer Activation Director responsibe for the full circle of Brand building in trade channels. Key business directions: Customer Activation (Key accounts Off/On-trade,
IPD, Category Management, Innovation, Distributor Communication management). Team
22+
Main achievements:
- Successful CA structure launch based on key business principles
- CA establishment via key precedures and functions development
- Full circle of IPD process launch in the company
- Own way of CatMan launch in trade
Marketing Manager Bacardi RUS, Moscow, 03/2011- 03/2012
Marketing Manager whisky category and super premium portfolio. Full circle of marketing management for whisky Brands and super premium portfolio Brands. Global Brand management. Team 5+
Main achievements:
- Company share increase in whisky category up to 24% from 2% in 2007
Moscow, Russia
- Market leadership for William Lawson’s by volume/value within imported spirits
- Global Brand positioning and BVI development and launch
- Super premium portfolio management approach development
Strategic Marketing manager Bacardi South Africa, SAR, 11/2010-02/2011
3 months appointment to the new emerging market to explore opportinities. Strategic launch plan development to enter competition. Full marketing, competition, sales audit in Key 3 cities.
Main achievements:
- Strategic launch plan development
- Portfolio management approach development
Senior Brand Manager Bacardi RUS, Moscow, 03/2007- 11/2010
SBM for whisky category, cognac, tequila. Strategic and tactical marketing plans development and execution. Team 2+
Main achievements:
- Company share increase in whisky category from 2% to 14%
- Launch in the market: William Lawson’s, Cazadores, Aberfeldy
- Re-launch: Dewar’s, Baron Otard
- Re-thinking of ATL/BTL approaches for spirits. Innovative digital advertising projects
(Dewarist community)
Marketing manager, Tatspirtprom LLC, Kazan, 2004-2007
Marketing manager for one the biggest spirit and vodka producer in Russia on the local market. Full circle of marketing support. Team 20+
Main achievements:
- Portfolio optimization
- New Brand launch in the local market