Brand Managing/Product Owner

Period: July 2020 – September 2021
Company: ООО Авакс, Moscow
Brand: Morphy Richards (United Kingdom)
Industry: Home appliance

Executive Summary

Dynamic Brand Manager and Product Owner with a proven track record in the strategic revitalization of the Morphy Richards brand within the Russian market. Successfully managed comprehensive brand strategies, product development, and cultivated B2B partnerships. My multifaceted approach significantly enhanced brand competitiveness and market share through effective marketing strategies and stakeholder collaboration. Skilled in navigating complex market dynamics, I excelled at positioning the brand favorably among consumers and retailers, ultimately driving growth and profitability.

Objectives

1. Enhance Market Presence: Strengthen Morphy Richards’ position against competitors in the Russian retail landscape of home appliance industry
2. Optimize Product Offering: Develop and launch products aligned with consumer preferences and market demands.
3. Streamline Operations: Improve supply chain efficiency and partner engagement for better product delivery.

Strategic Approach

1. Product Ownership and Stakeholder Management:
   • Established robust relationships with manufacturers in China under Headquoter communication controlto oversee supply chain logistics, ensuring optimal inventory levels and timely product availability.
   • Implemented strategic contract negotiations to improve pricing structures, which positively impacted margins.
2. Data-Driven Market Analysis:
   • Conducted in-depth analyses of sales performance, market trends, and consumer feedback, identifying key opportunities for product enhancements and new market entries.
   • Regularly assessed competitive landscape to refine marketing strategies and product positioning.
3. Integrated Marketing and Promotion Strategy:
   • Developed comprehensive marketing plans for a diverse portfolio of 126 product SKUs, emphasizing unique selling propositions and tailored promotional tactics.
   • Pioneered the exploration of innovative marketing channels, significantly enhancing brand visibility and consumer engagement.
4. Sales and Inventory Management:
   • Managed sales forecasting and procurement across multiple product categories, ensuring alignment with business goals and market needs.
   • Collaborated closely with the retail department to enhance the brand’s digital footprint through improved website functionality and user experience.
5. B2B Development and Cross-Channel Collaboration:
   • Strengthened partnerships with wholesalers to drive sales across federal networks, marketplaces, and the CIS region, effectively expanding the brand’s reach.
   • Maintained a focus on achieving gross margin (GM) and return on investment (ROI) targets, ensuring financial sustainability and profitability.

Results Achieved

• Market Penetration: Successfully increased Morphy Richards’ market share through targeted promotions and strategic partnerships, leading to a significant rise in sales figures.
• Brand Reputation: Enhanced brand visibility and consumer trust through effective reputation management strategies, contributing to improved customer satisfaction metrics.
• Financial Performance: Consistently met or exceeded GM and ROI targets, solidifying the brand’s financial position in a competitive environment.

Conclusion

My tenure as a Brand Manager/Product Owner at ООО Авакс exemplified the impact of strategic brand management and product ownership in driving market growth and operational efficiency. This experience reinforced the importance of cross-functional collaboration and a customer-centric approach in achieving sustainable business success.