Eugene Nikolaev
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Functional Brands

Sales and Marketing Director・ UK, US, EU, Eastern Europe, Asia 2017-Present

  • Supported new and developed businesses to enter UK, Europe, and US markets since 2017
  • Managed over 30 projects with successful brand launches
  • Successfully developed a failing coffee business over 16 months from loss to  £3m turnover with 1 product SKU
  • Pitched products and negotiated with every single retailer in the UK and US
  • Supported other food production businesses to save money, time and improve their ROI
  • Great experience of launching challenging brands in extremely competitive categories
  • Highly experienced and effective in: Innovative, Healthy and Functional products, Hot Beverages, Drinks, Confectionary and Snacks categories.


Commercial Director ・ EU, Russia 2015-2017

  • Increased distribution to 5,000 outlets across various channels resulting in a turnover by 10-fold
  • Developed and introduced new own label products
  • Responsible for sales and marketing of grocery products with implementation into new markets

Petty Wood & Van Sales & Tree Of Life Joint Venture

Consultant in Business Development and Field Sales・ UK Mar. 2015-Sep. 2015

  • Integrated processes of 3 companies to improve sales efficiency in the independence channel, and implemented new ordering system. Directly approached new customers and registered over 1000 new accounts.

TBT Ltd. (IBM – Server Division)

Senior Channel Marketing Manager at IBM Value Partner Community ・ CEE & RCIS Regions 2013-2015

  • Managed over 1k IT Business Partners relationships across CEE and RCIS regions on the behalf of IBM by:
  • Executed joint projects for top IT companies: IBM, Intel, Microsoft, SAP and VMware
  • Produced client briefs and proposals quarterly including (Statement of Work) in accordance with compliance of joint IBM and INTEL marketing budget funds
  • Maintained communication tools such as social media assets, website, microsites and HTML newsletters. Sourcing and posting content for social media.
  • Generated leads and recruited over 300 new business partners
  • Prepared monthly and quarterly reports and updates on the performance of community (open rates, sales rate, engagement rate and communication plans performance
  • interviewed with business partners in Russian and English language
  • Sourced and copyright the content to enhance knowledge and business partner’s performance

Petty Wood Ltd.

Brand/Marketing Manager ・ UK May 2013-Aug. 2013

  • Managed the brand portfolio of beverages including the leading UK energy drinks brand:
  • Marketing campaign management and implementation
  • Product check and compliance in accordance with EU/UK trade regulations (EFSA)
  • Market research and insight data analysis
  • Sales data analysis

Functional Gum Ltd.

International Account Manager (Contractor) ・ UK 2012-2013

  • Developing relationships with distributors and retailers overseas by:
  • Initiating new market entry strategies
  • Produced marketing collateral for the brand
  • Adapted brands to the local market
  • Managed and negotiated terms with clients

Petty Wood Ltd.

Brand/Commercial Manager・ UK 2011-2012

  • Managed a portfolio of UK leading grocery brands valued at £22M turnover by:
  • Profit & Loss management and reporting
  • Analyzing sales data and planning and forecasting
  • Planning and evaluation of promotional activities
  • preparing presentations for senior management and stakeholders
  • Sales data and market research
  • New product and brand development
  • Presenting and proposing new products to retail and wholesale buyers.
  • Brought and managed new brands/suppliers to the business and negotiated terms
  • Restructured and optimized Purchase Order Reconciliation System claiming over £200k
  • Managed the integration of the new IT infrastructure for the sales unit
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