Iryna Raietska

• Implement the transformation strategy for the brand by reshaping the portfolio to leverage consumer trends and opportunities, converting offerings into healthier solutions, and targeting new audiences and consumption moments.
• Oversee the full marketing cycle, including innovation management, packaging design development, and communication strategies, while managing the European zone to inspire markets in executing the new strategy.
• Identify opportunities to optimize recipes for improved profitability and streamline the core portfolio to simplify operations.

• Develop a comprehensive long-term and short-term brand strategy for Purina ONE in Europe by aligning the brand vision with consumer insights and sustainability initiatives, optimizing the product portfolio and innovation pipeline through cross-functional collaboration, conducting continuous market analysis, enhancing communication and packaging design.

• Reporting directly to Purina BEO, managing team of 4 people. Full omnichannel brands portfolio management
• Develop a comprehensive short-term and long-term strategy for the Purina omnichannel portfolio (Felix, Gourmet, Purina ONE, Friskies
• Launch successful innovations like Felix, Gourmet, Purina ONE cat line extensions, Purina ONE dog
• Creating targeted communication strategies
• Exploring new sales channels, implementing a robust pricing and trade marketing strategy
• Effectively managing P&L and budget to drive growth and profitability
• Enhancing corporate social responsibility to build brand trust

• Responsible for 2 brands – Danone Core and fresh dairy baby brand Tyoma
• Build and develop a new chilled baby food category in the market by leveraging consumer insights
• Establishing a strong brand and strategic portfolio vision with innovative launches
• Executing a comprehensive marketing mix including TV campaigns, media planning, trade marketing, digital initiatives, and collaborations with medical organizations
• Managing brand profitability and budgets.

Develop and execute comprehensive brand plans, oversee the launch of innovative products, coordinate consumer insights studies, manage and control the marketing budget, conduct thorough brand P&L analysis, and engage with external partners, including creative agencies, BTL agencies, research agencies, and co-promotion partners, to drive brand success.

• Coordinate the full cycle of consumer studies, including link tests, product tests, and home visits, while providing partial oversight for select 60/40+ projects under the direction of the 60/40+ Manager and assisting with qualitative projects under the supervision of the Market Research Manager.
• Specialize in leveraging resources such as Euromonitor, GNPD, and Mintel to support business units in data interpretation and application, and prepare concise analytical presentations as requested by management, ensuring regular monitoring and updates to maintain project alignment and effectiveness.

Oversee and execute the complete cycle of qualitative and quantitative consumer insight studies for leading international corporations, including Nestlé, Samsung, and Coca-Cola, ensuring the provision of actionable insights that inform and enhance strategic decision-making.