Silvie Medkova
Sales & Marketing Manager for Developing Markets, Findus Group (Copenhagen, Denmark)
- International Marketing Manager with extensive experience in Marketing
- Proven track record in developing FMCG product lines from conception to growth
- Full Sales and Marketing responsibility in Emerging markets
- Brand Building and large portfolio management, including expansion across territories
- Campaign development and execution, bringing products to category leadership position in-market
- Proven sales results and brand expansion within Developing & Export markets
- Strategic planning & implementation
- Ability to work in complex situations across diverse geographies
- Highly motivated, creative, enthusiastic and results oriented person
- Multi-lingual & International
Languages:
- Czech (native)
- English (fluent)
- French (fluent)
- Danish (basic)
31 contacts- Marketing & Sales overall responsibility for Export markets: Romania, Bulgaria, Cyprus
- Management of regions P&L, including setting up sales strategy and targets
- Cooperation with distributors, product placement, price structure, market research, brand support, portfolio and sales structure
- Driver of category product management for branded retail portfolio
- Developed 10 innovative products, created export packaging in 15 languages, set up price and
launch strategies
- Successfully restructured broad portfolio with clear focus on key pillars and profit strategy
- Created a full marketing toolbox of elements for use within both trade and consumer initiatives
across all markets
- Participated in market-entry strategy for Turkey
- Member of the Global Innovation Team, delivering new ideas and creativity for new product
development
2006 - 2008- Ownership of brand support budget for the whole region
- Responsibility for the entire frozen food portfolio
- Launched “Added Value” branded ranges (18 product launches)
- Proposed and implemented a new advertising campaign, new TV copy for Czech, Slovakia and Hungary; negotiated media deals and agency tenders
- Led new Slogan creation and implementation throughout the company
- Initiated new entire Public Relation strategy (previously not in existence) and hired PR agency to lead the execution
- Revamped promotion, sampling and tasting plans across the region
- Supported sales by creating promotional strategy for retail chains
2005 - 2006- Drove marketing planning & strategy to differentiate from branded competitors and private labels
- Brand management progression within vegetables and potato category
- Launched 8 added value products
- Built and implemented new communication strategy and overall brand positioning supported by new advertising and aggressive promotion plans
- Managed and implemented new product development and production with external suppliers
- Initiated Consumer Insight Research about eating habits
2004 - 2005- Managed all marketing related P&L lines as well as product price structure
- Brand responsibility for all frozen food categories, launched “Added Value” ranges (15 product launches) including development of several new recipes and packaging designs tailored to Central Eastern Europe consumers
- Led print advertising development together with creative agencies & graphic designers
- Implemented successful media campaign planning: effective combination of TV spots and sponsorships selection, created and implemented new ways of sponsoring properties
- Introduced space & merchandising management (freezer dividers): Findus became category space manager within Tesco
- Planned and managed tasting demos and in-store promotions
- Created and applied new market data analysis with AC Nielsen and later with MEMRB agency