Iuliia Borysova, Finance Expert in Taormina, Metropolitan City of Messina, Italy
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Iuliia Borysova

Verified Expert  in Finance

Management Consulting Expert

Location
Taormina, Metropolitan City of Messina, Italy
Toptal Member Since
June 13, 2022

Iuliia is an experienced business professional with 12 years of experience in CEE's biggest multinational eCommerce, omnichannel, TV-shopping, and direct-marketing retail company. She has exceeded set targets in every role she took, whether as a managing director, regional marketing director, international marketing consultant, or marketing director. Iuliia holds an executive MBA with honors, has worked in Ukraine, Hungary, and Slovenia, and is now permanently in Italy.

Career Highlights

Managing Director
Studio Moderna Doo
Head of Regional Marketing
Studio Moderna Doo
International Marketing Consultant
InDirect Direkt Marketing Ltd

Education Highlights

Master's Degree
IEDC Bled School of Management
Master's Degree
Kyiv National Economics University

Certification Highlights

DMA Certified Marketing Professional
Direct Marketing Association (DMA)

Case Studies

Work Experience

Market Research Expert

2022 - 2022
TransferGo - freelance Client
  • Prepared for the client's go-to-market strategy insights and competition analysis, specifically digital banks, money transfer apps, rates, and fees.
  • Executed customer analysis: analytics regarding migrants, drivers for migration and migration routes, legalization process, ways they transfer money, and challenges.
  • Covered marketing, specifically personas definition, their occupation, income, taxes, ways they transfer money, bank accounts, residence permits, and integration.
  • Prepared a base for a cross-channel marketing strategy for an app, specifically B2C and B2B, online, social media, and physical points of touch.
Focus areas: Go-to-market Strategy, Competitive Analysis, Customer Analysis, Personas, Marketing Strategy

Managing Director

2017 - 2019
Studio Moderna Doo
  • Made changes to turn negative operations into a positive EBITDA in nine months after years of a declining trend and loss generating. Fulfilled the plan 100% and achieved 200% success in certain months.
  • Applied a hands-on approach to form a new, successful team. Selected the team personally with controlled onboarding, provided coaching, and created a motivation system with KPIs and a succession plan. Oversaw 167 employees overall.
  • Headed six sales channels, including 16 retail stores, wholesale, DRTV, DM catalogs, inbound and outbound call centers, and six websites at TopShop.si, six marketing brands, in-house TV production, finance, logistics, customer care, CRM, and HR.
  • Optimized and improved track fulfillment by 50% and made changes in the warehouse to prevent logistic problems.
  • Reached EBITDA targets by conducting significant cost optimizations in HR roles and tasks, marketing pricing and margins, and reallocated the marketing budget.
  • Solved the company's problem with highly provisioned goods and hit the EBITDA by creating highly profitable pop-up outlets in various cities with a gross margin of 33%, taking more control over ordering goods.
Focus areas: Cost Reduction & Optimization (Cost-down), Marketing, Sales, Human Resources (HR), Retail & Wholesale, P&L Management, Change Management, Change Leadership, General Management, Business Development, Business Strategy, Negotiation, Strategic Planning, Analysis, Business Analysis, Large-scale Projects, Business Planning, Data Analysis, Forecasting, Health & Wellness, Business Intelligence (BI), Microsoft Excel, Data Analytics, Analytics, Pyramid, Interim Management, Staffing, Business Operations, eCommerce, Brands, Growth Strategy, Sales Strategy, Product Strategy, Reporting, Excel 365, Consumer Products, Home Goods, COO, Chief Operations Officer (COO), Growth, Go-to-market Strategy, Nutrition & Supplements, Market Opportunity Analysis, Growth Hacking, Operational Excellence, Organizational Design, Sales Effectiveness, Performance Management, Hiring Process Development, Chief of Staff, Strategic Marketing, Operations, Strategic Planning & Execution, Key Performance Indicators (KPIs)

Head of Regional Marketing

2015 - 2017
Studio Moderna Doo
  • Led a multinational team of seven regional marketing managers located in Slovakia, Romania, Lithuania, Albania, Poland, Ukraine, and Croatia remotely. Collaborated with and managed 21 marketing departments across Central and Eastern Europe (CEE).
  • Achieved group revenue of 106% and controlled the EBITDA. Developed a central marketing strategy, rolled out products, and supervised localizations.
  • Approved and headed 90 multichannel campaigns weekly, including a budget, creative ideas, marketing materials, and goods.
  • Created a real-time overview of campaigns in 22 markets for top management. Conducted a quarterly presentation or alignment of the group marketing plan, including planned campaigns, sales, and projections, for a CEO, COO, and HQ sales directors.
  • Developed marketing employees' KPIs for the group and business procedures. Created a development plan and set objectives. Performed quarterly reviews. Organized a central marketing conference, educational webinars, and training sessions in the HQ.
  • Decreased a group goods overstock level by 36% by executing the budget file calculation and approval for every campaign across the group.
  • Built, aligned, and launched eight brands across all omnichannel customer experience touch-points, including 340 own retail stores, 180 websites, 220 TV stations, and 70 million calls in 20 languages yearly, reaching more than 360 million customers.
Focus areas: International Marketing, Marketing, Recruiting, Mentorship & Coaching, Budgeting, Campaign Management, P&L Management, Marketing Mix, Omnichannel Marketing, Budget Management, Call Centers, Retail & Wholesale, Central Eastern Europe, Brand Building, Business Development, Business Strategy, Branding, EMEA, Product Sales, Product Launch, Remote Work, Marketing Strategy, Key Performance Indicators (KPIs), Go-to-market Plans, Marketing Plans, Analysis, Management Consulting, Business Analysis, Large-scale Projects, Business Planning, Data Analysis, Forecasting, Health & Wellness, Pyramid, Business Intelligence (BI), Microsoft Excel, Analytics, Staffing, Business Operations, eCommerce, Growth Strategy, Sales Strategy, Product Strategy, Marketing Leadership, Chief Marketing Officer (CMO), Digital Marketing Strategy, Reporting, Data Analytics, Excel 365, Consumer Insights, Health, Consumer Products, Home Goods, Growth, Go-to-market Strategy, Nutrition & Supplements, Market Segmentation, Market Opportunity Analysis, Growth Hacking, Operational Excellence, Organizational Design, Sales Effectiveness, Performance Management, Hiring Process Development, Chief of Staff, Strategic Marketing, Operations, Strategic Planning & Execution

Business Consultant

2015 - 2015
Destination Management company in the Balkan region - MBA project
  • Executed industry analysis: market size, global view and trends, product niches, market size, and analysis of main outbound geographies. Analyzed business models, main revenue drivers, value proposition, success factors, competition, and innovation.
  • Prepared company analysis: defined the goal, market situation, ways of growth, and key objectives. Did the client's business model canvas decomposition: partners, activities, value proposition, customer relationships, segments, key resources, etc.
  • Made the growth strategy, capturing value through existing customers, partners, products, and internal changes. Created the positioning and communication strategy, new geographies, and vertical integration. Prioritized business opportunities.
Focus areas: Startups, Tourism, Travel, Industry Analysis, Company Analysis, Market Sizing, Growth Strategy, Business Modeling, Business Model Canvas, Value Proposition, Innovation, Competition Research, Human Resources (HR)

Regional Marketing Manager

2012 - 2015
Studio Moderna 2000 TV Shop Kft
  • Headed marketing departments in Turkey, Romania, Ukraine, Hungary, Bulgaria, and Moldova. Traveled 60% of the time and shared best practices. Optimized regional marketing investments by 30% to 80% based on a campaign.
  • Approved and controlled everything related to the marketing strategy and its implementation, such as ordering goods, pricing, activities, TV spots, photos, and other marketing materials. Exceeded the regional revenue and achieved an EBITDA of 130%.
  • Hired and trained members of local marketing teams in the region, ensuring brand targets were either completely achieved or exceeded.
  • Restarted a marketing department in Hungary by forming and training a new team and relaunching brands with a new go-to-market strategy, resulting in 56% growth of a leading brand, 22% growth in the company's revenue, and a positive EBITDA.
Focus areas: International Marketing, Marketing Materials, Marketing Mix, Product Planning, Talent Management, Budgeting, TV Production, Business Development, Business Strategy, Branding, EMEA, Go-to-market Strategy, Marketing Strategy, Change Management, Analysis, Management Consulting, Business Analysis, Large-scale Projects, Business Planning, Data Analysis, Forecasting, Health & Wellness, Business Intelligence (BI), Pyramid, Microsoft Excel, Analytics, Interim Management, Staffing, Business Operations, eCommerce, Growth Strategy, Sales Strategy, Product Strategy, Chief Marketing Officer (CMO), Marketing Leadership, Digital Marketing Strategy, Reporting, Data Analytics, Excel 365, Consumer Insights, Health, Consumer Products, Home Goods, Growth, Nutrition & Supplements, Market Segmentation, Market Opportunity Analysis, Growth Hacking, Performance Management, Hiring Process Development, Chief of Staff, Strategic Marketing, Strategic Planning & Execution, Key Performance Indicators (KPIs)

International Marketing Consultant

2011 - 2012
InDirect Direkt Marketing Ltd
  • Consulted marketing departments in Russia, Slovenia, Ukraine, and Moldova remotely on marketing, brand strategies, new product launches, and campaigns, reaching revenue and EBITDA targets by over 100%.
  • Shared excellent marketing materials among similar markets, optimizing marketing investments across the region by 30% to 80% depending on a campaign and ensuring better profitability for the markets and the group.
  • Supported and kept extremely satisfied local managing directors according to their feedback. Hired and trained missing local marketing managers.
  • Approved TV spots, retail POS, call center sales scripts, photos, local celebrity contracts, and all related creative materials, guaranteeing top-class performing campaigns and ensuring target fulfillment of over 100%.
Focus areas: Consulting, International Marketing, Strategy, Advertising, Marketing Mix, Campaign Design, New Products, Brand Marketing, Brand Management, Profitability Optimization, Business Development, Business Strategy, Branding, EMEA, Analysis, Management Consulting, Business Analysis, Large-scale Projects, Business Planning, Data Analysis, Forecasting, Microsoft Excel, Business Intelligence (BI), Pyramid, Analytics, Staffing, Business Operations, Growth Strategy Consultants, Sales Strategy, Product Strategy, Marketing Leadership, Chief Marketing Officer (CMO), Digital Marketing Strategy, Reporting, Data Analytics, Excel 365, Business Consulting, Consumer Insights, Health, Consumer Products, Home Goods, Growth, Go-to-market Strategy, Nutrition & Supplements, Market Segmentation, Market Opportunity Analysis, Growth Hacking, Hiring Process Development, Strategic Marketing, Strategic Planning & Execution, Key Performance Indicators (KPIs)

Marketing Director

2010 - 2011
Dormeo | Studio Moderna
  • Hired, trained, and took the lead over seven team members, including four brand managers, a designer, a copywriter, and a print operator, whose efforts assured reach of the company's planned revenue of 109% and EBITDA.
  • Created and led the implementation of a local marketing plan and advertising materials, such as TV spots, a retail POS, online ads, call center sales scripts, and training sessions, resulting in brand growth of 30% and campaign ROI of 136%.
  • Executed customer database segmentation to provide personalized services and offers to the customers, ensuring the fulfillment of the company's goals.
Focus areas: Budget Management, People Management, Brand Management, Creative Strategy, Marketing Materials, Business Development, Branding, Analysis, Business Analysis, Large-scale Projects, Business Planning, Data Analysis, Forecasting, Business Intelligence (BI), Microsoft Excel, Pyramid, Analytics, Databases, Customer Journeys, Staffing, Business Operations, Growth Strategy, Sales Strategy, Product Strategy, Marketing Leadership, Chief Marketing Officer (CMO), Digital Marketing Strategy, Reporting, Data Analytics, Excel 365, Consumer Insights, Health, Consumer Products, Home Goods, Growth, Go-to-market Strategy, Nutrition & Supplements, Market Segmentation, Growth Hacking, Performance Management, Hiring Process Development, Chief of Staff, Strategic Marketing, Strategic Planning & Execution, Key Performance Indicators (KPIs)

Director of Print Sales Channel | Loyalty Club 5 Manager

2007 - 2010
Top Shop | Studio Moderna
  • Established and ran direct mail business that published 11 catalogs yearly and achieved 300% revenue growth, 6.9% response rate, and a return on investment (ROI) of 60%. Exceeded the planned revenue and EBITDA.
  • Managed database of 400 thousand customers, wrote copy, and organized photo shoots and layout design.
  • Developed and successfully ran the loyalty program Club 5 Stars for the top 20% of company customers, increasing the repurchase rate.
  • Wrote a manual on how to run direct mail or catalog business for the whole group, assuring an extremely successful business rollout in 21 countries.
Focus areas: Direct Mail, Loyalty Programs, Databases, Sales, Business Development, Business Strategy, Analysis, Business Analysis, Large-scale Projects, Business Planning, Data Analysis, Forecasting, Business Intelligence (BI), Pyramid, Microsoft Excel, Analytics, Customer Journeys, Customer Segmentation, Staffing, Business Operations, Sales Strategy, Product Strategy, Loyalty Management, Reporting, Data Analytics, Excel 365, Health, Consumer Products, Home Goods, Growth, Market Segmentation, Growth Hacking, Sales Effectiveness, Performance Management, Hiring Process Development, Chief of Staff, Strategic Marketing, Strategic Planning & Execution, Key Performance Indicators (KPIs)

Journalist | Subeditor

2004 - 2007
ZN
  • Published analytical and news articles and interviews in various printed media.
  • Produced international TV news on the first Ukrainian TV channel.
  • Conducted research on the Ukraine-Poland media space.
Focus areas: News, Performance Management
2014 - 2015

Master's Degree in Business Administration (Executive MBA)

IEDC Bled School of Management - Bled, Slovenia

2009 - 2011

Master's Degree in International Economics

Kyiv National Economics University - Kyiv, Ukraine

2003 - 2009

Master's Degree in Journalism

Taras Shevchenko University - Kyiv, Ukraine

JULY 2023 - PRESENT

Salesforce Certified Administrator

Salesforce

FEBRUARY 2023 - FEBRUARY 2024

Salesforce Certified Associate

Salesforce

DECEMBER 2011 - PRESENT

DMA Certified Marketing Professional

Direct Marketing Association (DMA)

Finance

Cost Reduction & Optimization (Cost-down), Budgeting, Profitability Optimization, Data Analysis, Forecasting, Market Opportunity Analysis, Market Research, Pricing, Money Transfers, Business Intelligence (BI)

Output Software

Microsoft Word, Microsoft Excel, Microsoft PowerPoint

Industry Expertise

Retail & Wholesale, Consumer Products, Health & Wellness, Health

Geographic Expertise

EMEA, Central Eastern Europe, Italy, Ukraine

Data & Analysis Software

Salesforce

Other

OLAP, Industry Analysis, Company Analysis, Business Cases, Economics, Writing & Editing, Marketing, Sales, Human Resources (HR), International Marketing, Recruiting, Mentorship & Coaching, Campaign Management, P&L Management, Marketing Mix, Omnichannel Marketing, Budget Management, Change Management, Marketing Materials, Product Planning, Talent Management, TV Production, Consulting, Strategy, Advertising, Campaign Design, New Products, Brand Marketing, Brand Management, People Management, Creative Strategy, Direct Mail, Loyalty Programs, Databases, News, Marketing Strategy, Change Leadership, General Management, Business Development, Business Strategy, Branding, Key Performance Indicators (KPIs), Analysis, Management Consulting, Business Analysis, Large-scale Projects, Business Planning, Data Analytics, Staffing, Business Operations, Growth Strategy, Sales Strategy, Product Strategy, Chief Marketing Officer (CMO), SWOT Analysis, Digital Marketing Strategy, Loyalty Management, Reporting, Home Goods, Marketing Leadership, COO, Chief Operations Officer (COO), Market Segmentation, Growth Hacking, Organizational Design, Sales Effectiveness, Performance Management, Chief of Staff, Strategic Marketing, Operations, Strategic Planning & Execution, Public Relations (PR), Market Sizing, Company Strategy, Growth, Market Research & Analysis, Go-to-market Strategy, Growth Strategy Consultants, Excel 365, Business Consulting, Consumer Insights, Market Research Analyst, Nutrition & Supplements, Operational Excellence, Hiring Process Development, Product Imports, Tourism, Business Modeling, Competition Research, Trends, Event Marketing, P&L Responsibility, Team Mentoring, Turnaround Management, Call Centers, Brand Building, Business Coaching, Business, Personas, Social Media, Product Sales, Product Launch, Remote Work, Go-to-market Plans, Marketing Plans, Negotiation, Strategic Planning, Analytics, Customer Journeys, Customer Segmentation, Interim Management, Brands, eCommerce, Pyramid, CRM Systems, Mobile, Data Management, Security, Business Logic, Competitive Analysis, Customer Analysis, Startups, Travel, Business Model Canvas, Value Proposition, Innovation

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