Anna Shcherbakova
Verified Expert in Marketing
Marketing Expert
Tbilisi, Georgia
Toptal member since September 4, 2024
Anna is an innovative, award-winning marketing and product manager with 15 years of experience in the food and beverage sector, including PepsiCo and Mars. After starting her career in brand management, she shifted to product management for FMCG, food production, restaurants, delivery, and retail. Anna has an MBA in international economics and a professional product management education. She achieves big goals, negotiates well, learns fast, and speaks four languages.
Project Highlights
Expertise
- Brand Strategy
- Customer Data Platform (CDP)
- Digital Strategy
- Facebook Ads
- Google Ads
- Growth Strategy
- Mobile Strategy
- Research
Work Experience
Marketing & Product Manager, CIS Region
Domino's
- Executed marketing strategy, branding, design, and growth hacking.
- Attracted new customers via 40+ channels, including Google Ads, influencers, and search optimization.
- Improved CVM through loyalty programs and communication channels like SMS, push, email, WhatsApp, popups, and Facebook.
Product Manager | Business Analyst
Berry Appleman & Leiden
- Collaborated with stakeholders to collect requirements and build the product map.
- Launched two prominent features and 10+ enhancements.
- Helped organize all Agile routines and artifacts.
Interim Senior Product Manager
Dandelion Chocolate
- Created and launched 5+ new products for online eCommerce.
- Helped roll out a new product launch tracking and management system.
- Contributed to the products' digital marketing efforts.
Product Owner
Refound
- Designed the B2B and B2C product strategy, added new products, and helped relaunch existing products.
- Contributed to relaunching the site's UI/UX based on research.
- Developed analytics and a system of metrics for product evaluation.
Innovation Product Manager
X5 Retail Group
- Introduced new ways of collecting customer feedback. Increased performance on key metrics, including the number of users, conversion rate to feedback, net promoter score (NPS), and customer satisfaction scores.
- Built a research platform based on mobile applications and big data.
- Won a tech competition in 2022 among 364 teams by introducing new features to a mobile app.
- Implemented a headless commerce architecture to streamline multichannel content delivery, enhancing user experience and boosting sales conversion rates across web and mobile platforms.
Product Manager
Dodo Brands
- Launched a new research system—as a mobile application—based on big data in 2020. Contributed to marketing, pricing, taste, and NPS.
- Improved performance on all the key metrics, including retention, like-for-like, NPS, and delivery time, demonstrating strong business process management skills.
- Won an innovation competition with the research system we created.
New Product Developer
Mars
- Relaunched the entire Korkunov brand in 2018, including products and packaging. Oversaw communications, storytelling, and content for the brand.
- Researched and launched four new products in 2018: Dove Tablets, M&M Tablets, Korkunov Pralines, and Snickers Crispy. Created the marketing strategy and tactics.
- Increased awareness of the Korkunov brand by 6% in one year.
New Product Developer
PepsiCo
- Managed brands and landed six innovations in Europe and Sub-Saharan Africa (ESSA). Handled strategy, marketing, communications, storytelling, and content for the brand.
- Conducted negotiations and established ways of working with Unilever on a joint venture for the Lipton brand to land projects in Russia. The first Lipton flavor launched in Russia in Q1 2017, and two launched in Q4 of the same year.
- Won the Idea Challenge, an innovation competition inside PepsiCo.
- Received a Bravo award in 2016 for creating timeline efficiencies for ESSA projects.
Head of International Business Development
GreenMe AG
- Drove business growth and development for Laimon Fresh, closing a €2 million gap in the 2016 budget and ensuring positive net revenue.
- Achieved the Product of the Year 2016 Innovation Award for Laimon Fresh in Spain.
- Grew sales in existing markets from 2015 to 2016 by 40% in Spain and 5% in the UK. Negotiated price increases with 80% of the clients.
Head of Brand Management
MBG Wine Group
- Doubled revenue for the Spanish profile from 2013 to 2014 by adding new brands and increasing awareness through successful marketing campaigns.
- Increased Freixenet brand awareness by 23% from 2013 to 2014.
- Created the communication strategy for the Freixenet brand, repositioning it to a party brand and driving marketing through digital channels.
Project History
Research Platform Creation
https://www.toptal.com/product-managers/ecommerce/customer-research-toolCreated a research and forecasting platform based on 660,000 questionnaires per year collected through a mobile application so the company could research NPS, prices, taste, and other concepts online.
Customer Value Management (CVM) Efficiency
Doubled the conversions from marketing communications by dividing guests into six psychological archetypes and creating communications based on the psychological types and necessities.
Speech Analytics
Improved a contact center's efficiency by 32% by helping develop speech analytics.
Education
Certificate in Brand and Product Management
National Research University Higher School of Economics - Moscow, Russia
Master's Degree in International Economics
Russian Foreign Trade Academy (VAVT) - Moscow, Russia
Certifications
Venture Deals
Techstars
Process Communication Model (PCM) Certified Trainer
PCM by Kahler Communications, Inc.
The Complete Digital Marketing Guide - 22 Courses in 1
Udemy
Startup School
Y Combinator
UX & Web Design Master Course: Strategy, Design, Development
Udemy
How To Write User Stories That Deliver Real Business Value
Udemy
Skills
Core
Google Ads, Facebook Ads, Brand Strategy, Mobile Strategy, YouTube Ads, Influencer Marketing, Google SEO, Google AdMob, Branding, AI Marketing
Other
Customer Data Platform (CDP), Growth Strategy, Digital Strategy, Research, Consulting, Strategy, Project Planning, Project Scoping, IT Project Management, Product Management, Marketing Management, New Products, New Product Development, Copyright, Copy Editing, E-mailers, Google Maps, Google News, Google Trends, Target Market Strategy, User Research, User Journeys, User Personas, User Retention, User Feedback, User Engagement, Innovation, Innovation Management, Innovation Strategy, Digital Innovation, UX Research, Web Research, Market Research, Content Research, Economics, Econometrics, Economic Analysis, Finance, Statistics, Investment & Trading Advisory, Venture Capital, Accounting, Mathematics, Psychology, Communication, Customer Relationship Management (CRM), Customer Research
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