Anna Shcherbakova, Product Manager in Tbilisi, Georgia
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Anna Shcherbakova

Verified Expert  in Product Management

Product Manager

Location
Tbilisi, Georgia
Toptal Member Since
January 28, 2022

Anna is an innovative, award-winning product manager in the technical and physical world with 14 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

Research Platform in a Delivery App
Developed a groundbreaking research management platform and mobile app for an international chain of 1,000 QSRs and the largest retail group in Russia with 18,000 stores and ten million users.

Expertise

Work Experience

Product Manager | Business Analyst

2023 - 2023
Deloitte/BAL
  • Worked with the stakeholders to collect requirements and build the product map.
  • Launched two big features and more than ten enhancements.
  • Helped to organize all the Agile routines and artifacts.

Interim Senior Product Manager

2022 - 2023
Dandelion Chocolate
  • Created and launched over five new products for online eCommerce.
  • Helped roll out a new product launch tracking and management system.
  • Contributed to the digital marketing of the products.

Product Owner

2022 - 2022
Refound, LLC
  • Developed product strategy for B2B and B2C, added new products, and helped relaunch existing products.
  • Helped relaunch the site's UI/UX based on research.
  • Developed analytics and a system of metrics for product evaluation.

Innovation Product Manager

2021 - 2022
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 multi-channel content delivery, enhancing user experience and boosting sales conversion rates across web and mobile platforms.

Product Manager

2019 - 2021
Dodo Brands
  • Launched a new research system—as a mobile application—based on big data in 2020. Contributed to marketing, pricing, taste, and NPS.
  • Utilized my business process management (BPM) skills and improved performance on all the key metrics, including retention, LFL, NPS, and delivery time.
  • Won an innovation competition with the research system we created.

New Product Developer

2018 - 2019
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

2016 - 2018
PepsiCo
  • Managed brands and landed six innovations in Europe and Sub-Saharan Africa (ESSA). Took responsibility for 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 2017.
  • 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

2014 - 2015
GreenMe AG
  • Drove business growth and development for the product, 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.
  • Drove sales growth in existing markets from 2015 to 2016 by 40% in Spain and 5% in the United Kingdom. Also, negotiated price increases with 80% of the clients.

Head of Brand Management

2012 - 2014
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.

Research Platform in a Delivery App

https://www.toptal.com/product-managers/ecommerce/customer-research-tool

Developed a groundbreaking research management platform and mobile app for an international chain of 1,000 QSRs and the largest retail group in Russia with 18,000 stores and ten million users.

I wrote an article about it:

https://www.toptal.com/product-managers/ecommerce/customer-research-tool

Retail, restaurant, catering, and food delivery companies usually measure and research taste on a simple five-point or similar scale. The problem is that this doesn't tell them exactly what they should improve or keep the same in the taste or which factors influence the taste.

Comments don't help either because a small percentage of customers leave comments, usually when they are disappointed. The businesses don't know if those few comments represent the taste or the food quality in general.

I built classic food sensory research into a mobile app and collected 600,000 questionnaires in 2020. We used this data to build a taste management platform for a chain of 1,000 quick-service restaurants (QSRs).

Then I developed a new online research system for the app to research pricing, NPS, and marketing. This allowed us to work with customer feedback deeply, effectively, and inexpensively.

I won innovation competitions with this food delivery system and mobile application in two companies:
• Dodo Pizza, a chain of 1,000 QSRs.
• The largest retail group in Russia, with 18,000 stores and ten million users.

Restaurant Chain: IoT, Equipment Automation, and Data Research

Helped automate the equipment in the chain of 800 restaurants and created the system of remote equipment management.

Helped automate coffee machines in the chain of 800 restaurants, so extracting technical information from all the machines in real time is possible. The effort led to understanding and improved remote management of the equipment. Based on the data collected from the coffee machines in real time, it was possible to improve taste, quality, customer satisfaction, and turnover.

Innovation Project and Product Management Processes

Organized the innovation processes in the company, helping launch more than ten products and creating a consistent innovation workflow.

Anna was able to organize the innovation processes in the company, Anna based her project management and innovation consultancy on the Stage-Gate process, Agile application, and Design Thinking. Anna helped to identify and enhance the processes, which led to a pipeline of successful launches.
2022 - 2022

Course in Startup and Product Launch

Y Combinator - Online

2022 - 2022

QA and Software Bootcamp in QA and Software Testing

Udemy - Online

2022 - 2022

UX and Web Design: Strategy, Design, Development Course in UX and Web Design: Strategy, Design, Development

Udemy - Online

2021 - 2022

Professional Education (JavaScript, OOP, Asynchronous JavaScript, TypeScript) in JavaScript

Udemy - United States

2012 - 2013

Certification in Brand Management and Product Management

National Research University Higher School of Economics - Moscow, Russia

2003 - 2008

Master's Degree in International Economics

Russian Foreign Trade Academy (VAVT) - Moscow, Russia

MARCH 2023 - PRESENT

Venture Capital Course

Techstars

DECEMBER 2022 - PRESENT

Process Communication Model Certified Trainer (PCM)

Kahler Communications, Inc.

NOVEMBER 2022 - PRESENT

The Complete Digital Marketing Guide - 22 Courses in 1

Udemy

JULY 2022 - PRESENT

How To Write User Stories That Deliver Real Business Value

Udemy

Tools

Jira, Microsoft Power BI, Wrike, Zoom, Trello, Skype, Google Docs, Skype for Business, Financial Data, Oracle Financials, Strategyzer, Microsoft Project, Slack, Confluence, Front-end Build Tools, Google Analytics, BigQuery, Figma, Google Data Studio, VidIQ Vision, Facebook Ads Manager, Oracle Warehouse Builder (OWB), VPN, Advertising Tools & Platforms, Asana, MATLAB Statistics & Machine Learning Toolbox, VCR, TargetProcess, Basecamp, CS-Cart, GitHub, JavaScript Testing, JavaScript Debugging, Mailchimp, Kusto Query Language (KQL), Capital IQ, Git, Magento Modules, Adobe, Oracle EBS

Platforms

ProductPlan, Digital Advertising Platforms, YouTube, Monday.com, Magento, Shopify, Azure, Twitter, Marketo, The Trade Desk, Magento Enterprise, Magento API, Magento 1, Magento 2, New Relic

Paradigms

B2C, Agile, Scrum, Key Performance Metrics, Kanban, Agile Project Management, Data Product Management, Agile Product Management, Mobile App Design, Acceptance Testing, Requirements Analysis, Desktop Web Design, Data Science, DevOps, Agile Software Development, B2B2C, Agile Workflow, Marketplace Platforms, Design Thinking, Change Management, Testing, Data-driven Design, Agile UX, Data-informed Visual Design, Data-driven Development, User Testing, Quantitative Research, Digital Marketing Best Practices, Iterative Development, Rapid Prototyping, Business to Business to Consumer (B2B2C), Critical Chain Project Management (CCPM), Asynchronous Development, Team Development

Industry Expertise

Logistics, Marketplaces, Consumer Products, Venture Capital, Food

Other

Projects, Miro, Google Sheets, Excel 365, WordPress, B2B, Marketing, Business Analysis, Finance, New Products, Product Management, Lean, Economics, P&L Management, Profit & Loss (P&L), Statistics, Statistical Modeling, Statistical Data Analysis, Analysis, Analytics, Risk, Risk Analysis, Risk Modeling, RiskMetrics, Risk Management, Investments & Risk Management, Investing, Investments, Investment Analysis, Revenue Strategy, Revenue Management, Revenue Optimization, Revenue & Expense Projections, Expense Reduction, COGS Analysis, Cost Control, Cost Modeling, Cost Estimation, Cost Management, Cost Reduction & Optimization (Cost-down), Price Analysis, Price Negotiations, Negotiation, Contract, Contract Review, Contract Management, Contract Negotiation, International Growth, International Affairs, International Finance, International Payments, International Commerce, International Projects, Internal Communications, International Expansion, International Marketing, International Platform Management, Mathematics, Mathematical Modeling, Mathematical Analysis, Information Science, Information Systems, IT, Operations, Global Operations, Global Product Management, Global Distribution Systems (GDS), Branding, Design, Packaging, SWOT Analysis, Strategy, Trend Analysis, Market Fit, Research, Pricing, Dynamic Pricing, Pricing Models, Pricing Strategy, Subscription Pricing, Pricing Software, Markets, Market Entry, Marketing Mix, Web Marketing, Competitive Strategy, Competition Research, Competitive Intelligence, Competitor Analysis & Profiling, Customer Analysis, Management, Growth, Growth Hacking, Growth Strategy, Growth Marketing, Product Growth, App Growth, Sales Growth, Growth Marketing Product Manager, Startup Growth Strategy Development, New Products & Services, New Business Development, New Product Development, Business, Loyalty Programs, Loyalty Management, SEO Tools, Local SEO, Google SEO, SMM, Social, Social Media, Public Relations (PR), Press Releases, Media, Metrics, Key Performance Indicators (KPIs), Paid Media, News Media, Facebook, Instagram, Instagram Marketing, Instagram Ads, Audience Targeting, Google Ads, English, English-Spanish Translation, English-Russian Translation, Spanish-English Translation, Spanish, Translation, Investran, Investor Presentations, Research & Investigation, Financing, Financials, Trade Finance, Trade, Trade Shows, Online Banking, Exchanges, Foreign Exchange, Currency Exchange, Card Payments, Online Payments, Mobile Payments, Digital Payments, Company Strategy, Product Comparison, Business Management, B2C Marketing, SEO Marketing, SMS Marketing, Lead Marketing, Marketing Plans, Cause Marketing, Viral Marketing, Brand Marketing, Email Marketing, Agile Marketing, Videos, Video Ads, Video Marketing, Direct Marketing, Marketing Design, Online Marketing, Funnel Marketing, Mobile Marketing, Digital Marketing, Trade Marketing, Inbound Marketing, YouTube Marketing, Product Marketing, Marketing Strategy, Brand Design, Brand Building, Branded Content, Brand Identity, Product Branding, Brand Activation, Personal Branding, Brand Development, Brand Management, Brand Architecture, Digital Brand Identity, Online Brand Protection, Market Sizing, Route to Market, Market Insights, Market Research, Market Execution, Market Assessment, Emerging Markets, Marketing Research & Analysis, Marketing Programs, Marketing Services, Internet Marketing, Facebook Marketing, Outbound Marketing, Hispanic Marketing, Market Segmentation, User Segments, Customer Segmentation, UI Branding, UX Branding, Internationalization, Commerce, Commodities, Commercials, Commercial Strategy, Commercial Analysis, Commercialization, Commercial Management, Finance Reports, Project Finance, Corporate Finance, Financial Systems, Financial Modeling, Financial Analysis, Financial Reporting, Financial Forecasting, Financial Planning & Analysis (FP&A), Capital Equipment, Capital Raising, Forecasting, Unit Economics, Digital Economy, Gig Economy, Launch Strategy, Timelines, Time Management, Project Rescue, Project Design, Project Support, Project Tracking, Project Planning, Project Delivery, Project Controls, Project Lifecycle, Project Reporting, Project Timelines, Project Scoping, Project Discovery, Project Analysis, IT Projects, IT Project Management, Project Leadership, IT Management, IT Service Management (ITSM), IT Program Management, IT Product Management, Project Management, Project Scheduling, Project Initiation, Project Estimation, Project Consultancy, Project Management SRO, Project Coordination, Large-scale Projects, Project Development, Web Project Management, Lean Project Management, Project Budget Management, Digital Project Management, Software Project Management, Project Management Office (PMO), Project Management & Delivery, Project Management Operations, Implementation Project Management, Technical Project Management, Mobile/Web Project Management, Manufacturing Project Management, Process Improvement Project Management, Project Management & Work Tracking Tools, Project Portfolio Management Platforms, Budgeting, Budget Modeling, Annual Budgets, Budget Management, CAPEX Budgeting & Inventory Management, CAPEX, Operating Expenses (OPEX), Inventory Management, Inventory Management Systems, Process Improvement, Continuous Improvement, Business Process Improvement (BPI), Operating & Service Model Improvement, Data-driven Performance Improvement, Operational Efficiency Improvement, Value Chain, Supply Chain, Supply Chain Optimization, Leadership, Human Capital Strategy, Human Capital Management, Product Owner, Lean Product Manager, Product Mapping, Product Entry, Data Products, Head of Product, Mobile Product Management, Product Launch, Product Design, Product Canvas, Product Reviews, Product Support, Minimum Marketable Product (MMP), Minimum Viable Product (MVP), Data Product Manager, Web Product Management, App Product Management, B2B Product Management, SaaS Product Management, Lean Product Management, Digital Product Management, Product Information Management (PIM), Technical Product Management, Outsourced Product Management Professional, Product Lifecycle Management (PLM), Education Product Manager, Product Portfolio Manager, Telegram Bots, UX Research, UI Research, Food Delivery Services, Foodtech, Fast Food, Retail & Wholesale, Delivery, Dashboards, User Feedback, Feedback Review, User Metrics, Food Packaging, Food Presentation, Distribution, Distribution Management, Advertising, POS, Business Development, eCommerce, eCommerce UX, eCommerce UI, Mobile Apps, Innovation, Consumer Packaged Goods (CPG), Consumer Applications, Consumer Insights, Consumer Behavior, Product Strategy, Market Strategy and Research Product Manager, Product Strategy Consultant, Startups, Lean Startups, Startup Consulting, Early-stage Startups, iOS, Android, Mobile App Development, Mobile Applications, Web UX, Web & Mobile Applications, User Acceptance Testing (UAT), Digital Experience Design, Documentation, Feature Prioritization, Feature Backlog Prioritization, Feature Planning, Feature Analysis, Feature Roadmaps, Hypothesis Testing, Meetings, Presentations, Product Ownership, Requirements, System Requirements, Business Requirements, Design Requirements, User Requirements, Technical Requirements, Functional Requirements, Roadmaps, UX Roadmaps, Product Roadmaps, Sprint Planning, Sprint Retrospectives, Sprints, Agile Sprints, Design Sprints, Stakeholder Analysis, Stakeholder Management, Stakeholder Engagement, Stakeholder Interviews, User Experience (UX), User Stories, User Surveys, UX Design, Web Applications, Applications, Agile Delivery, Agile Product Delivery, Vendor Selection, React, Web Design, Web App Design, Web App Development, Web Development, Web UI Design, Web Development Strategy, Responsive Web Design (RWD), Backlog Management, Agile Data Science, Data Science Product Manager, Jira Administrator, Dashboard Design, Dashboard Development, Data-driven Dashboards, Client Relations, Data Visualization, Data Analytics, Digital Asset Management, SQL, User Flows, Customer Research, Customer Insights, Business Intelligence (BI), Data Analysis, SAP, Oracle, Mobile UI, Mobile, Mobile Data, Mobile eCommerce, eCommerce Design, eCommerce Payments, eCommerce Analysis, eCommerce Management, eCommerce Development, eCommerce Platforms, Digital Transformation, Digital Transformation Program Management, Booking, Booking Apps, Product Delivery, Web UI, Web, Geolocation, Automation Tools, Front-end, Front-end Design, Front-end Development, Back-end, IT Business Analysis, Systems Analysis, Website QA, QA Testing, Software QA, Quality Assurance (QA), Agile Software Testing, Web Security, IT Security, Terms & Conditions, B2B Sales Pipeline, B2B Partnerships, Business to Business (B2B), Business to Consumer (B2C), Web Research, Customer Support, Referrals, Human Resource Management Systems (HRMS), Responsive Web Apps, Feature-driven Development (FDD), Product 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Promotional Videos, Digital Marketing Design, Marketing Communications (MarCom), Market Research Analyst, User Personas, Buyer Personas, Personalization, Marketing Collateral Development, Facebook Ads, Social Media Strategy, Paid Advertising, Paid Search, Social Media Management, Social Media Content, Digital Storyboards, R&D, YouTube SEO, Web Video, Discovery Workshops, Data Reporting, Customer Relationship Management (CRM), Remote Team Leadership, Process Design, Process Mapping, Data Processing, Build Processes, Process Control, Process Testing, Digital Marketing Product Manager, Product Requirements Documentation (PRD), Business Models, Influencer Marketing, Performance Marketing, Team Management, Media Management, Churn Management, Culture Management, Category Management, Campaign Management, Community, Community Management, Management Consulting, Cross-cultural Management, Content Management Systems (CMS), Communication Management, Complex Program Management, ROI, User Interviews, User Interface (UI), User Workflows, User Behavior, User Engagement, User Experience Design, Mobile User Acquisition, Ideation, Ideation Workshops, Conceptualization, Content Production, User-generated Content, Concept Testing, Concepting, Proof of Concept (POC), Product Conceptualization, Estimations, MVP Design, Digital Advertising, Media Planning, UX Wireframes, Prototyping, UI Prototyping, UX Prototyping, Wireframing, Wireframe to Product, Benchmarking, Product Benchmarking, Order Management, Warehouse Management, Warehouse Operations, Warehouses, SAP Warehouse Management System (WMS), Telemetry, Feasibility Studies, Market Opportunity Analysis, Telematics, Vendor Management, Vendors & Suppliers, Complex Problem Solving, Events, Partnership Analysis, Revenue Modeling, Consumer Services, Consumer-facing Product Design, Consumer-focused Web Development, Consumer Technology, Nutrition & Supplements, Omnichannel Marketing, Website Traffic, Eye Tracking, LinkedIn Marketing, Amazon Web Services (AWS), Pitch Decks, Google Advertising, TikTok Ads, Search Engine Optimization (SEO), Domain Name System (DNS), Product Descriptions, Industrial Design, Product Packaging, Mattermost, Chatbots, Assistance, Internet of Things (IoT), Klaviyo, Go-to-market Strategy, Marketing Automation, Accounting, Legal, Legal Technology (Legaltech), Credit Risk, Investment Banking, Alternative Investments, Revenue Sharing, Revenue Cycle Management, Option Pricing, Community Growth, Coalition Loyalty Programs, Social Impact, Newspapers, Yandex.Direct, French-English Translation, French, Treasury, Stock Market, Bonds, Angel Investing, Impact Investing, Investor Relations, Stock Exchange, Vision Development, Marketing Cloud, Patents, Segment, Audits, Auditing, IT Audits, Social Commerce, Financial Software, Financial Accounting, Econometrics, Crisis Management, Networks, Supply Chain Management (SCM), Product Hunt, Product Vision, Product Coach, Direct/Indirect Sales & Distribution, Sales, PHP, Bitbucket, Document Management Systems (DMS), Salesforce Sales Cloud, SAP Supply Chain Management (SCM), Domain Name Registration, Object-oriented Programming (OOP), QA Automation, ActiveCampaign, Learning Management Systems (LMS), Training, Training & Training Content Development, Coaching, Edtech Design, Amazon, Business Ownership, Re-engineering, Computer Vision, Objectives & Key Results (OKRs), HR Analytics, Human Resources (HR), Airtable, CRM Design, Payroll & Benefits, Channel Management, Legal Research, Twitter Marketing, Chinese-English Translation, Trading, Payment Networks, Options, Futures & Options, Binary Option Trading, Derivatives, Bulk Marketing, Content Marketing, T-shirt Marketing, Vertical Marketing, Commercial Banking, Trading Systems, Algorithmic Trading, Public Finance, Personal Finance, Equity Financing, Structured Finance, Financial Products, Financial Advisory, Financial Inclusion, Financial Management, Financial Engineering, Finance Product Manager, Decentralized Finance (DeFi), Chartered Financial Analyst (CFA), Financial Operations & Processes, IFRS Financial Reporting, Commercial Real Estate Finance (CREF), Private Equity, Politics, CEO, Certified Project Manager, Project Portfolio Management (PPM), Project Management Certifications, Project Management Professional (PMP), Certified Associate Project Manager, Product Sales, Robotics Product Manager, PHP 7, Middleware, iVend Retail, Okta, Skincare, Jewelry, Apparel & Accessories, Consumer Electronics, React Native, QA Leadership, QA Test Plan Management, Manual QA, Agile DevOps, Security, Scrum Master, Waterfall Methodology, .NET, Invoicing, JavaScript 6, PMI, TypeScript, Third-party Logistics, Kajabi, Data Flows, Metabase, Superset, Cryptocurrency, Fintech, Venture Funding, Partnerships, Partner Management, Conflict Resolution, Motivation, Distributed Team Management, SAP Business Intelligence (BI), Headless Commerce

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