Arina Krasnova

Own the $1B+ P&L for Samsung.com’s smartphone business in the U.S., shaping commercial strategy, demand planning, and go-to-market execution. Drive an insight-led, future-proof DTC business by optimizing pricing, promotional efficiency, and channel strategy. Lead cross-functional alignment across marketing, finance, supply chain, and digital to balance growth, profit, and brand health. Strengthen personalization and customer journey optimization, improving conversion and ROI. Build high-performance cultures and environments through trust, connectio,n and collaboration.

Led transformation of Samsung’s DTC business by rethinking how we engage with customers and deliver value. Designed and launched the subscription program, reaching 30% of sales mix in 3 months and unlocking $15M ARR. Built a partner traffic program that grew qualified acquisition by +4.5%. Drove shift from discount-driven to value-driven promotional approach, protecting brand and margin. Orchestrated collaboration across marketing, CX, and platform teams (30+ people) to deliver the new programs and customer experience.

Category Leadership: Led strategic direction and growth initiatives for New Computing. Defined Samsung’s AI PC strategy and led long-term category planning, aligning global and local stakeholders across product, retail, and marketing. Led strategic narrative and communication with stakeholders across the global and local organizations, from cross-functional teams up to the global head. BI & Analytics: Led creation and automation of business intelligence and analytics cadence. Establishing weekly tracking and analysis approach for market size, market share, pricing, and profitability to inform agile GTM and commercial decisions. Reduced time spent on reporting 4x, enabled data-driven promotional strategy and tactics decisions.

Led Samsung’s efforts in creating a best-in-class retail experience and operations, both online and offline, with retail partners and mobile operators across various geographies: • Strategic Partnerships: Collaborated with subsidiary leaders to identify and capitalize on growth opportunities in their sales channels. Successfully pitched projects and negotiated collaborations and direct data sharing with three of the global top 15 retail accounts, as well as numerous smaller players in Russia, Europe, Southeast Asia, and Brazil. • Data-Driven Sales Optimization: Developed and implemented analytical approaches to leverage partners' POS data, transforming insights into actionable sales strategies. Directed supply and store initiatives, resulting in a 22% reduction in stockouts at launch and a 7% increase in sales through optimized store ranging. • Team Development and Leadership: Built and trained regional teams to ensure sustained channel collaboration, insights, and execution within subsidiaries. Established teams in Russia and Brazil, and organized global functional knowledge-sharing events such as the Global Partner Collaboration Conference in 2019 and 2021. 🎤 Keynote speaker at Samsung LATAM Partner Forum 2020 🏆 Recognized with Samsung Global Innovation Award 2020

Developed strategic initiatives for Samsung's Consumer Electronics business, covering Mobile, TV, Home Appliances, and Home Entertainment/Audio sectors worldwide, to address key business challenges and reinforce Samsung's position as a global leader in Consumer Electronics. Examples include: • Home Audio Growth Strategy (US) • Smartphones Operator Channel Growth Strategy (Russia, South East Asia, Germany, Turkey) • Wearables Go To Market Strategy (US) • TV and Home Appliance Premium Brand Strategy (US, India)

Assisted large enterprises in Russia in achieving market leadership by developing strategic initiatives, enhancing business intelligence, and guiding teams through operational transformations across the Telecom, Transportation, Basic Industry, and Public sectors. • Strategic Development: Created and implemented a Contribution Margin and Customer Lifetime Value Management approach, enabling companies to track and evaluate product performance and make data-driven decisions. • Customer Experience Enhancement: Pioneered the development and implementation of the Customer Experience Journey (CEJ) and Customer Experience Management approach in a Carrier in Russia, resulting in a 4% reduction in customer churn. • Operational Transformation Leadership: Led the design and establishment of an Operational Transformation PMO. Directed a 5-person team within the PMO through a comprehensive operational transformation program, driving improvements in efficiency and effectiveness.

Conducted comprehensive due diligence and evaluation of potential investment targets, portfolio companies, and financial modeling for investment projects and capital expenditure management, with a focus on the Media, E-commerce, and F&B sectors. • Due Diligence and Evaluation: Performed detailed due diligence and thorough evaluations of potential investment targets, ensuring alignment with strategic objectives and risk tolerance. • Financial Modeling and Analysis: Developed sophisticated financial models to support investment decisions, capex management, and portfolio company evaluations, providing insights that drove strategic investments. • Sector Focus: Specialized in analyzing and identifying investment opportunities within the Media, E-commerce, and F&B sectors, contributing to the diversification and growth of the investment portfolio.

Integrated industry restructuring and changes into discounted cash flow (DCF) models to accurately reflect their impact on stock value, with findings published in the Bank's analytical reports for investors. • Financial Modeling: Enhanced DCF models to incorporate industry changes, ensuring precise valuation of stocks. • Analytical Reporting: Contributed to the Bank's analytical reports, providing valuable insights for investors and supporting informed investment decisions. • Industry Analysis: Conducted in-depth analysis of industry restructuring and its implications on stock performance, aiding strategic investment recommendations.

Conducted research and analysis for the development of the business and organizational model for the Russian Mortgage Agency, analogous to the American Fannie Mae and Freddie Mac, to support and expand the emerging mortgage market in Russia at its initial stage.

Conducted experimental research leading to the development of a genetic diagnostic system, culminating in a patented diagnostic tool now used in clinical practice.

Focus on Technology, Innovations, Entrepreneurship