Darya Buyanova

Leading the entire eCommerce function in Qatar with full commercial and P&L ownership across key accounts, marketplaces and quick commerce. I own end-to-end eCommerce — from digital shelf and retail media to joint business planning and negotiation with key digital customers — turning online into a structured, scalable growth driver. Selected results: • Doubled our eCommerce business and became the market’s #1 online player for the first time in its history • Built initiatives locally that were adopted and scaled across the wider MENA region • Rebuilt the activation model by integrating brand and performance, improving media ROI

Led the E-commerce sales team- 3 CDMs, 1 Specialist whose goal was company's commercial success in E-Com (sales & market share growth). What my team & I owned: 1) the E-Com Strategy & Commercial plan: - Designed & implemented the plans directly with eRetailers on a daily basis - Marketplaces, Omnichannel & Pure Players, Last Milers. - Defined & implemented the entire 4P&A Mix: E-Com Portfolio, Pricing, Promo & Brand Activation etc. - Led the Brand Activation calendar and launched Sales generating activities - Conducted all eCom-related research: Channel/Shopper Studies, Consumer journeys, Big Data, etc. 2) the Performance Marketing strategy: - Led Media planning, buying & Digital channel management within eRetailer ecosystems (Banner ads, Display & OLV, Paid Search, e-Mails + CRM, Social, etc) - Led Performance & eRetailer Media budget management and forecasting - Designed & executed acquisition & retention campaigns - Analyzed efficiency & improved ROI within the P&L - Managed Digital & Media Agencies 3) the Conversion & User Experience stream: - Designed & led Digital Shelf improvement (Content Deployment, Search Excellence, Ratings & Reviews) - Owned eContent stream - Basic, Advanced, Rich & SEO eContent Proud to share some of our results: ✔ The sales we generated led to 1.3x market share growth, making Colgate the market leader in RU E-Com Tooth Paste! ✔Best cross-category promo in the biggest russian lastmiler Sbermarket- record 1mln views, record 7,25% CTR which led to outstanding sales results and leadership in Tooth Paste eTailer category. The article about such success was published on russian well-known site Sostav.ru

Developed and strengthened relationships with biggest russian ecom players Ozon, Sbermarket, X5 online, Detskiy Mir. Proud to share some results: ✔ Colgate became the absolute leader with dominating value shares in Shower Gels, Tooth Brushes, Liquid Hand Soap, Bar Soap. ✔ Colgate has tripled its share in Ozon and became #2 player in Tooth Paste category. ✔ Colgate has doubled its share in Ozon and became brand #1 in Tooth Brush category.

-Мaximized Digital opportunities to become #1 brand in digital (provided full scale seasonal support: Mediaplan, Banners, Emails etc) -Supported seasonal activities (on- & off-trade) in Digital -Developed and implemented digital eco-system for the brand (online store, ORM, SMM, SEO, CRM, B2B) -Launched own online store for less than 5 months -Manage activations in TOP e-com partners & delivery services -Controled spendings in line with budgets and KPIs -Analysed results and provided recommendations -Contributed to Monthly reports with key digital results & progress -Manage digital, media and creative agencies Key achievements: ✔ Own online store was launched for less than 5 months ✔ 300% growth in e-com vs LY ✔ Exceeded target ROI in digital campaign with tourists ✔ Record conversion rate (9%) with B2B clients ✔ Collaboration and partnership with TOP Banks in Russia as a new step in cashback world (Project nominated at "Make the Difference") ✔ Proactive collaboration with smart devices Alisa (Yandex) and Marusya (Mail.ru) via proving them new skill in order make life easier for consumers ✔ The highest ROI in cashback activation in Mars Choco history ✔ 3,5 times growth in delivery services ✔ Average brand reputation score is 4,8 on TOP feedback platforms

-Marketing strategy development and implementation (European market) -NPD for European stores (Kaufland, Edeka, Rewe, Real, MixMarkt) -Adaptation of russian products to European market -budget management -own ecom store management Key achievements: -NPD of 14 products for 2 months (instead of 9 months) -business growth by 38% per year -listing to national Key Accounts for the first time in 5 years

Leading New Product Development Projects Control at all stages - from ideas and negotiations with production to product release and delivery to the warehouse P&L analysis, Nielsen data analysis and competitive environment Participation in marketing research, monitoring consumer preferences Design development (packaging, POS materials) Development and implementation of projects under the plan of ATL, BTL, Digital brand Maintaining brand documentation inside and outside the company 1) successful launch of a special SKU for Tander (the biggest offline store in Russia) 2) Recipe Redevelopment of core portfolio in order to improve P&L 3)Successful 360 campaign in order to support new launch

Implementation of operational and long-term marketing plans for a particular brand (Dove). Preparation of documentation relevant to projects.