Pavel Sukhanov

Leading global portfolio strategy and innovation deployment for Vuse across international markets. • Drove cross-functional coordination for the multi-market launch of Vuse Ultra, BAT’s flagship premium vapour platform, aligning global brand, product and regional teams to execute integrated launch campaigns across priority markets. • Supported multi-market deployment of the “Vaping Done Right” brand platform, reinforcing Vuse’s positioning as a responsible and trusted premium category leader. • Contributed to strong early commercial performance of Vuse Ultra, including value share gains of ~8pp in Canada, ~4pp in Germany and ~2pp in France, while supporting improvements in premium perception (+13pp) and innovation perception (+16pp).

Led consumer experience strategy and activation for the multicategory portfolio across Japan and Korea, integrating brand strategy with end-to-end consumer journeys and marketing innovation. • Defined and implemented a multicategory consumer experience strategy across Japan and Korea, designing seamless online-to-offline consumer journeys and translating global brand strategy into market activation. • Revamped the Velo Japan activation model, delivering a 60% reduction in cost per acquisition and a +15pp increase in conversion to active consumers. • Delivered first in Japan collaboration with McLaren F1, generating 18m earned reach and ~£1m in media value through a high-profile brand partnership.

Supported regional brand and portfolio strategy across Asia Pacific and Global Travel Retail, coordinating campaign development and portfolio deployment for multicategory brands. • Developed multicategory activation toolkit for Global Travel Retail, enabling consistent portfolio and campaign deployment across international travel retail markets. • Supported development of category messaging and educational platforms in Taiwan, contributing to market readiness and future category growth.

• Led the New Categories business unit in Indonesia, managing a cross-functional team of 20 (6 direct reports) and overseeing strategy, innovation and commercial performance for next-generation product portfolios. • Directed market-facing campaigns and innovation roll-outs across the new categories portfolio, helping build category relevance and strengthen execution against commercial priorities.

• Led strategic portfolio and consumer planning to support brand prioritisation, growth choices and more effective resource allocation across the business. • Drove cross-functional alignment to inform major business planning and transformation decisions, helping align portfolio, organisation and marketing priorities for sustainable growth.

Managed a portfolio of cigarette brands across multiple price segments in Russia, driving brand growth through portfolio strategy, product innovation and pricing management. • Led growth of Rothmans, increasing market share to over 12% of the category and establishing it as the second-largest FMCG brand in Russia. • Developed a flavour innovation strategy that informed the global product pipeline, leading to the creation of four capsule variants later launched across 15 international markets.

Led brand strategy, product development and campaign execution for Rothmans in Russia, strengthening market positioning and driving portfolio growth. • Developed and launched the Rothmans Royals product range, reaching 3.8% category share within two years. • Led a repositioning campaign for the Rothmans Core range, delivering +1.0pp incremental market share within six months.

Coordinated brand campaign execution and agency partnerships, including Rothmans D2C activations at two major music festivals reaching 225,000 visitors and generating 10,000 new first-party consumer registrations.

Managed a portfolio of 3,000+ SKUs across multiple toy brands, negotiating licensing agreements with global partners including Hasbro and Viacom, improving supplier terms and delivering a 25% year-on-year reduction in average FOB price.

Managed a portfolio of 500+ SKUs across baby care brands, driving 33% net turnover growth in H1 2011 and securing new product listings with five major national retailers.