Sergey Soldatov

- Architected and executed an "Anti-Playbook" GTM strategy for 10+ emerging markets, defying conventional expansion models to establish ASBIS as a regional powerhouse and achieve significant market penetration. - Forged transformative "Strategic Alliances" with key regional partners, redefining delivery ecosystems and influencing industry standards for collaborative value creation. - Pioneered dynamic pricing and portfolio optimization tailored to local market features, ensuring robust profitability while capturing substantial market share.

- Led a "Profitability Pivot" initiative that delivered 3.5x sales growth across diverse channels, simultaneously doubling profit margins by strategically re-evaluating market approaches and operational efficiencies. - Orchestrated a multi-channel GTM transformation, integrating e-commerce, resellers, and SME channels to capture new revenue streams and solidify market leadership. - Managed a P&L exceeding $100 million, consistently exceeding financial targets through strategic resource allocation and a deep understanding of market dynamics.

Strategy and marketing • Defined relevant channel mix (local marketplaces, pure online players, own online shop, dis-tributors, and wholesalers) to meet margin targets • Tested additional traffic sources • Cooperation with local web and advertising agencies established • Implemented price monitoring on a weekly basis • Dynamic pricing approach implemented • Launched promo approach to create tailored activities calendar • Assortment adapted for each market • Collaboration launched with local banks to launch credit sales • Assortment update management set up Team management • Managed team of 5 direct reports and 3 cross-function cooperation • Set up targets, analyzed individual performances and results • Task and project management implemented • Coordinated and motivated local teams IT cooperation • Defined and prioritized tasks for website further development • Lead backend optimization process launched • Organized test process for new website features • Checked local Acts of Personal Data compliance • Service and return procedures implemented • Content management Stock and logistics • Logistic optimized to decrease delivery time • Launched forecast and stock management process Achievements: • Sales growth + 76% Q-2-Q, Average order amount increased for +30% • Loyalty program launched: +10% to average order amount, 45% customers ordered twice • Visitors – growth 2,5x, launched sales with key marketplaces in Georgia and Uzbekistan

Strategy and marketing • Managed P&L to meet margin and revenue targets. • Developed commercial terms for a food channel to align internal commercial policy with partners’ requirements. • Defined the best assortment in each channel, considering the consumer profile. Team management • Led a team of 5 KAMs and 1 TSM. • Launched optimization of functional team motivation to drive local sales growth. Partner management • Found partners in non-specialized channels. • Collaborated with banks, food, and beauty retailers. • Developed distribution schemes. Achievements: • Relaunched internal motivation. • Achieved +50% growth in shaving accessories. • Listed electric shavers and toothbrushes in key online food retailers. • Launched promo campaigns with key food retailers: Garment care, turnover - 25 mln RUB. • Implemented a merchandising process, reducing Out-of-Stock by 8% YoY.

Strategy and Marketing • Created a comprehensive GTM strategy that delivered a distribution and activation plan to drive sales growth. • Assessed partners and sales channels in the market. • Developed commercial terms for each type of partner. • Executed business expansion into new markets and trade channels within the CIS region. • Managed a cross-functional team that worked on product customization and commercial policies. Partner Management • Coordinated and managed commercial KPIs defined together with the Operations and Marketing teams. • Implemented a joint business planning process to align partners with channel strategies. • Worked with local partners and marketplaces to build broader distribution. Team Management • Led a team of 5+ direct reports and 28 field force staff: set targets, analyzed individual performance and results. • Developed key competencies for RSMs to build a strong and motivated team. • Coordinated cross-functional projects to drive and achieve the transformation process. Achievements: • Rebuilt the distribution strategy (CSG +22% YoY 16/17). • Successfully implemented the commercial policy (IGM +0.6pp YoY). • Designed an optimal team structure to cover countries and business streams (28 FTE). • Developed and implemented a go-to-market strategy, applying a TOP3 approach for each country. • Reviewed payment terms, reducing bad debt by 200 kUSD. • Launched a partner reporting process (100% of partners, covering both sell-out and IHS). • Introduced a sell-out support process based on a promotional calendar and promoters in key countries. • Calculated new RRP levels and increased portfolio availability (over 600 SKUs in the price list). • Unlocked the mother and childcare category in 3 countries (Georgia, Uzbekistan, Turkmenistan: CSG +67.7% YoY 16/17). • Launched dedicated online shops in Georgia and Armenia. • Successfully established cooperation with major marketplaces and online shops in target countries.

• Developed and implemented strategy in national retail. • Created commercial terms to drive sales, increase ARPU, and support product launches. • Signed long-term contracts. • Managed budgeting and daily reporting, including revenue, income, and expenses. • Developed and implemented new business processes, including mobile phone and accessories sales, new trade terms based on a revenue-sharing model, and a consignee sales model. • Designed and launched incentive actions with partners. • Increased smartphone penetration, resulting in an 11% ARPU growth. • Launched an exclusive iPhone pricing plan, extending lifetime by 2 months. • Successfully launched key products, including iPhones (wholesale and retail sales), USB dongles, and branded phones.

Developed sales strategy in region Managed branches in dependent areas Negotiations with major clients Budgeting and planning implemented Launched convergent services for clients in region

Launch Sim cars sales, payments Sign agreements Planing and stock control Team trainings