Sergei Bezverkhii

senior

Регистрация: 13.04.2022

Специализация: Chief Marketing Officer

Top Manager with over 10 years of professional experience in the fields of digital commerce, marketing, and retail in global and Russian federal enterprises.  Strategic and operational management of marketing and sales across a variety of channels (B2C / B2B / B2B2C, online / offline) with the total turnover in the excess of 2 B RUB per year. Authority over the marketing budget of 200+ M RUB per year. Expertise in the enterprise CRM / CDP-platforms (Manzana, Mindbox), ERP implementation (SAP), integration with a number of diverse accompanying systems (Oracle ERP, SAP BI/BW, 1С, etc.). Governance over product web-development, including the Agile methodology, UX / UI-design, implementation of e-commerce platforms (Bitrix, Presta, Custom CMS). Cases of successful promotion and sales of various product groups — FMCG (pet supplies, cosmetics); sustained use products (electronic devices, luggage and accessories), and related services. Interaction with customers at all levels, from general to premium segment. Development and implementation of omni-channel strategies, communication and brand strategies, rebranding, creative inputs, situational and viral marketing, digital transformation. Experience in organizing and managing teams — internal staff of 20+ employees, as well as external teams (multi-site, project-based) of 40+ contractors.

CRM facebook ads google analytics Marketing Ecommerce Google AdWords Yandex Metrica YouTube Development

Портфолио

Podruzhka Drugstore Retail Chain

My task was to organize the operations of the e-commerce store.

Audiomania

I maintain full governance over the company’s marketing (three business units: retail, distribution, manufacturing).

Samsonite International S.A.

As part of the official Russian mission, I was responsible for organizing day-to-day operations of the online store and reaching the planned performance indicators in the e-commerce sales channel.

4 Lapy Pet Stores Chain

My responsibilities included advancing the operational profitability of an existing online store, further scaling and sales growth in the e-commerce channel by utilizing the omni-channel strategy and other means.

Скиллы

Change management

E-Commerce

Operational management

Project management

Forecasting and strategic planning

Financial planning

Digital marketing

Traditional marketing

SEO

E-mail advertising

CRM

Sales

Опыт работы

Chief Marketing Officer

с 05.2017 - По настоящий момент |Audiomania — the leading specialized retailer of audio products in Russia (Hi-Fi / High End, professional equipment, musical instruments, vinyl, electronic components, etc.).

Achievements: Quadrupled turnover — $30+ M (in 2021) while maintaining the margin percentage and profitability (profit reported in 20 quarters). Average turnover growth dynamic over 5 years: +35% on a year-to-year basis. Development of new business lines — the share of alternative (non-Hi-Fi) categories constituted over 50% of the overall turnover in 5 years. Increased portion of the private label (proprietary trademarks) to 25% of the total turnover. Expanded sales channels — in addition to the proprietary online and offline retail, the dealership channel saw a manyfold expansion; launch on marketplaces (Yandex.Market, Ozon). Doubled the traffic, tripled the customer base. Created a fully functional business line team (digital, editing, content creation, brand promotion, event, engagement with the existing customer base, trade marketing). Direct supervision over 20+ employees. Crisis management — rapid relocation of resources and optimization during the pandemic led to further revenue growth.

Online Store Project Manager

11.2016 - 05.2017 |Podruzhka Drugstore Retail Chain — the first Drogerie chain store in Russia. Supervision over 200+ points of sale.

Achievements: Implementation and successful launch of sales in the e-commerce channel. Development of a modern e-commerce platform. Complete design and launch of the front office structure.

Head of E-commerce

09.2014 - 11.2016 |4 Lapy Pet Stores Chain — a major federal retailer (300+ stores across different regions) specializing in goods for pets (feeds and fodder, fillers, toys, clothing, veterinary medicine, etc.), as well as accompanying services (grooming, vaccination etc)

Achievements: Quadrupled turnover — to $3+ M per year. Increased economic efficiency — drove the profit of the e-commerce segment. Doubled the customer conversion rate on the e-commerce platform (web-site). Increased the quality of service. Net Promoter Score (NPS) — 95.4%. Established an omni-channel — integration between online- and offline-channels by launching the Click & Collect and Delivery from the Store services. Omni-channel sales constituted 25% of the e-commerce turnover. The share of online orders increased to 4% of the total offline turnover. Successfully transferred e-commerce processes to SAP ERP. Transitioned Reward Program participants from discounts to bonuses.

Head of E-commerce

11.2013 - 09.2014 |Samsonite International S.A. — world-famous American luggage manufacturer and retailer, with products ranging from large suitcases to small toiletries bags and briefcases.

Achievements: Launch of e-commerce sales from scratch. More than tripled the turnover in the e-commerce channel — to $0.5+ M per month. Supervised the department to achieve planned goals for revenue, profitability, and costs. Organized and trained the staff, turning it into a well-coordinated team of experts.

Образование

English for Business

2019 - 2020

Education First (EF)

Internet Business Management

2017 - 2018

RMA Business School

Online Store Manager: Web-Site, Warehouse, Logistics, Marketing

2013 - 2014

Netology Online University

Programmer, Faculty of Automation and Computer Engineering (Магистр)

2006 - 2011

Southern Federal University, Taganrog Institute of Technology

Языки

АнглийскийСреднийРусскийРодной