1. Tatiana Radunskaya
Cell phone: +7 916 210-9501
Tatiana.Radunskaya@gmail.com
Professional Experience
2015 (Apr)-
Present
2014 (Oct) –
2015 (Mar)
Owner of the Seasonal Café in VDNH Park.
 Within 3 months café reached break-even and became profitable. To be re-opened in 2017 summer period.
Deep Knowledge Ventures (Investment fund focusing on innovation technologies (biotech, genetics
and AI), Moscow, Russia
COMMUNICATIONS AND BUSINESS DEVELOPMENT DIRECTOR
Reporting to Senior Partner
 Fully empowered company representative
 Managed the Public Relations department, strategy as well as activation calendar
 Managed relationships with different Media Partners
 Created business development strategy to target family offices and high nets.
 Arranged meetings and presented company projects to the top managers of large corporations
 Actively developed network with private equity funds, niche media communities and technology Institutions,
business and authorities related community.
 Directed 10-member communication department team.
 Key Achievements
 Initiated and led negotiations among top 50 Russian corporations.
 Created a communications department from the scratch
 Redesigned procedures to optimize working processes
 Improved consistency and clarity of project deliverables
2013 (Mar) –
2014 (Oct)
Efes-SabMiller, Moscow, Russia
MARKETING MANAGER of 3 brands (Premium and Mainstream segments). Stariy Melnik, Bavaria
licensed beer, Bavaria Malt non-alcoholic drink.
Reporting to Marketing Director
 Accountable for development & execution of long term marketing strategies for 3 brands.
 Delivered Qualitative & Quantitative Research (Usage, Attitude) to identify the growth opportunities for
responsible brands.
 Developed strategic marketing scenarios for 3 brands based on the key research findings.
 Developed & executed cost optimization plan for 3 brands to increase brands margin;
 Full project leadership on implementing balanced margin/price/promo strategy by category & channel.
 Developed and executed communication strategy for all brands.
 Successful launch of 360˚ activation plans for: Stariy Melnik (Football communication platform: National TTL
campaign "Tune our team to win in FIFA World Cup 2014"; Bavaria Malt TTL campaign Cooler than you think
(ATL, BTL, digital & print). Bavaria (beer) collaboration and co-promotion with cinemas.
 Developed ‘Regional Portfolio Approach’ to drive sales in regions.
 Developed & implemented together with Trade Marketing On & Off premise retail road map for all responsible
brands & activation plan to build brand loyalty & drive sales;
 Responsible for P&L budget including quarterly & annual actual vs budget updates.
 Led and managed a marketing team of 6.
Key Achievements
 Certification Bavaria Malt as a non-alcoholic drink which allowed to avoid category restrictions and use the
entire set of marketing tools (ATL campaign in-store sales after 9pm, samplings).
 Bavaria Malt sales growth within the declining market
 Bavaria Malt ATL campaign launch within the dark market for alcohol category.
 Stariy Melnik imagery & consumption KPI's growth on the dark & declining beer market.
2011 (June) -
2013 (Jan)
Lebedyansky – PepsiCo
SENIOR BRAND MANAGER, BRANDS (the leading brands in each segment): J7, Wonder Berry Mors &
Severnaya Yagoda Mors
Reporting to Marketing Manager
 Long-term portfolio strategy development within juice category
 Creative Platform development as well as communication strategy in partnership with global & local agencies
 Communication strategy execution (2 TVC’s for J7 Wonder Berry brands)
 Conducted complex market research activities to gain consumer insights for different campaigns
 Annual media-planning and implementation in collaboration with Media and Creative agencies for TVs, OOH,
Print Digital, Promo support
 Packaging renovation plan, development and implementation for the J7 Brand (30 SKU’s)
 Cross-functional project management: R&D (recipe, legal text development)

2.  New product development and launch: limited edition for J7 Core, Active, Light; Innovation Pipeline for 2011-
2014
 Led the cross-functional multi million investment project between PepsiCo and Tetra Pak to launch new
packaging line / format for J7– full project leadership and execution.
 Pricing strategy & Brand profitability management
 Marketing Budget Management
 Mors strategy development and implementation that includes product portfolio architecture and overall brand
communication for ‘Wonder Berries’ & ‘Severnaya Yagoda’
 Competitive analysis of new categories and overall juice segment
 Annual Trade Strategy development that includes constant launch plan and consumer promo execution.
Sampling campaign: in-store sampling, special events
 Chaired monthly, quarterly and annual marketing meetings and communicated with all cross-functional
departments.
 Managed the external creative, design, Internet, trade and PR agencies
 Managed a team of 2 marketing staff including Brand Manager and Jr. Brand Manager
2007 (Sept) –
2011 (June)
Lebedyansky - PepsiCo
SENIOR BRAND MANAGER, BRAND ‘YA’
Reporting to Marketing Director
 Developed and implemented a long- term marketing strategy for the 'Ya' brand umbrella
 Executed brand repositioning and portfolio rebranding activities (full product packaging design and taste re-
launch).
 Conducted marketing mix activities and delivered creative consistency across the communication strategy (6
TV Advertisements on TV)
 Achieved the leading premium juice market volume share of 8% (from 4,7%) through the successful
repositioning of ‘Ya’ brand portfolio.
 Sept’06 – Feb’07 co-ordinated with co-manufacturing firm as Project Manager responsible for new product
development including R&D, packaging design and 360 degree communication strategy which lead to
successful launch of Smoothie's and ‘Juices Not from Concentrate’ into the Russian market.
 Launched 2 nationwide BTL activities in 12 cities which resulted in sales volume increase of 45% (Multiserves –
4 pack’s)
 Launched 5 new SKUs which brought the brand incremental volume.
 Developed and implemented various Sponsorship Activities in order to promote brand premium image
2005 (Mar)-
2007 (Sept)
Lebedyansky
BRAND MANAGER, BRAND ‘Ya’
Reporting to Senior Brand Manager
 Participating in re-positioning of ‘Ya’ brand into the premium juice market
 Full portfolio re-design (Packaging – design and product shape for the 40 SKU’s)
 Together with brand team led brand support activities, including communication platform (New TV advertising
campaign)
 Developed two major new product entry launches for the ‘Ya’ brand umbrella -NFC Juices and Smoothies
gaining 3% of market share
 Managed PR campaigns and various sponsorship activities that includes: Russian Fashion Week; Moscow
Fashion Week; Jazz Festival; Millionaire Fair; May Fashion; Astra (theatre award)
 Delivered the go-to-market strategy to launch two new sub brands into the Russian Premium Juice Market
 Participated in developing strategies for the ‘horeca’ segment – introducing new 0,2 glass into the market
 Implemented cost optimization projects, including product range optimization
 Responsible for the annual trade communication plan including objective setting and strategies to support
company’s targets for growth
2004 (Aug)-
2005 (Sept)
Jet Games Holding
PR Manager reporting to Marketing Director
 Developed PR strategy in mass media in order to promote gambling industry
 Successfully organized three exhibitions in Moscow
 Delivered go to market strategy to launch a new gambling equipment in Russia
 Participated in negotiations with different foreign partners
 Introducing new gambling machine strategies and functions for the local clients
 Translating and adapting from English into Russian language different launch materials
2003 (May)-
2004 (July)
Non Government Foundation – ‘Olympic Moscow 2012’
PR Manager reporting to Marketing Director
 Participated in developing and implementing Moscow Olympic Games Strategy and Vision for Olympic
Committee
 Participated in execution of Media Strategy that included PR in mass media
 Developed different sponsorship packages in order to promote ‘Moscow Olympic Games’ for 2012
 Participated in cross functional meetings on the daily bases and delivered different reports for the top

3. management
Education and other experience
1998 (Sept)-
2003 (Sept)
Moscow State Institute For International Relationship (MGIMO)
BA in International Relationship
Specialist in International Relationship
Software experience: Microsoft Office (Word, Excel, Access, PowerPoint, Outlook)
Driving Licence
Yoga addict; Rollerblade lover; Travelling is in my blood. Sick about discovering new places. Recently had a
pilgrimage tour to Tibet.