Pavel Krivsky
Wolfenbuettel
Summary
Married, 3 kids.
Interests: making music, traveling, biking, audiobooks
Overview
26
26
years of professional experience
Work History
Vice President
Mast Jaegermeister SE
11.2022 - Current
- ,Full responsibility for Jägermeister development in 17 countries incl. Poland, Hungary, Romania, CIS region and representing 18% of global business
- Delivered 27% growth across region since 2022
- Ensured significant brand equity growth in each of the core countries, through marketing and trade execution excellence and brand rejuvenation in mature markets
General Director
MAST-JAEGERMEISTER SERVICES (RUS)
09.2015 - 10.2022
- Lead development of Jägermeister, incl. marketing, commercial, route to market, P&L in Russia, CIS, Central Asia
- Set up and lead MJS Rus entity as a GM. Managed team of 40 people incl. 15 at MJS Rus and 25 dedicated people at partners
- Delivered 380% growth in the region, making Jägermeister one of the top 5 brand among competition by 2022 (vs №15 in 2015)
Marketing Director
BACARDI-MARTINI, EASTERN EUROPE
05.2014 - 08.2015
- Lead consumer marketing for dark and premium white spirits portfolio in Eastern Europe (31 countries): marketing strategy, planning and effective execution of activities: Media, digital, PR, advocacy, events, sponsorships
- P&L responsibility for the category results and budget management
- Lead team of 5 brand managers
- Delivered >20% volume growth for William Lawson’s and achieved #1 Whisky position in Russia (+3 pp share); Executed effective PR campaign for William Lawson’s to leverage Chelsea FC sponsorship (>120M OTS), Launched first national FIFA competition Lawson’s cup (>80M OTS)
Vice President, Customer Marketing
BACARDI U.S.A. LLC
03.2012 - 04.2014
- Established the Customer Marketing department incl. On and Off premise Channel marketing, Multicultural consumer marketing, Channel and Purchaser insights, Category management, POSM production
- Set up roles and responsibilities, department structure, hired and developed a new team of 22 people
- Developed first national channel segmentation, strategy and Picture of Success and ensured national roll-out
- Developed BTL programs for all key Bacardi USA brands – Bacardi, Grey Goose, Dewar’s, Bombay, Martini etc
Customer Activation Director
BACARDI RUS, LLC
05.2006 - 02.2012
- Lead Customer Activation function with responsibility for Trade Marketing, Sales information, Customer Marketing for top national Key Accounts and on premise, shopper marketing
- On and Off trade programs that contributed to Company’s double digit growth and significant share gains 5 years in a row
- Launch of the William Lawson’s Scotch whisky which became #1 imported spirit to Russia in 4 years
- Developed Customer Activation team of more than 30 professionals
- Build Sales Information capabilities – distributor reporting, national SFA system
- Recognition of results by internal and external awards: Golden Bat for Cycle planning in 2009, Bacardi EMEA Awards - 2 Golden awards for On-trade promo and CatMan, Silver for William Lawson’s launch in 2010, Grand Prix at ECR Summit for the best Trade Marketing initiative 2010
Trade Marketing Manager
UNILEVER CIS, LLC
11.2003 - 05.2006
- Managed trade marketing for Spreads and Dressings categories in Russia, Ukraine, Belorussia
- Managed team of trade marketing executives
Senior Customer Sales Supervisor, Ice Cream
UNILEVER SNG, LLC
03.2002 - 11.2003
- Supported launch of Unilever’s Ice Cream business in Russia and managed 3 biggest distributors in Moscow
- Managed primary/secondary sales and distribution targets, implemented trade promotions
Customer Sales Supervisor
UNILEVER SNG, LLC
03.2002 - 03.2003
- Managed Unilever’s Food business in Open Market and Wholesale channels
- Created and implemented local trade promotions and projects, managed team of merchandisers
Senior Sales Supervisor
ALGRO RUS, LLC, FMCG distributor
07.1999 - 03.2002
- Supervised three teams of exclusive sales representatives for Nestle
Sales Representative
ALGRO RUS, LLC, FMCG distributor
07.1999 - 08.2000
- Managed direct sales within assigned territory with existing and new clients, merchandising
Education
Master of Physics -
SAINT PETERSBURG STATE ELECTRO - TECHNICAL UNIVERSITY
06.2001
Bachelor of Physics and engineering - undefined
SAINT PETERSBURG STATE ELECTRO - TECHNICAL UNIVERSITY
06.1999
Skills
- Drive for results
- Team leadership
- Creativity
- Decision-making
- Critical thinking
ADDITIONAL INFORMATION
Languages: English – Fluent, Russian - native
Training
Trainings: Situational leadership and Management module program, Coaching, Bacardi Marketing Way, Retailer insight and Category management approach, Marketing foundation, corporate Finance, “Best Year Yet” annual leadership program, Effective manager, Negotiations skills, Presentation skills, Strategic planning and implementing, Business Theatre by MKhT
ADDITIONAL INFORMATION
Key competencies: leadership, drive for results, creativity, responsibility, team management, bright organizational and communicational skills
Timeline
Vice President
Mast Jaegermeister SE
11.2022 - Current
General Director
MAST-JAEGERMEISTER SERVICES (RUS)
09.2015 - 10.2022
Marketing Director
BACARDI-MARTINI, EASTERN EUROPE
05.2014 - 08.2015
Vice President, Customer Marketing
BACARDI U.S.A. LLC
03.2012 - 04.2014
Customer Activation Director
BACARDI RUS, LLC
05.2006 - 02.2012
Trade Marketing Manager
UNILEVER CIS, LLC
11.2003 - 05.2006
Senior Customer Sales Supervisor, Ice Cream
UNILEVER SNG, LLC
03.2002 - 11.2003
Customer Sales Supervisor
UNILEVER SNG, LLC
03.2002 - 03.2003
Senior Sales Supervisor
ALGRO RUS, LLC, FMCG distributor
07.1999 - 03.2002
Sales Representative
ALGRO RUS, LLC, FMCG distributor
07.1999 - 08.2000
Bachelor of Physics and engineering - undefined
SAINT PETERSBURG STATE ELECTRO - TECHNICAL UNIVERSITY
Master of Physics -
SAINT PETERSBURG STATE ELECTRO - TECHNICAL UNIVERSITY
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