Dina Tazabekova

About

With a Bachelor of Business Administration from KIMEP University, I have gained extensive experience in brand management. At L'Oréal, I achieved rapid growth in e-commerce share for the YSL portfolio, successfully positioning Black Opium as the #1 fragrance in e-commerce. I also expanded business in underdeveloped regions and led the launch of the LIBRE franchise, resulting in #1 fragrance in L'Oreal Luxe portfolio. During my time at PepsiCo, I achieved market share leadership for Lay's and Hrusteam brands in Central Asia and implemented successful consumer and trade promotions. My strategic approach and agile implementation have consistently driven growth and increased market share. With a proven track record of successful brand management and a focus on digitalization and omnichannel retail experience, I am dedicated to driving brand success and market growth.

Experience

• Senior Brand Manager | CIS Region · L'Oréal01-01-2022

  - Achieved rapid growth in eCom share for YSL portfolio, increasing from 3% to 12% over 1 year. Led digitalization and implementation of omnichannel retail experience during key launches. Successfully positioned Black Opium as the #1 fragrance in ecom for YE 2020 and 2021. Established YSL beauty as the #1 brand in Gold Apple (leading beauty retail chain) in Belarus since store opening.

• Brand Manager | YSL Beauty and Biotherm | CIS region · L'Oréal11-01-2020 – 12-01-2021

  - Expanded business in underdeveloped regions through new openings and authorization of new channels. Demonstrated agile approach to AOP implementation during rapidly changing business environment across regions (Belarus, Azerbaijan, Armenia, Kazakhstan). Led LIBRE INTENSE 360 launch and revision of Biotherm brand strategy and portfolio optimization, including Cera Repair barrier cream launch. Increased market share by +2 pp during the pandemic.

• Brand Manager | YSL & Giorgio Armani Beauty | Central Asia · L'Oréal02-01-2019 – 12-01-2020

  - Led and executed AOP for YSL & ARMANI brands. Successfully launched LIBRE franchise, resulting in #1 fragrance in L'Oreal Luxe portfolio to this date. Opened new Armani beauty corner in Almaty. Launched Maison Margiela brand in Kazakhstan and MY WAY fragrance, resulting in +50% increase in TTL brand by YE.

• Brand Manager | Adrenaline and DriveMe energy drinks · PepsiCo02-01-2018 – 02-01-2019

  - Led and implemented AOP for Energy in Kazakhstan and Kyrgyzstan, resulting in +23% increase in volume and +19% increase in net revenue by YE. Launched 3 IMC campaigns and repositioned Adrenaline brand from FMX & extreme sports enthusiasts to Gen-Z appealing communication. Executed retailer consumer promo, resulting in +37% increase in offtake vs YA. Prepared for launch of Drive Me energy drink in Kazakhstan and Kyrgyzstan.

• Junior Brand Manager | Lays and Hrusteam · PepsiCo03-01-2017 – 02-01-2018

  - Achieved market share leadership for Lay's and Hrusteam brands in Central Asia, with Lay's #1 and Hrusteam #2. Conducted regular evaluations and execution of AOP, led Kyrgyzstan IS&OP, and prepared market analysis and consumer research for new product launches (e.g. Lay's Doner, sour cream and crab flavors in KRG). Successfully implemented six consumer and trade promotions, including Smiles promo, Football promo, Summer promo, Movie Watching campaign, and Lay's Summer Mural (#letolayskz). Increased social media followers by 165% through 'Which Lays is Yours' campaign.

Education

• KIMEP UniversityBachelor of Business Administration (BBA)

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