Georgy Malinovskiy - Commercial Director/Business Consultant

Q: Where is Georgy based?

Georgy is based in San Roque, Spain and prefers 100% remote projects.

Q: What languages does Georgy speak?

Georgy speaks the following languages: Russian (Native), English (Advanced) .

Q: How many years of experience does Georgy have?

Georgy has at least 27 years of experience. During this time, Georgy has worked in at least 7 different roles and for 6 different companies . The average length of individual experience is 4 years and 10 months . Note that Georgy may not have shared all experience and actually has more experience.

Q: What is Georgy's latest experience?

Georgy's most recent position is Commercial Director/Business Consultant at West East Route S.L. .

Q: What companies has Georgy worked for in recent years?

In recent years, Georgy has worked for West East Route S.L. and ROUST International .

Q: Which industries is Georgy most experienced in?

Georgy is most experienced in industries like Food and Beverage .

Q: Which business areas is Georgy most experienced in?

Georgy is most experienced in business areas like Sales , Marketing , and Supply Chain Management . Georgy also has some experience in Project Management , Strategy and Planning , and Logistics .

Q: Which industries has Georgy worked in recently?

Georgy has recently worked in industries like Food and Beverage .

Q: Which business areas has Georgy worked in recently?

Georgy has recently worked in business areas like Marketing , Sales , and Supply Chain Management .

Recommended expert

San Roque, Spain

Experience

Jan 2023 - Dec 2025

3 years

San Roque, Spain

Commercial Director/Business Consultant

West East Route S.L.

Launched FMCG distribution company in Europe
Developed business plan and operational plan for new business
Developed full operational setup of the company: finance, legal, tax, accounting, supply chain, sales
Designed and implemented go-to-market strategy for EU/CIS
Established contractual relationships with strategic accounts

Jan 2020 - Dec 2022

3 years

Commercial Director

ROUST International

Commercial strategic and operational plan revision
Distributors management transformation of route to market, distributors network and distribution
Business development which grew by 45% at this trade channel
Route to market development for categories and people
Sales efficiency negotiation; reconsidered total portfolio assortment and promo investments in retail key accounts; new product listings growth by 20%
Sales IT systems and sales business processes integration
Digital enablement & CRM rebalancing promo investments in retail key accounts; company share in modern trade channel grew by 25%
Change management: new trade marketing and consumer activation plan
Commercial projects: sales organisation optimisation
Commercial planning: sales force efficiency KPIs development
New sales digital tools introduction
New product categories launches
Company sales volume growth +9%
Gross sales revenue growth +14%
Profit growth +19%
Market share growth from 7.4% to 9.1%

Jan 2017 - Dec 2020

4 years

Sales Director Central Asia

SABMiller Efes Alliance

150 mln USD revenue sales responsibility
Sales Central Asia turn around plan development and execution
Distribution network and distributors trade terms optimisation
Key accounts assortment and investments revision
Sales and trade marketing strategy by trade channels
Sales organisation change
Commercial cycle planning implemented
Sales force efficiency management developed
New pack category and new trade channel entrance
Total market share increased from 48% to 53%
Sales volume growth +10%
Share in modern trade growth from 35% to 55%

Jan 2014 - Dec 2016

3 years

Route to Market Director, CIS countries

SABMiller

150 mln USD revenue sales responsibility
Account management excellence expertise center development
Distributors network optimisation and distributors trade terms
Distributor partnership program
Telesales development and implementation
Alternative delivery services: direct delivery, logistics service providers
Post M&A sales & distribution integration of SABMiller and EFES (Russia)

Jan 2011 - Dec 2013

3 years

Business Integration Director

SABMiller & EFES

Distributor and trade terms integration (190 companies)
Post M&A sales & distribution integration of SABMiller and EFES companies
Sales force and structures integration (5400 people)
Sales IT systems and business processes integration

Jan 2008 - Dec 2011

4 years

Strategy Director

British American Tobacco

Annual and long-term company strategic planning: integrated company plan
Coordination of company functions planning and activities
Strategic reporting
Cross-functional national projects development
Global cross-functional projects coordination
M&A coordination
Route to market development

Jan 1999 - Dec 2008

10 years

National On Trade/HORECA Channel Manager; National Channel Marketing Manager; National Channel Development Manager; Area Sales

British American Tobacco

Industries Experience

See where this freelancer has spent most of their professional time. Longer bars indicate deeper hands-on experience, while shorter ones reflect targeted or project-based work.

Experienced in Food and Beverage (27 years).

Food and Beverage

Business Areas Experience

The graph below provides a cumulative view of the freelancer's experience across multiple business areas, calculated from completed and active engagements. It highlights the areas where the freelancer has most frequently contributed to planning, execution, and delivery of business outcomes.

Experienced in Sales (25 years), Marketing (19 years), Supply Chain Management (12 years), Project Management (4 years), Strategy (4 years), and Logistics (3 years).

Sales

Marketing

Supply Chain Management

Project Management

Strategy

Logistics

Summary

Accomplished senior leader with two decades of international experience leading high-impact commercial strategies, large-scale sales transformations and commercial projects. Skilled in building and optimising Route to Market models, Account Management excellence, transforming distributor networks, and driving double-digit growth in revenue, profit, and market share.

Proven success in post-M&A integration, aligning multi-region sales forces, harmonising trade terms, and embedding new commercial processes to deliver sustainable performance gains. Launching new business ventures, and revitalising product portfolios to capture new category opportunities.

Recognised for a hands-on leadership style that combines strategic vision with operational execution. Experienced in developing high-performing teams, introducing digital sales tools, and executing customer-centric strategies that strengthen key account partnerships and accelerate go-to-market effectiveness.

Skills

Commercial Strategy
Sales Transformation
Key Accounts Management
Distributors Management
Business Development
Route To Market Development
Sales Efficiency
Sales It Systems And Sales Business Processes Integration
Digital Enablement & Crm
Commercial Organisation Change Management
Commercial Projects
Commercial Planning
New Sales Digital Tools Introduction
New Product Categories Launches

Languages

Russian

Native

English

Advanced

Education

Sep 1992 - Jun 1997

Saint Petersburg State University of Economics and Finance

Master's · Business Management and Economics · Saint Petersburg, Russian Federation

Profile

Created

September 2025

Last Update

January 2026

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Frequently asked questions

Do you have questions? Here you can find further information.

Where is Georgy based?

Georgy is based in San Roque, Spain and prefers 100% remote projects.

What languages does Georgy speak?

Georgy speaks the following languages: Russian (Native), English (Advanced).

How many years of experience does Georgy have?

Georgy has at least 27 years of experience. During this time, Georgy has worked in at least 7 different roles and for 6 different companies. The average length of individual experience is 4 years and 10 months. Note that Georgy may not have shared all experience and actually has more experience.

What roles would Georgy be best suited for?

Based on recent experience, Georgy would be well-suited for roles such as: Commercial Director/Business Consultant, Commercial Director, Sales Director Central Asia.

What is Georgy's latest experience?

Georgy's most recent position is Commercial Director/Business Consultant at West East Route S.L..

What companies has Georgy worked for in recent years?

In recent years, Georgy has worked for West East Route S.L. and ROUST International.

Which industries is Georgy most experienced in?

Georgy is most experienced in industries like Food and Beverage.

Which business areas is Georgy most experienced in?

Georgy is most experienced in business areas like Sales, Marketing, and Supply Chain Management. Georgy also has some experience in Project Management, Strategy and Planning, and Logistics.

Which industries has Georgy worked in recently?

Georgy has recently worked in industries like Food and Beverage.

Which business areas has Georgy worked in recently?

Georgy has recently worked in business areas like Marketing, Sales, and Supply Chain Management.

What is Georgy's education?

Georgy holds a Master in Business Management and Economics from Saint Petersburg State University of Economics and Finance.

What is the availability of Georgy?

Georgy is immediately available full-time for suitable projects.

What is the rate of Georgy?

Georgy's rate depends on the specific project requirements. Please use the Meet button on the profile to schedule a meeting and discuss the details.