Georgy M.
Commercial Director/Business Consultant
Experience
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
Commercial Integration Consultant
ROUST International group of spirits and wine
- Post M&A sales and distribution integration of SABMiller and EFES (Russia)
- Commercial strategic and operational plan revision
- Key accounts management
- Transformation of route to market, distributors network and business development which grew by 45% at this trade channel
- Route to market development
- Sales efficiency negotiation; reconsidered total portfolio assortment and promo investments in retail key accounts; number of new product listings grew by 20% in new product and format categories; company share in modern trade channel grew by 25%
- Digital enablement and CRM rebalancing
- Commercial organisation change management and new trade marketing and consumer activation plan
- Sales organisation optimisation, commercial planning, sales force efficiency KPIs development, new sales digital tools introduction, new product category launches
- Company sales volume growth +9%; gross sales revenue growth +14%; profit growth +19%; market share growth from 7.4% to 9.1%
Sales Director Central Asia
SABMiller Efes Alliance
- 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%
Route to Market Director, CIS countries
SABMiller
- Account management excellence expertise center development
- Distributors network optimisation and distributors trade terms
- Distributor partnership program integration
- Telesales development and implementation
- Alternative deliveries (direct delivery, logistics service providers)
- Post M&A sales and distribution integration of SABMiller and EFES (Russia)
Business Integration Director
SABMiller
- Post M&A sales and distribution integration of SABMiller and EFES companies
- Distributor and trade terms integration (190 companies)
- Sales force and structures integration (5400 people)
- Sales IT systems and sales business processes integration
Strategy Director
SABMiller
- 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
National On Trade/HORECA Channel Manager; National Channel Marketing Manager; National Channel Development Manager; Area Sales
British American Tobacco
Summary
Accomplished senior leader with two decades of international experience leading high-impact commercial strategies, large-scale sales transformations and commercial project. 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.
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