Косинова Светлана Анатольевна

Опыт работы:

• Country Sales Manager Ukraine & Belarus

  июня 2015 - дек. 2016

  GlaxoSmithKline Ukraine / ГлаксоСмітКляйн Україна

  Responsibilities:

  • Management of developing effective sales in Ukraine and Belarus (both in and out), sales growth and Target fulfillment, leveraging commercial capabilities and aligning functional activities and responsibilities, resource allocation, processes and strategy, implementing schemes for sales force motivation, compensation and developing programs, crystallizing and disbursing sales best practices.
    
  • Takes the responsibility for the whole sales team in Pharmaceutical and MM channels: cooperation with wholesalers, chains and mass market customers (KAMs), in-field execution (RSMs and REPs), Shopper and Trade promotions, Expert marketing and Dental detailing, Sales Force excellence and Analytical support.
    
  • Control over P&L achievement in Pharmaceutical and Mass market channels.
    
  • Participation in defining of the pricing policy, control over gross margin and G2N, investment principles to maximize company profitability.
    
   

  Achivments:

  • Ukraine: GSK #2 company in mass market. Power brands show good dynamic and grow ahead of market.
    
  • Corega +30.1% vs. Category +27.6%, +1.9pt. MS vs PY.
    
  • Sensodyne: +14.1% vs Category +7.4%, +0,5pt MS vs PY.
    

  Source: Morion/Nielsen Oct YTD 2015-2016.

  Project leader for launching and implementation of Spice+ project (new digital CRM system for sales team): induction training for Sales Representatives, Regional Managers and KAMs, new sales force programs and operational procedures which allowed the representatives to work more efficiently, significantly increased data accuracy, improved commercial capabilities of Sales Force team. New CRM system efficiency in Ukraine proved to be #1 in CEE region due to successful training process, project execution monitoring and effective feedback exchange.

  Successfully initiated and implemented Pilot OHC Loyalty Card in Kiev in Q1 2016 with redemption rate 24.6% and recruitment of 1 205 dentists & 4 123 patients. This project helped to measure the contribution of Dental team and added value to meeting sales target of OHC brands. Starting Dec 01 the project is expanded to national level.

  Target Wave 2, 2016  Actual 2016  Target Wave 2, 2016  Actual 2016.

  Corega  95%  98.4%  Vibrocil 30% 35.1%.

  Parodontax  80%  93.4%   Fenistil 15% 70.7%.

  Sensodyne  80% 88.9%  Otrivin  15%  21.3%.

  List of recommended products for Dental and Medical team.

  
  

  Source: MDM Oct YTD 2016.

  Fulfillment of annual sales plan in Ukraine (by 110%) and Belarus (by 100%) despite difficult political and economic situation together with currency devaluation.

   

  Belarus data:

  Theraflu #1 position in C&F category, TFL keeps leadership with MS of 23%.

  Corega #1 position in Denture care category with market share 95.4% (+1.8ppt vs.PY).

  Fenistil keeps leadership with MS of 42%.

  
  

  Source: IMS Oct YTD, 2016.

• Head of Sales

  янв. 2014 - июня 2015

  Novartis Consumer Services AG

  Responsibilities:

  • Development of commercial approaches to keep optimal balance between Sell-in & Sell-out.
    
  • Sales Targets development and achievement of company business KPIs.
    
  • Global projects introduction, support and commitment of best in-class execution.
    
  • Elaboration of Sell-out strategies and directions to focus and establishment of points of differentiation vs competitors
    
  • Sales structure transformation in accordance with market needs/opportunities.
    
  • Supervision of Commercial department, FF department, STMP, TIMS, Medical and Training departments (90 employees).
    
   

  Achivments:

  • Implementation of various measures to keep fixed prices for key products, Rebate and Shelf contracts, ShaRP programs, educational round tables for pharmacists helped to achieve good sales results despite difficult political and economic situation.
    
  • Clear understanding of main strength and professional skills of subordinates together with individual approach in people management added to achieving good sales results.
    
  • Sales results ahead of market, market share growth +0.2ppt vs PY.
    
  • Voltaren market growth +27,4% (+4.1ppt, position #2 from #6).
    

• Field Force Manager

  мая 2005 - дек. 2013

  Novartis Consumer Health

  Area of responsibility:

  • Ukraine.
    
  • CIS countries (Belarus, Kazakhstan, Moldova), June 2007- October 2009.
    
  • SEE countries (Bulgaria, Slovenia) January 2011-March 2013.
    
  • Strategic planning for regional and country development.
    
  • Sell-out plan fulfillment all around Ukraine.
    
  • Supervision of FF staff work, STMP, TIMS and Medical departments (71 employees).
    
  • Sell-out planning and forecasting for key customers.
    
  • Organizational-methodical activity on medical questions in marketing and media projects.
    
  
  

  Achivments:

  2013:

  • Development and implementation of global project "Turbocharge" aiming to double business in 5 years through aggressive differentiation and commercial capabilities development. As a result: Ukraine sales growth by 29% vs PY, Voltaren +113%, Otrivin +50%, Theraflu +28%.
    

  2010-2012:

  • Global award "Empower people to create their future" for nurturing staff (all direct reports, RMs and Regional KAMS had been promoted from different positions within the company).
    
  • 2012 SFE Scorecard implementation - innovative tool for sales force.
    
  • 2011 Sales growth +21% vs PY.
    
  • Theraflu reached position #2 in category, 2010 Sales growth +42% vs PY. "Create the Future" award.
    

  2003-2009:

  • 2003-2008 CARG (6) +43%.
    
  • Management and implementation of a number of successful projects which resulted in chain's sales growth +41%, pharmacies sales growth +50%: Skills4Success, Coaching4Success, Win@Pharmacy, new pharmacy categorization and new Regional KAMs structure.
    
  • Global award "Empower people to create their future" for nurturing staff (all direct reports, RMs and Regional KAMS had been promoted from different positions within the company).
    
  • 2012 SFE Scorecard implementation - innovative tool for sales force.
    
  • 2011 Sales growth +21% vs PY.
    
  • Theraflu reached position #2 in category, 2010 Sales growth +42% vs PY. "Create the Future" award.
    
  • Global award "Empower people to create their future" for nurturing staff (all direct reports, RMs and Regional KAMS had been promoted from different positions within the company).
    
  • 2012 SFE Scorecard implementation - innovative tool for sales force.
    
  • 2011 Sales growth +21% vs PY.
    
  • Theraflu reached position #2 in category, 2010 Sales growth +42% vs PY. "Create the Future" award.
    
  • 2007  Sales growth +60% vs PY, Nomination "Best employee".
    
  • 2006  Sales growth +89% vs PY, "Play above Target" Award.
    
  • Sales growth in Moldova by 55% vs PY.
    

• Regional Manager

  марта 2003 - мая 2005

  Novartis Comsumer Health

  Responsibilities:

  • Sell-out plan fulfillment of Kiev region.
    
  • Supervise and control of the work of 5 employees.
    
  • Sell-out planning and forecasting for all key networks and key customers.
    
  • Individual planning of covered territory.
    
  • Organization of company participation in professional medical conferences, work with KOLs.
    

• Regional Manager

  июля 2001 - окт. 2002

  Santerra Pharm

  Responsibilities:

  • Sell-out plan fulfillment of Kiev region.
    
  • Supervise and control of the work of 5 employees and part-timers.
    
  • Work with key clients on the quantities of the products available.
    
  • Training on products for pharmaceutical and medical representatives.
    

• Medical Representative

  июня 1999 - июля 2001

  Santerra Pharm

  Responsibilities:

  • Conduct visits to pharmacies and doctors.
    
  • Ensure the distribution of promoted products.
    
  • Provide presentations to doctors and pharmacists.
    
  • Individual plan fulfilment.
    

• X-ray Doctor

  июля 1994 - июня 1999

  Hospital №5