Sofia Khalturina

· Commercial responsibility for innovation strategy of global Tide/Ariel · As an “intrapreneur” successfully developed new products from consumer insight to brand positioning and brand story, pricing, investment and launch plans · Internal Innovation Marketing expert, practicing and also training and coaching other teams on identifying consumer problem, rapid prototyping and consumer validation · Led cross-functional multi-cultural team of 10+ people

· Led repositioning of one of the leading UK laundry brands Bold 2in1 and development of new packaging design, TV, Digital and in-store advertising materials resulted in double digit profit growth and a turn-around in volume and value share trend · Designed a 5-year innovation plan and led launch of a new product form · Led creation of a new advertising campaign for Lenor detergent in Germany, that re-ignited the brand growth after 2 years of decline · Led a group of 2 Assistant Brand Managers

· Step-changed Digital presence of leading P&G Beauty brands, incl. Pantene, Head&Shoulders and Wella from the audience of several thousands to 3 million people across multiple social media platforms · Pioneered partnership with bloggers to create relevant content, including Youtube videos that generated more than 5 million views · Developed Digital support plan for P&G “Thank you Mom” Olympics campaign · Lead the group of 3 Associate Brand Managers

· Developed and executed a successful launch plan of new Hair Care brand Wella Pro Series, incl. designing media and trade plans · Developed media and trade plans for Head&Shoulders, resulting in consistent brand share growth · Lead the group of 3 Associate Brand Managers

· Developed and successfully executed local advertising campaign for Head&Shoulders, incl. idea development and creation of advertising materials · Created media, trial and in-store promotion plans to support the brands’ growth

International Marketing, Intercultural Communication

Marketing, Corporate Management