Alexey Shturbin

Leading the full market entry of a new CPG brand into Russia.

• Developed GTM strategy, product portfolio, pricing architecture

• Handled import compliance and logistics

• Built direct and indirect distribution model and trade terms

• Preparing national rollout for Q4 2025 Team: 10+ cross-functional leads Skills: Product development, Market Entry Strategy, Distribution Development, Retail Strategy

Hired to lead the commercial launch of a new nicotine category in Russia.

• Developed product & category architecture (70+ SKUs), pricing & compliance

• Built national distribution network, sales & promo teams (40+ people)

• Delivered full GTM within 6

Led full-cycle category management across IQOS and traditional tobacco segments, including portfolio development, launch planning, and retail execution. Trade development across all channels including X5, Auchan, Magnit retail chains and own retail with a team of 300+ subcontractors in 58 locations, 35 direct subordinates, 5B Euro Revenue. 5 positions and roles within the Company.

Achievements:

• Contributed to IQOS 70% market share through strategic promo and positioning initiatives, omni channel activation

• Lead and executed Category Management initiatives with key Customers: X5, Aushan, Magnit, Lenta, etc which helped to achieve 5X times growth of new reduced risks categories (IQOS)

• Created and scaled in-store activation platform (120K+ participants)

• Developed and executed investment strategy resulted in 10% growth of share in sales in priority retail

• Built IQOS Distribution Retail Platform in 60,000 retail outlets all over Russia

• In 2019 – 2020 the Company was rated #1 as the Best in Category Leader on the Russian Market among tobacco companies

• Promoted to a 1 - year project assignment in HQ in Lausanne as a Global Trade Marketing Manager