George Malinovskiy

I’m an Interim / Fractional Chief Commercial Officer (CCO) / Business Advisor with 20+ years in scale multinational FMCG in different markets, brought in to deliver fast, measurable commercial impact when growth, profitability, execution or partner performance needs fixing.

My work focuses on building or repairing the commercial engine: Go To Market and Route To Market, distributor models, pricing & trade terms governance, trade marketing, key accounts performance, forecasting & S&OP discipline, Sales Effectiveness and New Markets entrance.

Career highlights include leading a ~$580M business with accountability for volume, revenue, margin and EBITDA, improving performance through GTM/RTM optimisation, stronger customer plans and investment allocation, and disciplined KPI routines. I’ve also led large-scale post-M&A commercial integration (distributor frameworks, trade terms, sales processes and sales IT integration) across 190 partner companies and 5,400 employees, delivering ~$70M annual synergy and >$6.5M annual savings via redesigned terms and governance.

Typical Interim / Fractional CCO mandates:

- Stabilise performance and reset the commercial plan (targets, mix, spend, execution)

- Fix Go To Market model

- pricing/terms and trade investment leakage; improve ROI and margin

- Rebuild Route To Market, distributor accountability and execution standards (targets, routines, incentives)

- Strengthen key account strategy.

- Install a scalable operating cadence: KPIs, performance reviews, forecasting/S&OP rhythm

- New Markets, Categories, Product development