Alla Kurasa
Stockholm
Summary
Global marketing professional with proven expertise in developing and executing strategic marketing initiatives. Strong focus on team collaboration, adaptability, and achieving measurable results. Skilled in market analysis, brand management, digital marketing, and cross-functional team leadership. Known for driving impactful marketing campaigns and fostering reliable, results-driven environment.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Global Marketing Manager Experiences & Festivals, Absolut
Pernod Ricard (The Absolut Group, Stockholm)
02.2025 - Current
- Developed and executed global music festival strategy, developed comprehensive marketing strategies for major music festivals, enhancing brand visibility and engagement. Successfully managed partnerships, creation of market activation tools & guidelines, supported on-ground activations, resulting in increased brand recognition and consumer interaction.
Global Marketing Manager Strategy & Planning, Absolut
Pernod Ricard (The Absolut Group, Stockholm)
10.2022 - 02.2025
- Developed and executed strategic marketing plans for the Absolut brand, focusing on budgeting, flavor strategy, and music festival initiatives. Successfully delivered annual budget planning and ensured alignment with cross-functional teams, enhancing brand visibility and consumer engagement. Managed partnerships and on-ground activations, resulting in increased brand recognition and market share.
Marketing Manager Ukraine & Moldova
The Coca-Cola Company
08.2019 - 02.2022
- Leading top-line growth and creating value through the development of business/portfolio strategy and brand plans through local consumer insights and market understanding.
- Delivering top line portfolio growth working closely with CCH bottling partner, ensuring full alignment on the plans & execution;
- Leading strategy & brand plans creation;
- Leading marketing team & turning “starts” into “super stars”, keeping team motivated & engaged while delivering key brand objectives;
- Driving innovation including lead market for the region for “new to world” products;
- Ensuring governance & compliance in place;
- Driving the longer-term strategic direction and coordination of the business planning process in coordination with the region/BU, as well as, with CCH
- Identifying and connecting a truly game-changing market and business insights to enable impactful strategies.
- Partnering with Brand Groups in developing brand based strategies on identified opportunities, both annual business planning and long term strategic
- Designing, understanding and analyzing all KBIs related to our performance holistically in close collaboration with CCH to help assessing the business risk and opportunities and work in cooperation with the marketing manager, GM and CCH LT in development of the corrective/contingency action plan.
Customer Planning Activation Manager Reserve, Europe Partner Markets
Diageo Scotland Limited
06.2016 - 08.2019
- Driving the development of DIAGEO Portfolio and individual Brands’ Strategy, innovation strategy in EPM
- Driving commercialization of brand positioning, innovation, consumer communications and shopper marketing for respective region
- Providing nuanced country/regional level input on marketing strategy and plans (e.g. consumer / shopper insights).
- Leading GAME plan development in line with brands, HUB and market strategy.
- Leading the delivery of AOP, marketing and brand plans of Reserve portfolio in 13 countries
- Performance management and reporting for Reserve portfolio overall performance management for the respective countries
- Brand P&L ownership/management by country level
- Delivery transformation in commercial standards and quality of execution across the markets of responsibility
- Close work with Commercial and Marketing team to turn brand plans into commercial plans and assist with the sell in to distributor.
- Coordination of full details (calendars, budgets, metrics) of local activation with country/distributor.
Marketing Manager CIS: Ukraine, Belarus, Georgia, Moldova, Armenia and Abkhazia
Diageo Scotland Limited
09.2014 - 07.2016
- Driving the development of DIAGEO Portfolio and individual Brands’ Strategy in CIS
- Leading GAME plan development in line with brands, HUB and market strategy.
- Leading the delivery of AOP, marketing and brand plans of our portfolio in Ukraine.
- Driving commercialization of brand positioning, innovation, consumer communications and shopper marketing.
- Performance management and reporting for portfolio and support MD Poland & EE in overall performance management for the country
- Brand P&L ownership/management by country level
- Leading the brilliant execution of selected growth drivers through briefing and controlling Distributor team.
- Close work with Commercial and Customer team to turn brand plans into commercial plans and assist with the sell in to distributor.
- Managing brands P&L and supervising A&P budget.
- Lead and control planning and execution of: Media and PR Brands Strategies development; Digital and CRM strategy, BTL activations.
- Leading Pricing Portfolio strategy by country/brand.
- Consumer, market and Competitors research and analysis.
- Development of Innovation strategy
- Leading and develop and manage brands’ K.P.I’s
- Support Trade channels strategy (On and Off trade) development and implementation
- Support Customer Marketing strategy development and implementation
- Lead and develop Diageo Marketing activation manager
- Managing local marketing partners’ teams to ensure focus on execution excellence and marketing capabilities development for future success
Marketing Manager Ukraine (full Diageo portfolio)
Diageo Scotland Limited
10.2012 - 09.2014
- Driving the development of DIAGEO Portfolio and individual Brands’ Strategy in Ukraine.
- GAME plan development in line with brands, HUB and market strategy.
- Leading the delivery of AOP, marketing and brand plans of our portfolio in Ukraine.
- Performance management and reporting for portfolio and support MD Poland & EE in overall performance management for the country
- Brand P&L ownership;
- Leading the brilliant execution of selected growth drivers through briefing and controlling Distributor team.
- Close work with Commercial and Customer team to turn brand plans into commercial plans and assist with the sell in to distributor.
- Managing brands P&L and supervising A&P budget.
- Media and PR Brands Strategies development
- Digital and CRM strategy
- Pricing Portfolio strategy ; SKU strategy;
- Innovation strategy
- Consumer, market and Competitors research and analysis.
- Leading and develop and manage brands’ K.P.I’s; M&E control and execution.
- Support Trade channels strategy (On and Off trade) development and implementation
- Support Customer Marketing strategy development and implementation
- Lead and develop Diageo Marketing activation manager
- Creation of marketing department of Distributors Trade marketing team (structure and capabilities
Brand Portfolio & Price manager (Business Decision Support)
JTI
09.2012 - 12.2012
- Leading and developing strategic planning for JTI portfolio
- Leading annual volume planning and forecasting/revisions/recommendations
- Leading pricing strategies development
- Leading and creating portfolio management & optimization plans
- Defining the need and initiating business opportunities studies & development
- Leading and developing the BDS team
Education
Bachelor - Business Administration
International Christian University
Kyiv, Ukraine01-2001
Secondary school diploma - undefined
Izmail school #1
01.1997
Exchange student - undefined
Lancaster Highland high school
01.1996
Skills
- Strategic planning and alignment
- Pricing & portfolio management optimization
- Competitor analysis
- P&L management (planning, monitoring and drive change/optimization)
- Marketing analytics
- Marketing strategy development
- Agency management
- International marketing
- Localization strategies
- Sales enablement
- Team leadership
- Adaptability and flexibility
Accomplishments
- Achieved shift in strategy & prioritization of Festivals & Experiences in Absolut strategic framework, which led to increased focus & investment, extension to new properties.
- Reversed declining trend of Sprite (+0.4%pp) in market by adopting & adjusting Global strategy based on local consumer insight & passion points.
- Achieved significant market share gains (from 18% to 26.4%) in whiskey portfolio through effectively repositioning few brands within the portfolio.
- Successfully launched Diageo Reserve portfolio in several markets through compelling business case & commercial model implementation, which resulted in overachieving annual business targets.
Certification
- January 2021 Digital marketing course (GAassembly)
- October 2020 Creating winning teams course
- April 2020 LEAP Harvard course (Leadership Execution & Action Planning)
- July 2012 Leading for success training
- June 2012 Negotiation skills training
- July 2011 IMD Business School (Lausanne) Executing Business Strategy course
Languages
English
Bilingual or Proficient (C2)
Ukrainian
Bilingual or Proficient (C2)
Russian
Bilingual or Proficient (C2)
Swedish
Elementary (A2)
Timeline
Global Marketing Manager Experiences & Festivals, Absolut
Pernod Ricard (The Absolut Group, Stockholm)
02.2025 - Current
Global Marketing Manager Strategy & Planning, Absolut
Pernod Ricard (The Absolut Group, Stockholm)
10.2022 - 02.2025
Marketing Manager Ukraine & Moldova
The Coca-Cola Company
08.2019 - 02.2022
Customer Planning Activation Manager Reserve, Europe Partner Markets
Diageo Scotland Limited
06.2016 - 08.2019
Marketing Manager CIS: Ukraine, Belarus, Georgia, Moldova, Armenia and Abkhazia
Diageo Scotland Limited
09.2014 - 07.2016
Marketing Manager Ukraine (full Diageo portfolio)
Diageo Scotland Limited
10.2012 - 09.2014
Brand Portfolio & Price manager (Business Decision Support)
JTI
09.2012 - 12.2012
Secondary school diploma - undefined
Izmail school #1
Exchange student - undefined
Lancaster Highland high school
Bachelor - Business Administration
International Christian University
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