Шатров Антон Алексеевич
- Приглашенный преподаватель:Высшая школа бизнеса / Департамент маркетинга
- Начал работать в НИУ ВШЭ в 2023 году.
Образование
Специалитет. Казанский государственный институт финансов и экономики, Специальность «Менеджмент организации», Квалификация «Менеджер»
Учебные курсы (2023/2024 уч. год)
- Научно-исследовательский семинар "Современный маркетинг: тренды, технологии, исследования" (Магистратура; где читается: Высшая школа бизнеса; 2-й курс, 1-3 модуль)Рус
- Проектный семинар "Лидерство: бизнес лаборатория директора по маркетингу" (Магистратура; где читается: Высшая школа бизнеса; 1-й курс, 1-4 модуль)Рус
- Архив учебных курсов
Учебные курсы (2022/2023 уч. год)
- Лидерство: бизнес-лаборатория директора по маркетингу (Магистратура; где читается: Высшая школа бизнеса; 1-й курс, 1-4 модуль)Рус
- Научно-исследовательский семинар "Современный маркетинг: тренды, технологии, исследования" (Магистратура; где читается: Высшая школа бизнеса; 2-й курс, 1-3 модуль)Рус
Учебные курсы (2021/2022 уч. год)
Опыт работы
Generel Director Bacardi Rus 03/20-present day
Customer Marketing Director Eastern Europe, CIS, Russia, Turkey. Moscow,
10/2014 – 03/2020
Leading the function of Building Brands within trade channels through 4 key pillars: Commercial Planning and Activation, Revenue Growth Management, Influence Purchase Decision/Category Management, Advocacy&On-trade Channel(HoReCa). Team 40+
Marketing&Trade Marketing Director Bacardi RUS, Moscow, 01/2014 - 09/2014
Leading both Consumer/Customer Marketing Departments developing and implementing Marketing strategies across Russia market to sustain leadership positions for Bacardi Brands. Team 30+.
Main achievements:
- Acceleration of corporate SOM within peer group
- Peak historical SOM for core Bacardi Brand
- Consumer<=>Customer marketing departments integration to insure Global strategies implementation in trade channels within dark market
Customer Activation Director Bacardi RUS, Moscow, 03/2012 - 12/2013
Customer Activation Director responsibe for the full circle of Brand building in trade channels. Key business directions: Customer Activation (Key accounts Off/On-trade,
IPD, Category Management, Innovation, Distributor Communication management). Team
22+
Main achievements:
- Successful CA structure launch based on key business principles
- CA establishment via key precedures and functions development
- Full circle of IPD process launch in the company
- Own way of CatMan launch in trade
Marketing Manager Bacardi RUS, Moscow, 03/2011- 03/2012
Marketing Manager whisky category and super premium portfolio. Full circle of marketing management for whisky Brands and super premium portfolio Brands. Global Brand management. Team 5+
Main achievements:
- Company share increase in whisky category up to 24% from 2% in 2007
Moscow, Russia
- Market leadership for William Lawson’s by volume/value within imported spirits
- Global Brand positioning and BVI development and launch
- Super premium portfolio management approach development
Strategic Marketing manager Bacardi South Africa, SAR, 11/2010-02/2011
3 months appointment to the new emerging market to explore opportinities. Strategic launch plan development to enter competition. Full marketing, competition, sales audit in Key 3 cities.
Main achievements:
- Strategic launch plan development
- Portfolio management approach development
Senior Brand Manager Bacardi RUS, Moscow, 03/2007- 11/2010
SBM for whisky category, cognac, tequila. Strategic and tactical marketing plans development and execution. Team 2+
Main achievements:
- Company share increase in whisky category from 2% to 14%
- Launch in the market: William Lawson’s, Cazadores, Aberfeldy
- Re-launch: Dewar’s, Baron Otard
- Re-thinking of ATL/BTL approaches for spirits. Innovative digital advertising projects
(Dewarist community)
Marketing manager, Tatspirtprom LLC, Kazan, 2004-2007
Marketing manager for one the biggest spirit and vodka producer in Russia on the local market. Full circle of marketing support. Team 20+
Main achievements:
- Portfolio optimization
- New Brand launch in the local market
‘I Was Sceptical About Online Learning, but Now It’s Impossible to Imagine Life Without It’
Kristina Rizvanova from Astana, Kazakhstan, is currently in her second and final year of the master's programme in Marketing Management—the first online master’s programme in this field at HSE University. Kristina spoke to the HSE News Service about preparing for the entrance exams, the wonders of online learning, and the importance of broadening one’s personal and professional horizons.