My experience is all about consistently delivering the following:
- Getting under the skin of consumers, identifying powerful insights, and unlocking business opportunities;
- Turning analysis into focused and actionable strategies aimed at driving prioritisation and growth, covering global and local geographies, individual brands and portfolios;
- Reviewing and redefining brand fundamentals by effectively addressing consumer needs;
- Developing and optimising global and local creative campaigns including multi-million global campaigns and smaller and scrappier local initiatives;
- Creating product and process innovations, identifying opportunities, evaluating ideas and driving speed to market;
- Enabling and facilitating actionable dialogue and collaboration across geographies and functions;
- Driving thought leadership: developing frameworks and new approaches to marketing, strategy and communications.
FEATURED STORIES
BRAND POSITIONING AND PACKAGING BRIEF DEVELOPMENT FOR A new SPIRItS brand
Context: In October 2024, working with two founders of a spirits start-up, I was tasked to help the team develop brand positioning and packaging brief.
Solution: Based on the initial analysis of market and consumer data, and a series of stakeholder interviews, I have designed a process to co-create the brand positioning and packaging brief with the team consisting of brand founders and designers.
Deliverables: I designed and facilitated two workshops (one virtual via Miro board, one in person) and, as a result, built a comprehensive brand positioning deck and packaging brief, to guide the further brand development.
MARKET/OPPORTUNITY ASSESSMENT FOR A FEMININE HYGIENE BRAND
Context: In July 2024, I was tasked with an opportunity assessment for a feminine hygiene brand launch in Europe.
Solution: Having analysed the landscape of data providers, I have provided the client with a recommendation on research to be commissioned. I have analysed Euromonitor data and publicly available consumer insights, combined with personal observations from trade visits in Germany, Switzerland and the Netherlands, to:
- Identify key trends driving the towels and pantyliners category
- Understand and prioritise European markets
- Develop a recommendation on the launch of the brand in Europe
Deliverables: Comprehensive opportunity assessment deck containing (i) general recommendation on what/where to launch, (ii) analysis of key trends, (iii) market prioritisation model, (iv) deep dives into critical markets (e.g., UK, Poland, Spain).
FINLANDIA VODKA GLOBAL BRAND STRATEGY
Situation: when I was assigned to lead Finlandia Vodka globally in 2018, it was a declining brand, losing market share and interest within the organisation. The strategic direction was not clear and the brand's market presence lacked consistency. There was also no marketing news (e.g., innovations, communications) in the pipeline.
Solution: I led the development of the global Finlandia Vodka brand strategy incl. strategic scenarios covering geographical and portfolio prioritisation, investment options and P&L/ROIC implications.
Once I presented and aligned the recommendation with the Brown-Forman executive board, the strategy became the foundation for a brand fundamentals refresh, new creative campaign and innovation pipeline culminating in a successful launch of Finlandia Botanical.
The strategic exercise led to Finlandia Vodka value sales growth at 11% CAGR from 2020 to 2022 (vs. 9% for standard+ vodka), IWSR.
GLOBAL COMMUNICATIONS CAMPAIGN FOR Jack Daniel’s TENNESSEE HONEY, APPLE, and FIRE
Situation: in 2021, I was assigned to create a global communication campaign for Jack Daniel’s Flavours. The idea was to show our consumers a more approachable way to enjoy Jack Daniel’s.
Solution: I led the development and deployment of Jack Flavours Moments integrated communications campaign showing LDA+ consumers a way to get most of the moment despite BS that can get in a way, with Jack Daniel's Tennessee Honey, Apple and Fire.
Some highlights:
- More than 200 creative assets were delivered covering everything from TV/OLV to digital/e-commerce assets covering all three flavoured variants (Honey, Apple, Fire);
- The content was also delivered as building blocks to allow the local content adaptation and creation where necessary;
- An extensive in-market pre- and post-measurement exercise was launched across 7 markets (incl. US, UK, Germany) to assess the effectiveness of the creative assets and optimise as necessary;
- Dynamic content optimisation was piloted in key markets to maximise the effectiveness of digital assets;
- The campaign was adapted in 50+ markets to help maintain business value despite the challenging economic environment across key geographies.
Implementation of 'How Brands Grow' framework in Dark Markets
Situation: when I led Brown-Forman marketing team in Poland between 2015 and 2018, we were looking for a way to articulate our communications strategy, in order to address consumers effectively and create a common language to use across the Polish organisation, resulting in better alignment and cooperation.
Solution: These days numerous companies leverage EBI’s ‘How Brands Grow’ (HBG) marketing framework across brands and geographies. For Brown-Forman, it started in Poland.
Together with my marketing and insights team, we have pioneered the way to adapt the HBG framework to the reality of dark markets where consumer communications are significantly restricted (e.g. no ATL is allowed for spirits brands). Then we prioritised what was most important for brand success and aligned it with the rest of the Polish organisation, ensuring buy-in and common goals.
Some highlights:
- All recommendations were proven by data. For example, based on a bespoke shopper study we concluded that 50% of shoppers are looking for a specific brand (or 2-3 maximum) when they are coming to the store. The other 50% are deciding in front of the shelf. Based on this, we realised that it was critical to ensure that all brand communications are crystal clear to be understood by different groups of shoppers. We could not rely on ATL communications to the same extent as in open markets so we developed shopper communications focused on the production process leading to clear taste benefits;
- Based on understanding of how different PoSM work, we have significantly upscaled the number and quality of our displays, using synergies between Jack Daniel’s and Finlandia Vodka, and permanent solutions with replaceable comms modules. This led to significant ROI improvement to 30-50%;
- We have created a granular method to identify specific objectives, success factors and KPIs based on the strategy, and monitor execution providing recommendations on how to improve.
As a result, Jack Daniel’s has secured its market leadership and grew ahead of category: 19% value CAGR vs. 14% premium+ whiskey between 2015 and 2018, historically highest difference in growth between brand and category. This work has also helped cement the role of Poland as one of the leading Jack Daniel’s markets in the world.
Feedback from THE great leaders I’ve worked with
The comprehensive opportunity assessment which Sasha developed, included clear guidance on what and where to launch, an analysis of key trends, a market prioritisation model, and focused insights into critical markets like the UK, Poland, and Spain.
We particularly commend Sasha for his broad perspective, analytical expertise, structured project management and holistic stakeholder engagement, all of which made this project highly valuable. We highly recommend Sasha for his insightful and professional approach, which set a strong foundation for our brand launch planning.
Tiffany Li, Director ODM & International Business Development Dept.
Chongqing Baiya Sanitary Products Co., Ltd.
I witnessed Sasha work in developing brand positioning and a packaging brief for a new brand. Sasha’s approach was both strategic and collaborative. This included the development and facilitation of workshops which were instrumental in shaping brand positioning and packaging brief.
I would commend Sasha for: (i) His disciplined and insightful perspective on brand strategy, (ii) His ability to design and lead co-creation workshops, employing a diverse range of marketing tools. I recommend Sasha for projects requiring strategic brand building, workshop development and facilitation, and stakeholder management.
Marek Zdziech, Partner at OC&C Strategy Consultants
Sasha is one of the most dynamic marketing leaders I have worked with over the years; tackling each new business opportunity or challenge with a powerful blend of thoughtfulness, agility and determination.
He leverages a strong, analytic mind - combined with strong cross functional partnership - to clearly diagnose problem and solution, taking teams and stakeholders on the journey with him.
Fiona West, VP Marketing Director Emerging International, Brown-Forman
Sasha has strong intuition on how to take sales, trade marketing and finance teams with him on the journey of where the business needs to go from a marketing / consumer perspective and why.
I believe that his market based and global roles as well as living and working in multiple countries have made Sasha a well rounded and adaptable international marketing leader.
Neil Punwani, SVP Director Global Marketing, Brown-Forman
Sasha handles projects with unique inclusive style, engaging people around a shared vision, and making each individual contribute to high standards.
This together with a very caring, energetic and enthusiastic style make Sasha a fabulous business partner and a great Brand growth champion.
Frédérique Villiard, Marketing Director France Iberia BeLux, Brown-Forman
Sasha is a strong strategic thinker with a curious mind and boatloads of energy and drive. He is a champion of consumer centricity and the role of consumer insights which delivers real impact in his thinking.
And his empathy and leadership makes him a great team leader and mentor, as well as able to engage action within matrixed organisations.
Stephen Cooper, Insights Director Global Brands, Brown-Forman
Sasha is an exceptional brand, business and people leader with strong skills in Strategy, Creative Development, Leading Innovation, and Team leadership.
Maureen Brekka, SVP Managing Director Global RTD Business, Brown-Forman
In Sasha's capacity as Marketing Director in Poland and Turkey, Sasha has demonstrated strong strategic thinking and ability to drive data into insights and actions.
He was a key contributor to reshaping the long-term strategy of these markets, impacting both portfolio and channel prioritisation.
Ricardo Cupido, VP Managing Director Asia, Brown-Forman
Sasha combines the ability to set strategic direction and at the same time he knows how to smoothly bring it life and execute while engaging sales, marketing and trade marketing organisations. Thanks to his innovative mindset, courage to challenge the status quo and look beyond what's been already done — he is bringing continuous improvement. Sasha is... strongly driven by getting things done. Strong analytics combined with his visionary mindset have been making a change for the business. Thanks to his empathy, ability to listen and good observation skills Sasha has been successful in growing and developing people. I value and appreciate Sasha a lot as leader of people as well as a talented marketeer!
Agnieszka Przybylek, General Manager Italy, Brown-Forman