Andrey Kukhtin CV PDF VERSION MASTER COPY Feb 2021

Andrey Kukhtin Address: Moscow Phone number: +7 9671358967 Email address: [email protected] Linkedin: http://www.linkedin.com/in/andreykukhtin Profile Brand marketing and commercial leader with 15+ years of experience in the highly competitive and fast-changing spirits business. Successful track record in expanding business for global iconic brands in Russia & CIS and market leadership for local brands. Deep expertise in strategy, marketing, communications, product development, retail, trade marketing and commerce. Skilled at leading cross-functional initiatives in large corporate settings and entrepreneurial environments. International and multicultural cooperation skills. Work Experience Brand director Beluga Group 01/2012 – 09/2020 Russia Developed overall winning marketing strategy for six major brands in the largest white spirits category. 09/2008 – 01/2012 Built a compelling product portfolio with over thirty new innovative product Russia brands, based on market trends, consumer insights and new technologies. Engaged in distributing established products, rolling out new launches by sales channels and key accounts, providing value pricing and maximising margins. Delivered on P&L targets, contributing to increasing commerce, product, and operations to hit KPIs. Managed a team of five brand managers and associates, cross-department project teams, leading agencies, and innovative suppliers to deliver the fastest and best in class execution. Instrumental in Myagov reaching number one position in the sub-premium category, by promoting a pioneering design, innovative product portfolio and creative consumer and channel marketing. Facilitated Belenkaya in attaining number one position in the standard class, becoming the top-selling vodka in Russia, implementing a channel strategy, product design and portfolio mix.  Expanded the Premium segment's presence from 1% to 10% by creating and launching two new and authentic brands - Copper Horse crafted vodka and Snow Owl polar vodka. Led own initiative of a new Organic product category, the first on the market from inception to rapidly increasing the portfolio and market share, exceeding sales of 100k+ cases in the first year.   Fully headed R&D process with government-owned spirit producer RSP, farmers and the Beluga Group plants, resulting in a funnel opportunity for organic brands, providing a strategic market advantage for the company.  Group brand manager Maxxium Russia / Beam Global Spirits & Wines Established a challenging multi-category strategy, leveraging each market brand; Courvoisier, Jim Beam, Maker's Mark, Sauza, Teacher's, and Laphroaig. Strengthened weighted distribution of regular and high-end grades, which impacted brand performance and business growth.  Created and executed impactful campaigns for core brands driving awareness, trial, off-take, boosted margins by product grade, and trade-up activations.  Structured the product portfolio on the market by defining roles and potential for each product. 1/3

Work Experience Collaborated with the global product innovation committee as a member representing Russia. 06/2007 – 10/2008 Achieved P&L targets of the group, managing A&P and SC investments by following Russia commercial and financial KPIs.  Coordinated with CIS markets on advertising campaigns produced in Russia or 07/2006 – 06/2007 adopted from the central office for local consumers.  Russia Directed a team of four to six brand managers, ambassadors, and associates, with a dotted reporting line to local Maxxium office and European HQ of Beam Global, along with global brand teams worldwide. Boosted Courvoisier SOM growth from 5% in 2009 to 8% in 2011 with a portfolio margin secured by high share of upper grades (Grades shares in 2011: VSOP 43,32%, XO 3,23%, VS 53,45%). Grew the US whiskey business by 2,5 times by a significant boost of Jim Beam (SOM 18,9% in 2011 vs 12,4% in 2009) and Makers Mark (x2 in volumes). Created globally recognised Courvoisier integrated campaign Le Nez Chocolatier, promoting the portfolio with high grades. Group brand manager Maxxium Russia / V&S ABSOLUT Spirits Implemented a growth strategy for the flagship ABSOLUT brand, by extending the portfolio with Larios Gin, and Level Vodka. Implemented product innovation strategy with introducing new products, flavours, creating limited editions, and gift packs launch.  Influenced the global product innovation committee as a member representing Russia. Executed best in class centrally created brand campaigns specifically produced for local markets, improving brand metrics. Maximised sales volumes with aggressive distribution development in off-trade and on-trade, parallel with the trade marketing mix. Championed brand assets and inventory transition to Pernod Ricard during the acquisition process. Shaped a team of three brand managers, associate, bartender, and a community brand ambassador. Brand manager Maxxium Russia / ABSOLUT VODKA Built a double-digit acceleration strategy for the brand after a history of flat growth in Russia.  Initiated aggressive distribution plans together with creative solutions across all sales channels.  Verified and adapted a robust communication platform for the local markets based on consumer insights, research data and personal vision.  Enhanced the product portfolio, defining critical products from the central innovation team based on consumer preferences and the market potential. Guided the ABSOLUTE AKADEMI concept development, a brand and mixology educational project for bartenders, advanced consumers, trade, and media partners. Organised regular research processes, consumer insights, trade KPIs, brand metrics, focusing on performance achievements. Improved critical consumer brand metrics awareness +3% and positive image perception +2 points, making an affirmative conversion to the brand funnel. Doubled sales volume from 66k cases in 2006 to 123k cases in 2007, growing Russia to the world's top ten markets for the brand. Demonstrated an outstanding performance taking number one position of imported vodkas by market share (the brand failed to take the number one position after transferring the brand to Pernod Ricard). 2/3

Education Director of online marketing / Diploma NETOLOGY 08/2020 – present Management acceleration program Moscow Skolkovo business school Leadership in international business 2017 – 2019 The Oxford Group & Beam Global Moscow Chinese language and culture 2nd Beijing foreign languages Institute 2010 – 2010 Master in teaching foreign languages - Chinese Singapore Pedagogical University 1998 – 1998 Russian Chinese Beijing, China Google Sheets Google Slides 1996 – 2001 Blagoveshchensk, Russia Skills – LANGUAGES English – COMPUTER SKILLS Google Docs Strengths Marketing Strategy Brand Development Market Research Customer Insight FMCG Leadership Communication Business Development Spirits & wines Food & beverage Digital Marketing R&D Portfolio Management Product Development P&L Management Market Analysis 3/3