Julia Popova

• 15 years in marketing and communications 
• Experience in externalmarketing  communications on both sides – business and agency. Highly resilient to different market segments. 
• Deep knowledge of up-to-date communication tools and strong experience in realization, including Branding, PR, Digital communications, SMM, media-planning, event, internal communications. 
• Big experience in realization of campaigns, targeted on government regulators, industries professionals, consumers or wide society.
• Effective management of companies' brands,  personal brands of top officials.
• Extensive experience in realization of social projects and awareness campaigns. Experience in collaboration with Non-profit organizations.  Deep understanding of the goals, objectives and needs of the target audience of social initiatives.
• Effective management of agencies and own team. 
• Experience in development of procedures and implementation of projects from the scratch.
• Skills to build highly effective and long-term partnerships. 
• Strong experience in implementation of projects in a short time. Managements of risks.
• Creativity, development and implementation of non-standard solutions. 
• Wide experience in implementation and promotion of internal communication projects, including promotion of DE&I  culture, team-building projects.
• Self-starter and leadership: focused on development and result, sharing of experience and openness to changes. 
• Management of personal effectiveness.

Extensive experience in the following industries: FMCG, pharmaceuticals, automotive

08/2020 – present: AG Loyalty | Moscow (Russia) 

Communication agency (focus: pharmacy, medicine, science, veterinary) | > 20 employees

01/2023 - present - Client service director

10/2021 - 12/2022 - Head of Practice

08/2020 - 09/2021 - Team Lead (Head of group)

• Management of client service groups (up to 15 clients), leading of communication activities;
• Development of tender proposals: analytics, development of strategic proposals and plan of activities, development of  creative concepts, KPI and budget; 
• Development of communication strategies and activity plans for current clients, targeted on both B2C and B2B, plus B2G audiences;
• Management of current projects: daily planning and maintenance of client programs;
• Organization of large-scale quantitative and qualitative researches (with health professionals, patients, other experts, scientific institutions, etc.), promotion of research;
• GR project management; Development of campaigns, aimed on inclusion of clients products into government lists of life-saving medications and high-cost nosologies;
• Development and promotion of social and awareness projects: concept development, involvement of experts, promotion. Interaction with Non-profit organizations and development of joint projects;
• Development of marketing communications and PR campaigns for both OTC and RX medications;
• PR projects management: development of partnerships with media and opinion leaders, specialized experts and organizations;
• Management of special projects and control of their implementation;
• Digital project management: website development, SEO promotion, targeting, context advertisement, work with various social media channels and bloggers;
• Influencers management;
• Event project management: online and offline;
• Organization of production of communication materials: video, audio, design of graphic images and illustrations, animations and other materials;
• Interaction with specialized associations, unions and other organizations, development of joint projects;
• Development of internal communications campaigns of the clients: development of strategies, DE&I campaigns, development of channels, development of activity plans taking into account the goals of the company;
• Organization of media and social media monitoring, analytics and reporting;
• Building teamwork, motivation to achieve results;
• Search for the required contractors for the implementation of projects;
• Financial planning and budget management and documents flow management.

Responsibility: 12 direct reports

Reporting Line: owner and partner of the agency

Key achievements:

• Increase in the number of activities and profits from key clients by an average of 1.5-2 times;
• Tenders won: 10 (including 5 new clients for the agency);
• Inclusion of Clients’ medications into the list of vital and essential drugs, and into the list of high-cost nosologies, as a result of communication campaigns about HIV, hereditary angioedema and short bowel syndrome  (in complex with other business unit activities);
• Organization of social projects for adolescents with HIV, together with Non-profit organizations (a project on career guidance for adolescents and their adaptation at a new stage of life, a project on peer counseling for adolescents and children with HIV-positive status);
• Implementation and promotion of large-scale researches (qualitative and quantitative): 
  • Problems of adolescents and their parents with HIV+ status (promotion coverage - more than 62 million people) (together with IPSOS)
  • Research of innovative antiretroviral therapy use in HCP practice (together with MarConsult)
  • Level of awareness of the varicella vaccination program, 1,200 respondents (together with VСIOM)
  • Level of awareness of the HPV vaccination program, 1,200 respondents (together with VCIOM)
  • Level of awareness of the rotavirus vaccination program, 800 respondents (together with VCIOM)
• Development and promotion from scratch 2 sites: 
  • for people with diseases of musculoskeletal system (reach - 32mln, unique site visitors - 150K, total visits - 250K);
  •   for people with stress (Nominated as a CSR project, Russian Pharma Awards 2022);
• Implementation of the campaign to raise awareness about HIV: initiation of publications in socio-political and lifestyle publications (coverage in 2021 - more than 122 million people, coverage in 2022 - more than 56 million people; 80% - Tier-1 publications).
• Launching a Social Project for Hemophilia Patients: Peer Counseling;
• Attracting doctors into professional closed account in social media on the topic of baby food: growth within 1.2 months by 1400 doctors of a narrow specialization (pediatricians)
• Development and successful implementation of a contest for the creation of a social video to raise awareness about women's health and the importance of regular check-ups with a gynecologist;
• Development of corporate accounts for pharmaceutical campaigns in social networks from scratch, and promotion (on average up to 5,000-6,000 live subscribers per year).
• Implementation of a socially responsible environmental joint project of Colgate and “Sobirator” for the collection of secondary waste (coverage - 4,4 mln, 975 orders of Ecomobiles for garbage collection according to the project certificates). 
• Digital Communication Awards 2022: implementation of the Mother's Day competition within the framework of the “Move Without Pain” project (for people with diseases of the musculoskeletal system). Coverage - more than 31 million people. Visitors to the platform of the competition - 13 434, active participants - 269 people. Campaign duration - 9 days.
• Realization of a complex of internal communication activities for Client’s employees, promoting DE&I culture.

Key clients: Gilead, MSD, Takeda, Bayer, Bristol-Myers Squibb, Colgate etc.

10/2017 – 07/2020      Alianta Group | Moscow (Russia) 

Wine and Spirits, Food | > 600 employees

Head of PR & Marketing communications department

• Development of 360° strategy and plan of marketing communications activities. Development and management of budget. 
• Branding and management of BTL projects, development of creative concepts, production, support of trade-marketing activities, co-promo. Planning. 
• Management of SMM projects: development of corporate accounts in social media, projects with opinion leaders, tracking of effectiveness of activities and conversion rates. 
• Management of PR-projects: development of loyal relations with media, increase number of references, development of special projects, preparation of speakers for interviews and public talks. 
• Management of event-projects: organization of turn-key events, integration into partners’ events, development of event-calendar. 
• Management of Digital projects: development of CJM, content-management, targeting and web-analytics, email marketing, CPA projects, online events. 
• Analytics and reports.

Responsibility: 4 direct reports

Reporting Line: Marketing director

Key achievements:

• Formation of the structure of a new marketing communications department, which had never existed in the company, including following functions: Branding, PR, Digital, SMM, Event, Production. Development and implementation of operations procedures and business processes.
• Initiation and realization of total rebranding of Alianta Group. Development of brand books for Alianta Group and its project – Wine Express. Integration of corporate identity into all business processes and communication materials. 
• Three times increase in number of references in media, including brands of top suppliers (Ferrari, Planeta, Beyond Meat etc.).
• Development and implementation of e-mail strategy. As a result, there is an increase in LTV. Increase in the number of repeat purchases and amount of average bill.
• Successful launch and promotion of social media accounts in Instagram and Facebook.  Tenfold increase in number of subscribers during 1 year. Development of projects with opinion leaders, and as a result increased sales. Average income from 1 project with bloggers: 100K - 500K RUR.
• Organization and realization of major corporate B2B events for more than 2000 clients and suppliers – wine forum. Result –increase in numbers of clients and their supplies. 
• Participation in the launch of a new product on market – Beyond Meat. Total coverage in media and social media – about 20 mln. people. 

 02/2017 - 10/2017      Inkerman International |Moscow (Russia) | 

Wine producer | >1300 employees

Senior manager of external and internal communications | Moscow (Russia)

• Development of strategy and tactics for promotion of the company and its brand, including PR-campaign for top-officials. Development of activities plan. 
• Organization of tenders between agencies, formation of partners base.
• Support of GR projects:  participation in forums and conferences, development of loyal relations with industry associations and organizations. 
• Management of PR-projects: maintenance of loyal relations with media, increase in the number of references, organization of press-tours. Management of crisis communications. Development of special projects. 
• Organization of company’s own events, integration and support of partners’ events. 
• Management of SMM-projects: development of the concept and plan of activities, management of projects with opinion leaders.
• Management of internal communications.

Responsibility: freelancers and agencies

Reporting Line: Marketing Director

Key achievements:

• Development of promotion and positioning tactics for the company and its brand. Development of PR-strategy and launch of activities. 
• Improvement of PR-indicators: growth in the number of positive publications (average on 300 percent), integration of key speakers into major publications (columns in Forbes, interviews in different business media), realization of wide coverage in media on the fact of participation in YIEF-2017.
• Organization and realization together with the brand management team of an important city festival event. Joined about 5000 guests, and had a wide coverage in the media. 
• Development of concept and launch of corporate accounts in social media. 
• Development and launch of internal communications project: launch of corporate magazine, development and implementation of the Code of Corporate Ethics, development of survey for assessment of involvement and motivation of the staff. 

   12/2012 - 02/2017      Simple | Moscow (Russia)

Wine and spirits | >1000 employees

 PR-manager | Moscow (Russia)

• Development of PR strategy and tactics in accordance with corporate goals and law restrictions. 
• Planning and organization of PR-activities: media relations, monitoring, organization of interviews, articles and other editorial materials, organization of events. Preparation of speakers for interviews and public talks. Development of special projects. 
• PR for owners of the company: interviews, columns, comments, integration into important business, lifestyle and specialized events. Organization of photon shooting. 
• Media-planning of advertisements in specialized media.
• Development of advertisement concepts with designers. Control of design and print-proofs. 
• Promotion of the company and its key brands in digital. Management of projects with bloggers. 
• Coordination of sponsorship projects. Search for partners for co-promo and special projects, negotiations. 
• Monitoring of competitors' PR-activities. Evaluation of effectiveness of each project, performing reports. 
• Development of internal corporate magazines. 

Reporting Line: Marketing Communications Director

Key achievements:

• Development of the strategy, aimed to increase the recognition of “Simple” in conditions when advertisement of alcohol brands is forbidden. Successful implementation and realization. 
• Global increase of brand awareness and recognition of its owners and key experts among target audience; “Simple” has become the unconditional leader in recognition among Russian wine importers. More than 1000 references during a year (what is good in current conditions of law restrictions).
• Successful realization of PR campaign for Maxim Kashirin (President of Simple group). Promotion of his personal brand in business and lifestyle media. Interviews and columns were in all key media: Vedomosti, Kommersant, RBC, Forbes, GQ, Aeroflot etc.
• High level of citations was reached, most of the news about the alcohol market came out with comments of the company’s speakers. 
• Launch of internal communications projects.

   06/2011 - 10/2012      Pro-Vision Communications | marketing communications | Moscow| Head of PR group

  01/2011 – 06/2011      Freelance producer| movie | Moscow | producer 

   03/2007 - 12/2010      Ford Motor Company | automotive industry | Moscow| Marketing specialist

   12/2005 - 03/2007      Manpower CIS | recruitment| Moscow | recruiter, analyst

01/2020 - 05/2020 Netology | Digital-marketing| Moscow (Russia) 

10/2011 - 12/2011 Higher school of journalism, joint course with New York Film Academy| producer of TV and movies| Moscow (Russia)

09/2000 - 11/2005 Tula State University| Economist | Tula (Russia) | Master degree

09/2000 - 11/2005 Tula State University | Translator in business communications (English)| Tula (Russia)