Enter Russian market with new brand ISVEA. Manage sales branded product and OEM
projects with key market payers. Market strategy developed and agreed with brand owner.
Omni-channel federal distribution launched from 0. Launching 2 product groups: sanitary ware
ceramic and bathroom furniture. Participation at Mosbuild fair. Start sales at market places:
OZON, WILDBERRIES

Товары народного потребления (непищевые)
• Сантехника (продвижение, оптовая торговля)
• Сантехника (производство)
• Мебель (продвижение, оптовая торговля)
• Мебель (производство)

New commercial strategy development and implementation. Control PNL. Product development.
New team creation. Developing new distribution system

Химическое производство, удобрения
• Бетон, кирпич, стекло и прочие силикаты (производство)
Розничная торговля
• Розничная сеть (DIY и товары для дома)

Lounch sanatary project in Kerama Marazzi group. Business development in distribution

Товары народного потребления (непищевые)
• Стройматериалы, сборные конструкции для ремонта и строительства (продвижение,
оптовая торговля)

Start business from 0 in June 2010.
After assortment analysis the stock program for Russia was defined. Price correction for several
SKUs was made. Special product/ sets especially for Russia were developed. Special DIY
assortment was developed.
Trade terms and contract forms for dealing with wholesale customers were developed.
Marketing strategy and brand positioning at Russian market was formulated and started
sequentially implemention. General marketing support was made: catalogues, POSM etc. 5
main production groups was launched: ceramic, faucets/ mixers, acrylic bathtubs, bathroom
furniture, installation systems/ accessories.
Service strategy for Russian market was developed. Service centers network, totally 15 service
centers all over Russia was established
The sales team was hired: 5 sales person, technical specialist, product manager/marketier, 2
customer order management specialists. From 2011 till 2013 federal distribution network was
established: 26 wholesale customer and 750 sub-dealers all over Russia

Товары народного потребления (непищевые)
• Сантехника (продвижение, оптовая торговля)
• Сантехника (производство

- Started local LLC from 0
- Deep market research was made using internal and external resources
-Business Plan include sales and marketing strategy developed and agreed with
stakeholders ( Belgium investment fund)
- Breakeven point reached after 6 month of starting business.
- Developed and efficiently launch federal distribution network at wholesale and retail channels.
Totally 35 active customers all over Russia and Belorussia.
- logistic operations and safety keeping project realized
- 1C system established and customized
- Accounting and legal support arranged via outsource company
- Product development: 7 new collections adopted to Russian market taste launched (120
SKU)
- Agreed and signed licensed product contracts with football clubs
- New Russian team 6 person established from 0

Parshin Alexey • Resume updated 18 April 2021 at 22:12
Cooperation with DIY chains was started:
- International - Leroy Merlyn, OBI
- Local: Baucenter , Stroylandia, Story Gigant, BauMarket, Mega Stroy etc
Net sales VAT exclude:
- 2011 – 2 000 00 Euro
- 2012 – 4 000 000 Euro
- 2013 – 7 500 000 Euro
- 2014 - 12 000 000 Euro
- 2015 - 15 000 000 Euro
Starting sales of local produced ceramic. Starting OEM projects with local trade companies
January 2005 —
April 2009
4 years 4
months
LLC Sanitec European multinational producer of sanitary ware
equipment (IDO Finland, KERAMAG Germany, KORALLE
Germany)
Marketing Director
Marketing strategy for 5 brands portfolio: IDO (Finland), IFO (Sweden), KERAMAG (Germany),
KORALLE (Germany), DELLA (Russia) development and implementation.
- Detailed brand plans development and implementation
- Advertising & PR support in profile press, interior magazines and TV, include expert live
interview on TV and articles in specialized interior magazines
- Product management. Leading the project of starting production in Russia: assortment
coordination with brand owner, component adaptation for Russian market requirements, design
of package, and quality control on production.
- Leading local packaging project for Keramag ceramic.
- Participating in transferring process from export sales to sales from local warehouse
- POSM concept development, printing and control for placing in retail shops
- Marketing and trade marketing plans development and implementation
- End consumer catalogues developing and printing
- Marketing budget development, execution and control
- Federal motivation contest for retail sales staff (2005, 2006, 2007)
- Industrial fairs Mosbuild 2005-2008 (2007, 2008 “The best stand” nomination)
- Regional fairs Stroysib 2005-2007
- Educational seminars for sales staff, designers, architects.
- Special marketing support of each trade channels: retail, construction projects, DIY, wholesale.
- End consumer research with VCIOM (2008)
- Marketing department staff management and control
- Participation in Management team of Sanitec Russia
- Cooperation with other departments during implementation of complex projects
Reporting to country manager Russia, Marketing manager Sanitec (Helsinki)

IDO (Finland, up/middle segment brand):
- Develop new customer from 0 to more then 1Mio Euro annual turnover. Develop
current customers via extension sub-dealers retail network in regions and increase assortment .
Trade marketing actions/joint promo actions with regional customers all over Russia
(Sibirea:Novosibirsk, Krasnoyarsk, Tomsk, Central region: Tula, Ryazan, Tambov, South:
Rostov-on-Don, Krasnodar, Sochi etc) more the 20 cities. Regular training for sales staff,
designers and architects all over Russia by self made and approved by brand owners training
programm targeting on assortment increase and improving sales skills of the staff. Control onParshin Alexey • Resume updated 18 April 2021 at 22:12
purchasing process and bad debts, rеcmmendations regarding credit limits. Bringing in to
customer assortment matrix new product groups and SCUs. Establish relationships with key
customer managers on all levels include owners of the business. Joint store checks with
customer managers include visit to regions. Working with claims include product waste and
transport damages
KERAMAG (Germany), KORALLE (Germany) (premium segment brands)
- Full representative functions in Russia: sales, marketing and PR support, training, service.
Starting from 0 and reaching Keramag 1MIO Euro turnover, Koralle 500KEuro turnover via
personal sales. Market launch of new collections include special launch of JOOP! BATH product
line in cooperation with KLUDI (mixers and accessories) STEULER (tiles). Develop direct
customer database for each brand from 0 till 10-12 companies include customers in regions.
Develop trade terms and discount and bonus structure . Regular base trainings for customers,
designers and architects by using 300 slides self made presentation describing marketing
position of the brand, assortment overview with sales arguments for each collection, technical
and installation issues. Consumer and technical catalogue/pricelist translation, printing and
distribution. POSM development, producing and distribution. Joint advertising and PR
campaigns with direct and non-direct customers on TV and profile press. Participation with
premium brands on construction fairs MOSBUILD, STROYSIB, on regular base. Special events
for designers and architects include developing of special supporting materials. Regular market
analysis with market report to brand owners. Participating in ISH fair and servicing Russian
speaking visitors at the stand
Reported to export manager, Germany

- Trainings for retail staff in Moscow and regional retail (more then 50 shops)
- Regular base merchandising
- New retail expositions arrangements and support
- Extension of the existing expositions
- Working with claims, technical support, trainings and seminars for the sales staff
- Marketing materials distribution, showrooms decoration by POS materials
Reported to Export Manager Karamag Geramany, Ratingen. Export manager IDO, Finland,
Helsinki etc

Direct sales to Russian regions. Personal sales more then 1 Mio USD per month. Participating
Moscow and regional fairs and exhibitions, Moscow and some regions...