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Yulia Plakhotnyuk

Digital Marketing Consultant
Portfolio website
About

Entrepreneurial and innovative C-level Executive with Marketing, Strategy and Retail Operations expertise of maximising sales growth, profitability and awareness of the world-class beauty brands. 9+ years of full P&L responsibility on international level for 35 countries in EMEA region. 15+ years of cross-functional team leadership (sales, marketing, training and development, communication, store design, finance). Track record of driving best-in-class omnichannel consumer experiences and retail development. Digital marketing expertise. Passionate about innovation and business transformation.

Previous Brands
LIPSTICK LINK
Growth Solutions Lab
WORLD BEAUTY EXPERTS
Neza
JVWEB
The Estée Lauder Companies Inc.
Estée Lauder
UNITED EUROPE-HOLDING
TIDY
Work Experience
Co-Founder
Jan ‘24 -
LIPSTICK LINK

Bringing my international cosmetics business expertise including sales, marketing and new business development, into creating LIPSTICK LINK - a first ever smart matchmaking collaborative platform. LIPSTICKLINK combines market expertise with digital innovation and revolutionizes the way beauty companies connect, collaborate, and grow. The project is being developed in partnership with Mastermind CMS, La Fabrique de la Beauté, et Chartres métropole.

Founder
Oct ‘22 -
Growth Solutions Lab

Consulting services focused on finding and capturing growth opportunities for cosmetics companies. Leading « BEAUTY NETWORK » (working name) project dedicated to the development of partner ecosystem.

Director of Sales and Business Development EMEA
Sep ‘22 -
WORLD BEAUTY EXPERTS

Developing beauty brands internationally. New business development, business planning, business negotiation, sales management of new and ongoing projects, export operations.

Business Strategy & Digital Marketing Consultant
May ‘21 - Aug ‘22
Neza

Providing consulting services for niche perfume creator on commercial and marketing activity (B2B and D2C) and social media presence, new product and service development, process digitalisation.

Business Strategy & Digital Marketing Consultant
Nov ‘20 - Apr ‘21
JVWEB

Have conducted market research and delivered go to market startegy for a new B2B digital marketing service. Designed proposal fo commercial, marketing and communication strategy

EMEA Brand General Manager (MAC, Too Faced) Travel Retail
Oct ‘15 - Jul ‘19
The Estée Lauder Companies Inc.

Led MAC Cosmetics, #1 prestige makeup brand across 35 countries of EMEA with P&L responsibilities in the region. Retail sales €100M, 100+ points of sale, team of 500 talents. Has driven retail, wholesale, distribution expansion and brand awareness and has delivered significantly higher than industry average profitability. ✔Optimised OPEX structure and achieving significant savings in T&E; increased FTE productivity by 20%, increased marketing activation budget by 25%. Transformed and digitalised education function and developed new retail concepts that improved consumer shopping and service experience. ✔Revolutionised and rationalised product portfolio strategy. Increased SCU productivity. - Launched Travel Retail Exclusive products and services and grew their MOB from 0% to double digit. - Developed and successfully applied new VM tools improving key categories’ performance. - Designed and executed powerful omnichannel story-telling campaigns for star products. ✔Grew MAC brand awareness across EMEA region and maximised business with key consumer segments (e.g. sales to Chinese travellers has grown up to 5 – 10 times in selected stores): - Created and implemented 360 action plans by key retailer, key nationality, major airports, key travel moments. - Developed influencer collaboration and communication strategies according to nationality of travellers ✔ Have launched successfully Too Faced brand in European airports supporting the launch with 360 campaigns targeting generation Z travellers. ✔Led brand digitalisation in Travel Retail EMEA via introduction in-store retail-tech and piloting new omnichannel retail formats ✔ Led cross-branded projects in education, people management, internal communication, business optimisation.

Brand General Manager MAC Russia and CIS
Jul ‘10 - Sep ‘15
The Estée Lauder Companies Inc.

Scaled-up MAC Russian business, ensured top brand standards, rolled out distribution protecting LDG, cultivated relationship with retail partners, EMEA and global teams. Brought Russia to the #1 MAC market of Continental Europe (in terms of retail sales (€70M/ year), profitability and store productivity). ✔Multiplied sales and distribution: - Developed and executed distribution strategy across 6 countries (Russia, Ukraine, Kazakhstan, Azerbaidjan, Georgia, Armenia) and all key cities expanding from 12 to 60 stores. - Drove sales growth (CAGR 35%+) maintaining double digit like door growth. ✔Delivered record NOP value increases - Developed and implemented the system of retail employee motivation resulted in reduction of staff turnover by 20%, growth of customer satisfaction and FTE productivity increase by 15%. - Optimised commercial terms for the retail partners based on progressive bonification for meeting defined KPIs. ✔Defined requirements, prioritized features, and launched e-commerce business & CRM achieving 10% of e-com MOB. ✔Created and maintained the culture of service excellence across the region. Gained top score in EMEA mystery shopper. ✔Oversaw activity of MAC AIDS Fund in Russia and CIS (budget $1M- $3M a year).

Brand General Manager Darphin, Aveda Russia
Jan ‘08 - Jun ‘10
Estée Lauder

Managed €3M retail sales business. Led sales, marketing and retail employee education with full accountability for Darphin brand P&L. ✔Oversaw the transition of the recently acquired brand from the distributor into ELC Russia and spearheaded a new pharmacy distribution channel. ✔Created and executed go to market strategy Aveda and Beauty Bank brands in the Russian market. ✔ Led ELC employee corporate store opening.

Marketing Director (Estee Lauder) Russia
Jan ‘06 - Dec ‘07
The Estée Lauder Companies Inc.

Led marketing function of Estee Lauder brand in Russia and CIS being responsible for leading the marketing team, planning and execution of marketing and trade marketing activity, supporting brand growth in terms of size of the business and market share.

Group Brand Manager P&G Fine Fragrances
Jun ‘04 - Dec ‘05
UNITED EUROPE-HOLDING

Was in charge of performance P&G fine fragrances (Boss, Hugo, Baldessarini, Lacoste, Valentino, Jean Patou, Laura Biagiotti) in main retail chains in Russia. ✔Managed the brand team ✔Have developped relationships with the brand owner (EMEA headquarters), retail partners and smaller distributors, advertising agencies. ✔ Executed effective planning, budgeting, forecasting and order management.

Project/ Brand Manager
Sep ‘01 - Jun ‘04
TIDY

New Brand launch and development from product development and registration stage till launch and promotion.

Languages
Russian - Native
French - Fluent
Spanish - Basic
Ukrainian - Basic
English - Fluent
Education & Training
EFAP
‘20 - ‘22
MBA
Digital Marketng & Business
IMD Business School
‘18 - ‘18
Executive education
Digital Disruption
Strathclyde Business School
‘00 - ‘01
Master of Science
International Marketing
Chelyabinsk State University
‘93 - ‘98
Master
World Eonomy
Paris, France