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June 17, 2014
New Appointments and Structural Changes at Carlsberg Ukraine's Commercial Function

As of May 1, 2014, Carlsberg Ukraine has a new organisational structure of the management team reporting directly to CEO Evgeniy Shevchenko. The goal of these changes is to provide the needed focus on the key elements of business strategy.

Elena Dzhagaryan was appointed Vice President Strategy and Value Management.

In her new role, Elena will be responsible for managing the company's strategy as a continuous process that includes analysis of the external environment and internal priorities, the situation on the markets, competitors, and assessment of prospects and business opportunities along with long-term risks. In addition, she will be responsible for setting business targets and controlling their achievement, as well as KPI tracking on strategic priorities. Her second major area of responsibility will include searching for opportunities to increase efficiency of commercial operations (pricing, product range and effectiveness of business expenses), as well as marketing research.

Elena Dzhagaryan graduated from the Taras Shevchenko National University of Kiev majoring in "Regional Geography and Economic Geography of Foreign Countries", and in 2004 she received a diploma in marketing from the International Institute of Business (Kiev). Elena's professional career started in 1999 when she joined Mironovsky Khleboproduct. In 2004, Elena joined Carlsberg Ukraine as a junior brand manager and nine years later was appointed Marketing, Innovations and Strategic Planning Director. Elena's professional achievements include strategy development for brands including Slavutich, Tuborg, Baltika portfolio in Ukraine, as well as launching a number of successful products such as Somersby cider and Kvas Taras kvass.

Andrey Otroschenko was appointed Vice President Marketing.

In his new role Andrey will be responsible for development and implementation of the company's marketing strategy, brand portfolio management, innovation, planning and supervising the implementation of marketing activities.

Andrey has over 14 years of marketing experience. He managed the implementation of award-winning development strategies for such brands as Lvivske, Arsenal, Tuborg, etc. For example, in 2013, Arsenal Strong and Ice Mix Cuba Libre advertising campaigns received 3 gold Effie Awards, making Carlsberg Ukraine the most effective advertiser on the Ukrainian market.

Andrey Otroschenko graduated from the Donetsk National University of Management majoring in Marketing. Andrey started his professional career in 2000 in AVK, moving to the marketing department of SUN INBEV Ukraine in 2003. He joined Carlsberg Ukraine in 2009 as Marketing Director.

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