Sasha Dzhuras-Dotta
Most recent experience: go-to-market strategy change management project for a global company second biggest in its sector; deep dive analysis and strategic recommendations on brand repositioning across holistic marketing mix for brands with regional scope; new categories and brands development.
Previous experience: Regional marketing director for P&G CEEMEA, brand manager for P&G EE for personal care categories, trade & shopper marketing manager for P&G EE for diapers and feminine care categories, sales team leader for P&G Ukraine, tutor.
Education: Master in Languages, Tavricheski University; MBA, Open University UK.
What is your area of specialty?
- Impacting and changing human behaviour
- Impactful communication
- Brand as Business: maximizing the size of prize
What motivates you most in your role?
Seeing people develop. Making turnarounds in business. Meeting people who are passionate about brands, and brands that are caring for people. Being at a conception point of a brand and seeing it launched and purchased off the shelf.
What is the biggest challenge? How do you overcome that?
Finding the optimal state. Being a perfectionist, I always lean towards The Best – the challenge though is to find what in a pragmatic sense can be most beneficial to the particular organization with its skills and capabilities to execute. To ground myself I like to go to where the execution happens – on the store floors, with sales reps. A strategy is meaningful only if this people can understand it and physically make it happen.
What’s been your greatest success to date?
Taking a brand which the company wanted to divest as did not see a future for it, growing it ten times, placing in on a global agenda as on of the core brands out of 4 in personal care and taking it across product categories into an umbrella brand – all from just a piece of soap.
Who is your business hero?
People, who manage to build iconic brands and manage to avoid dictatorship while they do it. I admire people behind Innocent brand – it is so human!
Give us your nugget quote…
“If you can believe, all things are possible to him who believes.” Jesus.
