Commercial Director & Brand Marketing Lead at Skeleton BMX (2020-11 – 2025-11)
- Overseeing financial, marketing, and strategic planning.
- Directing brand marketing strategy, product portfolio development, commercial assortment planning and end-to-end operations across retail, online, and wholesale distribution.
- Directing international supply chain operations, coordinating with global vendors regarding orders, forecasts, customs compliance, and lead-time optimization.
- Successfully launched a new store (both retail and a website) from scratch, including team recruitment.
- Spearheaded action sports community marketing, scaling organic social channels to over 75k combined followers through content strategy with no purchased followers.
- Managed the brand's athlete sponsorship and "talent search" initiative, acquiring and activating over 30 influential representatives to drive brand loyalty.
General Manager, co-founder at Heavy Mental Distro (2023-06 – 2025-06)
- Founding an international action sports distribution footprint in the UAE aimed at scaling brand availability across global emerging markets.
- Managing cross-border distribution agreements, supplier contracting, and international trade compliance to secure seamless product delivery.
- Successfully launched the company despite limitations and operational challenges, securing several successful shipments and payments.
Event Director & Brand Producer at Countryside Custom Ride (2019-05 – 2022-02)
- Managing end-to-end marketing, budget tracking and full social media campaigns for the event.
- Negotiating high-value corporate sponsor activations and contractor partnerships.
- Executing comprehensive event planning, from scheduling to spatial layout and venue distribution.
- Produced full-scale experiential marketing, social media asset campaigns, and visual styling for a unique moto event in Russia.
- Managed project timelines, cash flows, and cross-functional vendor negotiations, successfully increasing audience reach by 45% YoY.
Business Development & Category Manager at Hellride (2017-08 – 2020-11)
- Leading financial, marketing, and strategic planning.
- Sourcing new brands and distribution channels.
- In-house brands developing (bicycles, bike parts, kickscooters, clothes, sporting goods and accessories).
- Increased category gross margin by 15%.
- Introduced 3 new exclusive brands to the portfolio.
- Developed and implemented core business processes.
- Grew social media following by 1.6x (from 68K to 106K).
Category Manager / Sales Specialist for High-Margin Products / Technical Specialist at HP Inc (formerly Hewlett-Packard) (2012-06 – 2017-08)
- Managing category marketing and channel sales operations, executing demand forecasting and market trend analysis to protect regional market share.
- Collaborating daily across finance, logistics, and compliance teams to streamline order fulfillment and resolve transactional roadblocks for key accounts.
- Acting as the primary product evangelist, delivering high-level technical presentations and solution pitches to distributors, tier-1 clients, and the press.
- Ranked first in market share for the "Workstations" category according to IDC reports.
- Developed comprehensive technical documentation, sales toolkits, and training materials to enable distributors and cross-functional sales teams to accelerate product velocity.
- Successfully executed marketing campaigns generating over $300K in incremental revenue.
- Consistently met or exceeded turnover and gross margin targets, closing 7–10 B2B deals valued at $100K+ per quarter.
