Alina Shcherbinina
Senior Growth and Digital Transformation Executive
Salary / Daily rate
Paris, France
Freelance, open to permanent contract
Skills
Languages
About me
Intro
VP Growth & Digital Transformation expert with 15+ years driving revenue growth at Fortune 500 companies. Led $60M+ efficiency gains through AI/ML automation at PepsiCo and delivered Cannes Lions-winning campaigns with 700% distribution growth. Specialized in GTM strategy, product-led growth, and scaling global operations across SaaS and CPG industries.
Work experience
PepsiCo
Feb 2019 - Present
7 years 9 months
69340 Francheville, France
Senior Director of Digital Transformation
Nov 2022 - Present
4 years
69340 Francheville, France
• Led $60M+ efficiency gains through ML, automation & digital transformation, scaling impact across multiple regions. • Led global replatforming of PepsiCo’s Sales Force Automation (SFA) system, impacting 15,000 users across 12 countries—enhancing sales efficiency and AI-driven decision-making
Shopper Marketing & Strategy Director
Feb 2022 - Dec 2022
11 months
69340 Francheville, France
• Drove 11% revenue growth and 170%+ trade display expansion through data-driven marketing analytics and shopper insights. • Optimized promotional investments, improving ROI for both shoppers and retail partners.
Marketing & Franchising Director
May 2020 - Mar 2022
1 year 11 months
• Led a $500M beverage portfolio across 11 countries, driving 20% revenue growth and 28% volume growth in 2021 by aligning go-to-market strategies with local market dynamics. • Orchestrated Pepsi’s market dominance in Ukraine, positioning it as the #1 cola through culturally relevant campaigns and product innovation. • Drove sustainability innovation, launching Pepsi’s first sugar-optimized product to meet ESG targets and drive competitive differentiation.
General Manager
Feb 2019 - May 2020
1 year 4 months
• Drove 700% distribution growth & 400% run-rate increase in six months, leading a cross-functional team to expand PepsiCo’s presence in new F&B segments. • Led strategic market entry initiatives, leveraging Agile principles and hypothesis-driven decision-making to accelerate PepsiCo’s business expansion.
Chief Growth Officer
UTair Aviation (UTAR*)
Mar 2016 - Dec 2018
2 years 10 months
Zürich, Switzerland
• Reversed market share decline, driving +50% revenue growth, +3.2pp market share, and +60% penetration growth through strategic brand communication. • Led a Cannes Lions-winning rebranding initiative, doubling brand awareness with just 10% of competitor investments. • Delivered $25M in annual innovation sales (+32% YoY), outpacing market growth 3x. • Increased business class upgrade revenues by 3,300%, leveraging strategic pricing and precision marketing.
Chief Executive Officer
ADDventures.Co
May 2010 - Aug 2016
6 years 4 months
Zürich, Switzerland
• Founded and scaled ADDventures.Co, a travel accelerator platform, identifying market opportunities and crafting a seamless user experience. • Secured enrollment in ETH Startup Accelerator and FRII Accelerator, driving product validation and scaling efforts with a developed MVP.
Global Marketing and Strategy Director
BAGI
Sep 2015 - Mar 2016
7 months
• Designed and executed portfolio and communication strategies, driving growth and expanding into EU and CIS regions. • Launched new Home Care and Confectionary brands for China, overseeing brand development, packaging design, and production setup. • Led and trained a team of 400+ marketing and merchandising associates to ensure cohesive execution.
PepsiCo
Sep 2011 - Aug 2015
4 years
London, UK
Europe Senior Marketing Manager
Jul 2014 - Aug 2015
1 year 2 months
London, UK
• Championed the Ice Tea Relaunch across 20 EER markets, driving a $1B vision by designing a strategic communication and NPD mix. • Tripled the EER business value in 2020 through a 5-year growth plan evolving brand equity, communication strategies, and product development.
Senior Marketing Manager
Sep 2011 - Jul 2014
2 years 11 months
• Achieved a 22% volume increase and generated $16MM in net revenue through targeted campaigns, sales incentives, and packaging adaptations for Lipton Ice Tea. • Led a sustainability project delivering $1MM annual savings through light-weighting and sugar reduction initiatives.
Senior Associate Marketing Design Manager
Procter&Gamble
Aug 2009 - Aug 2011
2 years 1 month
Geneva Area, Switzerland
• Designed and launched Naturella Liners, achieving 10% Y1 growth in the fastest-growing FemCare segment. • Developed franchise strategies that doubled CEEMEA volume in 5 years (+2.5 share).
Senior Associate Brand Manager
Procter & Gamble
Jun 2006 - Aug 2009
3 years 3 months
• Expanded Naturella into new categories, growing share by 14pts (+5pts YoY). • Led the first expansion of P&G toothpaste into the Extra-Premium segment, achieving a 12% value share increase.
Additional Experience
multiple companies
Jan 1997 - Dec 2006
10 years
• Founder & General Manager, Go Piter! Co. Ltd.: Achieved 30x ROI within two years by leading a successful destination management company. Directed sales, marketing, and operations with a $300K annual turnover. • Associate Secretary, United Nations Association: Coordinated nationwide events involving 5,000+ participants and led collaborations with politicians and Olympic champions. • PR Manager/Journalist, Election Campaigns: Published 100+ articles across social and arts topics and managed media relations for key campaigns.
Education
Saint Petersburg State University
Ph.D.
2006 - 2009
4 years
Saint Petersburg State University
Bachelor
2003 - 2006
4 years
Saint Petersburg State University
MA
1999 - 2004
6 years