Yulia Plakhotnyuk

Led MAC Cosmetics, #1 prestige makeup brand across 35 countries of EMEA with P&L ownership 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. ✔Oversaw key account management for the brands across Travel Retail EMEA ✔Implemented brand portfolio optimisation that has resulted in SCU productivity growth. - 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 strategy including 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. Led CRM & Consumer Engagement Programs. - 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.

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).