Boston Consulting Group (BCG)

Consultant

Freelance

Selected projects: 

Leading insurance player: strategic presentation for the ExCom
- Prepared the diversification strategy and modelled business plan for 5 years

Subsidiary of a major insurance player: PMO 
- Managed seamless transition of 1 million clients to a new car insurance product in collaboration with legal, actuary, marketing and sales teams 
- Facilitated C-level meetings and Steering Committees 

Climate insurance and consulting company:
- Set up digital onboarding process for newcomers

Senior consultant | Strategy & PMO

Ad Astra Admissions

After years of personal coaching and content creation as a hobby, I created Ad Astra Admissions : a digital platform that helps ambitious students from all over the world choose the right program and get admitted into the best business schools in Europe. Results: 

- Achieved profitability within the 1st year 
- Helped more than 400 clients to accomplish their academic goals 
- Built up and coached a team of 3 mentors 
- Secured government funding through innovation grant of 30K€
- Acquired 25K audience across platforms (Instagram, Linkedin, Tiktok, Youtube)

Founder

WILLA

Willa is a startup incubator in Paris for women entrepreneurs. I advise founders on : 

- Marketing strategy 
- Personal branding strategy 
- Coherent storytelling and content creation 
- Social media growth (Instagram, Linkedin, Tiktok)

Startup advisor

Equancy

Selected projects:

Leading luxury group - Data & AI Factory:
- Fully managed an advanced IT & Data project for a hospitality brand
- Identified & framed AI use cases generating $300K uplift within 3 months through AI-powered marketing campaigns
- Led a team of 10 experts in digital marketing, data science, data analytics and technical development
- Facilitated C-level meetings and Steering Committees
- Implemented team rituals & governance

International retail group, Retail Media offer: COO Chief of Staff
- Accompanied COO in the strategic optimization of the offer

Regional tourism committee: 
- Developed the strategic vision of CRM & Data intelligence and the 3-years roadmap on CRM, data management and client lifecycle engagement

Major player in automotive industry:
- Analyzed and improved client digital experience on-site

Strategy consultant

Printemps

Loyalty program: 
- Managed client animations (creative brief, targeting, coordinating with suppliers et brands, results' analysis)

Acquisition: 
- Contributed to online & offline campaigns' setup

Marketing & CRM project manager - apprenticeship

Responsible for performance analysis of 350 beauty brands and sourcing of new beauty brands 

• Negotiations: 
- Managed a portfolio of 20 brands for Printemps Green Market
- Prepared annual negotiations with top beauty brands

• Sourcing: 
- Found, listed and accompanied 25 new suppliers for Printemps Haussmann Beautysta, Officine and Hair Room spaces

• Market studies and analysis: 
- Developed transversal Excel tools for annual, monthly and weekly analysis of commercial performance
- Prepared regular and ad hoc business analysis and market studies
- Monitored 5 biggest competitors' activity

Beauty buyer - apprenticeship

L'Oréal

Responsible for coordination of international skincare launches, market researches, sales analysis
- Developed innovative CRM strategy for skincare branch, validated by the brand direction
- Coordinated 5 international launches for 2015 and 2016 (prepared marketing materials with PR, digital, retail design, training and animation departments; coordinated  formulas and packaging development; prepared  20+ internal presentations)
- Communicated 5+ launches to L'Oreal international subsidiaries
- Created a premium skincare product concept, validated by Mr. Armani to be launched in 2017

Giorgio Armani - International Marketing Development - Assistant Brand Manager

Responsible for local marketing events and implementation of global strategy on the Russian market
- Developed and organised 5 Client Days in top-3 beauty retailers across Russia
- Proposed, developed and organised exclusive Armani Elle Beauty Box (Elle Box bestseller of 2014)
- Organised and supervised promotional events in top-3 Moscow department stores
- Analysed and presented sell-in and sell-out results of 3 axes

Operational Marketing | Giorgio Armani | Intern

Unilever

Operational Marketing | Toni&Guy, Timotei | Intern

I joined BCG Paris office as a consultant in June 2025, after 10 years of experience in various filles and functions : from corporate marketing to consulting to entrepreneurship. 

In 2022, I created Ad Astra Admissions - a company that helped more than 400 international students accomplish their academic goals and join the most prestigious European business schools. 

Since 2024, I host a French-speaking podcast Carnets d'Entrepreneurs, interviewing inspiring entrepreneurs.

Anastasia Belugina

Mira

Product Marketing Manager

smarTrike

Led product marketing strategies for the smarTrike brand worldwide (Australia, UK, EU, US).
• Analysis of the market, trends, competitive landscape, and consumer needs.
• Establishment and execution of product marketing strategies across international markets: brand
positioning, content creation, innovative campaigns, budget planning, agency coordination. 
• Development and execution of global community & influencer strategies and affiliate programs.

Marketing Manager

Led marketing strategies for two categories of L'Oreal Paris: hair care & hair color and 5 brands (Elvive, Casting Creme Gloss, Excellence, Preference, Magic Retouch)

Responsibilities:
• Led the development and execution of go-to-market and product marketing strategies;
• Developed and executed brands strategies, consumer engagement tactics and social commerce mechanics incl. all offline & online touchpoints; 
• Led media, e-commerce & influencer activations for the 5 brands;
• Guided influencer, e-PR campaigns & events, incl. positioning and messaging development;
• Operated the content production for paid media, e-commerce, and social networks;
• Managed collaboration with commercial and trade marketing teams to increase brand visibility & sales in e-commerce;
• Led cross-category & partner’s co-projects;  
• Activated AR product try-on technologies online & offline; 
• Created and managed a national expert’s community. 

Results:
• Made L’Oreal Paris №1 brand in the Russian Beauty Market: increased e-com market share growth from 30% to more than 50% of the Russian hair color market; 
• 2% market share with the new Excellence Nudes Franchise in 3 months;
• 1% market share in 2 months of sales with the new Elvive franchise;
• Sold-out in 2,5 weeks for the new Elvive Wonder Water product (the most desirable TikTok product);
• Made Elvive Extraordinary Oil №1 product on the main e-commerce platform; 
• Sell-out growth in e-com by 107% (evo) in 3 weeks, reaching >5500 positive reviews from consumers; 
• Optimized media campaigns, reaching x10 CTR, x2 CPC efficiency, +59% in sell-out. 
• Built a strong loyal influencers community, becoming #1 by mentions and #1 by engagement YTD’22 in SOB;
• Reached 53 M OTS with the new Elvive franchise in collab with influencers; 
• Launched an educational landing page, which resulted in 1.3M reached users, >250k engaged users (4 pages, 3 min); +16% Ad Recall, + 7% Purchase Intent.

Product Marketing Manager (Social & Digital)

NTS Gradient

No1 CPG company in the market.
Led the launch of a new brand of dietary supplements (Urban Formula) on the Russian market. 

Responsibilities:
• Led and executed go-to-market strategy: identified market opportunities through customer research, built product messaging based on USPs and market insights, and came up with a creative and innovative storytelling approach;
• Performed market research, supervised competitive activity, and partnered with a cross-functional team;
• Developed marketing tools for successful product introductions, including but not limited to strategic framing, performing competitive analysis, and enabling sales to increase market share; 
• Developed and executed a social always-on strategy (communication, media planning, photo/video content production, events, special projects, effectiveness measurement);
• Led always-on non-paid partnership with a big pool of influencers, including special projects (shooting, events, creative seeding’s), ambassadors & community management;
• Created and managed the expert’s community, built the expert’s brand positioning. 
 
Results: 
• Reached P&L goals three months before forecast; 
• Executed a social commerce activation resulting in a 20% sell-out growth;
• Developed and launched an online program for individual vitamin intakes, reaching >5000 applications in a few months;
• Launched creative PR & influencers seedings with >70M free impressions (incl. production management of the kit);
• Organized a creative event with 150 opinion leaders (100% presence) and >15M reach on social media;
• Pioneership of shoppable livestreaming with influencers & experts.

Product Marketing & Communications Manager

ProBeauty Agency

Marketing agency specializing in beauty and healthcare fields.
Key clients: Clarins, L'Occitane, Hamleys etc. 

Led the development and implementation of partners’ marketing communications strategies, achievement of business KPIs, talent development, and team management.

Results:
• Managed the working processes of over 10 clients;
• Launched 6 new brands in the beauty and healthcare industries in 3 years;
• Increased the company’s profit by 270%;
• Educated and managed a team of 5 people;
• Formed a new department (FICHA Agency), specializing in Gen Z marketing;
• Implemented more than 50 projects with clients with high efficacy results.

Marketing Communications Manager

Kommersant

As an independent beauty editor, I wrote over 50 articles and interviewed some of the most inspiring people in the beauty industry.

Independent Journalist

Marketing manager with over 6 years of hands-on experience in the CPG, healthcare, and beauty industries (B2C&B2B). 

Throughout my career, I have experienced a variety of roles in marketing communications, digital, e-commerce, brand, and product marketing. These experiences have given me a comprehensive grasp of how to develop, launch, and promote market-leading products from scratch.

With vast expertise in a variety of industries, I have found my passion in FemTech. Making a tangible positive impact on women's lives is what truly drives me forward! 

I enjoy meeting new people and hearing new ideas! Please feel free to contact me on LinkedIn.

taplio

The Battle

Anastasia Belugina

Lili Belyaeva

Followers

Posts

Engagements

Likes

Ready to grow your LinkedIn presence?