Stas's Resume and Portfolio

Stas SushkovMarket Planner

Resume &

Portfolio

Career Path

Yum! Restaurants InternationalMarket PlannerNov 2010 - present Moscow, Russia

WorldClusters.org Geodemographics Project

Project Manager / GIS analyst Nov 2009 – Aug 2010

CAP Consulting ServicesGIS Marketing Analyst / Marketing Specialist Jan 2008 – Nov 2010Burnany, BC Canada

Firstbase Services Marketing Specialist 2006 –2008Abbotsford, BC Canada

Yum! Restaurants InternationalMarket planner2010 - PresentMoscow, Russia

Market MappingInitiated and launched professional GIS system for the efficient KFC and Pizza Hut restaurant chain development.

Provided in-depth GIS analysis:

o Identified and analyzed potential sites for opening new KFC and PH stores

o Evaluated existing asset network

o Provided competitive analysis

o Created city market plans

o Prioritized trade zones and hot spots

o Created thematic maps

Set up development targets for Real Estate managers by assigning them to certain trade zones and hot spots

Recent Experience

Yum! Restaurants International

Market planner

Site Selection and Site Analysis

Working closely with RE managers on the regular bases providing site selection analysis and identifying:

o Customer base in walk/drive time catchment zones

o Population profile (demographics, income, assets)

o Competition

o Potential cannibalization

o Meeting site selection requirements

Prepared site reports for site submission byYum! Russia top management.

Site reports included:

o City overview

o Trade area analysis

o Population profile

o Catchment area analysis

o Site sales projections

o Competition and cannibalization analysis

Site Reports

0.0 5.0 10.0 15.0 20.0 25.0 30.00.0

20.0

40.0

60.0

80.0

100.0

120.0

46.2

101.0

31.735.2

74.5

61.558.5

34.1

24.3

37.4

28.6

50.9

30.6

46.048.9

95.0

33.7

28.2

55.8

48.2

24.7

63.761.1

60.8

81.9

83.3

77.5R² = 0.773944029683856

Yum! Restaurants International

Market planner

Potential Site Sales Projection

Provided sales estimations for potential sites applying 5 different methodologies.

Developed methodology that allowed to score sites (based on 10 variables) and predict future sales based on site location.

Mall Scoring

200+ Russian malls were analyzed and scored in order to select the best ones for food court (FC) restaurants.

As a result A and B+ malls were identified (total 77 malls). These malls represent KFC and PH development target.

This methodology also allows to predict future FC restaurant sales based on mall score.

$ WPSA

Score

Yum! Restaurants International

Market planner

Mobile GIS and Data Gathering

Integrated iPad-based mapping and data gathering solution for efficient site analysis.

Mobile ScorecardsCreated site/store scorecard that allowed RE managers to analyze and score potential sites (based on site selection criteria) and make site “go or kill” decision.

Mobile MappingIntegrated desktop, online and mobile maps which helped RE managers to: • Review market plans on-the-go • Map the new territories and potential sites• Sync all geodata and maps

Retail Trade Zone RTZ surveysDeveloped methodology and performed restaurant customer profile and origin survey interviews collected via iPads. Survey reports are presented to the Senior Management

WorldClusters.orgGeogemogpahic ProjectProject Manager / GIS analyst

Previous Experience

American Clusters - open geodemographic classification

Initiated, designed and developed “American Clusters” – open USA geodemographic segmentation system (similar to PRIZM). .

• Developed geodemographic classification project methodology.

• Evaluated and selected data sources. Created the database of variables based on the results of US Census 2000.

• Selected, standardized and transformed 47 variables using various statistical methods.

• Created, analyzed and described 18 meaningful clusters of the USA population applying SPSS clustering tools.

• Compiled a geographical database of US Census Block Groups boundary files assigned to created population clusters.

• Developed a series of online thematic maps representing the distribution of the population clusters applying ArcGIS and Google Earth.

CAP Consulting ServicesGIS Marketing Analyst / Marketing Specialist Jan 2008 – Nov 2010Burnany, BC, Canada

• Designed and developed East Massachusetts Geodemographic Classification for the purpose of CAP’s client segmentation analysis.

• Provided GIS and geomarketing analysis (customer profiling, customer segmentation, retail trade area evaluation, site selection, marketing campaign planning) using the Classification results.

• Created a series of thematic maps for the project report.

• Conducted a number of marketing research projects for the company’s clients that included secondary and primary research components as well as integrated marketing strategy development.

• Developed and executed the company’s marketing and business strategies.

• Designed and elaborated a wide range of marketing tools, including promotional materials, and website content.

• Communicated with customers, management and vendors to coordinate overall marketing effort in accordance with corporate goals.

GIS Analysis and Geodemographics

Firstbase Services

Marketing Specialist 2006 –2008Abbotsford, BC, Canada Market Research

Planned and performed a number of market research projects for B2Bs and B2Cs companies with extensive industry analysis, market evaluation including target market assessment, competitive environment overview and marketing strategies development

Developed the company’s marketing strategies comprised including detailed analysis of market channels and elaboration of marketing programs such as:

• Brand building

• Market segmentation and positioning

• Promotion and advertising campaigns

• CRM and database management

Business analysis and planningPerformed business and marketing planning services for the company clients, including:

• New market penetration

• Marketing program implementation

• Rebranding and repositioning.

Coordinated Web Analytics with evaluation of website performance and effectiveness of online campaigns (PPC, SEO, etc).

Education Background

Degrees

Integrated Marketing Strategy Certificate 2009Sauder School of Business, University of British Columbia

Master Degree in Demography 2005The Russian Academy of Science  Bachelor Degree in Geography 2002Department of Geography, Moscow State University

LinkedIn Profile