I'm a senior shopper & trade marketing leader with 20 years of experience in FMCG and consumer brands, specializing in distributor-driven markets and international growth. I excel at translating global brand strategies into locally effective activations that boost sell-out, category growth, and brand visibility across retail and e-commerce. My dual perspective from both brand and distributor sides enables practical collaboration with global teams, sales, and local markets. I'm highly analytical, ROI-focused, and data-driven, with a track record of building joint business plans and turning shopper insights into measurable business outcomes.…

Elina Grecneva

I'm a senior shopper & trade marketing leader with 20 years of experience in FMCG and consumer brands, specializing in distributor-driven markets and international growth. I excel at translating global brand strategies into locally effective activations that boost sell-out, category growth, and brand visibility across retail and e-commerce. My dual perspective from both brand and distributor sides enables practical collaboration with global teams, sales, and local markets. I'm highly analytical, ROI-focused, and data-driven, with a track record of building joint business plans and turning shopper insights into measurable business outcomes.…

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Work Experience

Brand Acceleration / Strategy Manager at Elko Group
December 1, 2024 - Present
Lead brand acceleration projects for global vendors across more than 10 markets in CEE and the Nordics, translating global brand direction into regional playbooks, and developing market-ready activation tools. Coordinate and coach marketing managers across subsidiaries, drive sell-out growth programs (digital campaigns, influencer partnerships, retail activations, shopper marketing), serve as liaison between HQs and local markets, and analyze market data to optimize investments and action plans.
Regional Marketing Manager, EMEA at PENTLAND BRANDS
January 1, 2022 - December 31, 2023
Directed regional marketing strategy for Speedo, ellesse, and Mitre across CEE, the Middle East, Africa, and North America, developing regional playbooks and activation frameworks, building strategic distributor partnerships, and delivering 360° product launches adapted to local markets.
Head of Marketing, Latvia at JCDecaux
January 1, 2020 - January 31, 2022
Maternity cover; led strategic marketing for DOOH campaigns, focusing on customer-centric marketing, cross-functional collaboration, and campaign ROI. Developed case studies and integrated marketing approaches to strengthen outdoor media effectiveness.
Trade Marketing Manager at SPLAT TRADING EUROPE
September 1, 2011 - January 31, 2016
Led regional trade marketing initiatives across multiple European markets, drove product launches in major retailers, translated market data into trade strategies, and managed in-store activations and ROI analysis.
Shopper Marketing Manager at Procter & Gamble
October 1, 2003 - June 30, 2011
Spearheaded regional shopper marketing campaigns for flagship brands across the Baltic region, coordinating with brand teams, sales, and agencies; managed budgets, in-store media, and post-campaign ROI evaluation.
International Client Manager at Baltic Promotions
September 1, 2011 - January 31, 2016
Led end-to-end management of top-tier clients in the Baltic region, delivering BTL, trade, and shopper marketing solutions; supervised campaigns across major retailers and provided ROI assessments to clients.

Education

BBA at Riga School of Economics And Business Administration
January 1, 2007 - April 4, 2026

Qualifications

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Industry Experience

Consumer Goods, Retail, Media & Entertainment, Wholesale & Distribution, Professional Services

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Experience Level