Open to opportunities

Mikhail Rzhavin

@mikhailrzhavin

Message

Customer-centric CMO driving brand-led growth and GTM execution.

Argentina

Message

What I'm looking for

I seek senior roles where I can align brand, business and execution, lead cross-functional teams, scale global accounts, and drive measurable growth in customer-centric, innovation-focused organizations.

I am a seasoned marketing leader with 20+ years building customer-centric brand strategies, consumer insights, and go-to-market execution across global accounts and growth-stage ventures. I combine systems thinking with hands-on execution to turn complex business challenges into clear, measurable growth plans.

At Tetra Pak and Heineken I led cross-functional teams and global account relationships, delivering market-share gains, product launches, and digital service rollouts — including a Connected Package project with 1.3 billion packs coverage and a 5% market-share improvement in a declining category.

Today I lead a strategic branding lab helping enterprises and startups align brand, business, and execution, introducing AI-powered workflows, achieving high client satisfaction, and scaling brands and categories with lasting impact.

Experience

Work history, roles, and key accomplishments

Current

Global CMO & Managing Partner

Current

DeepUp / Brandterra.pro

Jan 2023 - Present (3 years 5 months)

Founded and led a strategic branding consultancy focused on mid/large enterprises and growth-stage ventures, delivering client segmentation frameworks, AI-powered marketing workflows, and a product launch that captured 15% share in year one with 9.5/10 client satisfaction.

Brand Strategy GTM Customer Segmentation AI Marketing Product Launches Client Management Consumer Insights

Marketing Director

Tetra Pak

Jan 2019 - Dec 2022 (3 years 11 months)

Managed marketing for Eastern Europe (8 countries, €600M sales), led a 12-person cross-country team and full marketing budget, delivering 5% market share growth, launching the Connected Package (1.3B pack coverage) and tripling plant-based category growth.

Go To Market Customer Development Consumer Research Campaign Management Sustainability PLG

Key Account Manager

Tetra Pak

Jan 2017 - Dec 2019 (2 years 11 months)

Rebuilt strategic relationship with a regional dairy client and led integrated account teams, delivering +50% net sales growth and implementing a client-specific innovation roadmap.

Key Account Management Strategic Partnerships Sales Enablement Innovation Roadmap Negotiation

Head of Operational Marketing

Tetra Pak

Jan 2014 - Dec 2017 (3 years 11 months)

Led marketing operations for a 4-country cluster with a team of 8, rolling out growth initiatives with major CPG clients, implementing a Marketing Services model and achieving 7% YoY growth amid market decline.

Marketing Operations Client Services Workshop Facilitation Project Management

Marketing Manager, Global Account

Tetra Pak

Jan 2009 - Dec 2014 (5 years 11 months)

Led marketing for PepsiCo across three markets (largest global account), managed multi-million euro budgets and cross-functional programs, launching new packaging and product innovations and raising client satisfaction from 50% to 83%.

Global Account Management Budget Management Product Launches Stakeholder Management CRM

Brand Manager

Heineken

Jan 2004 - Dec 2008 (4 years 11 months)

Managed international and local beer brands, driving strategy and activation that grew a local strong beer brand by 1 percentage point and increased ZlatyBazant volume by 65% year-on-year.

Brand Management Marketing Strategy Campaign Execution Activation Performance Analysis