Petr Tokarev
@petrtokarev
I scale consumer brands through marketing, e-commerce, go-to-market strategy, and data-driven growth.
Russian FederationWhat I'm looking for
At LIVS, I lead marketing and growth across Russia and CIS for a global consumer health brand, while building a new business unit to launch consumer brands.
I helped bring LIVS to the #1 position in adult gummy vitamins in under two years and doubled revenue through go-to-market strategy, NPD, and distribution expansion. I also built cross-functional marketing, sales, product, and e-commerce teams and use AI-driven tools to improve performance marketing, analytics, CAC/LTV, and unit economics.
Previously, I launched LIVS in a new market that became the company’s second-largest globally, delivered 2x annual growth, and launched LIVS Kids to a top-four category position. At SAVENCIA, I managed a $160M+ brand P&L, moved the brand from #5 to #2 in its category, and led a 360° campaign that delivered 15% growth.
My background also includes brand growth at Reckitt, where I grew brand value by 36%, launched products that drove 17% growth, and managed initiatives for a $50M+ business. Earlier, I founded and scaled Craftman, a B2B/B2C museum-retail gift business, building a 15-person team, two retail locations, and partnerships including Tretyakov Gallery.
Experience
Work history, roles, and key accomplishments
Leading marketing and growth across Russia & CIS for a global consumer health brand, with expanded responsibilities into new business development.
• Achieved #1 brand position in adult gummy vitamins in under 2 years
• Doubled revenue through go-to-market strategy, NPD, and distribution expansion
• Built and led cross-functional teams across marketing, sales, and product functions
• Applied AI-dri
Chief Marketing Officer
LIVS
Jan 2024 - Present (2 years 8 months)
Leading marketing and growth across Russia & CIS for a global consumer health brand, with expanded responsibilities into new business development. Achieved #1 brand position in adult gummy vitamins in under 2 years and doubled revenue through go-to-market strategy, NPD, and distribution expansion.
• Launched the brand in a new market, becoming the company’s second-largest globally
• Built and scaled marketing and e-commerce teams, driving rapid growth and market leadership
• Delivered 2x annual growth through GTM, NPD, and distribution expansion
• Launched LIVS Kids sub-brand, reaching top-4 in category
• Rolled out new SKUs, securing top-3 positions in e-commerce
Managed a $160M+ brand P&L in Russia & CIS, driving category growth and brand repositioning.
• Scaled brand from #5 to #2 in category
• Led 360° marketing campaign delivering +15% growth and increasing brand awareness from #8 to #3
• Launched innovations achieving top-3 SKU positions within 6 months
• Optimized product and pack strategy, delivering 2x value vs plan
• Developed long-term brand stra
Led brand development and growth strategy for a leading category product in Russia & CIS.
• Grew brand value by +36% and increased penetration by +5pp
• Launched new products driving +17% growth
• Defined and executed long-term brand strategy
• Led integrated 360° campaigns driving +9% growth
Managed key brand initiatives for a $50M+ business, supporting growth in a declining market.
• Delivered +15% growth despite market decline
• Expanded product range and consumer segments (+3–4pp penetration)
• Drove digital campaigns and innovation pipeline
• Supported brand growth and market share improvement
Marketing trainee at Reckitt, supporting brand development and digital marketing initiatives.
Founded and scaled a B2B/B2C gift business in museum retail.
• Built a leading supplier network with clients including Tretyakov Gallery
• Grew team to 15 employees and launched 2 retail locations
• Managed both B2B partnerships and B2C retail operations
Contributed to a healthcare system digitalization project focused on improving efficiency and patient experience.
• Supported implementation of digital solutions
• Helped improve access to healthcare services and reduce waiting times
• Contributed to measurable improvements in system efficiency and user satisfaction
Education
Degrees, certifications, and relevant coursework
Higher School of Economics
Master’s, Corporate Research, Development and Innovation Management
2017 - 2019
Higher School of Economics
Bachelor's, World Economy & International Affairs, School of World Economy
2013 - 2017
Tech stack
Software and tools used professionally
Availability
Location
Russian FederationAuthorized to work in
Job categories
Skills
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