E.A.

Brand & Product Marketing — Premium Beauty

Elizaveta Arkhipova

I build premium beauty brands from launch to scale — a 5-brand portfolio, 900+ salons in distribution, 5 retail chains, and 25+ products taken to market end‑to‑end.

Seoul, South Korea Open to international roles

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Portrait of Elizaveta Arkhipova
5Premium brands led
900+Salons in distribution
25+Products launched
5+Years in beauty & FMCG
01

About

Brand Team Lead with five years in premium beauty and FMCG marketing, currently leading a cross-functional team across a five-brand portfolio.

My work runs the full cycle: positioning and product launch, distribution growth through the professional salon channel, education programmes for stylists, and the PR and events that make a brand felt rather than just seen. I move between B2B and B2C without changing gears.

Before this I delivered the Tom Ford and Kilian marketing calendar at The Estée Lauder Companies, and cut my teeth in category management at X5 Retail Group — which is where I learned that a brand story only counts once it survives contact with a buyer, a shelf and a margin target.

Elizaveta Arkhipova at a KEVIN.MURPHY event
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Experience

  1. 2025 — Now1 yr

    Group Brand Manager

    KEVIN.MURPHY · Authentica · Moscow

    Manage a portfolio of five premium haircare brands, including R+Co and KEVIN.MURPHY, on the Russian market. Lead brand strategy, team coordination and cross-functional execution across B2B and B2C.

    Group Brand Manager

    KEVIN.MURPHY · Authentica · Moscow

    2025 — Now

    Collaborations

    Fashion Restaurants Salons Sports studios Accessories
    Built marketing strategy for 6 premium beauty brands across B2B and B2C
    $20M annual revenue · +42% avg growth over 3 yrs
    Launched 25+ products from testing to go-to-market
    +15% annual brand turnover
    Expanded distribution across salon, retail and e-commerce channels
    200+ new salons, plus 30 retail and 5 e‑com stores
    Built salon training programmes from the ground up
    +17% avg salon purchase volume
    Created new merchandising and in-salon displays
    +21% shelf sell-out
    Produced localized merchandise and gift sets with a designer
    +25% peak-season sales
    Ran 7 PR campaigns and 20+ industry events for clients and stylists
    5M+ OTS per PR campaign
  2. 2023 — 20252 yrs 5 mos

    Senior Brand Manager

    R+Co · Moscow

    Built and ran the full marketing strategy across B2B and B2C activation. Launched 25+ products end-to-end — testing, positioning and go-to-market.

  3. 2022 — 20231 yr 3 mos

    Product Marketing Manager

    The Estée Lauder Companies · Moscow

    Led delivery of the Tom Ford and Kilian marketing calendar, partnering with Demand Planning to forecast new launches across key categories.

  4. 2021 — 20227 mos

    Brand Coordinator

    The Estée Lauder Companies · Moscow

    Planned and delivered 45 client days for DKNY Fragrances. Ran design agency collaboration from creative brief through artwork production.

  5. 2020 — 20211 yr

    Category Manager

    X5 Retail Group · Moscow

    Supplier negotiation, pricing and category analytics for one of Russia's largest grocery retail groups.

  6. 2019 — 20205 mos

    Tendering Specialist

    Level Group · Internship · Moscow

    Supplier database management, tender preparation and cross-department coordination.

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Expertise

Brand & Strategy

  • Brand strategy
  • Brand activation
  • Positioning
  • Portfolio management

Product & Launch

  • Product launch
  • Go-to-market strategy
  • Product marketing
  • Planning & forecasting

Commercial

  • B2B & B2C
  • Distribution growth
  • Category management
  • Budgeting

Communications

  • PR & events
  • Education programmes
  • Digital activation
  • Google Analytics
04

Education & Languages

2020 — 2022

MA, Management

Plekhanov Russian University of Economics

Brand management of luxury goods & services · GPA 5.0

2016 — 2020

BSc, International Economics

Plekhanov Russian University of Economics

International trade · GPA 4.98

2018 — 2019

International Business Administration

Haute École de Gestion de Genève

English-language internship programme · Switzerland

Languages

Russian
Native
English
Professional