He graduated from AUCA (American University Central Asia) with a degree in Business Administration and has been launching brands for 16 years. Among his successful projects are brands such as Belenka Vodka, FOX and DOGS Whiskey, Green Baboon Gin, Golubitskoe Estate Wine, and Tete de Cheval Sparkling Wine. Managing marketing in a large company requires well-structured communication and the creation of an “ecological” corporate culture. The expert shared insights into four important aspects of marketing work in a large company.
“A marketer working in a large company must be versatile, multitasking, and perceptive because they bear the responsibility for several important tasks simultaneously. There is a myth that marketing is solely about advertising. This is not the case: a marketer engages in idea generation and implementation, brand creation, naming, product promotion in the market, and operates within the same informational field as all other company departments. At the same time, such a specialist should, of course, possess emotional intelligence to effectively work with a large number of people,” says Oleg.
“Marketing is heavily reliant on creativity, so it is crucial to motivate your team to generate unique ideas. However, it is essential not to forget that working in a large company is still a business that requires a responsible approach to work and profitability calculations. For a marketer, finding a balance between business and creativity is of utmost importance to reconcile their creative ambitions and implement as many ideas as possible,” Oleg explains.
Oleg Yasenov is convinced that corporate culture is a crucial aspect of working in a large company. “It determines the eco-friendliness of communication between departments and the organization of work processes. In my view, it is very important to give people the right to make mistakes within the team, especially in marketing. After all, as I mentioned earlier, this area represents a combination of business processes and creativity. In BELUGA Group, we place a strong emphasis on flexibility in adapting and reevaluating strategies and ideas, which helps us launch a significant number of successful brands,” he says.
Collaborations are an excellent tool for product promotion. They can take various forms, including working with media personalities, bloggers, collaborating with YouTube channels, and even participating in video shoots. All of these approaches work effectively and serve as valuable instruments for the company’s promotion, even in cases like ours, where we deal with the dark market.
“Of course, there is no secret to successful marketing management. However, based on my many years of experience, I have identified these four aspects of work that are crucial for a company’s marketing and its market positioning. Thanks to them, my team and I managed to develop a solid marketing strategy for the company and launch multiple successful projects,” Oleg shared.
