Zaur F. Aghayev
Marketing Manager
Baku
Summary
Results-oriented Marketing Leader with 18+ years of experience in brand management, strategic planning, and digital transformation across diverse industries, including FMCG, telecommunications, and real estate. Proven ability to drive market share growth, lead high-performing teams, and execute impactful go-to-market strategies in competitive CIS markets
Overview
19
19
years of professional experience
2006
2006
years of post-secondary education
2
2
Certifications
4
4
Languages
Work History
Marketing Director
Facility Management Group (FMG)
Baku
02.2024 - Current
- Lead a dynamic team of 10 marketing professionals.
- Develop and implement comprehensive marketing strategies for real estate sales, leasing, and mall/business center operations.
- Conceptualize and execute strategies for new retail objects, malls, and business centers.
- Formulate and implement go-to-market strategies for new real estate projects and residences.
- Conduct market research to inform strategic decisions.
Senior Brand Manager, Kazakhstan, Azerbaijan & Kyrgyzstan
Kimberly-Clark
06.2018 - 01.2024
- Managed all marketing assets for the Huggies brand across Kazakhstan, Azerbaijan, and Kyrgyzstan, representing 60% of CIS KC business.
- Developed and executed marketing campaigns and go-to-market strategies in the lead CIS market (Kazakhstan), later adapted for other CIS markets.
- Increased Huggies market share in the diapers category from 51.8% to 66.4% (+14.6%).
- Successfully re-launched Huggies Gender Specific pants, reclaiming market leadership from Pampers and increasing market share in Kazakhstan from 35.2% to 50.5% (+15.3%).
- Launched Huggies Super Premium pants in Kazakhstan, achieving a 40% market share in the segment within 12 months.
- Contributed to a 21% increase in Huggies total sales in Kazakhstan.
- Led digital transformation initiatives, transitioning Huggies market communication strategy from traditional to 'digital first.'
- Introduced the PESO (Paid, Earned, Shared, Owned) media model and KPI system for the digital channel.
- Developed the Huggies SMM strategy in Kazakhstan (2021), subsequently adapted for Azerbaijan and Kyrgyzstan.
Brand Manager, CAUCASUS
Kimberly-Clark
05.2013 - 06.2018
- Oversaw all marketing activities in the Caucasus region, including communication campaign development, annual budget management, media placement, and research.
- Managed performance for all Kimberly-Clark brands (Huggies, Kotex, Kleenex) in the Caucasus.
- Launched Huggies Ultra Comfort Gender Specific in Caucasus, resulting in a +56% sales increase for Ultra Comfort compared to the previous year.
- Re-launched Huggies Little Walkers in Caucasus, achieving a +190% sales growth versus the previous year.
- Developed and executed the first Huggies consumer promotion in Azerbaijan with 100% nationwide coverage, utilizing internet and SMS interfaces, leading to 71% sales growth in 2015 vs. the prior year.
Marketing Manager Azerbaijan, Aquafresh Brand Manager CIS Region
GlaxoSmithKline Consumer Healthcare
Baku
08.2010 - 07.2012
- Directed all GSK brand marketing activities in Azerbaijan, encompassing communication campaigns, annual budgets, media placement, research, and POP materials.
- Grew Aquafresh brand market share by 55% over 12 months (from 13.5% to 21%).
- Increased GSK brands' market share by 30% within 8 months.
Brand Manager
Bakcell
Baku
04.2009 - 07.2010
- Led strategic and tactical initiatives to enhance and maintain the brand image of Bakcell (mother brand) and its sub-brands (Cin, Klass, Gold).
- Managed overall commercial and brand communication and event planning in alignment with brand strategy.
- Ensured the efficiency of brand-related expenditures.
- Oversaw the production of all Bakcell advertising materials.
- Managed Bakcell’s creative agency and internal creative team.
- Participated in the Bakcell re-branding project.
- Developed integrated marketing communications for the 'There’s no right or wrong time for talking' bonus campaign and the '400% return' start-up campaign, resulting in significant market share growth.
- These successful campaigns led to the sale of 70,000 new numbers in September 2009, 90,000 in October, and 120,000 in November, tripling sales compared to the previous quarter.
Group Account Director
MCCANN Erickson
Baku
01.2008 - 03.2009
- Coordinated account management for key clients including Nestle, Coca-Cola, GlaxoSmithKline, Kimberly Clark, Mitsubishi Motors, SC Johnson, American Chamber of Commerce, International Medical Corps, and Sabina beauty stores.
- Launched the 'Impact Azerbaijan' business journal (AmCham publication).
- Successfully launched the acclaimed 'BRRRR' campaign for Coca-Cola in Azerbaijan, which was later used as a benchmark for other markets.
Account Manager
MCCANN Erickson
Baku
03.2006 - 12.2007
- Managed accounts for GlaxoSmithKline, Nestle, Kimberly Clark, SC Johnson, American Chamber of Commerce, and International Medical Corps.
Education
M.B.A. - Marketing
Texas A&M University
Canyon, TXB.S. - Economics
Western University
Baku, AzerbaijanSkills
Strategic planning
Communications management
Branding
Market analysis
Advertising campaigns
Market planning and execution
B2C marketing
Marketing campaign development
Digital marketing
Certification
Game Theory, Stanford University, 01/01/15
Interests
Active participant in «Что? Где? Когда?», Brain-Ring, and Jeopardy intellectual games
Member of the best team in Azerbaijan for «Что? Где? Когда?» in 2012, 2013, 2015, 2018, 2020, and 2021
Timeline
Marketing Director
Facility Management Group (FMG)
02.2024 - Current
Senior Brand Manager, Kazakhstan, Azerbaijan & Kyrgyzstan
Kimberly-Clark
06.2018 - 01.2024
Brand Manager, CAUCASUS
Kimberly-Clark
05.2013 - 06.2018
Marketing Manager Azerbaijan, Aquafresh Brand Manager CIS Region
GlaxoSmithKline Consumer Healthcare
08.2010 - 07.2012
Brand Manager
Bakcell
04.2009 - 07.2010
Group Account Director
MCCANN Erickson
01.2008 - 03.2009
Account Manager
MCCANN Erickson
03.2006 - 12.2007
B.S. - Economics
Western University
M.B.A. - Marketing
Texas A&M University