transformation initiative portfolio
Transformation · Operational excellence · PMO
Viktoria Zelenskaia
Director of Transformation & Operational Excellence
I turn strategic priorities into a system of change with measurable financial impact.
cross-functional team members
category managers’ workload
metrics and KPIs in the unified UCP digital system
Change strategyTransformationPMOOrganisational effectivenessOperating modelKPIsAutomationCapability building
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Professional profile
Change strategy · Transformation · PMO · Organisational effectiveness
A transformation leader with 10+ years of experience at major national companies including Mars, Lenta and Magnit.
I redesign operating models, manage initiative portfolios and align business, IT, finance and analytics around one change agenda.
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Experience
November 2024 — presentMagnit, national retail groupHead of Tools Development (UCP Strategy)Organisational effectivenessOperating modelKPIsAutomationCapability building
Transforming a function at the intersection of organisational effectiveness, operating model, processes and digital management tools.
- Consolidated 100+ KPIs into the unified UCP digital system and automated 20 warehouse and transport logistics processes.
- Redesigned the operating model and reduced travel costs by 5%.
- Led a team of 15 and a cross-functional network of more than 70 contributors.
- Trained over 200 employees in project management, process thinking and PDCA.
October 2023 — October 2024Lenta, national retail groupSenior Commercial Transformation Project LeadBusiness transformationStrategy executionP&LROIStakeholder management
Managed a national portfolio of strategic initiatives, investment cases and financial impact.
- Managed a strategic initiative portfolio of up to RUB 1 billion.
- Led strategy sessions, selected initiatives and defended investments before the CEO.
- Coordinated cross-functional teams of more than 100 contributors.
December 2022 — September 2023Lenta, national retail groupProject LeadProject managementAutomationCommercial efficiencyChange management
National commercial-efficiency tools and promotion-management automation.
- Launched a national Promo and Pricing Tool for more than 600 users.
- Optimised 15 FTE and improved promotion-management efficiency.
June 2021 — November 2022Lenta, national retail groupKey Commercial Projects ManagerOperational excellenceProcess optimisationCategory managementP&L
Optimised category processes, reduced losses and improved margins.
- Reduced category managers’ workload by 30%.
- Reduced write-offs by 14% and improved category margins.
August 2018 — June 2021MarsCommercial Efficiency Analyst · Category Manager Petfood · Brand Manager Pedigree®Commercial analyticsCategory managementBrand managementE-commerceProduct launches
Commercial analytics, category management, product launches, e-commerce and brand development.
- Launched four new products.
- Increased sales in selected channels by up to 11% and merchandising ROI by 10%.
- Developed a growth strategy for a key e-commerce customer.
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Education
Higher education
2016 — 2018Graduate School of Management, St. Petersburg State UniversityMaster in Management (MiM)Saint Petersburg, Russia+
An English-taught graduate programme focused on strategy, international business and management decision-making.
- Placed 2nd in the BCG Idea Challenge, ranking in the top 3% of all participants.
- Worked with the Konstantin Khabensky Charitable Foundation on a project to raise awareness of charity among schoolchildren in Russia (November–December 2016).
2017Aalto UniversityCEMS Master in International Management (MiM)Helsinki, Finland+
Exchange semester within the CEMS MiM programme, delivered by the Global Alliance in Management Education.
- Marketing Manager for the CEMS Nordic Forum: developed and delivered a Facebook and Instagram promotion campaign.
- The campaign generated 171 applications and resulted in 90 participants (December 2017–April 2018).
2012 — 2016Saint Petersburg State University of Finance and EconomicsBachelor’s degree, Finance and Credit (Corporate Finance)Saint Petersburg, Russia+
Comprehensive training in corporate finance, financial analysis and capital management.
- Served as group representative.
- Ranked 1st among 62 Corporate Finance students across four years of study.
ThesisManagement of a Corporation’s Current Assets (Rosneft case study)
Additional education
Data Analysis: Process Optimisation with Process Mining
Moscow Business School
Organisational Design & Effectiveness
HR SREDA
Change Management
Lenta
Building and Developing a Project Management Office
Bauman Specialist Training Centre
Russian PM Expert Certification
PM Expert
Scrum Master
Severstal
Product Management
Skillbox
Languages
RussianNativeEnglishC1 · advancedGermanB2 · upper-intermediate
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Core skills
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Portfolio
01Magnit, national retail group·National scopeDigital performance management system
Combined KPIs, processes and capability building into one management system for nationwide logistics.
100+metrics and KPIs in the UCP system20automated processesOpen case↘
Digital performance management system
Combined KPIs, processes and capability building into one management system for nationwide logistics.
Magnit, national retail group
Challenge
Metrics and processes were fragmented across functions, while decisions depended on manual reconciliation and extensive coordination.
Approach
Redesigned the operating model, aligned a shared KPI set, automated processes and organised user training.
Outcome
Consolidated 100+ metrics and KPIs into one digital system, automated 20 processes, reduced costs and trained more than 200 employees in new management practices.
02Lenta, national retail group·End-to-end portfolio cycleCommercial transformation portfolio
Built strategic initiative management from selection and investment approval through delivery and financial impact.
до 1 млрд ₽initiative portfolio600+Promo and Pricing Tool usersOpen case↘
Commercial transformation portfolio
Built strategic initiative management from selection and investment approval through delivery and financial impact.
Lenta, national retail group
Challenge
The national business needed to connect multiple commercial department initiatives with priorities, investments and verified financial impact.
Approach
Led strategy sessions, built driver models, defended investments before the CEO and coordinated cross-functional teams.
Outcome
Managed a portfolio of up to RUB 1 billion, launched a national Promo and Pricing Tool for 600+ users, optimised 15 FTE, reduced workload by 30% and write-offs by 14%.
03Mars·Mars · 2018–2021Commercial effectiveness & product growth
Connected analytics, category management and brand marketing to measurable commercial results.
4new products+11%sales in selected channelsOpen case↘
Commercial effectiveness & product growth
Connected analytics, category management and brand marketing to measurable commercial results.
Mars
Challenge
Categories and brands needed new products, sharper channel execution and demonstrable returns on investment.
Approach
Managed commercial analytics, Petfood categories, product portfolio, e-commerce and Pedigree® brand development.
Outcome
Launched four products, increased sales in selected channels by up to 11% and improved merchandising ROI by 10%.
Open to leadership roles in transformation, operational excellence and portfolio management.