Maria Cheremukhina
Milan,Italy
Summary
Strategic and creative luxury marketing professional with 10+ years of experience in global brand management, skincare launches, luxury partnerships, and immersive activations. Proven expertise in driving brand awareness, executing 360° marketing campaigns, and delivering exceptional consumer experiences across international markets.
MBA (SDA Bocconi, Luxury Business Management) + MSc Psychology, bringing a unique blend of consumer insight, brand storytelling, and project leadership to elevate luxury brands globally.
Overview
9
9
years of professional experience
Work history
MBA Marketing Intern, Lancôme Absolue
L’ORÉAL
Paris, France
06.2024 - 01.2025
- Created global brand assets and launch kits for the most prestigious luxury skincare line, rolled out across 160 markets.
- Coordinated cross-functional teams (creative, digital, PR, product) to deliver cohesive brand storytelling worldwide.
Head of Luxury Activations
PERNOD RICARD
Moscow, Russia
12.2022 - 07.2023
- Developed luxury marketing & sales strategy, achieving +36% value growth YTD and +60% distribution expansion.
- Designed and executed immersive luxury activations and high-profile collaborations with global luxury maisons (Van Cleef & Arpels, Jimmy Choo, IWC).
- Delivered annual brand marketing calendar, aligning seasonal activations with sales and brand objectives.
Luxury Activation Manager
PERNOD RICARD
Moscow, Russia
05.2021 - 12.2022
- Boosted luxury portfolio sales by +97% YoY through experiential campaigns.
- Designed and implemented experiential activations and co-branded projects to strengthen luxury positioning.
- Partnered with media and creative agencies to execute multi-channel marketing campaigns.
Marketing manager
4+Nutrition
Moscow, Russia
02.2019 - 05.2021
- Launched brand in Russia, developing go-to-market strategy and consumer engagement plan.
- Opened 3 branded sport bars in top fitness clubs, improving visibility and awareness among affluent urban consumers.
Brand Manager
PERNOD RICARD
Moscow, Russia
01.2018 - 02.2019
- Managed ARARAT ultra-premium brand in Russia, focusing on repositioning into the high-end category.
- Launched new tasting experiences, POSM, and trade marketing tools that reinforced luxury perception.
Junior Brand Manager Helena Rubinstein
L’ORÉAL, Luxe division
Moscow, Russia
01.2016 - 01.2018
- Managed luxury skincare brand Helena Rubinstein, launching 2 new lines (+25% total sell-out).
- Coordinated educational activations and training programs for beauty advisors, reinforcing premium storytelling at POS.
- Partnered with creative and media agencies to deliver ATL and digital campaigns that sustained growth.
Education
Master of Business Administration - Luxury Business Management
SDA BOCCONI
Milan 09/2023 - 12/2024
Master of Science - Psychoanalytical Business Coaching
Higher School of Economics
Moscow 10/2020 - 06/2022
Bachelor of Science - Marketing
Moscow University for the Humanities
Moscow 09/2008 - 06/2012
Skills
- Global brand marketing & calendar management (L’Oréal, 160 markets)
- Luxury skincare expertise (Helena Rubinstein, Lancôme Absolue)
- Strategic brand partnerships & co-branded collaborations (Van Cleef, Jimmy Choo, IWC)
- Experiential activations & luxury client engagement (HNWI events, pop-ups)
- ATL & integrated campaign execution with creative/media teams
Languages
English
Fluent
Russian
Native
French
Advanced
Italian
Advanced
Timeline
MBA Marketing Intern, Lancôme Absolue
L’ORÉAL
06.2024 - 01.2025
Head of Luxury Activations
PERNOD RICARD
12.2022 - 07.2023
Luxury Activation Manager
PERNOD RICARD
05.2021 - 12.2022
Marketing manager
4+Nutrition
02.2019 - 05.2021
Brand Manager
PERNOD RICARD
01.2018 - 02.2019
Junior Brand Manager Helena Rubinstein
L’ORÉAL, Luxe division
01.2016 - 01.2018
Master of Business Administration - Luxury Business Management
SDA BOCCONI
09/2023 - 12/2024
Master of Science - Psychoanalytical Business Coaching
Higher School of Economics
10/2020 - 06/2022
Bachelor of Science - Marketing
Moscow University for the Humanities
09/2008 - 06/2012
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