Peter Charchalis

Peter Charchalis

Work History

Work History
Sep 2003 - Jan 2010

Partner

Horizon Capital
A private equity fund manager that originates and manages investments in eastern European mid-cap companies. I developed investment opportunities in rapidly growing industries and sectors, among them fast moving consumer goods, media and and retail. • After others had failed, led the successful launch of MTV in Ukraine from the license acquisition phase through to on-air launch in just over twelve months. • Attained a commercial airtime pricing power ratio of 2x the market average while maintaining a sell out rate in excess of 70%. • Captured a top 10 audience share position among 14 to 32 year olds and thereby attracted leading advertisers including: Kraft, Unilever, Coca Cola, Procter & Gamble, L’Oreal, Nestle, and McDonald's. • Identified, negotiated and closed an investment in a leading and fast growing non-food CPG company which has been growing at more than 50% annually since time of investment. • Ushered the growth of a confectonery company in achieving threefold revenue growth over a five year period while consistently maintaining double digit EBITDA margins. • Restructured two under performing investments in the food and retail food categories. The first has been exited while the second is being prepared for profitable sale. • On going business optimization and capturing opportunities created by the economic downturn. Leading management teams through rigorous cost controls, operational restructuring and new revenue source development. • Served as in-house consultant on product and brand positioning, consumer communication and developing sales and distribution systems on other Partner’s transactions. • Participated in due diligence reviews of all investment opportunities in the consumer sector.
Jul 2000 - May 2003

Head of Marketing

Philip Morris International, Kiev, Ukraine
Responsible for design, development and implementation of all marketing activities for Ukraine, today one of the company’s ten most important worldwide tobacco markets. Managed a portfolio of eight brand families with 29 variants and an advertising budget of $18 million, delivering annual net revenue of $73 million. Led a staff of 16 professionals in Brand Marketing, Market Research and Marketing Services. Also supported brand activities in three Philip Morris affiliate markets - Armenia, Georgia and Azerbaijan. • Set up a long term brand development and communication strategy leveraging Philip Morris’ global trademarks and advertising campaigns which led to a leadership position in market share, brand awareness and advertising recall. • Oversaw the nationwide re-launch of the L&M brand, which became the largest international brand in Ukraine. • Analyzed opportunities in the high volume/low margin segment of the market and developed a market entry strategy for the NEXT brand. Worked with key functional areas to execute concept, optimize flavour, advertising and packaging. Reached 90% retail availability in covered universe and achieved 500,000 consumer contacts within 10 weeks of launch. • Working side by side with the sales organization, formulated channel strategies and trade programs which ensured product availability, secured share of space at point of sale and rewarded retailer sales performance. Also developed consumer loyalty programs for key accounts and created visual brand identity at retail.
Jan 1998 - Aug 2000

Manager Brand Development

Philip Morris Europe, Lausanne, Switzerland
Reorganized the Brand Development Function into a champion of affiliate initiatives. Became a key source of information on Philip Morris, competitors and other CPG product developments, innovations and trends. • Established and led the Product Core Team: a cross-functional working group consisting of Marketing, Market Research, Research & Development, Packaging, Legal, Operations and Corporate Affairs. • Streamlined the process of developing and introducing new products and improved speed to market by 25%. • Reorganized and became the facilitator for the Emerging Europe Regional Product Committee headed by the Regional President and comprised of functional vice-presidents. • Promoted a culture of action which converted this group from a consultative committee to a decision making body.
1995 - 2000

Manager, Marketing Services

Philip Morris International, New York, USA
Headquarters liaison to the Europe, Middle East, Africa and Latin America regions. Responsible for analysis and reporting on Philip Morris brand initiatives and activities, ensuring consistency with worldwide portfolio strategy (communication, positioning, product and packaging). Performed competitor analysis and reporting (volume, share, pricing, packaging, communication, consumer and trade activities). Provided Cross Category support for the Kraft Foods Latin American ice cream and powdered soft drink business units.
1989 - 1995

Export Analyst

Philip Morris International, New York, USA
Supervised two European and one Asian distribution centres. Production forecasting and inventory management of 125 SKU’s with an estimated market value of $200 million. Represented PMI in negotiating warehousing and primary distribution agreements. Integrated new affiliates into the PMI Operations business chain.
1987 - 1989

Account Coordinator

National Demographics and Lifestyles, New York, USA
Responsible for marketing database products which contained demographic and psychographic information profiling 17 million U.S. households. Planned direct mail campaigns and negotiated pricing.

Education

Education
1993 - 1995

MBA

New York University - Leonard N. Stern School of Business

Summary

Proven general management executive with strong experience in • Business acquisition and integration; • Go to Market strategies; • Leading organizations in achieving results. Over ten years of Brand Marketing and business development experience in global Consumer Packaged Goods (CPG), Retail and Media complemented by practical business assessment, investment and management experience as a private equity fund manager. An extensive corporate track record in • M&A; • Brand development; • Portfolio management; • Building distribution networks; • Strategic segmentation and trend analysis; • Global to regional to national responsibility.

Objective

A Consumer Packaged Goods (CPG) business development specialist with broad geographic experience and a history of identifying ways of making brands achieve their full potential while generating superior financial returns for their owners. After having spent 13 years with Philip Morris International and the past six in a private equity partnership, I am now looking to return to a more hands-on operational role in the CPG space.