Alina Shcherbinina

  • BUCCA Beverages Director, Pepsico
  • Executive Jury - Russia

Latest Alina’s role was Beverages Marketing and Franchising Director in PepsiCo for 11 countries in Central Europe and Central Asia, resulting in 20% volume and profit growth. Before that Alina was working as Marketing Vice-President for Utair aviation company, where she orchestrated major company rebranding and its first communication campaign that won several international creative awards (Cannes Lions, Epica, ADCE). Before that she directed brand and innovation for Lipton Ice Tea in Moscow and London offices in PepsiCo, being responsible for Lipton rebranding, 10 years anniversary in Russia and numerous innovations. Alina also worked for Procter & Gamble in Moscow and Geneva, where she contributed to global Naturella rebranding and innovations strategy, introduced first P&G extra-premium tootthpatse to Russian makret and other projects. During her career Alina increased sales for more than 300 mln dollars. Alina is entrepreneur, member of Journalist Union of Russia, she holds PhD in Economics and has 2 majors – in Scandinavian languages and literature also in Economics and she speaks 5 foreign.

Alina Shcherbinina