Evgeny Lobachev
About Evgeny Lobachev
Evgeny Lobachev is the Marketing Director Europe at Procter & Gamble, specializing in Data Strategy & Digital Transformation, Media, CRM, Digital, and Technology.
Current Role at Procter & Gamble
Evgeny Lobachev is currently serving as the Marketing Director Europe for Data Strategy & Digital Transformation at Procter & Gamble since 2019. His role encompasses a broad remit including Media, CRM, Digital, and Technology. Based in Geneva, Switzerland, Evgeny has been driving the adoption of advanced digital and data capabilities across various brands and geographies.
Previous Positions at Procter & Gamble
Prior to his current role, Evgeny Lobachev held several key positions at Procter & Gamble. From 2016 to 2019, he worked as the Media Leader, focusing on Innovations, Data-Driven Marketing, Programmatic Advertising, Digital, Mobile, TV, and eCommerce in the EECAR region. Before that, he was the Customer & Channel Marketing Manager in Russia from 2014 to 2016.
Early Career at Akvion
Before joining Procter & Gamble, Evgeny Lobachev worked at Akvion as an Associate Brand Manager in the pharmaceutical sector from 2006 to 2008. Based in Moscow, he was responsible for managing brand strategies and marketing initiatives in the pharma industry.
Educational Background
Evgeny Lobachev holds a Master's degree from Lomonosov Moscow State University (MSU), which he completed between 2002 and 2007. His academic background provided a strong foundation for his career in marketing and digital transformation.
Key Achievements in Marketing and Digital Strategy
Throughout his career, Evgeny Lobachev has led numerous successful initiatives. He revamped media and digital strategies in Eastern Europe, managing a $100 million budget and achieving a $30 million top-line growth. He increased ROI by 30% on 30% of P&G's digital spend in Europe and redesigned the agency ecosystem, resulting in $10 million in savings. His efforts in co-designing next-gen technical tools led to a 90% positive NPS among 250 users. Additionally, he spearheaded the tripling of P&G's digital platform speed, a 20% boost in conversion rates, and a 2.3 times increase in organic searches.