Ekaterina Betina (Lapshina)
About Ekaterina Betina (Lapshina)
Ekaterina Betina (Lapshina) is the Head of Customer Marketing at SC Johnson in Wisconsin, USA, with 17 years of marketing experience, including 14 years in brand marketing at leading international FMCG companies.
Current Position at SC Johnson
Ekaterina Betina (Lapshina) currently serves as the Head of Customer Marketing at SC Johnson in Wisconsin, United States. In this role, she is responsible for developing and implementing marketing strategies that support customer engagement and drive business growth. Her expertise in navigating complex marketing landscapes has contributed significantly to the company's success.
Previous Roles at SC Johnson
Before her current position, Ekaterina held multiple roles at SC Johnson. She was the Marketing Manager for Shoe Care brands (Kiwi, Salamander, Woly Sport) from 2015 to 2021 in the CIS region. Prior to that, she served as a Marketing Manager for Air Care (Glade, Oust, Lysoform) for five months in 2014 in Wisconsin and for Air Care (Glade) from 2011 to 2014 in the CIS. Furthermore, she spent a year as the Senior Brand Manager for Home Cleaning (Toilet Duck, Pronto, Kiwi) from 2010 to 2011.
Early Career in Marketing
Ekaterina began her marketing career at Dr. Oetker as a Product Manager from 2005 to 2006. She then moved to Danone-Bolshevik, where she worked as a Brand Manager from 2006 to 2008. She continued to refine her skills at Kraft Foods as a Brand Manager from 2008 to 2010 before joining SC Johnson.
Educational Background
Ekaterina has a diverse educational background in marketing and economics. She studied at the Marketing programme RIMA A&B and completed courses in Operation and Strategic Marketing, achieving a Marketeer designation from 2004 to 2006. She graduated from the Moscow State University of Economics, Statistics and IT with a degree in Economics in 2003. Additionally, she attended the British College of Banking and Finance from 1998 to 2000.
Professional Achievements
Throughout her 17-year marketing career, Ekaterina has amassed significant achievements, including winning a Silver Effie in 2015 for the Lysoform back-to-school campaign in Argentina. She successfully led the relaunch of an essential platform in instant action, resulting in a +5.3% increase compared to the budget and +6.8% compared to the prior year. Her track record in delivering results spans communication assets, new product development, and category strategy setup.