Hands-on AI & Advanced Analytics Leader for Commercial Excellence
I turn AI pilots
into P&L impact.
Most AI pilots never reach the P&L. Mine ship — Next-Best-Action, marketing-mix modeling, omnichannel — wired into the commercial operating model, not slideware. Proven in global pharma Bayer · AstraZeneca · Akrikhin, and transferable to any data-rich commercial organization.
Sales · flagship · indexed 100→283
Open to relocation or global-remote · based in Serbia (CET)
// 01 — IMPACT
Scope: global pharma · anonymized · scope, baseline & role detailed per case →
- a — top-5 pharma, CIS · vs pre-NBA Rx run-rate
- b — NBA + MMM platform · omnichannel mix orchestrated
- c — coverage & territory redesign · vs legacy structure
- d — 20k+ customers · vs pre-omnichannel retention
- e — Digital Reps Center — omnichannel hub
- f — national expansion · 8 projects, 5 yrs
// 02 — PRACTICE
Pilots don't move EBIT. Rewired operating models do.
- Operating-model redesign
- AI sticks when the operating model changes around it: who acts on which signal, at what cadence, with what budget authority. The NBA closed loop and the Digital Reps Center are operating-model builds, not tools.
- Decision-grade, causal analytics
- MMM, uplift and A/B before scale-up — true incrementality, not attribution — decide what gets budget. This is how I make AI pay: grounded in causal measurement, not dashboards. It's what separates an EBIT line from a pilot graveyard.
- AI I still build myself
- The hands-on part is real: I build the data and agentic tooling, not just the strategy — including a self-built MCP data-hub that serves governed commercial datasets straight into AI assistants. New capability gets a working artifact, not a slide.
- Governed by default
- Fourteen years in regulated pharma make model risk, data governance and human oversight the way I ship, not an afterthought — EU AI Act high-risk instinct that transfers to any regulated commercial domain.
// 03 — SELECTED WORK
Employers are named; client-level engagements are anonymized under NDA — every metric keeps scope, baseline and role.
+7% Rx
Next-Best-Action + Marketing-Mix Modeling — a closed loop that reallocates spend and rep effort on causal Rx lift, every quarter
- Scope
- top-5 pharma, CIS
- Baseline
- pre-NBA Rx
- Role
- AI lead / builder
+35% retention
Digital Reps Center — the omnichannel operating model for 20k+ customer relationships, with NLP call-tagging as the signal layer
- Scope
- 20k+ customers
- Baseline
- pre-omnichannel
- Role
- architect
+183% sales
National Expansion Engine — the analytical backbone behind 8 expansion projects and 20+ launches, led across cross-functional teams
- Scope
- top-5 pharma, CIS
- Baseline
- pre-program, 5-yr
- Role
- analytics & program lead
// 04 — TRANSFER MAP
Pharma is the proof, not the boundary. Same loop, different ledger.
- Next-Best-Action per-HCP touch ranking per-account outreach — B2B, fintech, SaaS
- Marketing-Mix Modeling spend → incremental-Rx elasticity media & revenue elasticity — CPG, retail
- Omnichannel hub 20k+ HCP relationships engagement hub — any distributed sales org
- NLP call-tagging rep call intelligence sales & service call intelligence
- Regulated promotion compliance-heavy pharma GTM fintech · insurance · healthtech GTM
// 05 — ABOUT
Fourteen years turning commercial questions into systems that ship — Next-Best-Action, marketing-mix modeling, omnichannel and NLP — across Bayer, AstraZeneca and Akrikhin. I set the AI & Commercial-Excellence strategy and lead the cross-functional teams that deliver it — data scientists, business partners, digital reps, analysts and CRM specialists, 5 to 30 strong — and I still build the systems and own the P&L myself. From model to outcome, every claim carries scope, baseline and my role.
- Role
- AI & Advanced Analytics Leader
- Tenure
- 14 yrs
- Domains
- NBA · MMM · Omni · NLP
- Stack
- Python · SQL · Power BI · Veeva · Salesforce
- Scale
- 20k+ customers · 20+ launches
- Teams
- 5–30 · cross-functional
- Based
- Serbia · CET · relocation / remote
- EB1-A
- Extraordinary ability (2024)
- 2012 – 2017 Bayer — Business Analyst → SFE Lead +9% YoY sales
- 2017 – 2024 AstraZeneca — SFE BP Lead → Commercial Excellence PM 39% Business CAGR · 5 yrs
- 2024 – 2025 Independent consulting — pharma data & analytics advisory practice
- 2025 – now Akrikhin (Polpharma) — HCP Excellence Head HCP strategy owner
// 06 — RECOGNITION
- 2024 EB1-A — Extraordinary Ability classification U.S. Citizenship & Immigration Services
- 2024 Top Digital Experts 2023 “I Am a Leader” association
- 2024 Author — «Интеллектуальный маркетинг» (in Russian) RIPOL Classic · ISBN 978-5-386-15246-8
- 2024 Awards jury RB Digital Awards
- 2023 Expert of the Year — Marketing Digitalization Techno National Business Awards
- 2022 Growth & Leadership Award — AI, Big Data & Digitalization AstraZeneca, CIS
- 2016 LIFE Award — Leadership Bayer
// 07 — CONTACT
Let's read the next number together.
If your AI portfolio is long on pilots and short on P&L, that's a conversation worth thirty minutes.