RU
EN
Maksim Nikolaev
A digital product expert with a strong focus on Data Science and Machine Learning, combined with hands-on experience in commercial management
Over 10 years in retail (FMCG, DIY, Beauty), including 5 years in commercial roles and 5 years in digital product development.
Delivered Data Science–driven solutions for assortment, pricing, promotions, and inventory management.
Implemented product thinking at scale — built cross-functional teams of up to 50 people and established full-cycle processes for analytics, development, hypothesis validation, and A/B testing.
Led the development and market launch of private label brands, while shaping category, pricing, and promotional strategies.
Key areas of expertise include product metrics, scalability, and measurable business impact (revenue, margin, LTV, ROI).
Founded and launched a private label self-service laundromat chain in Armenia — from concept to full operational execution.
Agile
Scrum
Kanban
CJM
DoR-DoD-DoS
ICE / RICE
Product Discovery
Product Delivery
MVP
E2E delivery
Data Science
ML
Predictive Modeling
4P/5P marketing
Product marketing
SMM
GoogleAds
YandexDirect
Consumer research
Assortment
Pricing
Price elasticity
Strategy
Promo planning
Floor planning
Shelf planogramms
Merchandising
Staff recruiting and development
Teams management
P&L
ROI
LTV
RFM
Business Process Planning
Automation
Tenders management
Data products and BI
Digital products and data science
Nielsen Russia - Market Analyst
British American Tobacco: market analytics, consulting, OOS (out-of-stock) projects, and demand elasticity modeling
PepsiCo - Category Manager
Mars Inc - Category Analyst
CatMan projects with national and regional retail chains. Matrix planning and in-store A/B testing
Leroy Merlin - Head of Department
Assortment management, retail pricing, demand elasticity analysis, private label development and go-to-market strategy, online and offline merchandising, in-store sales scripts, and promo planning
Leroy Merlin - Data Product Owner
Recommendation services for promo and assortment management based on data models.
Team hiring, system architecture design, BI dashboard development, and rollout across all product categories
GoldApple - IT Business Partner
MVideo-Eldorado - CPO
MVideo-Eldorado - Product Owner
Digital products for commercial management powered by recommendation-based Data Science models.
Implementation of scalable product development workflows, metric hierarchy design, online and offline A/B testing, P&L and ROI modeling, team hiring, and talent development
2014-2015
2015-2017
2019-2021
2021->
2017-2019
Retail consulting
Category management
Commerce management
Private label chain of self-service laundries in Armenia.
Market analysis, 4P analysis, P&L and ROI calculation for 3 years, CJ design, design of premises and utilities, configuration of equipment and autonomous supply systems, contractor tender, marketing strategy, content and SMM
Laundry Point
Cosmetics
Development, production and sale of personal care cosmetics
2023
B2С&B2B services
Beauty
2025
2025
Biotech
Development, production, and sales of plant and animal supplements
Biosupplements
Work experience
Products and services
Online and offline learning and courses
Category management basics
Category Management Course for Product Managers and Category Managers
250 $
Get course
Client needs research
Course for advanced category managers and category directors
250 $
Get course
Research and construction of user CJ
Course for PO and CPO
250 $
Get course
Metrics and metric hierarchies
Course on metrics for PO and CPO. Also suitable for advanced category directors and business owners
250 $
Get course
In-person training
In-person training session for groups of up to 8 people
from 2 500 $
Learn more
Contacts
phaser6@gmail.com