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Lenta announces the appointment of Elena Fomina as Chief Marketing Officer

Saint Petersburg, Russia, 2017-Jun-20 — /EPR Retail News/ — Lenta (LSE, MOEX: LNTA), one of the largest retail chains in Russia, today (19 June 2017) announces the appointment of Elena Fomina as Chief Marketing Officer.

Elena Fomina has many years of experience working in marketing, sales and business development both in Russia and abroad, and is a specialist in the retail, FMCG and oil & gas sectors. Before joining Lenta, Elena was most recently Head of Marketing at Bashneft, where she established the marketing department from scratch. She was responsible for developing Bashneft’s product and pricing policies, forecasting and managing the company’s corporate and retail brands. Prior to Bashneft, Elena spent six years at Shell, where she initially oversaw the operational management of the company’s retail chain in Russia and then moved on to lead the development of network strategies for Shell’s global retail network. Elena has also worked at Nike where she helped to build Nike’s mono-brand retail network in Russia.

Elena holds an MBA from Kingston University and has also completed the Senior Executive Programme at London Business School.

Elena will lead Lenta’s revamped marketing department, which now oversees a number of key functions, including brand management, customer loyalty management, consumer communications and trade marketing. Elena will report directly to CEO Jan Dunning.

Lenta’s Chief Executive Officer, Jan Dunning commented: “The shopping needs of Russian consumers continue to evolve with every passing year. It is important than ever for retailers to truly understand customers, communicate with them effectively, increase their loyalty and enhance brand value. These trends were the drivers behind our decision to renew our marketing efforts and invite Elena to join us to drive forward our marketing strategy. I am very pleased to welcome Elena to the Lenta team and I wish her every success in implementing our marketing initiatives building upon our established loyalty programme”.

About Lenta

Lenta is the largest hypermarket chain in Russia (in terms of selling space) and the country’s fourth largest retail chain (in terms of sales as of 1Q2017). The Company was founded in 1993 in St. Petersburg. Lenta operates 195 hypermarkets in 78 cities across Russia and 56 supermarkets in Moscow, St. Petersburg, Novosibirsk and the Central region with a total of approximately 1,170,600 sq.m of selling space. The average Lenta hypermarket store has selling space of approximately 5,700 sq.m. The average Lenta supermarket store has selling space of approximately 900 sq.m. The Company operates seven owned distribution centres.

The Company’s price-led hypermarket formats are differentiated in terms of their promotion and pricing strategies as well as their local product assortment. The Company employed approximately 45,689 people as of 31 December 2016 1.

The Company’s management team combines a mix of local knowledge and international expertise coupled with extensive operational experience in Russia. Lenta’s largest shareholders include TPG Capital and the European Bank for Reconstruction and Development, both of which are committed to maintaining high standards of corporate governance. Lenta is listed on the London Stock Exchange and on the Moscow Exchange and trades under the ticker: ‘LNTA’.

A brief video summary on Lenta’s business and its Big Data initiative can be seen here.

For further information please visit


Anastasia Kuznetsova
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Source: Lenta

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