Kristina Kalinina

My name is Kristina Kalinina and I’m the Category Lead for Microsoft’s Office business in Russia. I am a results-oriented marketing manager and I provide leadership & analytic-backed strategy that delivers quantifiable results. In my 8 years of marketing experience, I’ve found that teams, management, and businesses as a whole benefit from having an easy to understand, long-term strategy. To this end, I’ve created planning tools, decision-making tools, and have driven improvements of internal processes that enable my teams to offer optimal value propositions to our partners - and maximize returns on our marketing investments. One of my key accomplishments has been introducing more selective approaches in choosing the products we bring to market. This has had a waterfall effect on the business, giving the team new methods to adapt to changing market conditions and product lifecycles, and to better connect pricing management to marketing campaigns. In addition to marketing management, I have expanded my experience into business development. For instance, I used to establish new Windows Mobile Platform customers in non-traditional segments. Aside from work, I’m passionate about lifetime learning. I have a Diploma in Economics and International Business, and I pursue regular ongoing education in leadership training, business strategy, and marketing. If you have any questions about Office business in Russia or would like to contact me, please connect with me on LinkedIn!