Tkacheva Anna

Commander
DISC Type : D

Category Leadership director at Mars

Dubai, United Arab Emirates

Overview

Tkacheva Anna is a Category Leadership Director at Mars with over 20 years of experience in FMCG and retail. She is a specialist in driving sales and profit through category projects, with deep knowledge of developed and emerging markets like Egypt and Kenya.

Described by colleagues as a resilient and composed "peoples person, " Anna has been a people leader for over 15 years, focusing on recruiting and developing talent. She is passionate about fostering professional collaboration between suppliers and retailers through community events.

Unique fact: She was shocked by the high cost of in-store displays in Dubai compared to other countries, questioning their ROI.

Personality Overview

Decisive

Risk-Taker

Very Quick

They prefer to move quickly, and expect the same from others.  They put a lot of effort into ensuring personal success. They do not care very much about building rapport or relationships.

Topics They Care About

Category Leadership
Her entire career is built on using category management to boost sales. She builds global communities to share best practices and educates teams on the topic.
Shopper Experience
Her professional goal is to improve shoppers' lives. She is actively interested in how Generation Z wants to shape the future of the in-store experience.
Retail Execution
Focuses on creating the "Picture of Success" in stores through optimal assortment, planograms, and effective display solutions in both main aisles and transaction zones.

Media Appearances

Anna Tkacheva – Category Leadership Director, Mars (Speaker at ISM Middle East 2025). Featured in ISM Middle East

See Now

Work History

8-2021
Category Leadership director at Mars
10-2017 - 8-2021
Global Category Leadership Director at Mars
10-2013 - 10-2017
Head of category management team at Mars
10-2012 - 10-2013
Category insight manager at Mars
10-2006 - 10-2012
Head of category management team at Danone Russia

Education

1998 - 2002
Education details unavailable from Russian State University of Trade and Economics

More Information

Social Presence :

Prographics :

Exp : 24 Location : Dubai, United Arab Emirates Job Level : Mid-senior Designation : Category Leadership director at Mars
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Insights For Selling To Tkacheva

During A Call Or A Meeting

DO's

  • Be respectful but crisp
  • Make sure that you circle back fast on any action items, it wins their trust
  • Hold your ground without indulging in one-upmanship

DONT's

  • Don’t focus on process and rules, give the impression of being a ‘gets it done’ person
  • Avoid being too verbose
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tkacheva is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Tkacheva

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Tkacheva move?

  • If convinced, they can reach decisions quite fast.
  • Can Tkacheva take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Tkacheva

Personality Compatibility


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