Vlada Rakhunov

Enthusiast
DISC Type : i

Head of Product at Diageo

San Francisco, California, United States

Overview

Vlada Rakhunov is a product and growth leader with extensive experience in e-commerce, subscription, and loyalty programs for major brands like Diageo, Sephora, and Keurig. Colleagues and collaborators often describe her as innovative, organized, and deeply consumer-centric, with a talent for bringing clarity and confidence to complex projects.

Originally from Boston, Vlada is an active participant in the Bay Area Jewish community. Outside of work, she enjoys exploring new restaurants, traveling to faraway places, and is a fan of the Bravo network. She lives in San Francisco with her partner and their dog, Izzy.

Unique fact: Vlada was the founding Head of Product for TheBar. com, leading the launch of Diageo’s first-ever direct-to-consumer spirits platform in North America.

Personality Overview

Non-Confrontational

Consensus Focused

Amiable & Agreeable

They prefer to build relationships rather than staying totally transactional.  They agree with others often, so exercise caution when relying on their word. Unlike D or C types, they are convinced more by stories and testimonials.

Topics They Care About

DTC E-commerce
She has a proven track record of leading and growing direct-to-consumer platforms for major companies like Diageo and Keurig Green Mountain.
Customer Loyalty
At SEPHORA, she was the Principal Product Manager responsible for unlocking personalization at scale for the company's loyalty program.
Subscription Models
She has direct experience scaling subscription programs, notably at JUUL Labs where she supported age-verified smokers.

Media Appearances

Vlada has no verified media appearances

Work History

6-2022
Head of Product at Diageo
10-2021 - 1-2022
Advisor at KYX
2-2020 - 10-2021
Principal Product Manager at SEPHORA
2018 - 2020
Senior Product Manager at JUUL Labs
2016 - 2018
Product Manager at Keurig Green Mountain, Inc.

Education

2007 - 2010
Bachelor of Science from Johnson & Wales University
2008 - 2008
International Business from IHM Business School

More Information

Social Presence :

Prographics :

Exp : 15 Location : San Francisco, California, United States Job Level : Mid-senior Designation : Head of Product at Diageo
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Insights For Selling To Vlada

During A Call Or A Meeting

DO's

  • Ask them how their day is going or exchange some other pleasantries
  • Give them the opportunity to lead the conversation where possible
  • Speak from experience about success that the product has seen with other customers

DONT's

  • Avoid overloading them with too much information
  • Don’t be excessively objective, be like a storyteller with them
  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Vlada is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Vlada

  • They probably won't say no directly.


Insights For Deal Planning

    How fast (or slow) will Vlada move?

  • They are not the ones to make fast decisions, even while they stay committed.
  • Can Vlada take some risk or not?

  • They can take some low-probability risks if needed.

You And Vlada

Personality Compatibility


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