Lidia Sycheva

Lidia Sycheva is a seasoned professional in brand management and marketing, currently serving as the Senior Brand Relations Manager at TSUM Moscow since January 2022. Prior experience includes roles as Global Marketing Coordinator and Assistant for KILIAN Paris at Estée Lauder Companies France, as well as a Luxury Business Analyst at Luxurynsight. Lidia's early career features a trainee position at L'Oréal, where analytical skills were honed through promotional analysis and digital social listening research, and a student consultancy with Microsoft focusing on boosting sales in the Professional Services sector. Academic qualifications include a Master in International Management from CEMS and a Master's in Management from the Graduate School of Management St. Petersburg State University, complemented by international study experiences in Singapore and Mannheim.