40 Under 40 2024: Natalja Voronova, Goodyear

Natalja Voronova

Regional marketing director, ASEANZ
Goodyear
Singapore

Natalja Voronova may have joined tire company Goodyear just seven months ago but the rubber has already hit the road. Upon joining in March, her team identified and validated superiority product claims that created a base for future communications. This new messaging is said to have increased purchase intent for the brand by sevenfold and surpassed a key competitor by twofold.

She also spearheaded a new label design for the company’s product in collaboration with WhyBD which allowed it to increase purchase intent by twofold. And under her leadership, the Malaysia team managed to secure a partnership with Mercedes-Benz for a major promotion. These efforts and more have put Voronova on track to hit a key revenue and profit milestone based on confidential numbers provided to Campaign.

It’s perhaps not a surprise that Voronova has kicked off her stint with a bang, given her CV features senior marketing roles at various MNCs, including RB, Abbott, and Unilever. At the latter FMCG company where she started her career, she aided in global innovations going to market, particularly for shampoo brand Sunsilk. And while at pharma giant Abbott, she ran a campaign to shine a spotlight on stunting via AR tools and a TikTok challenge which gained over a million people in reach.

One thing that speaks volumes about Voronova’s leadership style is her ability to empower her team alongside her own rise up the ladder. For instance, in her previous role, she identified key talent within her team and sponsored them during management and career discussions; as a result, three team members received promotions in the past year. It’s this assured and fair approach to leadership that influenced her appointment at Goodyear as the brand required significant restructuring and acceleration. Her strong performance was rewarded in June with an additional ANZ remit to her name.

In her spare time, she shares her knowledge as a member of the Singapore chapter of the American Chamber of Commerce. She’s also involved with the Healthcare Businesswoman Association for which she got invited to participate in an ambassador programme as an advisor. The annual programme was developed to support and elevate high-potential women's talent.