Ekaterina Pichugova

Ekaterina Pichugova (Katya) is a dynamic and accomplished leader with over two decades of experience in the fast-moving consumer goods (FMCG) industry. As General Manager for the Gulf region at Mars Middle East & Africa, based in Dubai, UAE, she is at the forefront of driving growth and innovation across highly competitive markets.

Katya's career began in 2003 in Avanta Ltd before she joined Mars Russia in 2004, where she quickly advanced through a series of increasingly senior roles in sales and category leadership within both the Mars Multisales and Petcare segments. Her early experiences in field sales have played an influential role throughout her versatile career, characterizing her natural ability to build and lead high-performing teams. In 2009, she was promoted to Head of Category and Customer Marketing, where she played a pivotal role in establishing the Category Management function for Mars Pet Nutrition Russia.

Katya is a recognized brand transformation and growth specialist within the retail sector. Having joined Mondelez International in 2013, she quickly made her mark shaping the growth and leadership strategy for the Chocolate category. The following year she ventured into entrepreneurship, launching her own fashion retail franchise of Intimissimi in Moscow.

Katya returned to Mars in 2016 as Field Force Director for Mars Pet Nutrition, where she led the transformation and reorganization of the distributor network and regional field force, with a succession planning, and talent development within the company. In 2019, Katya transitioned to Mars Wrigley Russia, assuming the role of Channel Development Director for Modern Trade, and subsequently took on the role of Sales Director in 2020, further solidifying her expertise in driving growth and leading strategic initiatives.

In her current role, Katya focuses on sustainable value creation, leadership development, and strengthening Mars' presence in the Middle East and Africa. With over 20 years of experience, she is known for her collaborative leadership, and her commitment to cultivating a culture where talent thrives, and the business remains future-ready with sustainable, profitable growth.

Outside of her professional life, Katya enjoys traveling, exploring new cuisines, and spending quality time with her daughter. Her journey from Russia to the UAE marks her first international assignment, and she is excited to bring her wealth of experience and passion for leadership to this new challenge; as well as embrace new experiences and cultures.