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Empowering businesses
to drive route-to-market excellence

Welcome to SM Strategy business consulting!

With over two decades of dynamic leadership experience as a Sales Director within HEINEKEN operating companies across seven diverse markets, I bring a wealth of knowledge and insights to the table. Today, as the founder of SM Strategy, the business consulting company, I am dedicated to helping businesses thrive in the ever-evolving landscape.

I am greatly passionate about business growth opportunities, which can be achieved by shaping holistic Route-To-Market strategy, improving sales and distribution capabilities, and proactively driving required changes internally and externally.

My recent major consulting engagements include:

  • Interim Transformation Director @ Pivovarna Lasko Union (HEINEKEN Slovenia)

Spearheaded transformative changes, driving significant improvements in operations and performance

  • Interim Chief Growth Officer @ GenePlanet, a leading Slovenian biotech company

Developed longer-term business growth and market expansion strategy for medical genetic testing business

I look forward to discussing your business challenges, and would be happy to support you as a consultant or sparring partner for your business growth initiatives.

If you want to learn more about my professional career, please, visit my LinkedIn page

Sincerely Yours,

Sasha Makarenko

“Sasha has gained vast international experience in business transformation in a variety of market dynamics across the world. He has  proven real expertise in shaping RTM strategy and building high-performing organisations.

Sasha is a top senior leader, who is always challenging the status-quo in a positive way, making things happen, supporting strategy execution and empowering teams in the field.

He is great at shaping strategy, down-to-earth and has a real hands-on approach”


Javier Pijoan
Board Member & Non-Executive Director @ Grupo Varma (Spain) &
Winche Redes Comerciales (Spain)

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