Bucharest, Romania
Passionate about growth driven by the empowered people in my teams. Compelled by progress, I’m a self-motivated and resourceful strategist with a proven ability to develop and strengthen operations in order to maximize efficiency. Proactive, energetic, creative, persuasive, open-minded, eager to learn and apply new technologies. Trustworthy and well organized. Enthusiast promoter of the digital & AI world.
Developing the strategy for growth by emphasizing the strengths of the Muller brand and maximizing the opportunities. Building a much stronger and loved brand by developing specific consumer programs that elevate the brand parameters. Building connections and improving suppliers synergies to support the delivery of excellent results. Implementing tactics and working flows that improve ROI and ROAS. Always in pursuit for better and more efficient tactics that fulfill the designed vision. Supported YOY double digit sales growth every year in the past 5 years, with a best performance of 28%. Launched over 20 SKUs in more than 5 different categories that are successfully developing YOY. Nominated for two major categories: Brand of the Year and Best New Beverage of 2024
Building the marketing department by hiring and growing the right people for the right job. Developing Strategic plans for the future 3-5 years of Muller Dairy’s steps in order to achieve new records, in line with the vision & mission of the company. Reporting to the CEO Reporting to me: Brand Managers & Marketing Specialist. Awarded with Best New Product of the Year of 2022
A both Strategical & Executional role. In charge with all marketing plans, strategies & tactics for the assigned categories (approx. 50% of the total portfolio). In charge with the successful implementation of the approved activations. Managing the categories development, with great results (+38% in average increase vs 2019, depending on the category). As part of the daily business, managing the relationship with the media, communication, digital and research & retail audit agencies. In charge with the inter-department communication for each campaign or portfolio changes (including TV & Digital assets, PPT presentations, logistics data, pricing, benefits and characteristics, internal & partner codes, etc). Analysing Sell-in and Sell-out, retail audit data and research results with any given occasion. Highly involved in R&D processes, to increase and diversify the portfolio. Responsible for the well-being of the category, the ROI of each campaign and the profitability of each category. Key Achievements: drove the most successful NCP of Muller Dairy with +65% better results than the previous best campaign; +106% achieved sales vs target; over 65 million impressions in Digital and overachieved all the TV & Digital KPIs. Reporting to VP of Sales & Marketing. WON the Employee of the Month in March 2020.
Toys industry (over 800 billions euros Worldwide) is magic and Hasbro is absolutely wonderful. This actually made my job so much more beautiful. In charge with Boys & Preschool categories, I manage brands like NERF (No.1 Worldwide & locally), Play-Doh (No.1 Worldwide & most digitalized Hasbro Brand Worldwide, No. 2 locally), TRANSFORMERS, POWER RANGERS and Marvel & Disney licensed brands like Spider-Man, Star Wars, Avengers. Managing Romania & Bulgaria (& Hungary for 1 year), I have a wide vision of the toys market in the CEES Region therefore I understand and adapt strategies according with the facts & the trends in order to deliver the best possible results. Personally managing a business of a few mil euros, from the marketing perspective, I am in charge with developing the assigned brands through the following tools: - 360 degrees National Campaigns; - TV campaigns strategy (from choosing the TVCs to dubbing and airing); - Digital campaigns (Influencers, GDN, YT, search); - Social campaigns (FB, YT & IG posts, ads & campaigns); - New product/ranges launches; - Events planning; - Evaluation of the brand's performance; - Budgeting for the assigned categories; - Forecasting; - Localization of certain items. Key Achievements: - Over performance of TRANSFORMERS BUMBLEBEE National Campaign during fall/winter 2018; - Increased Brand awareness of Play-Doh benefits; - Developed the Nerf brand by enlarging the portfolio & extending the target; - Maximized movies effects for the licensed brands. - Nominee to the Best Performer of the Year in 2018 (CEE region Award). Reporting to the Commercial Manager (CEE-South Region) Reporting to me: Brand Manager in Hungary & Marketing Assistant RO/BU
An entrepreneurship intent, in partnership with Know-How, a local team of investors, which implied I was fully operational while developing 2 small clothing stores in Buzau. Developed as a start-up, I was in charge with operations, from choosing clothes suppliers, all administrative tasks, recruiting & training of the staff, promo & sales campaigns. Reporting to the Investors at Know-How. Reporting to me: the shop sales staff. Cooperating with the externalized accountant, state financial institutions, owners of the rented spaces of the shops, etc.
Lactalis, the european leader in the cheese industry and second biggest diary processor, owns brands like President, Galbani, Parmalat, and many others among which, LaDORNA, on the local market. While my development as a Brand Manager was backed up by many Lactalis training programs, my main responsibilities were: - to develop the medium and long term brand strategies for the assigned categories, assisted by the Marketing Director; - to perform data analisys (Nielsen) and propose action plans, accordingly; - to manage and execute brand specific activities: packaging, trade, financials & budgeting, sales support, private labels, public auctions for Milk School Program; - to brief and manage the creative art work; Since milk was one of the strongest pillars of LaDORNA, I managed 95% of LaDORNA Company Volumes. Key Achievements: - Launched and aired the new TVC: https://www.youtube.com/watch?v=Te-vvUPR1mc ; - Launched and managed LaDORNA’s facebook page: https://www.facebook.com/ladornagroup?ref=bookmarks - Launched 7 new SKUs; - Re-designed the entire portfolio of Milk and UHT Cream (19 SKUs); - Extended visibility of the Brand; - Conducted brand strength & brand power researches; - Developed new positioning strategies to maintain leadership and gain more marketshares points. - WON the Best Project of the Year 2013 Award, together with the Bio Yoghurt launch team. Reporting to the Marketing Director
The European cheese producer leader and the second largest dairy producer of Europe, Lactalis was an amazing employer which helped me grow as a Brand Manager and develop as a marketing professional. When I joined the company, I took a personal challenge in the Import-Export department, where my main responsibilities were: - Import and Export Sales plans to achieve the targets within 9 countries: France, Italy, Czech Republic, USA, Russia, Greece, Bulgaria, Hungary, Serbia; - Export Marketing Promo activations - tactical activities; - Import and Export Procedures and work flows; - I defined and implemented new working flows and procedures for Import and Export activities; - In charge with the Import and Export sales reports. - Rolling forecasts for the export sales. Key Achievements: - Increased number of active customers by 24%; - Sales increase by 43% versus budget (in Volumes). Reporting to the General Manager Reporting to me: Import-Export Assistant