PRODAL 94

Marketing & Trade Marketing Director

GetDisruptive Lab

Founder

Secom Romania

Business Unit Director

Board member, leading marketing and portfolio strategy for Secom Healthcare, an entrepreneurial Romanian company, founded in 1997, recognized as the authority leader of integrative medicine solutions. 
Building sustainable business growth through brand building & communication, innovation agenda and general portfolio management of more than 450 SKUs. 
Project manager for Secom’s first own brand of dietary supplement, Good Routine.

Marketing & Communication Director

Breslo

Breslo.ro is the first romanian marketplace dedicated to handmade creators. Since 2008 more than 30.000 artisans joined Breslo' community offering more than 3.000.000 handmade creations.
- Designed business’ strategy and development, targeting a Net Revenue increase and a double-digit profit margin by 2020
- Restructured the team by 30% and re-invested in consumer campaigns
- Reorganized functional areas and implemented process’ automation

PepsiCo

- Managed a team of 5 people, across all beverages brands, as member of Romania’s Leadership Team
- Innovated consumer’ promo mechanics through a unique brand proposition
- Improved the marketing mix that generated an NR improvement

Beverages Marketing Activation Manager

- Led a team of 7 people, across all food brands
- Managed and implemented a new food range in record time, generating a positive double-digit NR impact;
- Drove historical results for local food business, delivering NR vs target and 1.1pp gain in Value Share vs PY
- Optimized A&M allocation, with a better rate of working/non-working vs target

Snacks Marketing Activation Manager

Danone

- Led the development and implementation of core brand strategies (communication, pricing, media), alongside a team of 4 people;
- Designed and implemented portfolio’ costs optimization, generating profitability improvement;
- Developed the SKU’ optimization flow together with R&D and Supply Chain, generating an important profitability

Brand Marketing Manager

- Managed a team of 12 across 3 departments;
- Generated important savings from contracts re-negotiation;
- Improved value and volume market share in traditional trade channel through special project implementation;
- Developed category management’ strategy of re-allocating total cool space in MT; generated an important share increase for Danone’ brands

Head Of Trade Marketing

- Managed 2 international accounts;
- Developed 2 joint business plans with one account, that generated 3 innovative projects in key stores and a value share gain of 5pp;
- Recruited and led a team of 60 people across 5 regions, accountable for 35% of company’s revenue
- Improved secondary placements in MT stores by 7pp, SOS by 9pp and market share by 4pp, that drove a relevant sales value increase across
- Became a certified internal trainer

Regional Key Account Manager

Mercadia Holland BV

- Full category management project for all food/non-food categories listed in-store
- Development of special sales projects dedicated to sales uplift and penetration
- Weekly sales forecast and daily assumptions over the in-store stocks
- Development and implementation of store layouts (planograms, traffic, available space)
- Risk assessment analysis over OSA, expiring dates

Sales and Trade Marketing Manager

- Developed Category’ strategy and vision
- Managed and negotiated first CATMAN project in top 4 international clients, generating a national value share increase of 8pp and double-digit sales value uplift;
- Developed and implemented CATMAN project for more than 150 stores, generating a SOS increase of 25%
- Developed the first CATMAN handbook for internal sales-force

Category Manager

Cargill

- Developed the supply/demand system for local grain commodities
- Reported to Geneva Hub (market status, pricing status, weather impact)
- Managed and reported grain’s local P&L

Grain Junior Trader

With a proven track record in strategic innovation and disruptive growth, I excel at driving transformative results. I have generated double-digit market share growth for top FMCG brands and achieved impressive revenue increases. 

As a visionary leader, I leverage my strategic perspective to identify root causes and propose holistic solutions. Equipped with a Certification in Disruptive Strategy from Harvard Business School, I possess the expertise to unlock growth opportunities and implement disruptive innovations. 

My strategic acumen, combined with operational excellence and a relentless drive for success, makes me a valuable asset in achieving business goals.

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