B.b.a. economic management; m.a. public relations in marketing

Brands managed – International Markets:
- Still and Sparkling Wines portfolio – 10 wine brands
Main achievements – export portfolio:
- Direct contribution to wine brands image growth;
- Direct contribution to wine brands presence growth in international wine competitions.
Main Responsibilities – International Markets:
- Plan, budget, execute and asses specific global marketing activities;
- Provide monthly monitoring of Global Marketing Budget;
- Assure clear communication within departments during marketing projects phases: planning, budgeting and implementation;
- Plan, budget, execute the Wines & Spirits International Competitions Annually Calendar (e.g. DECANTER; CONCOURS MONDIAL DE BRUXELLES; MUNDUS VINI (PROWEIN), THE CHAMPAGNE & SPARKLING WINE WORLD CHAMPIONSHIPS (CSWWC); THE DRINKS BUSINESS - GLOBAL WINE MASTERS & THE GLOBAL SPIRITS MASTERS COMPETITIONS; INTERNATIONAL WINE CHALLENGE (IWC); INTERNATIONAL WINE & SPIRIT COMPETITION (IWSC); BERLINER WEIN TROPHY; ASIA WINE TROPHY; WORLD DRINKS AWARDS; BEVERAGE TESTING INSTITUTE; INTERNATIONAL TASTE INSTITUTE; CHINA WINE & SPIRITS AWARDS (CWSA); USA SPIRITS RAITINGS (USR); INTERNATIONAL SPIRITS CHALLENGE (ISC); ULTIMATE BEVERAGE CHALLENGE; BARTENDERS BRAND AWARDS; BATENDERS SPIRITS AWARDS);
- Define the Annual Plan/Participation to International Exhibitions, for approval submission and track the execution and spendings;
- Provide marketing support to affiliates (Brazil, Chile, US, Greece) and global export team for leveraging export wines portfolio visibility both online and offline;
- Briefing and coordination of the PR/Communications dept. for official internal/external announcements related to awards taken and international exhibitions participation;
- Coordinate/align with the Romania’s marketing & NPD team, for keeping up to date all marketing related info about exported wines portfolio;
- NPD Project management for export market exclusive wine brands;
- Point of contact for third party suppliers such as: Wines Brand Ambassador on international projects;
- Coordinate, supervise and asses strategic ecommerce marketing partnerships egg. Vivino - wines international platform.
Brands managed - Local Market _ Romania (2017- 2021):
- Local Wines portfolio (2017 – 2021): 16 still and sparkling wine brands;
- Imported Wines portfolio (2017 – 2018): 8 wine brands, such as: Marchesi de Frescobaldi, Tinazzi, Gancia ( Italy); Louis Jadot ( France); Vega Sicilia (Spain); Tapiche Argentina (Argentina); Concha Y Toro (Chile); Villa Maria ( New Zeeland).
Main achievements – local portfolio (2017 – 2021):
- Direct contribution to Rhein Extra Sparkling Wine image brand growth;
- Direct contribution to Byzantium Still Wine image brand growth;
- Development and implementation of retail tactical activations and special visibility for Ho Re Ca, in selected outlets.
Main Responsibilities – Local Market _ Romania (2017 – 2021):
- Plan, budget, implement, monitor and asses all marketing mix activities in accordance with the marketing brand plan (on-target, on-budget and pre-set KPIs) of the local wine’s portfolio;
- Plan, execute and monitor the A&P budget, for the assigned brands;
- Plan, budget, execute on trade/off trade tailor made branding/ POSM’s and off trade special Limited Edition/VAPs for local market;
- Briefing and coordination of the PR agency for PR special events/special project/Ads/Advertorials/ Monitoring reports;
- Point of contact for partner PR/Creative/Digital/BTL agencies and third-party suppliers;
- Market landscape monitoring such as: competition analysis, price checks, store checks, on-trade location visits and supervision for the marketing activities implemented in the market;
- Tactical communication initiatives for imported wines portfolio.

Brands managed: Ballantine’s, Jameson Irish Whiskey, The Glenlivet, Martell – Whiskies Portfolio; Lillet – Aperitif.
Main achievements:
- Direct contribution to Jameson brand growth, +30% volume growth on a monthly base;
- Direct contribution to consumer target rejuvenation for Ballantine’s brand, from +35yo to +20yo through marketing activities mix;
- Development & implementation of digital media campaigns for Ballantine’s & Jameson, overachieving KPI’s +15%.
Main Responsibilities:
- Develop marketing brand plans for the entire brand's portfolio assigned in the Romanian market;
- Plan, execute and monitor the marketing budget (A&P) for the brands assigned;
- Develop, budget, plan, implement and monitor of all marketing mix activities in accordance with each marketing brand plan (on-target, on-budget and pre-set KPIs) in line with the global brand strategy and local brand plans;
- Briefing and coordination of the PR/Social Media agency for special events/special projects/Ads/Advertorials/ Monitoring reports.
- Plan, budget, execute on trade/off trade tailor made branding/POSM’s for local market and off trade special Limited Edition/VAPs both local and other neighbor countries;
- Set - up, coordinate, supervise and evaluate the action plan of a dedicated Brand Ambassador for the Jameson brand according to pre-set KPIs;
- Set-up terms & conditions, regarding brand exposure (visibility/activation/communication) inside marketing strategic partnerships like high scale music/ film/ spirits festivals egg. Untold Festival, TIFF Film Festival, Whisky Fest;
- Communication lead for both on-trade (Ho Re Ca) and off-trade (Retail) sales force;
- CSR representative responsibilities for Romanian, such as: develop, budget, plan, implement and monitor Romania’s CSR activity annual plan, covering topics such as: legal drinking age, moderate alcohol consumption and environmental protection in collaboration with third-party supplier’s egg. Erasmus;
- Point of contact for partner agencies and third-party suppliers;
- Market landscape monitoring such as: competition analysis, price checks, store checks, on-trade location visits and supervision for the marketing activities implemented in the market.

Brands managed: Germanos and Telekom Partner Shops.
Main achievement:
- Development of a new monthly retail magazine in a more attractive format available in Germanos and Germanos partners stores.
Main Responsibilities:
- Develop, plan, implement, coordinate and asses all the B2C marketing communication activities (ATL: online, radio and TV; Retail - Store Dressing and BTL) for the brand assigned in accordance with the monthly campaigns plan, on-target, on-budget with monitoring and according to pre-set KPIs;
- NPD Project management for the new Germanos retail magazine format;
- Content Plan Development in collaboration with the Product Management dpt., execute, approve internally, monitor the production/distribution/ implementation of the Germanos retail printed magazine in the territory and inside the shops;
- A&P management;
- Communication lead for the merchandising force and product assigned team to develop tailor-made communication campaigns, customized promotions according to the brand profile, positioning and target;
- Point of contact for partner agencies and third-party suppliers.

Brands managed: Gruppo Campari portfolio: Aperol, Campari, Cinzano, Skyy Vodka, Wild Turkey, Carolans and others.
Main achievements:
- Direct contribution to Aperol brand growth, drafting and supervising the development and implementation of the brand plan and its consequent activities. The brand grew in volume almost double in 2013;
- Development of the local digital platforms for Gruppo Campari brands in accordance with the international guidelines as well as local market and target profiles, developing programs and applications under these platforms;
- Development of trade marketing incentive campaigns for sub-distributors;
- Development of training modules and campaigns for the on-trade (Ho Re Ca) stuff.
Main Responsibilities:
- Develop the marketing brand plans for the entire brand's portfolio in the Romanian market;
- Plan, execute and monitor the marketing budget (A&P) for the brands assigned;
- Briefing and coordination of the PR agency for special events/special projects/Ads/Advertorials/ Monitoring reports.
- Briefing and coordination of the social media/digital agency for monthly content plan implementation and tactical digital campaigns;
- Plan, budget, execute on trade/off trade tailor made branding/ POSM’s and off trade special Limited Edition/VAPs;
- Develop, budget, plan, implement and monitor of all marketing mix activities in accordance with each marketing brand plan (on-target, on-budget and pre-set KPIs);
- Set - up, coordinate, supervise and asses the action plan of a dedicated Brand Ambassador for the Aperol brand according to pre-set KPIs;
- Plan and execute all external market visits of the International BA or Brand Owners representatives;
- Communication lead for both on-trade (Ho Re Ca) and off-trade (Retail) sales force;
- Point of contact for partner agencies and third-party suppliers;
- Market landscape monitoring such as: competition analysis, price checks, store checks, on-trade location visits and supervision for the marketing activities implemented in the market.

Brands managed: Aperol, Skyy Vodka, Teachers, Beluga Vodka and Pommery Champagne.
Main achievements:
- Direct contribution to Aperol brand growth by drafting and supervising the development and implementation of the brand plan and its consequent activities. Brand growth in volume by 250% in 2012;
- Development of the local digital platforms for Gruppo Campari brands in accordance with the international guidelines as well as local market and target profiles, developed programs and applications under these platforms;
- Development of trade marketing incentive campaigns for sub distributors;
- Development training modules and campaigns for the on-trade (Ho Re Ca) staff.
Main Responsibilities:
- Develop marketing brand plans for the entire brand's portfolio in the Romanian market;
- Plan, execute and monitor the marketing budget (A&P) for the brands assigned;
- Briefing and coordination of the PR agency for special events/special projects/Ads/Advertorials/ Monitoring reports.
- Briefing and coordination of the social media/digital agency for monthly content plan implementation and tactical digital campaigns;
- Plan, budget, execute on trade/off trade tailor made branding/ POSM’s and off trade special Limited Edition/VAPs;
- Develop, budget, plan, implement and monitor of all marketing mix activities in accordance with each marketing brand plan (on-target, on-budget and pre-set KPIs);
- Plan and execute all external market visits of the International BA or Brand Owners representatives;
- Communication lead for both on-trade (Ho Re Ca) and off-trade (Retail) sales force;
- Point of contact for partner agencies and third-party suppliers;
- Market landscape monitoring such as: competition analysis, price checks, store checks, on-trade location visits and supervision for the marketing activities implemented in the market.

Brands managed: miniMAX DISCOUNT and MACRO – retail networks.
Main achievements:
- Development and production costs optimization of the high-circulation printed materials by 30%;
- Development of an electronic data base with the entire SKU portfolio for an efficient management when developing the weekly or bi-weekly retail magazines;
- Leadership in the implementation of marketing programs and shop’s stuff training's in the teritory;
- Involvement in the strategical development process of miniMAX DISCOUNT and MACRO brands, including: research, agency supervision, path to purchase, merchandising and overall shop layout.
Main Responsibilities:
- Responsible for full marketing mix development, implementation, and supervision (ATL, retail and BTL) for the brand assigned;
- Monitor the marketing budget (A&P) for the brands assigned;
- NPD Project management for the MACRO retail magazine;
- Content Plan Development in collaboration with the Product Management dpt., execute, approve internally, monitor the production/distribution/ implementation of the miniMax DISCOUNT and MACRO retail printed magazines in the territory, online and inside the shops;
- Project and budget management in relation with agencies and third-party suppliers;
- Monitor and asses the retail marketing activities implemented.

Clients Managed: Diageo portfolio (J&B, Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Camus, Ciroc), Petrom, Heineken, Nestle (Maggi, Nescafe), ING, Eureko, Unilever (Dove), Orange, Kraft, British American Tobacco, Colgate & Palmolive.
Main achievements:
- Double-digit increase on all J&B activation's implemented;
- Best exposure for Petrom CSR campaign (“Tara lui Andrei”) in on and off line of any CSR campaign.
Main Responsibilities: project management; HR management; logistic management; budget management; assessment.

Clients Managed: Henkel, Romtelecom, De Agostini, Sprinter 2000, Germanos, Sprider.
Main Achievements:
- Direct contribution to the development of a store check program for De Agostini (printed magazines), which monitored specific testing periods and national campaign launches for specific targets. The program facilitated exponential growth for the company.
Main Responsibilities: project management; HR management; logistic management; budget management; assessment.

Clients Managed: G2 ( Multinational Adverting Agency from WPP Worldwide Group) working for companies like: P&G, Nokia, Romtelecom, Golden Brau.
Main Achievements:
- Direct contribution in the development of a HR national network development (Area Managers, City Managers, Team Leaders), recruitment, training, reporting and logistic mapping and tracking procedures to ensure maximum efficiency and optimize costs.
Main Responsibilities: project management; HR management; logistic management; budget management; assessment.

Field of Study - Marketing
Specialization - Public Relations in Marketing

Field of Study - Economic
Specialization - Management

Field of Study - Finance - Accounting