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Work Background
TerentinoManaging Partner
Sep. 2013Bucharest, Romania
SABMillerMarketing Development Manager
Feb. 2010 - Sep. 2013Bucharest, RomaniaScope: Managing a team of 4 including 2 senior managers, in charge with Media management, Brand Sponsorhsips (National Football Team, Cupa Romaniei Timisoreana, TIFF and others), NPD and Capability Development of the team. Tasks: identify and negotiate best alliances across portfolio, extract maximum value from these associations as well as from media and manage capability development of the marketing team. Achievements:
• Built Fabrica de Bere Cluj project which involved activating the local community and managing the brand PR in Cluj over the 1 year project time which became the Ursus Flagship and the best beer selling outlet in Romania
• Renegotiated contracts with FRF and significantly improved rights and media packages • Renegotiated media contract and delivering more than twice performance against investment versus original contract.
• Implemented Marketing Spent Effectiveness principles and tools for the first time in Ursus Breweries and delivered trainings and coaching across all commercial functions.
SABMillerSenior Brand Manager Ursus
Jun. 2008 - Feb. 2010Bucharest, RomaniaJob’s scope: managing a team of 3 people, 2 brand managers and 1 junior brand manager. Fully in charge with the development and implementation of brand strategy, creative communications, activation planning and development, agencies management etc. Task: my objective was to position Ursus in the premium beer segment. Key achievements:
• Grew market share from 7.5% to 7.9% while increasing brand image perception and positioning into premium segment
• Articulated brand positioning and Big Idea, communication platform “Ambition” and determining long term activity plan
• Launched Ursus Twistoff – decicated HORECA bottle, Ursus 1L innovative champaign bottom PET, perfected alliance with the National Football Team, re-launched Ursus Alcohol Free and association with Ursus Alcohol Freetrack the first urban off-road competition.
SABMillerSenior Brand Manager Timisoreana
Apr. 2007 - Jun. 2008Bucharest, RomaniaJob’s scope: managing a team of 3 people, 1 brand manager and 2 junior brand managers. Fully in charge with the development and implementation of brand strategy, creative communications, activation planning and development, agencies management etc. Task: Inheriting a strong strategy from my predecessor, my job was to align the entire brand communication and bring consistency across several communication touch points of the brand: Romanian Cup, Serbarile Timisoreana and Thematic Campaign. Key achievements:
• Articulated Brand Big Idea and long term communication plan for Timi
• Achieved market leadership in 2008
SABMiller RomaniaBrand Manager Ciucas
Mar. 2004 - Mar. 2006Fully in charge with the development and implementation of brand strategy, creative communications, activation planning and development, agencies management etc. My task was to establish Ciucas as a strong national brand in the economy segment. Key Achievements:
• Re-launched Ciucas from a regional brand to a national brand, growing market share from 2.5% to 4.5% in 2 years. • Designed the brand’s communication strategy that leveraged “The Stag” as a brand icon which made Ciucas the economy beer with the best brand equity. Link test results were unequalled to date. Ciucas gained awareness quickly and broke through the clutter with less than half the budget invested in media, compared to its competition.
SABMiller RomaniaNPD and Research Manager
Mar. 2001 - Feb. 2004I was their first research manager tasked to set up an Insights department and a portfolio of research methodologies for both consumer and trade. The objective was to use research methodologies consistently, to develop insights and actionable leanings. Managing a team of 2 researchers, specialized in consumer and trade research I was also responsible for innovations and development of new products across portfolio. I have introduced several multipacking solutions to the market, first PET launched by SABMiller in Romania, I have market tested and prepared launched for brands like Miller, Peroni and Stejar.
Mercury Marketing & Research ConsultantsKey Accounts Manager
Jan. 1998 - Dec. 2001BucharestComing from an IT background this was my entry point into the marketing world and first contact with the business environment. Mercury was the most progressive marketing consultancies at that time and I grew rapidly together with the company learning valuable lessons from its founders. In my peak time here I got to manage entire relationship with key clients, accounting for more than 50% of the revenues: SABMiller, JTI and Nova Brasilia. This includes but is not limited to: understanding client problems, designing the approach and research methodology, project managing the entire research project, training and supervising a team of researchers and data analysts, writing the final report and delivering the presentation to client. Most of my research experience is in classic quantitative and qualitative methodologies and I have practical experience with most of them. I have worked on many product and pack research projects, set up psychographic and occasion based segmentation for the beer and coffee markets, brand tracking, advertising development and evaluation research
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