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Work Background
INGCOS APPS SRLChief Executive Officer
Aug. 2021 - Jan. 2025RomaniaJoined the team of KickR, later JOAKA App and led the development of a digital platform for booking sports fields in Bucharest and 8 other counties across Romania.
Oversaw the entire product lifecycle — from concept and UX design to marketing, onboarding partners, and user acquisition.
Built strategic partnerships with sports arena operators and collaborators, expanding the network and availability of the app.
Implemented targeted marketing campaigns, achieving consistent user growth and brand visibility in the local sport-tech market.
Coordinated a cross-functional team (tech, marketing, sales), ensuring agility and delivery of key milestones in a startup environment.
Alda Design InteriorManaging Partner
Jan. 2009RomaniaRepresented Johns Manville AB Sweden in Romania, overseeing the national import and distribution of high-performance glass textile wallcovering for medical, corporate, and hospitality spaces.
Developed and executed B2B sales strategy, securing long-term clients such as Medlife Brașov and Scandia Hospital Cluj.
Implemented brand positioning and digital presence, resulting in increased visibility and market share in premium construction segments.
Managed procurement, pricing strategy, and commercial negotiations with public and private stakeholders.
DAVID Consulting SRLEntrepreneur
Oct. 2005BrasovStarting on September 2022, I became the CEO of the company which has developed the Kickr App - an app for those who want to book a sport field fast and easy.
ING Office Zizin BrasovManager
Oct. 2005 - Oct. 2016Romania, BrasovAfter helding the position of Retail Banking Officer in ING Brasov Branch, I have decided to take the opportunity to have a team with which we may prove the ING proficiency, when supporting our clients‘ demands for up to date banking products, both for individuals and companies.
DAVID Consulting SRLFounder & Business Consultant
Sep. 2005Romania2014 – Present Provide high-level business consulting for entrepreneurs and SMEs, with a focus on sales improvement, organizational structuring, and market positioning
Delivered strategic guidance and mentoring for clients across sectors such as tech, retail, HR services, food distribution, and furniture production
Successfully coordinated EU-funded projects, including one of €500,000
Designed and implemented go-to-market strategies for B2B and B2C products, supporting clients in launching or restructuring their business models Distributor – De Prado 2012 – 2016 (B2B / FMCG / Retail) Launched and coordinated the national distribution of De Prado premium olive oil in Romania, targeting high-end retail chains and gourmet resellers
Built the operational and commercial infrastructure from scratch — including logistics, warehousing, pricing strategy, and promotional campaigns
Negotiated key contracts with retailers and horeca chains; managed import procedures, customs clearance, and supply chain optimization
Delivered consistent year-over-year growth in turnover, positioning the brand as a recognized name in the Romanian delicacies market Franchise Owner – ING Bank 2005 – 2016 Operated one of ING Bank’s retail units under a franchise model, overseeing full-scale banking operations including sales, service delivery, compliance, and reporting
Grew the business from the ground up, acquiring thousands of individual and SME clients through personalized financial consulting and a service excellence mindset
Recruited, trained, and led a multidisciplinary team, ensuring both commercial performance and adherence to banking regulations and KPIs
Offered a complete suite of financial products and advisory services — from savings and insurance to credit lines and investment tools
Swedish South East CommerceBusiness Development & Sales Manager
Sep. 2005 - Dec. 2009Romania, Serbia, Croatia, Muntenegru, Kosovo- Pioneered the introduction of Swedish fiberglass wallpaper on the Romanian market, at a time when the product was virtually unknown locally.
- Educated the market on the benefits of this innovative wall-covering solution, focusing on its durability, fire resistance, and eco-friendly profile.
- Secured early adopters among foreign architects active in Romania and professional football players developing boutique hotels and private villas.
- Developed the full go-to-market strategy: from import logistics and pricing models to B2B sales and targeted presentations for architects and interior designers.
- Built a network of loyal clients through personalized consultations and product demonstrations, contributing to the product’s visibility and credibility.
David Consulting LTDBusiness Owner
Sep. 2005RomaniaFor 12 years David Consulting LTD had a contract of franchise with ING Bank. In November 2016, I sold the franchise and after a holiday of 4 month and a trip to Portugal, I decided to bring to Romania products from the food and wine industry. In 2017, according to https://www.restocracy.ro/category/proiectele-restocracy/topul-mancarurilor/ the Isoletta Restaurant from Bucharest, Herastrau was the best in seafood and fish - we provide them these kind of product and also De Prado olive oil and vinegar.
Swedish South East CommerceManager
Sep. 2005 - Dec. 2009Romania, Serbia, Croatia, Muntenegru, KosovoThis company was the representative in the Balcans for Johns Manville AB Sweden - the producer of the glass textile wallcovering (tapetul din fibra de sticla). Starting the commerce in Romania with this product our first clients were the foreign investors, the football players which were building hotels and other business men. Later, because of dividing the activity in different companies established in each country and because of the company name, we have decided to transfer the activity for ALDA Design Company, which will continue the work.
ING Bank BrasovCorporate & Private Clients Officer
Jan. 2003 - Sep. 2005Brasov, Romania- Started by providing corporate clients with front-line information, support, and guidance on financial products and operational procedures.
- Promoted to Private Clients Officer, managing a portfolio of high-value individuals with personalized financial needs. - Delivered tailored financial solutions, ensured service quality, and maintained strong client relationships through proactive communication and trust-building.
- Collaborated with internal departments to streamline client operations and meet compliance standards.
ING Bank BrasovRetail Client Officer
Jan. 2003 - Sep. 2005Brasov, RomaniaI was responsible to offer information and to offer support for corporate companies and later became Private clients' officer.
AXE Association BrașovCommunity Development Coordinator
Feb. 2001 - Dec. 2003Romania, Brasov county- Joined AXE Association, founded by former Mayor of Brașov, Mr. Adrian Moruzi, alongside local civil servants, with the goal of driving strategic development in the Brașov metropolitan area.
- Played a key operational and engagement role in the EU-funded project “We Develop Together”, co-financed by the European Union and the Brașov City Council, focused on introducing and promoting the concept of metropolitan governance.
- Led the mobilization of community stakeholders for the project’s training sessions held at Brașov City Hall.
- Coordinated outreach and participation of a wide spectrum of local influencers, including mayors, civil servants, entrepreneurs, educators, and clergy, fostering dialogue and cross-sector collaboration.
- The training programs aimed to establish the foundation for institutional structures and long-term cooperation needed to support the future Brașov Metropolitan Area.
The Association AXE BrasovEvents‘ Coordinator - the project for the Brasov metropolitan development We develop together
Feb. 2001 - Dec. 2003Romania, Brasov countyThe Association AXE Brasov was established by Mr. Adrian Moruzi, former mayor of Brasov together with some other civil servants in order to develop the Brasov community. The project ‘We develop together‘ had the financial support from the European Union and Brasov City Council and presented the concept of the metropolitan development. Practically I was responsible for turning the people out for the trainings held at the Brasov City Hall. The trainings were thought of in order to set up organizations and the support for further institutional decisions in the Brasov county, as to set up the metropolitan area. The participants were mayors, civil servants, business men, teachers, clergymen etc.
Women Managers Association of BrașovExecutive Assistant to the President & Center Manager
Jan. 2000 - Dec. 2004Braşov, Romania- Appointed as Executive Assistant to the President of the Women Managers Association of Brașov, an influential local organization promoting women’s leadership and entrepreneurship.
- Played a strategic role in coordinating Femina VIP, a high-profile annual gala recognizing outstanding women across key sectors in Brașov County.
- Worked closely with international partners including Peace Corps USA, chambers of commerce, embassies, public institutions, and business associations to co-develop projects and professional exchange programs.
- Actively participated in organizing press conferences, institutional partnerships, and experience-sharing events, and provided translation services when needed.
- Gained deep exposure to the professional environments of member companies by attending business events and directly engaging with female entrepreneurs.
- Member of multiple Organizing Committees for projects initiated by the association. Later, transitioned into a more strategic role as Manager of the Association’s Training Center, a position obtained by presenting a detailed business plan that highlighted the potential of the center as a revenue-generating initiative to support the association's long-term sustainability.
- Successfully led the center’s operational activities with a focus on efficiency, visibility, and value creation, positioning it as a hub for skills development and business networking for the local community.
- Oversaw program design, promotion, partnerships, and resource management, aligning the Center’s services with the strategic objectives of the association.
AIESECPresident AIESEC Brașov
Jan. 2000 - Dec. 2001Brasov- Recruited in 1999 and quickly advanced to lead as Project Coordinator for Career Days, a strategic initiative developed in partnership with Allianz Țiriac Insurance Brașov.
- Elected as President of AIESEC Brașov in 2000, leading the organization through a transformational year of international visibility and funding.
- Under my leadership, AIESEC Brașov became the first student organization in Romania to receive EUR 46,800 in funding from the Leonardo da Vinci Agency (EU), for a pioneering mobility and education project.
- Represented Romania and the project in Brussels at the EU press conference on December 6th, 2000, as a model of effective and transparent use of European funds (invited by Mr. Jonathan Sheely).
- Initiated and coordinated the development of the annual report in the form of a website – an innovative approach at the time – which earned a USD 500 prize from the American Embassy in Romania.
Association of Business Women in BrasovManager of Association s Training Center
Jan. 2000 - Dec. 2004Antreprenor
AIESECPresident AIESEC Brasov
Jan. 2000 - Dec. 2001BrasovI was recruited in 1999. In the same year, I was elected as Coordinator of the project Career Days. The project was developed having as strategic partner Alliantz Tiriac Insurance Brasov. The next year I was elected as president. During my mandate, the association AIESEC Brasov became the first student organization in Romania receiving a finnacial support of 46,800 EUR from Leonardo da Vinci Agency for a project. After the project in December, 6th, 2000 Mr. Jonathan Sheely invited me to the EU's press conference as to present the project as a successful example of spending correctly the money. The annual report for my mandate constructed as a website received a prize of USD 500 from the American Embassy in Romania.
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