At Ursus Breweries, I led Modern Trade channel strategy and annual portfolio and shopper activation plans. I increased Modern Trade market share from 37.1 to 38.2 and delivered 30% volume growth for the easy lager category through the Peroni Capri summer campaign.
At Philip Morris Trading, I managed acquisition and retention programs for IQOS across digital, retail and omnichannel touchpoints. Integrated digital and remote engagement campaigns improved IQOS conversion to 78%, while a digitally transformed referral program cut costs by 50% and increased NPS to 92%.
Earlier at Philip Morris Trading, I designed go-to-market and brand activation strategy for the IQOS field force and managed service providers and budgets exceeding USD 10M annually. Operational optimization and contract negotiations delivered USD 500K in savings.
I also defined IQOS's business model in Romania and developed consumer activation through communities, ambassadors and co-creation events. My background spans trade marketing, customer experience, commercial deployment and sales across FMCG and highly regulated industries.
