Ilinca Puscasu

Owned the RGM framework across 7 product categories in SEE markets, developing annual commercial plans with KPIs aligned to P&L and margin objectives. Led pricing and competitive analysis using Nielsen, SAP, and Power BI and facilitated cross-functional workshops to translate RGM strategy into channel and portfolio actions.

Led end-to-end OBPPC/TPM for Croissant and Praline categories, designing pack-price architecture and trade promotion frameworks using Nielsen simulations to optimize volume and value growth. Delivered $3.5M gross profit improvement by executing RGM initiatives (promo investment analysis, trade spend reallocation, and 9-month rolling S&OP/IBP forecasting), presenting decision-ready recommendations

Coordinated 10+ national multi-channel retail campaigns, managing independent workstreams across 5 agencies while maintaining commercial accountability across touchpoints. Ran A/B testing and experimentation on the myglo.com/ro retail platform and led cross-functional alignment workshops to drive channel investment and execution decisions.

Owned a £15.6M commercial finance budget for Bulgaria, managing full-cycle budgeting, forecasting, and variance analysis using SAP and BPC. Built trade investment ROI models and held IFRS 15 responsibility with audit ownership, including internal controls and SOX-equivalent documentation.

Owned a £15.6M commercial finance budget for Bulgaria, managing budgeting, forecasting, and reporting in SAP and BPC with variance analysis and financial modelling to support commercial decisions and P&L management. Identified ROI optimization opportunities through market and portfolio analyses and provided structured cause-effect insights linking commercial investment to performance.

Built and maintained commercial performance analytics across channels and customer segments, developing automated dashboards and decision-support tools presented directly to the Sales Director. Conducted A/B testing and experimentation on digital sales tools and managed multiple cross-functional project workstreams to deadline in a matrix environment.

Built and maintained commercial performance analytics across channels and customer segments, creating automated dashboards and decision-support tools to improve KPI visibility for senior management. Conducted granular performance gap analyses per product, channel, and region, translating cause-effect findings into corrective recommendations presented to the Sales Director.

Managed a network of 232 independent SME franchisees, overseeing portfolio performance, commercial targets, and partner development across regions. Defined and monitored partner commercial conditions by segment and coordinated corrective action plans with regional sales teams to address underperformance patterns.

Managed retention and commercial development for enterprise B2B accounts by building long-term client relationships and delivering revenue growth through tailored proposals. Conducted account-level profitability analysis and negotiated contract renewals, maintaining retention across a portfolio of large corporate clients.

Completed a Master’s degree in Communication & Public Relations at SNSPA.

Completed a Bachelor’s degree in Political Sciences at SNSPA.

Completed a Master’s Degree in Communication & Public Relations at SNSPA.

Completed a Bachelor’s Degree in Economical Integration & European Studies at Romanian American University.

Completed a Bachelor’s Degree in Political Sciences at SNSPA.