C a t a l i n G e o r g e A l d u l e a P i v a r u
Bucharest, Romania  +40766.516.560  catalin.aldulea@gmail.com
PROFESSIONAL ACHIEVEMENTS
 15 years in FMCG industry
 8 years of Business Executive
 Leadership abilities with proven results within 3 top FMCG companies
 Extended experience in building, developing and optimizing a Distribution Network
 Extended experience in building and developing successful selling teams.
AREAS OF EXPERTISE
 Business Strategy
 Strategic Management
 Change Management
 Online Management
 Leadership
 Sales team performance
 Route to market optimization
PROFESSIONAL EXPERIENCE SUMMARY
 General Manager – Master Detox Romania (personal project) since October 2014 – present
 Commercial Manager – SC Cafea Fortuna SRL, March 2013 – October 2014
 National Sales Manager – SC Cafea Fortuna SRL, October 2012 – March 2013
 National Sales Manager – SC Atifco Fine Food SRL, August 2011 – October 2012
 National Sales Manager – SC Vincon Vrancea, October 2010 – January 2011
 Regional Sales Manager – SC Vincon Vrancea, 2006 – 2009
 Area Sales Manager – SC Vincon Vrancea, 2002 – 2005
 Van Sell, Chio Romania – Intersnack, March 2001 – August 2001
 Office Manager – Tourism & Bran Impex Trading & A.N.T.R.E.C.
 Business Consultant – AGROTEX - Switzerland
PROFESSIONAL EXPERIENCE
S.C. Cafea Fortuna – Bucharest
FMCG company providing coffee
Commercial Manager – March 2013 – October 2014
 Responsible for defining and implementing the Commercial Strategy
 Risk assessment tasks
 Ensuring that the contractual obligations are accurately defined and all the stakeholders understand and
adhere to them
 Sales volumes and market share objectives
 Ensuring all the Area Managers apply correctly company’s regulation practices
 Make sure that all the financial aspects and impact on a contract are perfectly understood by all parties
involved in
 Reviewing, analyzing and developing operational processes flow
 Guiding, mentoring and motivating team’s members
 Managing daily operations
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S.C. Cafea Fortuna – Bucharest
FMCG company providing coffee
National Sales Manager – October 2012 – March 2013
 Establishing annual unit and gross-profit plans by marketing strategies implementation after trends and results
were thoroughly analyzed
 Establish sales objectives by forecasting and developing annual sales quotas for each region and territory
 Predicting expected sales volume and profit for the existing and new products
 Implementing national sales programs by developing field sales action plans
 Responsible for maintaining the level of sales volume, product mix and selling price by keep-up with demand and
supply, changing trends, economic indicators and competitors
 Establish and adjust selling price by monitoring costs, competition, demand and supply
 Complete national sales operational requirements by scheduling and assigning tasks to employees
 Follow-up team’s work results
 Maintain national sales team by recruiting, selecting, orienting and training
 Maintain national sales staff job results by counseling and disciplining team’s members; planning, monitoring and
appraising job results
 Maintaining professional and technical knowledge by attending educational workshops
 Reviewing professional publications; establishing personal networks; participating in professional societies
 Contribute to team’s effort by accomplishing related results as needed
Achievements:
 Increased by 7% in 2013 vs 2012 the coffee sales volume
 Increased by 40% the instant coffee sales volume
 Increased by 55% the sunflower seeds sales volume
 Launched 3 new products
 Plans for 2 more new products coming-up
 Signing contracts with 2 major players on Vending industry: Nordexim Coffe Services – Aquilla Group member
 2013 was The Best year for the last 20 years of Cafea Fortuna history.
S.C. Atifco Interantional S.R.L.– Bucharest
FMCG Rice delivering company
National Sales Manager – August 2011- October 2012
 Oversee national sales, promotions, collections and other activities to achieve sales target
 Building and maintaining positive working relationship within existing clients
 Identifying and developing new business opportunities
 Coordinate with sales team in order to plan promotional activities, trade shows and special events
 Motivate and guide sales team’s members to achieve revenue targets
 Maintaining sales management and reporting tools to achieve business objectives
 Coordinate with Board members in order to develop sales plan, budget and schedule
 Work together with sales team to develop sales plans and strategies
 Developing creative sales techniques and tactics to meet business goals
 Understanding client’s needs and provide appropriate sales solutions
 Respond to client’s issues and queries in a timely fashion
 Prepare sales contracts, proposals and reports both for the Management and customers
 Developing sales presentations for Board of Directors and customers
 Participate in sales conferences, industry meetings and social networks to represent company’s brand.
 S.C. Vincon Vrancea S.A. – Bucharest
FMCG Wine delivering company
National Sales Manager – 2010 - January 2011
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 Recruiting, selecting and training new sales team – ensuring the cohesion of new team members within existing
members of Sales Team
 Scheduling visits of CEO and Top Management team to distributors in Bucharest, Transylvania, Moldova
 Establishing regional budgets - Expenditure, Trade Marketing, Sales
 Designing and implementing new unitary ways of work analysis - a new reporting system - SAP Information System,
this daily report and sale report, daily analysis of sales in the system 'Must to do and Yes to do ";
 Establishing performance indicators of the department:
1. A new concept of wine coolers - Contracts, Appendices, Volume Commitments;
2. Concept plan of implementing wine heaters;
3. Specific actions to promote alcoholic drinks, brandy - HoReCa Pack - Brandy + Wine + Cigar Caravans HoReCa
Brandy sheets;
4. Proposing a new system of targets considering the following 4 indicators: Sell Out, Sell in, History of sales,
Stocks.
Achievements:
 Planning production in fourth quarter based on estimates each of the 120 products from portfolio
 Planning the Logistics Department for Q4 2010 deliveries;
 A new system for determining the distributors targets more transparent and more easy;
 Effective recruitment and training center team, Oltenia and Bucharest;
 Recruiting new HoReCa Business Developer - 8 people;
 A new program for motivating sales team and distributors;
 A new concept of commercial contract for distributors related to new salary scale.
ACHIEVING the SALES objectives for 2010.
S.C. Vincon Vrancea S.A. – Bucharest
FMCG Wine delivering company
Regional Sales Director – 2009 – January 2010
 Responsible for the following counties: Brasov, Covasna, Harghita, Sibiu, Alba, Mures, Olt, Dolj, Mehedinti,
Gorj,Valcea
 Achieving monthly both quantitative and qualitative targets - distribution in 11 counties
 Propose necessary actions of Trade Marketing to achieve the objectives
 Signing contracts with distributors
 Implementation of trade policy STRATEGY regarding the relationship with distributors
Achievements:
 Reorganization of the sales team – recruiting new members of the sales force, dismissing underperforming Area
Sales Managers and HoReCa Business Developers
 Reorganization of distribution product portfolio and distributors
 Recovery of debt from the insolvent retailer NOVARTIS
 Finding the best ways to work with the insolvent retailer - Big Imprest
Result: Debt Collection, important selling over this difficult period and continued collaboration in 2011
 Solution by successive negotiation balances situation with most distributors, increasing the numerical and
weighted distribution
 Halting the decline in sales and even bringing the region a value + 14% versus 2009, after the first 5 months
 First Place - National Competition Distributors 2010 - AMIGO Intercost- World Soccer Championship Final
tickets - South Africa 2010
S.C. Vincon Vrancea S.A. – Bucharest
FMCG Wine delivering company
Regional Sales Director, 2006 – 2009
 Responsible for the following counties: Brasov, Covasna, Harghita, Sibiu, Alba, Mures
 Recruiting and training a sales team composed of 6 Sales Managers
 Achieving monthly both quantitative and qualitative targets
 Propose trade and marketing actions necessary to achieve the objectives of volume and value required;
 Signing contracts with distributors
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 Successful implementation of trade policy STRATEGY for the relationship with distributors.
Achievements:
 Best RSM - 300% GROWTH in 2004 – 2009
 The greatest growth in distribution in 2008 - 8 product groups
 Win a trip to Paris for the best RSM 2008
 Budget Management and composition of trade marketing and promotional plan for specific actions - Events,
Tastings, Sponsorship
 Manage expenditure budgets - their efficiency through the re-division of areas, roles and responsibilities.
S.C. Vincon Vrancea S.A. – Bucharest
FMCG Wine delivering company
Area Sales Manager, 2003 – 2005
 Responsible for the following counties: Brasov, Covasna, Harghita
Achievements:
 Best ASM – Biggest volume growth in 2004
 Best Numerical Distribution - 73% for a new range of wines - Vita Romaneasca;
 Increasing the weighted distribution by signing commercial contracts with key customers to promote retail - shops
and hospitality networks;
 Fulfilling and exceeding sales budget;
 Hungarian language learning.
S.C. Vincon Vrancea S.A. – Bucharest
FMCG Wine delivering company
Area Sales Coordinator, 2002 - 2003
 Management of sales in Brasov county
 Finding new distributors - two new distributors - Riolio and Distrib
 Increasing the DN and DP-daily field visits
 Presentations for vendors - training of sales teams;
 The signing of commercial agreements with distributors and implementation of business strategy - suggestions for
activity improvement
 Participation in events of its kind in the hospitality industry.
Achievements:
 Signing contracts with store chains: the share volume, shelf space, trade marketing actions
 Numerical Distribution Increase by 20%
 Increase by 30% of weighted distribution
 Doubling sales in Brasov
S.C. Chio Romania - Intersnack – Bucharest
FMCG company
Van Sell, March 2001 – August 2001
 Achieve monthly sales budgets for the three product groups:
Chio - Snaks, Chips, Popcorn
Wolf - pretzels, Stiks, Maxi Mix
Felix – peanuts
 Successful plan collections implementation
 Maintaining clients and portfolio diversification.
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Achievements:
 Increased by 20% the number of active customers in 3 counties;
 Growth of the shelves space to major customers through the installation of new shelves;
 Permanent placements in several volume locations;
 Reorganization of Brasov warehouse loading system.
Tourism & Bran Impex Trading
Tourism Company
Tourism Agency Director, 1999 – 2001
A.N.T.R.E.C.
General Secretary, 1999 – 2001
Agrotex, Switzerland, 1999 – 2001
Business Consultant
EDUCATION & CERTIFICATIONS
TRANSYLVANIA UNIVERSITY — Brasov
MBA in International Economic Relations
TRANSYLVANIA UNIVERSITY - Brasov
Bachelor of Economy – The Faculty of International Relations
Certifications:
 Travel Classes - France - Loire Valley
 Business and Public Administration - Israel – Rehovot
 Assessment and Team Building - Antal International
 Management By Objectives, Accor Services – Accelera
 Vision Mission Values- Accor Services - Accelera
 Negotiation Techniques - Accor Services - Accelera
 Sales Training - The Learning Business
 Sales Steps - The Learning Business
 Authorized wine taster course - Alin Lazarescu
 Training of communication - Verbal and Non Verbal - The Learning Business
 Planning Courses - The Learning Business
OF NOTE
Computer Skills:
 MS Office (Word, Excel, PowerPoint, Outlook)
 SAP
Foreign Languages :
 English – Advanced level
 French – Advanced level
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Achievements:
 Increased by 20% the number of active customers in 3 counties;
 Growth of the shelves space to major customers through the installation of new shelves;
 Permanent placements in several volume locations;
 Reorganization of Brasov warehouse loading system.
Tourism & Bran Impex Trading
Tourism Company
Tourism Agency Director, 1999 – 2001
A.N.T.R.E.C.
General Secretary, 1999 – 2001
Agrotex, Switzerland, 1999 – 2001
Business Consultant
EDUCATION & CERTIFICATIONS
TRANSYLVANIA UNIVERSITY — Brasov
MBA in International Economic Relations
TRANSYLVANIA UNIVERSITY - Brasov
Bachelor of Economy – The Faculty of International Relations
Certifications:
 Travel Classes - France - Loire Valley
 Business and Public Administration - Israel – Rehovot
 Assessment and Team Building - Antal International
 Management By Objectives, Accor Services – Accelera
 Vision Mission Values- Accor Services - Accelera
 Negotiation Techniques - Accor Services - Accelera
 Sales Training - The Learning Business
 Sales Steps - The Learning Business
 Authorized wine taster course - Alin Lazarescu
 Training of communication - Verbal and Non Verbal - The Learning Business
 Planning Courses - The Learning Business
OF NOTE
Computer Skills:
 MS Office (Word, Excel, PowerPoint, Outlook)
 SAP
Foreign Languages :
 English – Advanced level
 French – Advanced level
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