SlideShare ist ein Scribd-Unternehmen logo
1 von 8
Downloaden Sie, um offline zu lesen
Dan OPRESCU
MARKETING DIRECTOR POLAND & ROMANIA
(CONSUMER GOODS FOOD / NON FOOD)
Mobile + 40 722 251246
Residence + 40 21 2322582
danoprescu@yahoo.com
dan.oprescu@hochland.com
http://pl.linkedin.com/in/danoprescu
===========================================================================================
KEY AREAS OF EXPERTISE
Brand Building & Equity Strategic Pricing & Costs
Insight Generation Portfolio & Earnings
Experiential & Direct Marketing Route to Consumer & Market
MarCom. Processes Redesign & Re-engineering
Trade & Distribution Teams Building & Performance
R&D
2007 - HEAD OF CONSUMER & TRADE MARKETING DIVISION
(DIRECTOR’S BOARD MEMBER) Hochland Poland & Romania
2002 – 2007 PORTFOLIO, BRAND &TRADE STRATEGY DIRECTOR
(DIRECTOR’S BOARD MEMBER) Japan Tobacco Intl Romania
1997 – 2002 MARKETING MANAGER
Unilever Central & Eastern Europe
1995 – 1997 TRADE MARKETING MANAGER. Romania
1993 – 1995 CLIENT SERVICE & SALES MANAGER. Romania & Bulgaria
Professional Profile
Innovative and results driven senior management professional with a strong 17 years track record of success in delivering significant market share
gains for the managed portfolio and profit optimization & growth via cost base and pricing management.
Change agent recognized for talents in revitalizing operations and leadership of cross-functional and cross-cultural teams.
Combine flair for identifying and implementing simple solutions to complex problems with a hands-on, lead-by-example management style which
fosters a culture of teamwork, shared mission and dedication to excellence.
Overview & Achievements
17 years of commercial experience (FMCG and Business to Business)
• Natural self-starter with an Entrepreneurial Drive
First ISO 9001 Certification in Romania-1994 by “American Bureau of Shipping” for STEROM actual Cameron Coopers – Oilfield
Equipment Company
• Leverage the Multimarkets Experience & Expertise
Central & Easten Europe Marketing Manager 2000-2002
• Proven International & Regional Experience
Leading cross -functional and cross cultural teams for Central and Eastern Europe + Germany and Italy ;
Marketing Manager Balkans
• Strong consumer understanding and brand equity management skills
Re-versed the declining trend of BONA brand from 17.2% value share in Jan 99 to 21.3% in August 99;
Re-versed the JTI volume share trend from 16.7% volume share in Sept. 2002 to 24% end 2007
• Ability to generate and exploit powerful consumer insights
Designed and re-launched the Lux brand mix in Central and Eastern Europe plus Italy and Germany moving it from “sensorial” to
“experiential” platforms Nov. 2001.
Successful line extensions of Dove from skin care to hair care across Central and Eastern Europe
• Legislation, Commercial Environment & Trade Structure
Setting up the Ferrero Eastern Europe Representative office in Romania 1996
• Start Ups:
Set up the first Romanian Retail Panel ensuring the start up of the Nielsen retail audit business in Romania 1994
Key stakeholder in the management team that implemented in Romania JTI own sales & distribution system
• Growth:
Consolidated Hochland Romania dominant position in all operating foods categories by increasing its market share in one year from 33 %
(beg 2008) to 39 % (end 2009). Improved all brand indicators particularly Spontaneous Brand Aw + 7 ppt. (to 65% un-aided).
• Crisis Management
Tobacco Price War 2002, Farmers Strikes on milk pricing 2008 / 2009
Key Competencies
• Practical Creativity/a lateral thinker with a strong desire to solve problems
• Ability to challenge conventional thinking and drive to push trough change
• External market orientation with a passionate focus on the consumer/customer
• Strong leadership skills (in particular strategic influencing) able to bring cross cultural and multifunctional team members into a strong and
united force focused on consumer/customer needs.
• Project Management skills Team commitment
• Communication skills including fluency in English and French
Affiliations
• IAA Professor
Education / Courses & Trainings
• - 2007
• – 2006
• - 2005
• – 2003
• - 1999 (@ Unilever “Four Acres”)
• ABS (American Bureau of shipping) Total Quality Management / ISO 9000
• Engineering degree 1985 - 1990 – Technical University Bucharest
• Others (details upon request)
PRESENT HOCHLAND Poland & Romania - Head of Consumer & Trade Marketing Division (Director’s Board Member)
• STRATEGIC BUSINESS PLANNING FOR THE UNIT .
• Lead and develop all activities for Hochland Romania in relation to brand strategy, trade marketing, IKA (International Key Accounts)
advertising and marketing communication so that we have the right presence and corporate image in the marketplace to drive
revenues
• Business Plan Development (3 to 5 years)
• R&D Lead
• Responsibility for 3 year strategic business plan, detailed annual plan and budget, including personnel, capital expenditures related to
new products , and all necessary operating costs
• Manage all Marketing and Trade Marketing activities.
• Develop & manage marketing budgets & plans.
• Develops and manage the Marketing & Trade Marketing team.
• Category P & L management.
• Manage relationship with agencies and other business partners.
• Media strategy
• Co-ordinate all consumer and market research activities
• External representation of the company, aligned with the group branding, positioning, marketing and communication
• Set and implement local business development strategies, distinguishing between New Business Development and Key Account
Management.
• Identify and develop local business opportunities for significant growth within the business unit, leveraging and building on the group
knowledge, capabilities and resources in company’s practices, teams and functions.
• Implement and manage a consumer and marketing oriented focus in the busines
• Actively monitor, manage and improve consumers satisfaction and loyalty.
• Strategic pricing management to ensure long term sustainable market leadership
• Develop and maintain local market intelligence to remain on track with local market trends, client business needs, talent market,
competition and changes for optimal opportunity
TYPICAL OUTPUTS :
• Annual and multi-annual brand & portfolio strategy
• Annual marketing communications plans and budgets
• Trade Segmentation & POS Communication
• Sponsorship & Channel Strategy
• All Marketing Communications materials
• Achievement of KPI
o BHT (Top of Mind/Unaided Awareness, Attribute Ratings)
o Campaign / Sponsoring effectiveness
o Customer Touchpoints Brand Experience Alignment (in store experience)
• Process maps for any activity within the department
• Performance assessment and development plans for direct reports and reports of direct reports
2002 – 2007 JAPAN TOBACCO INTERNATIONAL JTI ROMANIA
2005-2007 Portfolio, Brand and Trade Strategy Director (Director’s Board Member)
MARKETING
• Drive the development of the brand portfolio, pricing, trade and distribution strategies in order to maximize brand performance and Return
Of Investment.
• Lead development of Consumer &Trade elements of market Annual &Strategic Plan in conjunction with in-market planning & development,
operations, finance, regional Consume &Trade and HQ brand groups including objective setting, overall KPI setting and strategic KPI
monitoring
• Define annual investment allocation and provide input to Planning & Development, Manufacturing, Finance and Sales on best spending
opportunities. Manage the strategy related investment approval process as well as brand P&L and resource allocation.
• Supervise development of all elements of marketing mix including new product, new pack, ATL/BTL communication, and promotional to
ensure alignment to brand positioning and continuously strengthen brand equity.
• Drive innovation as appropriate especially to determine new ways to reach consumer. Oversee adaptation of global guidelines in order to
suit market specificities.
• Manage pricing within local competitive and legislative environment and in line with pricing policy. Manage pricing from source to consumer
taking into account margins, terms and discounts.
• In conjunction with HQ research team, global and local agencies, develop and initiate research projects to provide data on consumer needs
and profiles, channel and trade characteristics as well as equity of JTI brands.
TRADE MARKETING
• Oversee the translation of portfolio, brand and trade strategies into detailed channel plans, including trade segmentation (incl. territory) and
category management, in line with KPIs.
• Oversee the allocation of spending by geography and across channels in order to meet brand objectives, track performance (channel P&L)
and budgets against agreed strategies and recommend corrective action where necessary
• Lead consistent through the line programs development and effectiveness evaluation (ROI and budget vs. actual spend), monitor results
against KPIs and recommend corrective actions.
SALES
• Responsible for effective implementation of sales, distribution, merchandising, through the line marketing strategies, objectives and
programs as defined by the planning group. Monitors progress and recommends corrective action where necessary.
• Driver of direct customer interface activities and trade relationship management.
• Accountable for key account plan implementation and compliance
FINANCE
• Brand and Portfolio P&L responsible (Gross Margin and Brand Contribution Management)
• Accountable for Return of Investment, Operating Company Contribution
• Management of earnings delivery and opex vs. Infrastructure cost base and Product cost
2003-2005
JTI ROMANIA – STRATEGIC PLANNING AND NEW PRODUCT DEVELOPMENT MANAGER
• Business Strategic Planning (time horizon 3 - 5 years).
• Responsible for shaping the in-market strategic direction (portfolio, brand and trade).
• Integrating, driving and maximizing activities related to in-market consumer & trade strategy, brand equity and market intelligence.
• Co-ordination of the Global Supply Chain, Research & Development, Manufacturing, Marketing cross-functional teams to fully exploit the
optimum product portfolio.
• Global co-ordination and development for the Winchester brand (Romania, Lebanon, Worldwide Duty Free)
• Lead the Annual /Strategic plan
• Product Strategy and Product Cost Startegy
• New Product Development Briefing and Implementation
2002-2003
JTI ROMANIA – MARKETING MANAGER Brands Camel, Winston, Salem, More, Winchester, Monte Carlo
• Responsible for designing the Brand Portfolio Strategy on the Romanian market & Manage the Marketing Mix in line with the business
objectives
• Optimize the brand performances through brand contribution and the company gross margin.
• Control of the brand portfolio performance (Net Sales, P&L, New Product Development), GAP management and identification of potential
growth opportunities.
• Responsible for designing and implementing the Field Marketing, Merchandising and HORECA strategy.
• Define and implement the Trade Channel Strategy and Consumer Conversion Programs within cross-functional teams leveraging the
synergies between Sales and Marketing departments.
• Lead cross-functional teams developing Trade Segmentation, Route Optimisation and Indirect Distribution
2000 –2002
UNILEVER REGIONAL MARKETING MANAGER – CENTRAL AND EASTERN EUROPE
Oral Care Innovation Centre Milan / Prague Based Center; brands Signal, Pepsodent, Amodent, Mentadent
Skin Regional Innovation Center Hamburg / Prague Based Center; managed brands Lux, Timotei, Ponds
• Define the Strategic Positioning and Direction of the brand mix (3 years task horizon)
• Country Management for brands in this product category
• European rollout of existing mixes
• Leading the project teams on new innovation relevant to countries
• Leading cross-cultural, multi-functional teams
• Networking within the European division to keep close contact with relevant activities in countries or other categories
1999 – 2000
UNILEVER SOUTH-CENTRAL EUROPE – BALKANS MARKETING MANAGER COSMETICS (Dove, Lux, Ponds, Organics,
Timotei)
(Managing Marketing and Trade Marketing operations in Romania, Moldova, Bulgaria, Macedonia, Yugoslavia, Bosnia, Albania)
• Manage the portfolio of the category
• Set and implement strategies and action plans across Personal Care Category, Customer and Trade Channels.
• Develop and facilitate a deep category, shopper and competitors understanding to build efficient category strategies, incl. (Euro-) pricing,
promotion, assortment, and merchandizing.
• Controll of category performance (net sales, P&L, new product development), GAP management and identification of potential growth
opportunities.
• Co-ordinate processes between Consumer Marketing, Customer Development, and Supply Chain in order to deliver the optimal category
plan.
• Create demand at the Point of Sale in close co-operation with the account management team and the customer.
• Develop and implement the "go to market" strategy for New Product Developments.
1997 - 1999
UNILEVER ROMANIA - GROUP BRAND MANAGER HOUSE HOLD CLEANING (Omo, Bona, Coccolino)
• Manage the Marketing mix of the Household Care brands Bona, Omo, Coccolino, Domestos, Cif
• Development of the advertising TV commercials (entirely developed local from concept to execution) for the managed brands (Omo, Bona)
• Development of all the consumer activation activities
• Packaging and formulation development & re-launches for the Laundry brands
• Consumer Direct Marketing
1995 – 1997
FERRERO EAST EUROPE - TRADE MARKETING AND RESEARCH MANAGER
• Manage the trade marketing operations (promotional activities, point of sales materials, shop branding, etc)
• Manage the consumer & trade research projects (buying behaviors, retail audits, trade segmentation, channel performance measurement)
• Implement and measure the Company - Product freshness - Strategy
1993 –1995
AC NIELSEN – CLIENT SERVICE & SALES MANAGER
• Design of the first Retail Audit Panel in Romania and conduct Retail Census
• Manage the Retail Audit services for the whole client portfolio
• Manage the Media Measurement Services (advertising expenditure monitor)
• Responsible for extending the business (build a solid client base)
• Consumer research services

Weitere ähnliche Inhalte

Was ist angesagt?

Blue Chip Sales and Marketing Professional
Blue Chip Sales and Marketing ProfessionalBlue Chip Sales and Marketing Professional
Blue Chip Sales and Marketing ProfessionalDavid_Burford
 
Emad Ali-CV-1
Emad Ali-CV-1Emad Ali-CV-1
Emad Ali-CV-1Emad Ali
 
Resume Eric S Barker
Resume Eric S BarkerResume Eric S Barker
Resume Eric S Barkerguestb82e1
 
Free marketing plan sample of KPMG Paris, by www.marketingPlanNOW.com
Free marketing plan sample of KPMG Paris, by www.marketingPlanNOW.comFree marketing plan sample of KPMG Paris, by www.marketingPlanNOW.com
Free marketing plan sample of KPMG Paris, by www.marketingPlanNOW.comwww.marketingPlanMODE.com
 
Richard Hodde II resume
Richard Hodde II resumeRichard Hodde II resume
Richard Hodde II resumeRich Hodde
 
Andrew Ballenthin Marketing & Social Media Resume
Andrew Ballenthin Marketing & Social Media ResumeAndrew Ballenthin Marketing & Social Media Resume
Andrew Ballenthin Marketing & Social Media ResumeAndrew Ballenthin
 
R K Anirudhan Resume 28.08.16
R K Anirudhan Resume 28.08.16R K Anirudhan Resume 28.08.16
R K Anirudhan Resume 28.08.16Anirudhan R K
 
Yong Chee Khen
Yong Chee Khen Yong Chee Khen
Yong Chee Khen umyongck
 
Cv April 2009
Cv April 2009Cv April 2009
Cv April 2009wolfgangt
 
Aop Initiatives
Aop InitiativesAop Initiatives
Aop InitiativesBenny Fu
 
Mehmet_MERAL_cv_UK_
Mehmet_MERAL_cv_UK_Mehmet_MERAL_cv_UK_
Mehmet_MERAL_cv_UK_mmeral
 

Was ist angesagt? (18)

Blue Chip Sales and Marketing Professional
Blue Chip Sales and Marketing ProfessionalBlue Chip Sales and Marketing Professional
Blue Chip Sales and Marketing Professional
 
Raed Abu Omar
Raed Abu Omar Raed Abu Omar
Raed Abu Omar
 
Emad Ali-CV-1
Emad Ali-CV-1Emad Ali-CV-1
Emad Ali-CV-1
 
Gilbert mutua CV
Gilbert mutua CVGilbert mutua CV
Gilbert mutua CV
 
Teerathas CV 2015
Teerathas CV 2015Teerathas CV 2015
Teerathas CV 2015
 
Curriculum Vitae 2016
Curriculum Vitae 2016Curriculum Vitae 2016
Curriculum Vitae 2016
 
Resume Eric S Barker
Resume Eric S BarkerResume Eric S Barker
Resume Eric S Barker
 
Free marketing plan sample of KPMG Paris, by www.marketingPlanNOW.com
Free marketing plan sample of KPMG Paris, by www.marketingPlanNOW.comFree marketing plan sample of KPMG Paris, by www.marketingPlanNOW.com
Free marketing plan sample of KPMG Paris, by www.marketingPlanNOW.com
 
CV MAY 16
CV MAY 16CV MAY 16
CV MAY 16
 
Richard Hodde II resume
Richard Hodde II resumeRichard Hodde II resume
Richard Hodde II resume
 
Resume - Matthew
Resume - MatthewResume - Matthew
Resume - Matthew
 
Andrew Ballenthin Marketing & Social Media Resume
Andrew Ballenthin Marketing & Social Media ResumeAndrew Ballenthin Marketing & Social Media Resume
Andrew Ballenthin Marketing & Social Media Resume
 
R K Anirudhan Resume 28.08.16
R K Anirudhan Resume 28.08.16R K Anirudhan Resume 28.08.16
R K Anirudhan Resume 28.08.16
 
Yong Chee Khen
Yong Chee Khen Yong Chee Khen
Yong Chee Khen
 
Cv April 2009
Cv April 2009Cv April 2009
Cv April 2009
 
Aop Initiatives
Aop InitiativesAop Initiatives
Aop Initiatives
 
NC CV 106
NC CV 106NC CV 106
NC CV 106
 
Mehmet_MERAL_cv_UK_
Mehmet_MERAL_cv_UK_Mehmet_MERAL_cv_UK_
Mehmet_MERAL_cv_UK_
 

Ähnlich wie Marketing Director Expertise in Poland & Romania

Ähnlich wie Marketing Director Expertise in Poland & Romania (20)

Vuyo Mahe Resume 2016
Vuyo Mahe  Resume 2016Vuyo Mahe  Resume 2016
Vuyo Mahe Resume 2016
 
Fanny Lim Bee Teng_Nov 2014
Fanny Lim Bee Teng_Nov 2014Fanny Lim Bee Teng_Nov 2014
Fanny Lim Bee Teng_Nov 2014
 
Nguyen Manh Tuan - Resume
Nguyen Manh Tuan - ResumeNguyen Manh Tuan - Resume
Nguyen Manh Tuan - Resume
 
Nallen c v 15
Nallen c v 15Nallen c v 15
Nallen c v 15
 
Vikas-idea-2015
Vikas-idea-2015Vikas-idea-2015
Vikas-idea-2015
 
Amanda Laubscher CV
Amanda Laubscher CVAmanda Laubscher CV
Amanda Laubscher CV
 
Eyad Halabi CV 2014.2
Eyad Halabi CV 2014.2Eyad Halabi CV 2014.2
Eyad Halabi CV 2014.2
 
Latest resume
Latest resumeLatest resume
Latest resume
 
Amanda Laubscher CV
Amanda Laubscher CVAmanda Laubscher CV
Amanda Laubscher CV
 
Amanda Laubscher CV
Amanda Laubscher CVAmanda Laubscher CV
Amanda Laubscher CV
 
Job Opportunities in Thailand
Job Opportunities in ThailandJob Opportunities in Thailand
Job Opportunities in Thailand
 
BTOLOSA_CV
BTOLOSA_CVBTOLOSA_CV
BTOLOSA_CV
 
Wealth Management Marketing High Level Operational View
Wealth Management Marketing High Level Operational ViewWealth Management Marketing High Level Operational View
Wealth Management Marketing High Level Operational View
 
Mark Oliver CV (1)
Mark Oliver CV (1)Mark Oliver CV (1)
Mark Oliver CV (1)
 
Amjad Husain
Amjad HusainAmjad Husain
Amjad Husain
 
Curriculum Vitae of Sheldon Paul Whitehead
Curriculum Vitae of Sheldon Paul WhiteheadCurriculum Vitae of Sheldon Paul Whitehead
Curriculum Vitae of Sheldon Paul Whitehead
 
Cv long markos katsoulakis-jan2013
Cv long markos katsoulakis-jan2013Cv long markos katsoulakis-jan2013
Cv long markos katsoulakis-jan2013
 
Curriculum Vitae
Curriculum VitaeCurriculum Vitae
Curriculum Vitae
 
Sally Tarek Selim
Sally Tarek SelimSally Tarek Selim
Sally Tarek Selim
 
Lovejoy Umunna(1)(1)
Lovejoy Umunna(1)(1)Lovejoy Umunna(1)(1)
Lovejoy Umunna(1)(1)
 

Kürzlich hochgeladen

Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxRich Reba
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdfMintel Group
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...SOFTTECHHUB
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Careerr98588472
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataExhibitors Data
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxRakhi Bazaar
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsIndiaMART InterMESH Limited
 
Types of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfTypes of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfASGITConsulting
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...ssuserf63bd7
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...Operational Excellence Consulting
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi Bazaar
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfDanny Diep To
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingrajputmeenakshi733
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfShashank Mehta
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 

Kürzlich hochgeladen (20)

Implementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptxImplementing Exponential Accelerators.pptx
Implementing Exponential Accelerators.pptx
 
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdftrending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
trending-flavors-and-ingredients-in-salty-snacks-us-2024_Redacted-V2.pdf
 
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
How To Simplify Your Scheduling with AI Calendarfly The Hassle-Free Online Bo...
 
Neha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and CareerNeha Jhalani Hiranandani: A Guide to Her Life and Career
Neha Jhalani Hiranandani: A Guide to Her Life and Career
 
NAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors DataNAB Show Exhibitor List 2024 - Exhibitors Data
NAB Show Exhibitor List 2024 - Exhibitors Data
 
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptxGo for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
Go for Rakhi Bazaar and Pick the Latest Bhaiya Bhabhi Rakhi.pptx
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Welding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan DynamicsWelding Electrode Making Machine By Deccan Dynamics
Welding Electrode Making Machine By Deccan Dynamics
 
Types of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdfTypes of Cyberattacks - ASG I.T. Consulting.pdf
Types of Cyberattacks - ASG I.T. Consulting.pdf
 
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
Authentically Social - presented by Corey Perlman
Authentically Social - presented by Corey PerlmanAuthentically Social - presented by Corey Perlman
Authentically Social - presented by Corey Perlman
 
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
Intermediate Accounting, Volume 2, 13th Canadian Edition by Donald E. Kieso t...
 
Toyota and Seven Parts Storage Techniques
Toyota and Seven Parts Storage TechniquesToyota and Seven Parts Storage Techniques
Toyota and Seven Parts Storage Techniques
 
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
The McKinsey 7S Framework: A Holistic Approach to Harmonizing All Parts of th...
 
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptxThe Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
 
Rakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptxRakhi sets symbolizing the bond of love.pptx
Rakhi sets symbolizing the bond of love.pptx
 
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdfGUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
GUIDELINES ON USEFUL FORMS IN FREIGHT FORWARDING (F) Danny Diep Toh MBA.pdf
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketing
 
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdfDarshan Hiranandani (Son of Niranjan Hiranandani).pdf
Darshan Hiranandani (Son of Niranjan Hiranandani).pdf
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 

Marketing Director Expertise in Poland & Romania

  • 1. Dan OPRESCU MARKETING DIRECTOR POLAND & ROMANIA (CONSUMER GOODS FOOD / NON FOOD) Mobile + 40 722 251246 Residence + 40 21 2322582 danoprescu@yahoo.com dan.oprescu@hochland.com http://pl.linkedin.com/in/danoprescu =========================================================================================== KEY AREAS OF EXPERTISE Brand Building & Equity Strategic Pricing & Costs Insight Generation Portfolio & Earnings Experiential & Direct Marketing Route to Consumer & Market MarCom. Processes Redesign & Re-engineering Trade & Distribution Teams Building & Performance R&D 2007 - HEAD OF CONSUMER & TRADE MARKETING DIVISION (DIRECTOR’S BOARD MEMBER) Hochland Poland & Romania 2002 – 2007 PORTFOLIO, BRAND &TRADE STRATEGY DIRECTOR (DIRECTOR’S BOARD MEMBER) Japan Tobacco Intl Romania
  • 2. 1997 – 2002 MARKETING MANAGER Unilever Central & Eastern Europe 1995 – 1997 TRADE MARKETING MANAGER. Romania 1993 – 1995 CLIENT SERVICE & SALES MANAGER. Romania & Bulgaria
  • 3. Professional Profile Innovative and results driven senior management professional with a strong 17 years track record of success in delivering significant market share gains for the managed portfolio and profit optimization & growth via cost base and pricing management. Change agent recognized for talents in revitalizing operations and leadership of cross-functional and cross-cultural teams. Combine flair for identifying and implementing simple solutions to complex problems with a hands-on, lead-by-example management style which fosters a culture of teamwork, shared mission and dedication to excellence. Overview & Achievements 17 years of commercial experience (FMCG and Business to Business) • Natural self-starter with an Entrepreneurial Drive First ISO 9001 Certification in Romania-1994 by “American Bureau of Shipping” for STEROM actual Cameron Coopers – Oilfield Equipment Company • Leverage the Multimarkets Experience & Expertise Central & Easten Europe Marketing Manager 2000-2002 • Proven International & Regional Experience Leading cross -functional and cross cultural teams for Central and Eastern Europe + Germany and Italy ; Marketing Manager Balkans • Strong consumer understanding and brand equity management skills Re-versed the declining trend of BONA brand from 17.2% value share in Jan 99 to 21.3% in August 99; Re-versed the JTI volume share trend from 16.7% volume share in Sept. 2002 to 24% end 2007 • Ability to generate and exploit powerful consumer insights Designed and re-launched the Lux brand mix in Central and Eastern Europe plus Italy and Germany moving it from “sensorial” to “experiential” platforms Nov. 2001. Successful line extensions of Dove from skin care to hair care across Central and Eastern Europe • Legislation, Commercial Environment & Trade Structure Setting up the Ferrero Eastern Europe Representative office in Romania 1996 • Start Ups: Set up the first Romanian Retail Panel ensuring the start up of the Nielsen retail audit business in Romania 1994 Key stakeholder in the management team that implemented in Romania JTI own sales & distribution system • Growth: Consolidated Hochland Romania dominant position in all operating foods categories by increasing its market share in one year from 33 % (beg 2008) to 39 % (end 2009). Improved all brand indicators particularly Spontaneous Brand Aw + 7 ppt. (to 65% un-aided). • Crisis Management Tobacco Price War 2002, Farmers Strikes on milk pricing 2008 / 2009 Key Competencies • Practical Creativity/a lateral thinker with a strong desire to solve problems • Ability to challenge conventional thinking and drive to push trough change • External market orientation with a passionate focus on the consumer/customer • Strong leadership skills (in particular strategic influencing) able to bring cross cultural and multifunctional team members into a strong and united force focused on consumer/customer needs.
  • 4. • Project Management skills Team commitment • Communication skills including fluency in English and French Affiliations • IAA Professor Education / Courses & Trainings • - 2007 • – 2006 • - 2005 • – 2003 • - 1999 (@ Unilever “Four Acres”) • ABS (American Bureau of shipping) Total Quality Management / ISO 9000 • Engineering degree 1985 - 1990 – Technical University Bucharest • Others (details upon request) PRESENT HOCHLAND Poland & Romania - Head of Consumer & Trade Marketing Division (Director’s Board Member) • STRATEGIC BUSINESS PLANNING FOR THE UNIT . • Lead and develop all activities for Hochland Romania in relation to brand strategy, trade marketing, IKA (International Key Accounts) advertising and marketing communication so that we have the right presence and corporate image in the marketplace to drive revenues • Business Plan Development (3 to 5 years) • R&D Lead • Responsibility for 3 year strategic business plan, detailed annual plan and budget, including personnel, capital expenditures related to new products , and all necessary operating costs • Manage all Marketing and Trade Marketing activities. • Develop & manage marketing budgets & plans. • Develops and manage the Marketing & Trade Marketing team. • Category P & L management. • Manage relationship with agencies and other business partners. • Media strategy • Co-ordinate all consumer and market research activities • External representation of the company, aligned with the group branding, positioning, marketing and communication • Set and implement local business development strategies, distinguishing between New Business Development and Key Account Management. • Identify and develop local business opportunities for significant growth within the business unit, leveraging and building on the group knowledge, capabilities and resources in company’s practices, teams and functions. • Implement and manage a consumer and marketing oriented focus in the busines • Actively monitor, manage and improve consumers satisfaction and loyalty. • Strategic pricing management to ensure long term sustainable market leadership • Develop and maintain local market intelligence to remain on track with local market trends, client business needs, talent market, competition and changes for optimal opportunity TYPICAL OUTPUTS : • Annual and multi-annual brand & portfolio strategy • Annual marketing communications plans and budgets • Trade Segmentation & POS Communication • Sponsorship & Channel Strategy • All Marketing Communications materials
  • 5. • Achievement of KPI o BHT (Top of Mind/Unaided Awareness, Attribute Ratings) o Campaign / Sponsoring effectiveness o Customer Touchpoints Brand Experience Alignment (in store experience) • Process maps for any activity within the department • Performance assessment and development plans for direct reports and reports of direct reports 2002 – 2007 JAPAN TOBACCO INTERNATIONAL JTI ROMANIA 2005-2007 Portfolio, Brand and Trade Strategy Director (Director’s Board Member) MARKETING • Drive the development of the brand portfolio, pricing, trade and distribution strategies in order to maximize brand performance and Return Of Investment. • Lead development of Consumer &Trade elements of market Annual &Strategic Plan in conjunction with in-market planning & development, operations, finance, regional Consume &Trade and HQ brand groups including objective setting, overall KPI setting and strategic KPI monitoring • Define annual investment allocation and provide input to Planning & Development, Manufacturing, Finance and Sales on best spending opportunities. Manage the strategy related investment approval process as well as brand P&L and resource allocation. • Supervise development of all elements of marketing mix including new product, new pack, ATL/BTL communication, and promotional to ensure alignment to brand positioning and continuously strengthen brand equity. • Drive innovation as appropriate especially to determine new ways to reach consumer. Oversee adaptation of global guidelines in order to suit market specificities. • Manage pricing within local competitive and legislative environment and in line with pricing policy. Manage pricing from source to consumer taking into account margins, terms and discounts. • In conjunction with HQ research team, global and local agencies, develop and initiate research projects to provide data on consumer needs and profiles, channel and trade characteristics as well as equity of JTI brands. TRADE MARKETING • Oversee the translation of portfolio, brand and trade strategies into detailed channel plans, including trade segmentation (incl. territory) and category management, in line with KPIs. • Oversee the allocation of spending by geography and across channels in order to meet brand objectives, track performance (channel P&L) and budgets against agreed strategies and recommend corrective action where necessary • Lead consistent through the line programs development and effectiveness evaluation (ROI and budget vs. actual spend), monitor results against KPIs and recommend corrective actions. SALES • Responsible for effective implementation of sales, distribution, merchandising, through the line marketing strategies, objectives and programs as defined by the planning group. Monitors progress and recommends corrective action where necessary. • Driver of direct customer interface activities and trade relationship management. • Accountable for key account plan implementation and compliance FINANCE • Brand and Portfolio P&L responsible (Gross Margin and Brand Contribution Management)
  • 6. • Accountable for Return of Investment, Operating Company Contribution • Management of earnings delivery and opex vs. Infrastructure cost base and Product cost 2003-2005 JTI ROMANIA – STRATEGIC PLANNING AND NEW PRODUCT DEVELOPMENT MANAGER • Business Strategic Planning (time horizon 3 - 5 years). • Responsible for shaping the in-market strategic direction (portfolio, brand and trade). • Integrating, driving and maximizing activities related to in-market consumer & trade strategy, brand equity and market intelligence. • Co-ordination of the Global Supply Chain, Research & Development, Manufacturing, Marketing cross-functional teams to fully exploit the optimum product portfolio. • Global co-ordination and development for the Winchester brand (Romania, Lebanon, Worldwide Duty Free) • Lead the Annual /Strategic plan • Product Strategy and Product Cost Startegy • New Product Development Briefing and Implementation 2002-2003 JTI ROMANIA – MARKETING MANAGER Brands Camel, Winston, Salem, More, Winchester, Monte Carlo • Responsible for designing the Brand Portfolio Strategy on the Romanian market & Manage the Marketing Mix in line with the business objectives • Optimize the brand performances through brand contribution and the company gross margin. • Control of the brand portfolio performance (Net Sales, P&L, New Product Development), GAP management and identification of potential growth opportunities. • Responsible for designing and implementing the Field Marketing, Merchandising and HORECA strategy. • Define and implement the Trade Channel Strategy and Consumer Conversion Programs within cross-functional teams leveraging the synergies between Sales and Marketing departments. • Lead cross-functional teams developing Trade Segmentation, Route Optimisation and Indirect Distribution 2000 –2002 UNILEVER REGIONAL MARKETING MANAGER – CENTRAL AND EASTERN EUROPE Oral Care Innovation Centre Milan / Prague Based Center; brands Signal, Pepsodent, Amodent, Mentadent Skin Regional Innovation Center Hamburg / Prague Based Center; managed brands Lux, Timotei, Ponds • Define the Strategic Positioning and Direction of the brand mix (3 years task horizon) • Country Management for brands in this product category • European rollout of existing mixes • Leading the project teams on new innovation relevant to countries • Leading cross-cultural, multi-functional teams • Networking within the European division to keep close contact with relevant activities in countries or other categories
  • 7. 1999 – 2000 UNILEVER SOUTH-CENTRAL EUROPE – BALKANS MARKETING MANAGER COSMETICS (Dove, Lux, Ponds, Organics, Timotei) (Managing Marketing and Trade Marketing operations in Romania, Moldova, Bulgaria, Macedonia, Yugoslavia, Bosnia, Albania) • Manage the portfolio of the category • Set and implement strategies and action plans across Personal Care Category, Customer and Trade Channels. • Develop and facilitate a deep category, shopper and competitors understanding to build efficient category strategies, incl. (Euro-) pricing, promotion, assortment, and merchandizing. • Controll of category performance (net sales, P&L, new product development), GAP management and identification of potential growth opportunities. • Co-ordinate processes between Consumer Marketing, Customer Development, and Supply Chain in order to deliver the optimal category plan. • Create demand at the Point of Sale in close co-operation with the account management team and the customer. • Develop and implement the "go to market" strategy for New Product Developments. 1997 - 1999 UNILEVER ROMANIA - GROUP BRAND MANAGER HOUSE HOLD CLEANING (Omo, Bona, Coccolino) • Manage the Marketing mix of the Household Care brands Bona, Omo, Coccolino, Domestos, Cif • Development of the advertising TV commercials (entirely developed local from concept to execution) for the managed brands (Omo, Bona) • Development of all the consumer activation activities • Packaging and formulation development & re-launches for the Laundry brands • Consumer Direct Marketing 1995 – 1997 FERRERO EAST EUROPE - TRADE MARKETING AND RESEARCH MANAGER • Manage the trade marketing operations (promotional activities, point of sales materials, shop branding, etc) • Manage the consumer & trade research projects (buying behaviors, retail audits, trade segmentation, channel performance measurement) • Implement and measure the Company - Product freshness - Strategy 1993 –1995 AC NIELSEN – CLIENT SERVICE & SALES MANAGER • Design of the first Retail Audit Panel in Romania and conduct Retail Census • Manage the Retail Audit services for the whole client portfolio • Manage the Media Measurement Services (advertising expenditure monitor)
  • 8. • Responsible for extending the business (build a solid client base) • Consumer research services