Description

I help European FMCG and consumer-goods companies enter, validate and scale in Romania and selected Eastern European markets.

My work covers market-entry diagnostics, category assessment, pricing architecture, distributor selection, route-to-market design, retail buyer preparation, listing strategy and launch execution.

Unlike a traditional consultant, I bring operating experience across the entire FMCG value chain: modern retail, multinational manufacturer, national distribution, entrepreneurship and business exit.

Typical engagements include:

— Romania market-entry assessment

— Route-to-market blueprint

— Retail access and buyer-readiness package

— Distributor selection and commercial setup

— 90-day launch pilot

— Fractional Country Manager or Interim Commercial Lead

Focus sectors: food, beverages, chilled and frozen products, snacks, confectionery, pet care and selected consumer-goods categories.

Industry field of expertise

Languages

English
Fluent
Romanian
Native or bilingual

Workplace preferences

Can work on-site

Bucharest (up to 50km)

Imersia Distribution / IPP Group
Managing Partner → Commercial Strategy & Business Development
CONSULTING AND AUDITS
January 2017 - Today (9 years and 7 months)
Bucharest, Romania
▸ Repositioned Imersia as a multi-channel FMCG distribution platform with 10+ retail channels and a portfolio spanning European imported brands, own brands and local growth partners.
▸ Designed and executed the HoReCa channel entry strategy.
▸ Built a commercial intelligence framework (buyer timing, channel eligibility matrix, pipeline diagnostics) to accelerate listing conversion.
▸ Conducted brand opportunity assessments to identify European brands with distribution gaps in Romania.
Retail access European consumer brands entering Romania. shelf execution: sales, merchandising, robotics market analysis with exact deliverables
Whiteland Import-Export SRL
General Manager
September 2003 - December 2016 (13 years and 3 months)
Bucharest, Romania
▸ Orchestrated the strategic separation of the business into two distinct entities: Whiteland Sales & Marketing and Whiteland Logistics — taking general management of the distribution company.
▸ Scaled turnover from 28M EUR (2003) to 115M EUR (2015); grew brand partner base from 3 to 22 producers.
Nestlé Romania
Confectionery Group Brand Manager
February 2001 - August 2003 (2 years and 6 months)
Bucharest, Romania
▸ Led Romanian marketing strategy for Kit Kat, Lion and Joe — achieving market stability and measurable distribution growth.
▸ Managed a 6-month business turnaround assignment in Bulgaria as Sales Export Manager.
▸ Coordinated export operations to 14 countries for the JOE brand, including ex-Yugoslavian markets and inter-company export projects.
▸ Spearheaded restructuring of the distribution network following Nestlé's acquisition of JOE.