Andrada Gheorghiu

CONTRIBUTIONS:  Develop in-store shop display investment procedure based and ROI tracking of invested budget against store sales, shelf share and store’s potential  Cost optimizations based on suppliers’ evaluation and redesign workflow with sales divisions & external providers  Directed retail strategy & implementation projects for Samsung strategic stores as well as division’s products  Proactively developed an Omni-channel tool for Audio Video products

 Designed & implemented the in-store strategy and communication of Samsung strategic stores (shop-in-shops)  Increased Samsung AV products brand visibility and shelf share by designing shop display, fixtures, promotions, trade and consumer activations, POS materials  Aligned Bulgarian strategy for AV shop display - reporting, strategic direction, financial procedures  Directed budget plans, project timeline, presentations, reviews, reports, creative briefs

- Guided field force agency and the in-store promoters team (~50 team members) towards driving sell-out - Actively acted as communication hub between sales divisions and field force, translating business objectives into clear tasks - Motivated field force team performance, goals, development & coaching - Redesigned R&R, KPIs and reporting templates

 Leaded project management activity on ATL and trade activities for Kraft’s brands: TUC & Oreo  Proactively sourced and managed a network of internal and external resources to support deployment of activities

 Enhanced project management activity on BTL and trade projects for Unilever’s brands : Dove and Signal  Sustained creative development and production of trade materials for in store visibility (shop displays, fixtures, POSMs)  Supervised and mentored the activity of the Account Executive  Initiated new business activities & contracts negotiation

 Actively manage ATL & BTL campaigns for a portfolio of accounts such as: Müller, Gillette, Lay’s, Cheetos, Dr Oetker, Tuborg, Holsten, Guinness, Bayer  Mobilized internal strategy & creative teams in order to deliver the projects within timeline & budget  Generated specific internal documents (Creative/AV/DTP/Print Production briefs), market & financial reports  Guided the activity of the Junior Account Executive

Mass media and advertising