ADRIANA SIMA

Reporting directly to the CEO, responsible for developing and expanding Join UP! Romania's owned retail network while leading retail expansion, operational performance and commercial execution.
Successfully delivered 5 company-owned Travel Shops between August 2025 and February 2026, managing the complete expansion process from location assessment through operational opening.
Led the entire retail expansion lifecycle, including market analysis, commercial evaluation, location selection, lease negotiations, fit-out coordination, recruitment and operational readiness.

Negotiated retail expansion opportunities with NEPI Rockcastle, Prime Kapital, AFI Europe, IULIUS, Nhood and Anchor Group.
Directed 3 Shell & Core developments, coordinating architects, contractors, mall technical teams and specialist suppliers throughout the construction process.
Managed fit-out investments of €45,000–50,000 per location, delivering every project within budget and agreed opening timelines.
Coordinated procurement of lighting, HVAC, electrical installations, furniture, signage, IT infrastructure and security systems.
Built and led a retail team consisting of 5 Store Managers and 10 Travel Consultants, while coordinating Finance, Marketing, Reservations, Help Desk and Legal.

Monitored sales, conversion rate, average basket, loading factor and gross margin, implementing KPI-driven operational improvements. Present monthly P&L together with weekly sales, traffic and operational performance reports directly to the CEO.

Managed KPI tracking and implemented operational standards to enhance customer experience.

Coordinated operational and commercial activities across premium home & living retail network of 6 showrooms, contributing to successful opening of 3 franchise showrooms within one year.

Led recruitment, onboarding and performance development initiatives to strengthen team capabilities.

Played a key role in the company's retail expansion, supporting the growth of the owned retail network from 5 to 11 stores during a period of accelerated development.
Contributed to the commercial growth of the B2C business through strategic retail initiatives and operational improvements.
Developed a store clustering model based on location, size and purchasing power to support localised commercial decisions.
Conducted competitor benchmarking and recommended assortment optimisation, including the introduction of entry-price products to increase sales volume.

Redesigned the customer journey by relocating impulse purchase categories next to checkout, improving product visibility and cross-selling opportunities.
Designed and implemented Consultative Selling & Visual Merchandising training together with an external customer behaviour specialist.
Introduced Visual Merchandising Champions across the retail network and optimized window display planning from weekly to monthly campaigns, improving execution consistency.
Led a team of 10 Store Managers and 50 employees, implementing KPI-driven performance management, coaching and operational standards.

Collaborated with the Executive Team in defining commercial strategies, annual budgets and long-term business objectives.

Managed retail network of 12 stores across Romania, achieving approximately €5 million in annual turnover. Improved regional performance from -1.5% to +5% within the first year through operational optimisation and commercial focus. Delivered YTD sales results 4% above target. Reduced operational losses from 3.5% to 1.5% by implementing store-to-store transfers, inventory control and KPI-driven operational improvements. Led recruitment, coaching, performance management and succession planning for Store Managers to enhance team capability. Developed Romania's commercial calendar and coordinated local promotional campaigns. Monitored market trends, competitor activity and customer behaviour to inform strategic commercial decisions.

• Established annual budget to ensure effective financial management of the department. and monitored expenses to run profitable department.
• Improved product marketability through targeted sales and marketing strategies. and improved profits with optimum targeting on sales and marketing strategies.
• Monitored competitor activity, adapting strategies to maintain competitive advantage and market leadership.

Assisted Regional Director with sales, inventory, and profitability analysis to enhance decision-making. Monitored KPIs and stock availability, ensuring effective promotional execution across the region. Analysed monthly Profit & Loss reports and regional commercial performance. Set sales targets and tracked category performance to drive regional growth. Supported operational decision-making through business analysis and reporting.

Oversaw store operations, driving commercial performance and profitability. Led recruitment, coaching and performance management. Executed Visual Merchandising strategies aligning with brand standards to enhance customer engagement. Managed customer experience, loss prevention and operational compliance. Achieved sales targets through strategic team leadership and focused commercial execution.

Led daily commercial operations and team performance.
Coordinated merchandising and customer experience initiatives.
Developed action plans based on KPI analysis.
Managed recruitment, coaching and performance reviews.
Acted as Store Manager in the manager's absence.

Developed and executed department promotions, resulting in increased sales and customer engagement.

Managed commercial operations and supplier relationships.
Negotiated purchasing agreements and promotional activities.
Managed merchandising, pricing and inventory.
Consistently exceeded sales and profitability objectives.
Led department teams while ensuring operational excellence.

achieved and exceeded monthly sales, gross profit, and net income goals set by store manager. designed merchandise presentation strategies and marketing campaigns that increased store traffic and profits.