Alexandra Frunte-Lata
Bucharest,Romania
Summary
Accomplished professional with a strong background in commercial leadership and channel understanding. Demonstrates analytical excellence and a growth mindset, excelling in strategic planning and budget management with a focus on ROI optimisation. Proven ability to collaborate effectively with cross-functional teams to drive business success. Career goals include leveraging expertise to foster innovation and achieve sustainable growth within dynamic organisations.
Overview
15
15
years of professional experience
Work History
Central & South CEE Category Manager CS&I
Perrigo Romania
Bucharest, Bucuresti
07.2024 - Current
- Led country deployment of wellness and lifestyle brand plans across Central and South CEE
- ·Tailor Wellness and Lifestyle centrally deployed innovation tools to be fit for purpose for local sales teams to sell & deliver initiative target objectives
- ·Develop and executed comprehensive trade strategies that drove increased visibility and brand growth
- ·Key partner to for countries, driving the voice of external reality by building solid channel strategy for the assigned brands
- Define Perfect store strategies aligned to countries specifics
Customer Strategy & Implementation Manager ROMANIA
Perrigo Romania
Bucharest, Bucuresti
08.2016 - 06.2024
- Lead trade marketing initiatives to ensure proper strategy is in place
- Define, implement and monitor annual trade promotion plan
- Evaluate trade marketing programs and activities to measure effectiveness and recommendation for improvements
- Define sales objectives: distribution targets , assortment guidelines, planograms guidelines
- Develop and implement customer segmentation according to the company strategy
- Manage trade budget and ROI for specific trade marketing activities
- Develop and implement special projects in top customers
Retail Marketing Manager Oral Care
Colgate-Palmolive Romania
Bucharest, Bucuresti
12.2015 - 07.2016
- Develop and implement brand strategy in line with company strategy;
- Develop and implement promotional campaigns and events in store;
- Analyze shopper and consumer needs and propose new product initiatives ( communication development, packaging);
- Work close with the commercial team to identify sales opportunities providing fact based analysis;
- Attend and present new product launches and campaigns in customer meetings;
Retail Environment (Channel) Marketing Manager
Colgate-Palmolive Romania
Bucharest, Bucuresti
06.2014 - 11.2015
- Identify, prioritize shopper/channel Insights for specific channel
- Develop channel strategy and 5Ps by channel based on shopper expertise/insights
- Adapt category promotion activity grid by channel and identify activities to grow the channel and customer
- Develop 5P’s communication tool
- Develop & follow up on the assortment strategy at channel & customer level
- Identify and activate channel growth initiatives and work together with the team on the shopper programs
Modern Trade Marketing Coordinator
Coca-Cola HBC Romania
Bucharest, Bucuresti
01.2012 - 05.2014
- Develop annual Business Plan for Hypermarket channel, based on Commercial Strategy;
- Implement the annual Business Plan into operational calendar activities
- Insure that all plans are implemented according with trade calendar, monitor and follow-up, propose corrective actions and evaluates the activities.
- Develop and implement all the in store communication kits according with the channel /Customer specifics
- Contribute to the launch of new products by planning the launch and bring them in the execution phase
Key Account Profitability Analyst
Coca-Cola HBC Romania
Bucharest, Bucuresti
05.2010 - 12.2011
- Develop and maintain usage reports and analysis - develop, automate and update various business application reports
- Maintain an accurate database with marketing spending and discounts by each channel
- Prepare monthly revenue reports
- Prepare presentations regarding promotional results, monthly performance and other business related subjects
Education
Bachelor of Business Administration - Management and business administration
Nicolae Titulescu University
Bucharest, BucurestiSkills
- Commercial Leadership
- Channel Understanding
- Analytical Excellence
- Growth Mindset
- Strategic planning
- Budget Management and ROI optimization
- Croos-functional team collaboration
Languages
English
Proficient (C2)
Italian
Upper intermediate
Timeline
Central & South CEE Category Manager CS&I
Perrigo Romania
07.2024 - Current
Customer Strategy & Implementation Manager ROMANIA
Perrigo Romania
08.2016 - 06.2024
Retail Marketing Manager Oral Care
Colgate-Palmolive Romania
12.2015 - 07.2016
Retail Environment (Channel) Marketing Manager
Colgate-Palmolive Romania
06.2014 - 11.2015
Modern Trade Marketing Coordinator
Coca-Cola HBC Romania
01.2012 - 05.2014
Key Account Profitability Analyst
Coca-Cola HBC Romania
05.2010 - 12.2011
Bachelor of Business Administration - Management and business administration
Nicolae Titulescu University
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