Alina Lichiardopol
Bucharest
Summary
With over 13 years of experience, I am a Business Unit Manager at Mediascope, a leading agency that provides 360 brand management. In this role, I leverage my expertise in market planning, corporate communications, and annual planning to create innovative and effective marketing strategies.
I have a strong background in the beverage industry, having worked for over 10 years at Bergenbier S.A., one of the largest beer producers in Romania. There, I contributed to several significant projects, such as launching new products, developing of impactful trade marketing campaigns, resulting in increased market share and increasing customer loyalty. I have also developed strong skills in data analysis, reporting, and presentation, which I use to deliver insights and recommendations to our stakeholders.
I am passionate about driving growth and engagement for our clients, and I deeply value collaboration, creativity, and customer satisfaction. My goal is always to exceed expectations and deliver exceptional results.
Overview
12
12
years of professional experience
Work History
Business Unit Manager
Mediascope
05.2023 - Current
- Developing and implementing BTL strategies in close collaboration with our clients
- Coordinating projects from creative concept to implementation, whether it's events, sampling, brand activations, or other brand experience activities
- Managing client relationships and fostering long-term partnerships
- Constantly identifying and exploring opportunities for growth and innovation in the BTL field
- Conducting regular market visits to stay in touch with market realities
- Analyzing data and reporting campaign performance to clients
- Managing the financial aspects of a project, including: developing cost estimates, invoicing, continuously monitoring costs against the project budget, communicating cost variations to the team and client, and recommending creative solutions to meet deadlines and budget parameters
- Establishing team priorities, maintained schedules and monitored performance
- Attracted 2 new clients contributing to a 20% increase in yearly revenue
- I contributed to obtaining the bronze medal in the Ecovadis assessment for Mediascope.
ON Trade Marketing Specialist
BERGENBIER S.A.
06.2021 - 05.2023
- Contributed to the planning and implementation of specific Trade Marketing actions (promotions, events, point-of-sale execution) in line with the sales strategy and marketing plans to support the On-Trade channel's development plan
- Identified opportunities for the growth of the On-Trade channel
- Contributed to the development of dedicated POSM for the channel, aligning with the Trade Marketing strategy
- Ensured the seamless execution of promotional activities by meticulously monitoring progress and evaluating results on a monthly basis, swiftly pivoting strategies as needed in collaboration with Finance and Marketing counterparts
- Orchestrated seamless collaboration between cross-functional teams, including Finance, Marketing, and external BTL agencies, to drive the development and execution of impactful communication materials and commercial initiatives, from initial briefing to comprehensive post-evaluation
- Pioneered the exploration of innovative methodologies to accomplish Trade Marketing goals, consistently pushing the boundaries of conventional approaches to drive sustained channel growth and market penetration
- Managed the allocated budget
- Analyzed Sell Out data provided by Nielsen and drew conclusions
- Created and implemented a trade marketing strategic plan from 2021 to 2023 with a limited budget.
B.I Sales Analyst
BERGENBIER SA
10.2019 - 06.2021
- Communicated sales objectives to the sales force
- Calculated and presented sales force bonuses and incentives for approval to the company board (monthly, quarterly, annual)
- Analyzed daily sales and sent reports to the sales force and HQ colleagues
- Prepared monthly TT&MT volume targets
- Generated reports and analyses on sales volumes and sales objectives KPI
- Provided monthly reports LE, Accruals, etc.) to the financial department
- Administered budget for office supplies and approved sales force orders.
Maternity Leave
Home
01.2018 - 09.2019
TMK Assets,POSM & Contracts Controller
BERGENBIER SA
05.2016 - 11.2017
- Managed a budget exceeding 1 million euros for assets and POSM
- Ensured the ongoing enhancement of POSM by staying abreast of market research, trends, competitive landscape, and innovative approaches
- Recorded invoices in SAP
- Coordinated and monitored the delivery of CAPEX equipment
- Vigilantly tracked POSM and CAPEX acquisitions vs Budget
- Conducted thorough analyses of promotions across both On-Trade and Off-Trade channels.
Key Accounts Sales Analyst
BERGENBIER SA
04.2012 - 05.2016
- Refined and analyzed daily sales data for management and regional stakeholders
- Analyzed promotional beer distribution for Modern Trade and communicated with the sales force
- Coordinated, analyzed, and settled promotional beer for MT&TT
- Processed and analyzed daily/monthly/quarterly sales reports
- Conducted specialized analyses on Clients, Channels, and Areas, focusing on aspects like pricing, volume, market share, Out of Stock OOS incidents, and turnover
- Effectively communicated marketing strategies to the sales team and oversaw their execution
- Actively contributed to the Commercial Excellence Program.
Education
Bachelor's Degree in Economics,Finance -
Romano-Americana University, Faculty of National and International Commercial and Financial Banking Relations, Specialization in Banking and Finance.
01.2011
Skills
- Communications
- Point of Sale POS Systems
- Trade Marketing ROI
- Time Management
- Budget Management
- Account Management
- Commercial and financial acumen
- Product Sampling Problem solving
- Teamwork Attention to details
- Analytical thinking
- Strong written and presentation skills (preparing and giving presentations to senior teams and stakeholders), analytical
- Communication
- Good communicator with strong interpersonal and business skills, confident in communication with senior management; a good team player
- Organizing and prioritizing
- As a project manager, I consistently met project deadlines by creating well-structured timelines, setting clear priorities, and delegating tasks efficiently This not only ensured the timely completion of projects but also improved team productivity and led to my recognition by senior management
- Adaptability
- In my current role, I have embraced new ways of working and adapted to the dynamics of the industry, ensuring that both the team and the agency remain competitive and efficient
Passions
- Outdoor activities
- Cooking or baking
- Board games
Timeline
Business Unit Manager
Mediascope
05.2023 - Current
ON Trade Marketing Specialist
BERGENBIER S.A.
06.2021 - 05.2023
B.I Sales Analyst
BERGENBIER SA
10.2019 - 06.2021
Maternity Leave
Home
01.2018 - 09.2019
TMK Assets,POSM & Contracts Controller
BERGENBIER SA
05.2016 - 11.2017
Key Accounts Sales Analyst
BERGENBIER SA
04.2012 - 05.2016
Bachelor's Degree in Economics,Finance -
Romano-Americana University, Faculty of National and International Commercial and Financial Banking Relations, Specialization in Banking and Finance.
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