Radu Zlatianu
Digital Marketing Manager
Bucharest
Summary
Digital Strategy and Business Transformation Leader with 20+ years of experience driving growth, innovation, and digital change across Europe and the Middle East. I specialize in building connected digital ecosystems that enhance customer experience, commercial performance, and operational efficiency.
Throughout my career, I’ve led cross-functional teams in both established corporations and fast-evolving businesses, managing €100M+ sales portfolios and designing omnichannel digital journeys. I believe in simplifying complexity, aligning strategy with execution, and using data smarter to create digital products and services people love.
I’m passionate about empowering teams to deliver exceptional results and believe the best ideas come from collaborative innovation. My leadership style is rooted in trust, psychological safety, and a culture of inclusivity and diversity.
Outside of work, I’m a proud father, an amateur chef, and a cycling enthusiast who enjoys balancing my professional and personal life with creativity and reflection.
Overview
18
18
years of professional experience
8
8
years of post-secondary education
1
1
Language
Work History
Digital Marketing Manager
Cargus
08.2022 - Current
- Spearheaded the end-to-end digital strategy, driving significant improvements in commercial performance, operational efficiency, and customer experience for both individual and SMB segments.
- Led the strategic direction, development, and optimization of Cargus' digital ecosystem, encompassing the website, mobile applications, and customer portals. Oversaw SEO, social media strategies, and SMB digital engagement initiatives.
- Acted as Executive Product Owner for web and app platforms, defining and delivering key features such as Google Pay, Apple Pay, live tracking, proactive notifications, and self-service functionalities.
- Orchestrated a comprehensive redesign of the digital ecosystem, including website, mobile app, customer portals, and omnichannel interfaces, integrating UX research, competitive benchmarking, technical delivery, and business system integration.
- Designed and implemented a fully digital onboarding flow for SMB customers, integrated with ERP & CRM systems, reducing onboarding time from days to minutes.
- Led cross-functional initiatives to enhance customer experience, collaborating with operations, IT, customer service, and marketing teams.
- Contributed to strategic projects such as Operations Optimization, Salesforce CRM implementation, lead velocity improvement for SMB clients, and the development of a new omnichannel chatbot.
- Initiated and led a market intelligence function to anticipate and adapt to market shifts, ensuring proactive business strategies.
- Surpassed annual digital KPIs with a 110%+ achievement rate, aligning commercial objectives with agile execution and efficient vendor management.
Senior Advisor & Digital Strategy Consultant
360 IMPLEMENTUM HUB | EXELO
01.2018 - 07.2022
- Directed the complete digital transformation process from concept to execution, overseeing service platform architecture, automation, CRM integration, and UX/usability evaluation to enhance customer and business operations.
- Implemented a data-driven operational model that significantly boosted project profitability margins from 20% to 45%, improving both operational efficiency and bottom-line performance.
- Designed and executed tailored commercial strategies for clients across industrial, retail, and public sectors, focusing on market segmentation, growth potential, and competitive positioning to maximize business outcomes.
- Developed and executed differentiated value propositions aimed at market repositioning, enhancing client market visibility and creating competitive advantages.
- Worked closely with senior management to structure and optimize digital investments with a focus on impact, scalability, and long-term efficiency, ensuring sustainable business growth.
- Actively contributed to EU-funded projects as a strategic advisor, providing digital architecture evaluations to ensure alignment with project goals, technological standards, and digital transformation strategies.
Senior Sales Manager
ARLA FOODS
08.2013 - 12.2016
- Oversaw commercial operations across two key regions in Saudi Arabia, managing the cheese category (60% of total business) and directly contributing to strategic development initiatives within the MENA region.
- Successfully reorganized the KSA commercial structure twice, enhancing regional coverage and increasing operational agility to meet market demands and achieve business objectives.
- Delivered record sales and profitability, surpassing historical benchmarks outside of Denmark, positioning Arla as a leading competitor in the Saudi market.
- Positioned the Arla brand to directly compete with Almarai in the cheese segment, implementing effective commercial execution and integrated marketing strategies to increase market share.
- Transitioned from a price-driven strategy to a volume-driven growth model, reducing investment while ensuring consistent net growth and long-term profitability.
- Participated in internal digital transformation projects with IBM, playing a key role in vendor selection and defining regional IT architecture to support long-term commercial success.
- Developed and executed a new distribution model (Modern Trade vs. Traditional Trade), improving operational efficiency by 12% and doubling product volumes in targeted regions.
Sales & Logistics Director – Romania & Moldova
WIENERBERGER Romania
04.2010 - 05.2012
- Led national commercial and logistics operations, driving business turnaround in a challenging and highly competitive market environment.
- Spearheaded a successful business turnaround by redesigning the distribution model and reorienting the commercial approach toward value-added partnerships, resulting in improved market positioning and increased profitability.
- Restructured logistics and operational flows to enhance efficiency, adaptability, and scalability in the delivery chain, improving supply chain performance and responsiveness to market demands.
- Led the integration of a high-performance CRM system (SAP), expanding its use across marketing and services to strengthen customer relationships, consolidate commercial data, and gain comprehensive visibility into business performance.
Field Sales Manager Modern Trade
PepsiCo, Romania
05.2007 - 04.2010
- Managed and coordinated a field team across key modern retail partners (Carrefour, Metro, Kaufland, etc.), ensuring alignment with corporate sales targets and driving performance in the Modern Trade channel.
- Led the development and execution of promotions and commercial activations, enhancing brand visibility and increasing consumer engagement in retail environments.
- Improved forecasting accuracy by leading Sales & Operations Planning (S&OP) collaboration with Supply Chain teams, resulting in better inventory management and improved sales alignment.
- Recognized for outstanding leadership and sales performance through participation in PepsiCo Europe’s “Coaching for Managers” program, demonstrating commitment to personal and professional growth.
Education
MBA -
The Open University Business School
01.2010 - 01.2013
Bachelor's Degree - Economics
Spiru Haret University
01.1993 - 01.1998
Skills
- Strategic & Analytical Thinking
- Digital & Tech Fluency
- Agile Leadership
- Cross-functional Influence
Accomplishments
· Product Owner & Manager – SIGN & GO
Initiator and coordinator of the development of SIGN & GO, the first e-commerce platform in Romania dedicated to purchasing courier services, launched at Cargus.
· Industry Innovation Award
Awarded the "Most Innovative Service/Product in the Courier Industry" at the Romanian Courier & Postal Services Business Awards – GovNet Gala 2023.
Timeline
Digital Marketing Manager
Cargus
08.2022 - Current
Senior Advisor & Digital Strategy Consultant
360 IMPLEMENTUM HUB | EXELO
01.2018 - 07.2022
Senior Sales Manager
ARLA FOODS
08.2013 - 12.2016
Sales & Logistics Director – Romania & Moldova
WIENERBERGER Romania
04.2010 - 05.2012
MBA -
The Open University Business School
01.2010 - 01.2013
Field Sales Manager Modern Trade
PepsiCo, Romania
05.2007 - 04.2010
Bachelor's Degree - Economics
Spiru Haret University
01.1993 - 01.1998
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