Cezar Garbea
Bucharest
Summary
Results-driven Leader with a track record of accelerating top and bottom-line performance, driving marketing and commercial development, and implementing effective strategies for brand growth and in the same time value chain improvements. Proven expertise in managing multimarket and route-to-market plans, optimizing distribution channels, and fostering strong relationships with key stakeholders and partners. Skilled in leading cross-functional teams, driving revenue growth, and mitigating potential disruptions. Strong leadership and strategic planning abilities.
Overview
20
20
years of professional experience
Work History
Regional Manager Romania, Adria and Slovakia
Brown-Forman
05.2021 - Current
- I grew Brown -Forman Business in the last 4 years in value above volume, tripling the operating income for Romania, reaching no.1 position in volume and being one of the top contributors in Europe in value growth, while diversifying our portfolio with driving growth on Gentlemen Jack and JD Flavors
- Profitability improvement: Jack Daniel's Romania became the 7th business unit as sales growth driver in Europe in FY22 with an increase of +67% vs LY
- Next year we continued to grow sales with +32%
- Build the 10 years strategy with 3x growth for Romania for 2034 and 5x for Adria
- I managed to build a strong and dynamic team despite the changes in structure and external challenges
- I lead Jack&Coke process integration with CCH Romania and Coca-Cola Romania, implement the Diplomatico & Gin Mare transition model for 7 markets
- Handle Slovakia transition to Czechia team from 3rd party model to own distribution model
- I managed distributors and increased level of collaboration and strengthened the relationship with partners (BDG, M&D and G3) at all levels and development of ways of working
- Revenue Growth Management (RGM): Implement Romania new business model leading to more than 2 million Euro recovery and execute JD Pricing Project in Romania (3 prices increases in 1 year)
- Implement direct supply for Bosnia & Herzegovina with the aim to optimize value and supply chain
- E-com roadmap & business model transformation, overachieving our targets across all e-comm channels and an increase in sales
- Going from 1.7% weight to 6.4% from total sales
- Mitigate potential disruptions: Supply Chain, Tariff Mitigation
- Developed and implemented 24 months forecasting process across all regions
- Successfully new brand launches in Romania, Slovakia and Adria
- Accelerate Gentlemen Jack growth in Balkans - Romania is no
- 1 market 3rd party distribution markets in Europe and no
- 5 in Europe, no
- 9 in the world
- Manage OPEX: Increase profitability bottom line and at the same time receiving extra brand expense budgets
Marketing Manager B-F Portfolio CIS
Brown-Forman
01.2020 - 01.2021
- Responsible for CIS region additional to my ongoing job as MM for East cluster
- Managing distributors and being a part of CIS leadership team and Developing Europe, Africa and Russia leadership team
Marketing Manager B-F Portfolio different geographies in different time frames across 20 markets
Brown-Forman
01.2015 - 01.2021
- Strong expertise in building brands across different markets
- Designing, planning and helping the local teams in developing strategies that balance long-term thinking vs
- Short term
- Developing strong marketing teams (Ukraine, Romania, Italy)
- Improve processes (Ukraine, Romania, Portugal, Greece, Baltics)
- Facilitator (from concept to delivery): 5 sessions insights workshops with 20-40 participants internal and external
- I was a part of Europe Brand Leaders Team and of Partner Markets Marketing Steering Committee
Marketing Manager B-F Portfolio Romania
Brown-Forman
01.2014 - 01.2015
- I was responsible for profit and market share for the full portfolio while working relationships with stakeholders and contributed to supplying the lack of the Country Manager position, showing ability to manage through ambiguity
Brand Manager Jack Daniel's Romania
Brown-Forman
01.2013 - 01.2014
- Restructure the entire marketing activities with ruthless focus on key programs => Brand profit in Romania +39%
Brand Manager Garnier Haircare, Body care, Styling and Ambre Solaire
L'Oreal
01.2011 - 01.2013
- I succeeded in bringing hair care brands from a double digit decline to an increase YTD of +3% in volume and +9% in value by optimizing the portfolio, media investment and the promotional level
Brand Executive Dunhill& Vogue
British American Tobacco
01.2010 - 12.2010
- Driving brand growth in SEE via coordination regional projects and supporting End Markets with Information, Brand Consultancy, process facilitation, Brand Strategy Review
Junior Brand Manager
Procter& Gamble
01.2008 - 12.2010
- Lead pantiliners brands overall Balkans (Discreet and Always Liners) and growing volume share across markets
- Launch Ariel Professional in Romania and Serbia, with holistic implementation (TV, Print, PR, and in store)
- I lead a multi-brand initiative overall Balkans, focused on in store activity and incorporates all the P&G brands
Marketing executive
Friesland Foods
01.2007 - 12.2008
Account Manager
ClipArt Advertising
01.2006 - 12.2007
President
European Student Organization
01.2005 - 12.2007
- Company Overview: NGO
- NGO
Education
Master's degree - Management
01.2007
Bachelor's degree - Management of European Institutions
01.2006
Bachelor's degree - International Relations and European Studies
01.2006
Skills
- Operations
- Staff training and development
- Strategic planning
- Staff management
Accomplishments
- Manage €35M+ in revenue business and still driving double-digit revenue growth
- Built high-performing teams, reducing turnover & increasing engagement
- Led multi-market expansion & business transformation and implemented innovative go-to-market strategies
Languages
Romanian
English
French
Certificates And Courses
- 2023, General Manager Readiness Program (Managing Yourself, Managing Teams, Marketing Management and Working Capital Management, Strategic Thinking and Planning, Financial management)
- 2022, Brand Building, Planning and Strategy
- 2020, Omnichannel Strategy for CPG Brands
- 2018, Coaching Masterclass
- 2018, Ecommerce Strategy
- 2016, VUCA - Five Steps to Clarity in an Ambiguous World
- 2016, Brown-Forman Way of Brand Building, Marketing Capabilities Program
- 2015, Digital Boot Camp
- 2014, The Art and Science of Brand Building
Differentiators
- Regional Manager/Country Manager for 3 years managing both direct importation and third-party distributor models.
- Marketing professional 15 years with experience in FMCG and HORECA within top companies in their field: P&G, L'Oreal, BAT, Brown Forman and experiencing multicultural, working with +30 countries across the years handling teams from different countries in different business models
- Transformational Leadership: Successfully handled major brand & operational transitions, including Jack & Coke integration with Coca-Cola Hellenic, Diplomatico Rum & Gin Mare transition, CCH to Liviko in Baltics and Slovakia's transition to in-house distribution.
- Strategic Planning: Designed and executed a 10-year business roadmap, targeting 3x market growth for Romania and 5x for Adria by 2034.
- Revenue Growth: Tripled operating income in Romania, securing #1 market position and ranking among the top value growth contributors in Europe
- People Leadership: Build a strong team despite the changes in structure and external challenges by recruiting the right people, developing them and keeping them engaged
- External stakeholders' management: I improved the collaboration with the partners across all markets and working on different Route to consumers/Route to market models
Timeline
Regional Manager Romania, Adria and Slovakia - Brown-Forman
05.2021 - Current
Marketing Manager B-F Portfolio CIS - Brown-Forman
01.2020 - 01.2021
Marketing Manager B-F Portfolio different geographies in different time frames across 20 markets - Brown-Forman
01.2015 - 01.2021
Marketing Manager B-F Portfolio Romania - Brown-Forman
01.2014 - 01.2015
Brand Manager Jack Daniel's Romania - Brown-Forman
01.2013 - 01.2014
Brand Manager Garnier Haircare, Body care, Styling and Ambre Solaire - L'Oreal
01.2011 - 01.2013
Brand Executive Dunhill& Vogue - British American Tobacco
01.2010 - 12.2010
Junior Brand Manager - Procter& Gamble
01.2008 - 12.2010
Marketing executive - Friesland Foods
01.2007 - 12.2008
Account Manager - ClipArt Advertising
01.2006 - 12.2007
President - European Student Organization
01.2005 - 12.2007
Babes-Bolyai University - Bachelor's degree, Management of European Institutions
Babes-Bolyai University - Bachelor's degree, International Relations and European Studies
Babes-Bolyai University - Master's degree, Management
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