Diana Ene

Optical Investment Group is the leading retailer and important distributor on the Romanian optical market. The group is owned by Innova Capital, an independent private equity firm from Poland, and provides a large variety of eye care products and services. The group has more than 100 stores well-spread across the country operating mostly in shopping malls in Bucharest and main cities in Romania. Its retail operations are complemented with distribution and eCommerce. As National Retail Manager, I am responsible for overseeing the operations of 100 physical stores and leading the development and implementation of the omnichannel strategy. I manage directly a team of five Regional Sales Managers, over 100 retail stores and +500 employees, ensuring the alignment of in-store activities with the broader business goals, focusing on delivering seamless customer experiences across all touchpoints.

Key Responsibilities:

• Develop and implement sales strategies to optimize retail performance, analyze sales metrics to ensure target achievement, and enhanced customer experience.
• Led the development and expansion of the retail network by planning and successfully opening three new stores in 2024, implementing an innovative store concept to enhance customer experience and align with the company's strategic growth objectives.
• Built and managed P&L strategies, delivering consistent EBITDA growth aligned with company goals.
• Develop and implement financial and operational strategies to enhance market position and sustainability.
• Led cross-functional initiatives to align operations with evolving market dynamics.

Achievements:

• Achieved a 19% year-over-year growth in EBITDA, despite a modest 5% increase in revenue, by enhancing operational efficiency, optimizing cost structures, and improving profitability across key business areas.
• Implemented the omnichannel strategy with a focus on integrating the OMS with physical stores, enabling delivery, return, and in-store pickup for online orders.
• Digitalized the prescription system through CRM integration and centralized customer data collection.
• Reduced staff turnover by introducing an intrapreneurial bonus system based on store revenue.
• Streamlined time-consuming operational processes, such as product labeling, by rolling out the RFID system across the network (in progress).

• Developed and deployed customized training programs tailored to sales and management team needs.
• Identified performance gaps and implemented targeted improvement plans to drive sales growth.
• Conducted continuous performance assessments, ensuring alignment with organizational KPIs.
• Tailored coaching and mentoring sessions to individual employee needs, significantly improving skill levels and performance metrics.
• Optimized team performance by identifying and addressing skill gaps through targeted training programs.

Achievements:

• Implemented an e-learning platform and developed training, onboarding, and induction programs from scratch, reducing the development time for beginner sales personnel by 30%.
• Formed a team of 5 trainers to deliver these programs effectively.
• Increased team sales performance by 20% and reduced competency gaps across teams.

Key Responsibilities:

• Developed regional sales strategies aligned with financial objectives.
• Evaluated sales performance metrics and implemented strategic adjustments to meet goals.
• Collaborated with marketing and supply chain teams to ensure effective execution of initiatives.
• Recruited, trained, and mentored sales teams to ensure alignment with company values and targets.
• Analyzed market trends and competitor activities to identify growth opportunities and inform strategic decisions.
• Managed inventory and resource allocation to optimize sales potential and reduce costs.

Achievements:

• Played a key role in integrating two competitive companies following their acquisition by a private equity fund, facilitating the fusion of operations.
• Implemented new operational processes, ensuring employee retention and smooth adaptation to new rules and workflows.
• Expanded market share in highly competitive regions.

Key Responsibilities:

• Ensured brand consistency and store image alignment across 27 Optiblu locations.
• Recruited, trained, and mentored sales teams to ensure alignment with company values and targets.
• Analyzed market trends and competitor activities to identify growth opportunities and inform strategic decisions.
• Managed inventory and resource allocation to optimize sales potential and reduce costs.
• Monitored stock efficiency to minimize overstock and shortages.

Achievements:

• Strengthened team cohesion and improved client retention.

Arsis Trading is a leading Romanian company established in 1991, specializing in the IT&C sector. As the largest distributor of Vodafone products and services in Romania, Arsis Trading operates an extensive national network of over 100 retail locations.

Key Responsibilities:

• Coordinated, monitored, engaged, and motivated the sales team to achieve set goals.
• Achieved daily, weekly, and monthly objectives for internal and external activity development (e.g., sales targets and related initiatives).
• Trained the Shop Managers team, overseeing daily activities.
• Regularly reported the results of team activities to senior management.
• Drove sales and ensured stores remained profitable.
• Consistently met area and company KPIs.
• Stayed updated on current trends, including competitor analysis, to refine strategies and maintain a competitive edge.

Achievements:

• Boosted area sales through effective leadership and operational enhancements.

Key Responsibilities:

• Sales team coordination and participation in all shop activities.
• Planning, implementing, and monitoring strategies implemented to reach the target.
• Achieving sales training on-the-job sales agents and constantly monitoring their results, while ensuring the integration of new team members.
• Implementing strategies to improve shop performance.

Key Responsibilities:

• Negotiating and concluding service contracts.
• Reaching the monthly sales target and individual goals.
• Drawing up daily reports.
• Identifying customer needs and expectations by providing them with accurate and complete information about the products on sale.
• Maintaining cleanliness in the store.
• Proactively collaborating with other sales team members.