Irina Olteanu
Bucharest
Summary
Strategic and commercially focused Senior Marketeer with 10 Years experience in FMCG Brand & Category Management. Highly skilled in Brand and Communication Strategy, Product Development, Brand Portfolio Management, P&L and budget management.
Overview
22
22
years of professional experience
Work History
Marketing Manager
SLOOP Romania
03.2024 - 10.2024
- Increased Sloop market share by 5% compared to the same period last year by managing three core projects: new brand strategy, new category entry (lemonade), and portfolio management for core business (smoothie).
- Reshaped the target audience by gathering customer and market insights.
- Developed product concept and launched a new range of lemonades on the market, which brought an increase in sales of 12% for the Sloop Brand.
- Developed a high-impact communication strategy for the lemonade launch that helped the brand increase awareness and the product achieve trial.
Senior Brand Manager
COVALACT SA
02.2020 - 02.2024
- Increased brand market share with 1.5pp and sales volumes by 25% vs same period last year, by mangaging a complex rebranding project
- Covalact de tara brand gained 4 positions in TOP BrandRO 2024 (The Most Powerful Romanian Brands) from place 9 to place 6
- Covalact de tara improved brand KPIs (brand image, awareness and consideration, measured in annual Brand Tracking)
- Increased market share with 5pp (from 20% to 25%) in one of the most important segment for Covalact de tara: cottage cheese, by improving recipe of the product, packaging design and name of the product.
- Developed and implemented new packaging design in line with the new brand strategy that helped the brand become more visible on the shelf, more relevant for younger consumers, and more desired by top retailers.
- Increased visibility in-store by developing a more complex trade marketing annual plan (samplings, new innovative POSM, and new product placements).
- Improved overall brand Social Media KPIs: 95k followers in 2024 vs 68k in 2020, top 5 most visible dairy brands in Social Media in Nov 2023
Category Marketing Manager
CAROLI FOODS GROUP
01.2015 - 01.2020
- Developed and implemented Campofrío's repositioning strategy (from a mainstream to a premium brand), achieving higher awareness for Campofrío and increasing market share with 2pp for Caroli Food Group Company
- Led the launch of a premium turkey range on the Campofrio brand, from consumer research to market rollout, achieving a 12% increase in sales volumes in the first six months, and gaining listings in all national retail chains.
- Developed a new communication platform for the Campofrio brand, with multi-channel high visibility: TV, outdoor, digital, and in-store, in line with the repositioning strategy.
- Redefined brand portfolio strategy in the ham and salami category to differentiate premium and 100% natural products.
- Coordinated NPD for a new range of sliced specialties on the Sissi brand that helped the company cover gap in a strategic segment (sliced specialties).
Jr Brand Manager & Category Manager
CAROLI FOODS
04.2011 - 12.2014
- Coordinating the first national promotional campaign in the history of the company and achieving a 5% increase in sales volumes compared to the same period last year.
- Developing the first brand site for Campofrio from concept to design.
- Creating the first social media pages for Sissi and Campofrío brands.
- Packaging cost reduction for all categories, with great impact on company P&L.
- Packaging innovation for Sissi Brand on sliced products with great impact on brand image: first resealable sliced products in Caroli Foods Group
Product Manager
Diverta Retail
09.2009 - 03.2011
- Managed to maintain gross margin in the media category (music and film) in difficult times by negotiating new commercial contracts (purchasing and promotion) with all product suppliers.
- Increased in-store visibility for new entries and star products by organizing launching events in all key stores and developing special new placements.
- Managed monthly supply and stock levels for all SKUs, and achieved commercial KPIs: sales per square foot, gross margin, and high rotation.
- Analyzed the rate of sale for each supplier and designed a shelf plan, including merchandising, POSM, and promotions for all 50 stores.
Marketing Coordinator
Diverta Retail
09.2008 - 08.2009
- Developed each month Diverta brochure and negotiated with suppliers on advertising formats.
- Managed all big annual campaigns (Back to School, Christmas, Easter, etc.) for all Diverta stores, using a mix of product categories that maximized ROI.
- Managed relationships with creative and media agencies, from brief to implementation, in order to increase awareness of the campaign outside Diverta stores.
Counselor
Marimeta Camp, work & travel USA
06.2002 - 08.2002
- Organize daily program for my team.
- Create and implement thematic events.
- Participate in all their activities.
Education
Psychology -
Titu Maiorescu
Bucharest01.2017
DAFI – Master in Finance - Finance Management and Capital Markets
Academy of Economic Studies
Bucharest01.2007
Italian language degree -
FIDES
Bucharest01.2005
Marketing -
Academy of Economic Studies
Bucharest, Romania01.2003
Iulia Hasdeu High School -
Iulia Hasdeu High School
Bucharest01.1999
Skills
- Brand strategy
- Communication strategy
- Category management
- Product development
- Consumer insights
- Marketing campaign development
- Budget management
- KPI tracking
- Retail marketing
- P&L management
- People management
- Contract negotiation
Languages
- English, excellent
- Italian, medium
- French, conversational
Hobbies and Interests
- Cognitive Psychology
- Personal development
- Health & Nutrition
Timeline
Marketing Manager
SLOOP Romania
03.2024 - 10.2024
Senior Brand Manager
COVALACT SA
02.2020 - 02.2024
Category Marketing Manager
CAROLI FOODS GROUP
01.2015 - 01.2020
Jr Brand Manager & Category Manager
CAROLI FOODS
04.2011 - 12.2014
Product Manager
Diverta Retail
09.2009 - 03.2011
Marketing Coordinator
Diverta Retail
09.2008 - 08.2009
Counselor
Marimeta Camp, work & travel USA
06.2002 - 08.2002
Psychology -
Titu Maiorescu
DAFI – Master in Finance - Finance Management and Capital Markets
Academy of Economic Studies
Italian language degree -
FIDES
Marketing -
Academy of Economic Studies
Iulia Hasdeu High School -
Iulia Hasdeu High School
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