Maria Chelemen
HEAD OF MARKETING
Bucuresti
Summary
Highly creative Marketing Manager with expertise in transforming marketing and advertising strategies into desired results. Leads teams in developing profitable campaigns. Marketing metrics knowledge and collaborative skills supports achievement of targeted outcomes.
Overview
19
19
years of professional experience
4
4
Certifications
Work History
Consumer&Digital Marketing Manager (B2C, B2B2C)
MOL Romania (FMCG, Retail)
1 2018 - Current
- Guided business planning, competitive analysis and strategy development for Retail division and established evaluation standards for marketing activities.
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals. Return on investment on main projects between 70%-140%.
- Boosted brand KPIs and generated leads while managing internal and external marketing campaigns and programs: Brand power score (+4%p), Brand awareness - premium fuel brand (+7%p), Brand awareness-Gastro (+30%p).
- Successfully launched MOL MOVE customer loyalty platform achieving 51% from previous programme active customers in 2 months.
- Improved digital footprint through development of effective retail media network: in store Digital Signage, web applications, new social media channels for food and non-food brands.
- Utilized market trends and target audience research to effectively and appropriately market products such as new ev-chargers business line and own brand products (fast moving).
- Local focal point and PM during the biggest Data Analytics project, involving over 20 local & Group project members, cross-functional team.
- Led team of 7 marketing professionals to deliver high-quality campaigns on time and within budget, achieving remarkable level of sustainable engagement (98/100).
- Mentored junior team members, providing guidance and support to foster professional growth and skill development within marketing department.
Consumer&Digital Marketing, Customer Care Manager (B2C)
MOL Romania (FMCG, Retail)
01.2020 - 12.2020
- Managed the Customer Service Department besides the Consumer&Digital Marketing Department
- Consolidated position of the Customer Service department within the Retail organization, through increased responsibility and visibility.
- Facilitated communication with customers through integration of specific application with the CRM.
- Restructured Mystery Shopping research topics and frequency, resulting in higher relevancy of insights.
Loyalty Operations Manager
MOL Romania (FMCG, Retail)
11.2011 - 12.2017
- Successfully achieved 80% increase in active loyalty members between 2012-2017 by completely reshaping value proposition of the loyalty programme based on customer journey.
- Developed country's loyalty strategy with clear focus on delivering value by acquiring, retaining and activating existing customers base through direct marketing personalized tactics.
- Implemented the first CRM platform in MOL Romania.
- Designed and launched internal loyalty programme - MultiBonus Family - addressing over 2000 front line employees + 250 HQ level employees.
- Led the first cross-boarder segmentation project (based on research&data mining), on behalf of MOL Group for MOL Hungary & MOL Romania.
Senior Marketing Executive (B2B)
Edenred Romania (Accor Services)
03.2011 - 11.2011
- Managed marketing campaigns and projects that resulted in new customers acquisition or reactivation of inactive customers (6%-12% response rate on B2B marketing activities) for all 7 brands of the company
- Successfully launched new pricing communication campaigns under the direct supervision of the Marketing Director and General Manager
- Manager of all retention and loyalty schemes of the company: cards, fidelity points programme, loyalty contracts
- Developed key partnerships to expand brand reach and drive sales growth.
- Initiator of new customer approaches on vertical markets for Compliments card: pharma, IT&C, FMCG
- Coordinated the biggest merchandising project of the company that resulted in in-store image updates of more than 10,000 affiliated outlets.
Marketing Communication Executive (B2B)
Edenred Romania (Accor Services)
07.2007 - 11.2011
- Country expert in the International Communication Team in charge with the rebranding of Accor Services (June - September 2010): involved in the new brand universe definition (iconography, typography etc), creative agency selection, proposal evaluation
Marketing Coordinator
Quantum Consulting and Management (Real Estate)
10.2005 - 06.2007
Education
Master of Arts - International Marketing
Academy of Economic Studies, Faculty of Marketing
Bucharest, Romania 10 2005 - 6 2007
Skills
Strategic Planning
Marketing Strategy Development
P&L Management
Campaign Management
Advertising Management
Brand Development
Brand-building strategies
Marketing Analytics
CRM Management
Corporate Communications
Marketing Program Management
Team building
Certification
SEED - School for Executive Education and Development, 01/2020, 04/2021
Languages
English
Proficient
C2
French
Advanced
C1
Romanian
Proficient
C2
Timeline
Consumer&Digital Marketing, Customer Care Manager (B2C)
MOL Romania (FMCG, Retail)
01.2020 - 12.2020
Loyalty Operations Manager
MOL Romania (FMCG, Retail)
11.2011 - 12.2017
Senior Marketing Executive (B2B)
Edenred Romania (Accor Services)
03.2011 - 11.2011
Marketing Communication Executive (B2B)
Edenred Romania (Accor Services)
07.2007 - 11.2011
Marketing Coordinator
Quantum Consulting and Management (Real Estate)
10.2005 - 06.2007
Consumer&Digital Marketing Manager (B2C, B2B2C)
MOL Romania (FMCG, Retail)
1 2018 - Current
Master of Arts - International Marketing
Academy of Economic Studies, Faculty of Marketing
10 2005 - 6 2007