Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic
Monica Roxana Vilcu

Monica Roxana Vilcu

Bucharest

Summary

As Country Manager at 4Service Shoppers Insight, my role is to ensure that the company's strategic goals are aligned with local market conditions, customer expectations, and compliance frameworks. My involvement spans across the entire business process, from high-level planning to operational execution. I have led the development of retail strategies and HR frameworks through marketing research projects for various companies. Additionally, I built the insurance strategy for Allianz International in continental Europe, covering multiple markets. I also designed and coordinated the development of the Superbet online customer community, setting up local engagement strategies across several countries.

Overview

31
31
years of professional experience
2
2
years of post-secondary education
1
1
Certification

Work History

Country Manager

4Service Shoppers Insight
10.2023 - Current
  • As Country Manager at 4Service Shoppers Insight, my role is to ensure that the company's strategic goals are aligned with local market conditions, customer expectations, and compliance frameworks. My involvement spans across the entire business process, from high-level planning to operational execution.
  • Key responsibilities include: Business Strategy & Market Development: I lead the development and execution of the country-specific business plan, ensuring it supports overall company objectives. I continuously analyze market trends and client needs to adapt our service offerings accordingly. I also contribute to the design of the international strategic direction across 12 countries, working closely with regional leadership to align goals, share best practices, and drive cross-market consistency.
  • I have led the development of retail strategies and HR frameworks through marketing research projects for: Sabon Romania, Inmedio–Lagardère Romania, Arabesque Romania, Deichmann Romania, Decathlon Croatia, Farmec Romania.
  • Additionally, I built the insurance strategy for Allianz International in continental Europe, covering markets such as France, Belgium, the UK, and Italy. I also designed and coordinated the development of the Superbet online customer community, setting up local engagement strategies across Romania, Serbia, Brazil, and Belgium.
  • Team Leadership & HR Involvement: I oversee recruitment, onboarding, and training of local staff. I implement and monitor performance KPIs, ensure a collaborative team culture, and support professional development across the organization.
  • Service & Product Oversight: I supervise the full range of services in the market research domain, including mystery shopping, customer satisfaction programs, NPS tracking, brand audit, and retail performance assessments. I ensure service quality, methodological rigor, and innovation in research design. I developed and scaled the national consumer panel and optimized fieldwork operations to ensure high-quality data collection.
  • Operational Execution & Project Delivery: I manage the delivery of fieldwork, data collection processes, project coordination, and quality assurance. I organize and host client-facing events such as webinars and workshops to share insights and support commercial engagement.
  • Key projects include: Continuous supervision of shop operations and employee attitude evaluation for Nedelya in Bulgaria in Romania, Supervision of continuous retail and audit programs for MOL Romania, including performance tracking and service consistency, Audit and after-sales service evaluations for Suzuki dealerships and partner networks across Romania, Monitoring and coordination of ongoing mystery shopping programs in coffee shop chains such as Tucano Coffee and Starbucks, Brand audit for Kaufland in retail environments, Continuous audit program for La Doi Pași (Metro Group), Retail performance and visibility analysis for Aurora, Brand strategy and HORECA market expansion for Lviv Chocolate and Roshen, Design and implementation of an omnichannel customer engagement project for JTI Romania, including: Setting up and auditing the call center operations, Coordinating the network of brand ambassadors, Supervising mystery shopping evaluations, Establishing and managing the national Brand Expert Team for in-market execution and visibility.
  • Stakeholder & Client Relationship Management: I build and maintain relationships with key stakeholders: clients, suppliers, public authorities, and internal cross-regional teams. I act as the main liaison between the local office and HQ.
  • Marketing & Communication: I support and adapt marketing strategies to the local market, contributing to brand visibility and positioning. I actively promote the corporate image of 4Service Romania through strategic content on social media platforms and professional networks.
  • Proposal Development: I introduced a fresh perspective in structuring proposals and commercial offers, ensuring a more consultative, insight-driven approach tailored to client needs.
  • Financial Planning & Reporting: I am responsible for budgeting, revenue tracking, and cost control. I prepare financial reports and forecasts and communicate performance indicators and strategic feedback to senior management.
  • Compliance & Risk Management: I ensure that all activities adhere to local laws, GDPR standards, and internal compliance policies.

Senior Qualitative Consultant

MKOR
01.2022 - 10.2023
  • As Qual Senior Manager at MKOR, I held a dynamic and multifaceted leadership role encompassing expertise in qualitative research, customer experience strategy, and brand development. I steered and oversaw high-impact projects, cultivated strong client partnerships, and consistently delivered the indispensable research insights and CX strategy guidance our clients sought.
  • Serving as a subject matter expert, I provided invaluable advice on qualitative methodologies and customer insight strategies, both internally and externally. I played a crucial role in developing proposals, identifying new business opportunities, and nurturing long-term client relationships.
  • A key part of my contribution involved designing and implementing customer experience strategies and brand positioning initiatives for top-tier brands in Romania, including: AFI Mall Romania: Crafted a comprehensive customer experience strategy integrating in-mall and digital touchpoints, loyalty program enhancement, and experiential activations, Klintensiv: Led brand repositioning and B2B/B2C customer journey design for Romania’s leading disinfectants producer, Viorica Shops & Branding: Delivered a retail experience redesign, in-store customer journey mapping, and loyalty program strategy, Avis International (Romania): Conducted a CX optimization project including station service audits, digital booking UX improvements, and brand activation proposals, Perla Harghitei: Led a customer-centric brand refresh project, including packaging audit and wellness-focused repositioning strategy, Libertatea.ro: Delivered a digital experience audit, optimizing user engagement, content navigation, and monetization pathways for one of Romania’s leading news platforms.
  • Throughout these projects, I specialized in storytelling that brought qualitative insights to life, providing nuanced narratives that seamlessly connected with quantitative findings. This approach empowered clients to make informed, emotionally resonant, and commercially sound decisions.
  • In essence, this role blended leadership, research expertise, CX innovation, and a relentless focus on client satisfaction, contributing meaningfully to MKOR’s growth and positioning as a trusted insights partner.

Planning Insight Director

Quester
09.2017 - 12.2022
  • As Planning Insight Director at Quester, I held a leadership role at the intersection of research, strategy, and brand planning. I was responsible for overseeing the design and execution of multi-method research projects, developing strategic insights, and guiding clients in refining their brand, customer experience, and market approaches based on evidence-backed intelligence.
  • Key Responsibilities: Led the development and implementation of qualitative and quantitative research projects, from concept to execution. Designed research frameworks, moderated focus groups, in-depth interviews, and workshops, with a strong emphasis on cultural and semiotic analysis. Developed performance measurement tools, evaluation criteria, and program monitoring systems for a wide array of business and policy sectors. Coordinated data collection, data extraction, and advanced analysis, ensuring actionable insights tailored to client business goals. Authored briefs, strategic reports, and executive presentations to communicate findings in clear, impactful narratives. Provided strategic planning support and consultancy for national and regional brands in areas of content strategy, customer segmentation, B2B and B2C market positioning, and cultural insight application. Managed the continuous development of internal research standards, knowledge bases, and best-practice resources. Delivered project management and operational oversight for diverse, high-impact initiatives.
  • Highlighted Projects: Renault–Dacia Online Content Strategy: Developed a digital content strategy rooted in qualitative audience insight and cultural trends, repositioning Dacia’s brand voice for modern online audiences. Dior Semiotic Retail Experience Renewal: Led a cultural codes audit and semiotic analysis of Dior’s retail presence in Romania, crafting a new in-store and brand communication strategy aligned with evolving luxury category codes. Agricover B2B Farmers Strategy: Conducted an in-depth research and segmentation study of Romanian farmers, developing a tailored B2B engagement strategy and customer journey model for Agricover’s financial and agri-services divisions. Titan Flour Retail Strategy: Delivered qualitative and market insights shaping Titan’s retail positioning, packaging redesign, and category communication strategy to appeal to both modern trade and traditional shoppers. Aqua Carpatica Cultural Research & Merchandising Strategy: Directed a cultural insight study exploring wellness and purity narratives in Romania, which informed Aqua Carpatica’s merchandising approach and customer touchpoint strategy across retail and HORECA channels.
  • In this role, I combined research leadership, cultural insight expertise, and strategic planning acumen to drive commercially relevant, future-forward solutions for clients navigating shifting consumer, cultural, and category dynamics.

Senior Consumer Insight Manager

Nielsen
06.2015 - 08.2017
  • In my role as Senior Consumer Insight Manager at Nielsen, I led a client servicing team responsible for delivering high-impact consumer insights and market intelligence to key FMCG, retail, telecom, and financial services clients in Saudi Arabia. The position combined operational leadership, client relationship management, and strategic advisory functions, ensuring our insights directly informed client business decisions and market strategies.
  • Key Responsibilities: Managed a client service team to ensure timely, precise, and high-quality delivery of insights and recommendations aligned with client objectives and market dynamics. Maintained comprehensive, up-to-date business profiles and intelligence for each client, informing senior management and strategic planning initiatives. Led the preparation and presentation of proposals, pitches, and credentials to secure new business opportunities. Drove client satisfaction by delivering clear, actionable insights through business reviews, workshops, and strategic planning meetings. Oversaw the implementation of client management processes, ensuring consistent service quality and the ability to proactively identify new opportunities. Provided product solutions and benefits tailored to specific business challenges through the development of bespoke strategic initiatives. Facilitated cross-selling of services and the introduction of innovative research solutions to deepen client relationships. Built and maintained enduring client relationships at both operational and C-suite levels, acting as a trusted insights advisor. Ensured full compliance with company business conduct, ethics policies, and operational performance standards.
  • Highlighted Projects: Samsung – Consumer Strategy for Launching Built-in Oven Category: Conducted market entry and positioning research, consumer segmentation, and usage and attitude studies to support the launch strategy for Samsung’s kitchen appliance category in Saudi Arabia. Rabia Tea – Continuous Retail Audit Supervision: Oversaw the continuous retail audit program for one of the leading tea brands in Saudi Arabia, ensuring timely delivery of actionable market share and retail distribution insights. Almarai – Fresh Greek Yogurt Full-Service Strategy: Led a comprehensive market opportunity assessment and consumer insight program to guide Almarai’s launch strategy for fresh Greek yogurt, including product concept testing, pricing research, and in-store activation evaluation. STC Group – Customer Satisfaction & Experience Program: Managed a continuous customer satisfaction tracking program for Saudi Telecom Company (STC), providing insights into service experience, brand perception, and customer loyalty drivers. Al Rajhi Bank – Customer Insight and Product Development Support: Delivered customer needs mapping, brand health tracking, and product concept testing to support Al Rajhi Bank’s retail banking service development strategy. SABIC Group – Market & Consumer Intelligence Support: Directed qualitative and quantitative research initiatives for SABIC’s consumer-facing business units, focusing on category opportunity identification and brand health measurement. Saudia Foods – Brand Positioning and Consumer Insights Advisory: Managed Saudia Foods’ consumer insight projects, including U&A studies and category trends analysis to inform portfolio development and marketing strategy.
  • This role allowed me to combine market research leadership, strategic advisory expertise, and operational management in supporting some of Saudi Arabia’s most influential brands through evidence-based decision-making.

Brand Strategist

03.2012 - 10.2015
  • Key Client Portfolio: Personally responsible for driving business growth through a mix of new business development and strategic account management for a diverse portfolio of high-profile clients, including: Anchor Group, Tuborg, Mercedes-Benz, Toyota, Orange, Truvo, Carte Noire, Jacobs Krönung, Yoplait, Procter & Gamble (Ariel), Unilever.
  • Core Responsibilities & Achievements: Expanded the client base by securing new business opportunities and increasing engagement and service depth within established accounts. Conducted regular team performance reviews, mentorship sessions, and provided continuous strategic feedback to elevate the agency’s strategic offering. Established consistent processes, tools, and standards for the Brand Strategy function, ensuring quality and alignment with client expectations. Assessed the evolving strategic planning needs of both existing and prospective clients, proactively identifying business development and innovation opportunities. Directed strategic research programs and consumer insight initiatives to support brand development, communication strategies, and market positioning. Led the creation of integrated, insight-driven strategic recommendations, encompassing digital, content, and campaign strategies. Oversaw the development of creative briefs, conversation strategies, and strategic frameworks to ensure brand coherence and alignment with business objectives. Served as a strategic partner for key clients, presenting and defending strategic approaches, insights, and campaign performance reviews. Evaluated the effectiveness of marketing initiatives, implementing precise tracking and performance measurement systems for optimization. Played a pivotal role in agency new business pitches, strategic positioning exercises, and client-facing presentations. Introduced and championed new service disciplines and strategic capabilities within existing client accounts, expanding revenue streams and client satisfaction. Actively represented the agency at industry conferences, networking events, and client functions, reinforcing the agency’s market presence and thought leadership.

Marketing Research Director

IMRCG (Research International)
11.2000 - 02.2012
  • Eastern Europe market research leadership, international project coordination, client relationship management, and business development strategy.
  • International Project Leadership: Directed large-scale international and regional research projects across Eastern Europe, with over 40% business travel, managing multi-country, multi-methodology studies. Provided strategic insight and oversight for key accounts in FMCG, retail, automotive, and beverage sectors, ensuring research solutions aligned with client brand and business goals.
  • Business Development & Client Relationship Management: Developed and executed business development strategies to grow both new and existing client portfolios, maintaining a high client retention rate through relationship-building and tailored service offerings. Worked directly with clients to understand their market challenges and business needs, proposing custom research frameworks for brand health, market segmentation, and product innovation.
  • Proposal Management & Project Execution: Led the end-to-end management of project proposals, pricing, and delivery plans, ensuring alignment with both client objectives and internal resource capacity. Developed and presented project proposals, strategic frameworks, and insight-driven debriefs to regional and global client stakeholders.
  • Insight Generation & Reporting: Oversaw data interpretation and insight generation processes, ensuring all research outputs translated into clear, actionable business recommendations. Delivered strategic reports addressing client business challenges, market opportunities, and competitive positioning.
  • Leadership & Team Management: Managed a multidisciplinary team, including research managers, analysts, and support staff, overseeing recruitment, training, and performance management. Fostered a collaborative, high-performance team culture and promoted continuous professional development.
  • Highlighted Projects: Tuborg & Carlsberg: Developed comprehensive branding and consumer insights programs, including the creation of a Holsten Branding Book and category audit studies. Orangina: Led brand positioning studies and brand equity diagnostics to support market re-launch initiatives. Bilbor (Carlsberg Group): Designed qualitative and quantitative research for brand refresh projects and packaging tests. Holcim: Managed customer satisfaction and B2B market analysis studies for construction material categories. Coca-Cola: Directed U&A studies, advertising pre-tests, and post-campaign evaluations across carbonated drinks and new product launches. Policolor Spor: Oversaw brand equity and advertising tracking for household paints and coatings category. Tnuva-Yoplait: Led consumer insights projects, including product tasting panels, sensory research, and innovation testing. Diverta: Delivered retail satisfaction and consumer shopping behavior studies for bookstore and entertainment product categories. Cora & Auchan: Directed retail shopper insights, category management studies, and path-to-purchase research to optimize in-store layouts and product placements. Volvo, Mercedes-Benz: Coordinated annual brand tracking studies across three automotive categories — passenger cars, vans, and trucks, providing insights on brand health, purchase intent, and customer satisfaction.

Marketing Director

IEBA Financial & Consulting Company
11.1999 - 11.2000
  • Client service leadership, business development, operational management, and cross-functional strategy alignment for a financial and business consulting firm.
  • Client Service & Business Development: Organized and structured the Client Services Department, implementing operational processes and service protocols to optimize client engagement and service delivery. Successfully attracted new clients while actively maintaining and strengthening relationships with existing accounts through consultative service and strategic account planning. Collaborated with the executive management team to define both short- and long-term departmental goals aligned with the overall business plan and evolving market demands.
  • Leadership & Team Management: Supervised, trained, and mentored a team of 5 Account Executives, ensuring operational excellence and continuous professional development. Set clear performance expectations, provided regular feedback, and conducted performance reviews to support team growth and achievement of service standards.
  • Operational & Financial Management: Developed and managed departmental budgets and capital expenditure plans, monitoring monthly financial performance and ensuring compliance with corporate reporting standards. Partnered with other operational leaders to drive efficiency improvements and cost-saving initiatives, enhancing overall business profitability.
  • Cross-Functional Collaboration: Served as a core member of the Operations Management Team, actively participating in strategic committee meetings covering sales, marketing, business development, finance, and HR functions. Supported the Sales team in achieving revenue targets by contributing marketing strategy input, client insights, and proposal development for new business opportunities.

PR & Marketing Leader

Orange
03.1996 - 04.1998
  • Public Relations & External Communications Leadership: Led the development and execution of a comprehensive, business-focused public relations strategy, aligning with corporate objectives to enhance brand visibility and corporate reputation. Oversaw all external communications and media relations activities, acting as an official company spokesperson and managing sensitive media inquiries.
  • Strategic Planning & Budget Management: Defined and managed the annual public relations budget, ensuring optimal allocation of resources to support strategic initiatives and campaigns. Developed and implemented PR systems, tools, and process improvements to enhance efficiency and consistency across external communications activities.
  • Performance Monitoring & Reporting: Continuously reviewed and measured the effectiveness of the public relations strategy, providing data-driven insights and actionable recommendations to the Communication Director. Prepared monthly executive reports for the President, detailing PR activities, media exposure, campaign outcomes, and strategic opportunities.
  • Crisis Communication & Issue Management: Developed and maintained the company’s crisis management public relations strategy, ensuring timely, accurate, and effective communication during high-risk scenarios.
  • Campaign & Event Coordination: Managed the annual public relations calendar, ensuring consistent brand exposure across various media channels and capitalizing on promotional opportunities. Integrated secured media features, reader offers, competitions, and promotional campaigns into the annual external communications plan to drive engagement and lead generation.

Speaker & News Presenter

ABC Television & Broadcast Company
09.1994 - 02.1996
  • News content creation, editorial oversight, and on-air presentation for national broadcast programming. Wrote, edited, and delivered live news bulletins for the morning journal (10 AM edition), ensuring accuracy, clarity, and relevance for a diverse audience. Conducted in-depth research, drafted, and sub-edited a wide range of news stories, providing timely coverage of national and international events. Collaborated closely with editorial teams to curate daily content, prioritize breaking news, and maintain journalistic standards.

Education

MBA -

London Business School

Bachelor’s Degree - Romanian & French Languages

University of Bucharest
01.1995 - 12.1995

Bachelor’s Degree in Commercial Studies - undefined

ASE (Academy of Economic Studies)
01.1996 - 12.1996

High School Diploma - undefined

V. Vodă National College

Skills

PC advanced proficiency

Certification

BBC School of Journalism, 1996

Timeline

Country Manager

4Service Shoppers Insight
10.2023 - Current

Senior Qualitative Consultant

MKOR
01.2022 - 10.2023

Planning Insight Director

Quester
09.2017 - 12.2022

Senior Consumer Insight Manager

Nielsen
06.2015 - 08.2017

Brand Strategist

03.2012 - 10.2015

Marketing Research Director

IMRCG (Research International)
11.2000 - 02.2012

Marketing Director

IEBA Financial & Consulting Company
11.1999 - 11.2000

PR & Marketing Leader

Orange
03.1996 - 04.1998

Bachelor’s Degree in Commercial Studies - undefined

ASE (Academy of Economic Studies)
01.1996 - 12.1996

Bachelor’s Degree - Romanian & French Languages

University of Bucharest
01.1995 - 12.1995

Speaker & News Presenter

ABC Television & Broadcast Company
09.1994 - 02.1996

High School Diploma - undefined

V. Vodă National College

MBA -

London Business School

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Monica Roxana Vilcu