Octavian Cristea

• Create and lead Business Excellence function (Sales Force Effectiveness, Digital Marketing and Training manager) across Romania, Bulgaria and Greece cluster

• Lead main business excellence projects and initiatives related to Customers segmentation across region, Incentive and Compensation scheme, Business excellence KPI-s

• Lead internal training and coaching programs and initiatives dedicated for Customers Facing Roles (Timelines, Executions, Processes, Competencies)

• Act as a valuable and recognized business partner across various markets and business models with solid results: Project Management (best new CRM AIdea Deployment across all three countries), Market research and specific optimization processes

• Lead Commercial function (20 reports: 2 ASM-s, 1 KAM, 12 Reps, 2 Commercial & Logistic Responsible, 3 Products Managers) and commercial operations through Distributors, Independent pharmacies, Pharmacy chains

• Operate business model change by developing internal sales structure and implement a new commercial & marketing strategy by developing and hire internal sales force allocated for CH portfolio

• Distributors management (13 national partners): Commercial Policy , Operational and Logistic flows, Performance bonus scheme, Commercial & Operational procedures

• Lead marketing strategy in terms of portfolio and category development, media & communication strategy, new products launching (e.g.: Strategy communication for Tantum Verde – Sore throat, Tantumgrip new launch as a line extension in Cough & Cold Category, Category development in dermatological or gynecological areas)

• Strong and recognized business performance in creating and developing a new business model and creating a solid base for a sustainable and profitable company assuming a leading role in restructuring and defining a new operation model

• Lead commercial department (25 reports: 3 ASM-s, 1 KAM, 20 Reps, 1 Sales Effectiveness) and commercial operations through Distributors, Independent pharmacies, Pharmacy chains, with yearly turnover of over 20 mil. USD
• Conduct business model change (from external field force to internal one): recruit new members, new territory management, develop internal processes: planning, detailing, in-store execution, reporting, business KPI-s • Project management: Lead local team (5 direct reports) to develop new CRM System for Romanian market (Sales Force – Veeva) (February – September 2014), delivering one of the best projects across Europe (concept, design, adapting to local needs and business model, implementation and field execution post implementation)
• Conduct business integration process within new GSK company (Route to market model, Market authorizations, Portfolio & Processes optimization, Marketing & Sales Integration, Operating systems Integration, Distributors business Integration across 7 markets in Romania & Balkans)
• Achieve for Romania no.1 position within Novartis Consumer Health Europe in 2014: Net sales growth +29% (2014 vs. 2013), Net Sales & Profit target over delivered (+14% Net Sales target and + 5% Profit target)
• Deliver business & integration objectives for Romania & Balkans (7 markets) by creating operational and business synergies between portfolios and one single operation model across region

• Define commercial policy and yearly business plans for national and local pharmacies chains, design structure for KA dedicated team

• Create and negotiate dedicated customers yearly plans and In-Store activities for pharmacy chains in order to maximize company’s business performance for OTC portfolio and brands: Prostamol, Espumisan, Lioton, Mezym

• Design, negotiate and close yearly commitments with key national chains securing more than 35% from company’s yearly turnover, above market average within key categories, delivering strong and stable growth, and securing with integrated business plans and agreements over 5 mil EUR yearly turnover for KA channel

• Lead OTC sales division (36 reports, 6 ASM-s and 30 Sales Reps.), delivering a yearly turnover over 20 mil. EURO

• Create sales strategy on company’s key distribution channels (Wholesalers, Independent pharmacies and KA-s), redesign Sales team field execution by focusing on key brands and categories and implementing a new operating model (detailing activities, shelve placements, cross categories recommendations, reporting system)

• Negotiate trade and consumer projects within Mass Market Channel (Retailers and Gas stations) for food supplements and para-pharmaceuticals: trade calendars placements, brands display, consumer activation

• Strong achievements for Eubiotic (over 60% SOM, undisputed market leader on probiotics category), Paracetamol and Aspirin (over 40% SOM), Successful increasing profitability on OTC portfolio through strong line extensions (e.g. Parapharmaceuticals - bandages, patches, condoms)

• Management of direct sales force and support team(12 reports),covering as functions: Trade Marketing, KA-s Sales force team (dedicated to distributors and pharmacies chains), Operations (Invoicing, Orders processing, Reporting)

• Create commercial conditions for indirect distribution channel and follow-up related to objectives that must be achieved in terms of: Sales volumes and values, Collections, Channel management

• Design and coordinating BTL Projects (egg.: BTL Projects within pharmacy chains for Cough & Cold Category : consumer activation in cold season, delivering growth four times more than the average within cold season)

• Design and coordinate new products launching and all the trade marketing activities for main company’s brands to sustain and to grow company’s business performance in a cross functional approach (Sales, Marketing and Medical Promo team,e.g.: Eubiotic line extensions in probiotics, Trachisept – Cold & Flu, Extremvit – Vitamins)

• Responsible for Product & Trade Marketing activities for Balkans area: Romania, Bulgaria, Croatia, Serbia & Montenegro, Macedonia and Albania for truck tires, agricultural and industrial products

• Management of all activities and budgets regarding: Sales promotions campaigns, Special events and trainings dedicated to customers (Michelin Road Show, Volvo trucks partnership), Technical documentation, Products tests

• Product marketing activities related to: Portfolio management (profitability, rationalization, new products launching), Technical support for customers and sales force, Sales forecasts, Pricing policy and price positioning, with very high focus on premium brands (Michelin Energy)

• Manage business intelligence system for truck tires product lines: Market data, Technical reports, Competition monitoring, Dealers partnerships programs progress (e.g.: Special contract fleets)

• Successful launching for new premium range of products (Michelin Energy): more than +3pp in share of market and profitability improvement for truck tires portfolio, delivering strong business concepts and benefits for B2B users (“lowest price on rolled kilometer”)