Octavian Cristea
Bucharest
Summary
Strong experienced professional, with high business and ethical standards. I'm recognized for an excellent reputation among business partners and proven business performance in various companies, roles and business models. I'm driven by success, ambition and passion to achieve performance at very high standards, being a strong and respected role model for all my collaborators.
Overview
19
19
years of professional experience
Work History
Business Excellence Head
Angelini Pharma Romania
07.2020 - Current
- 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.
CH Business Unit Manager & Commercial Head
Angelini Pharma Romania
08.2016 - 06.2020
- 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.
Sales Manager & Market Integration Lead
Novartis Consumer Health Romania
04.2013 - 07.2016
- 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.
Sales Manager OTC – Pharmacy Chains
Berlin Chemie Menarini
11.2012 - 03.2013
- 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 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.
Sales Manager
Labormed Pharma
11.2010 - 11.2012
- Lead OTC sales division (36 reports, 6 ASM-s and 30 Sales Reps.), delivering a yearly turnover of 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
- Para pharmaceuticals - bandages, patches, condoms).
Trade Marketing & Distribution Manager
Labormed Pharma
08.2006 - 10.2010
- Management of direct sales force and support team (12 reports): 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 business objectives: Sales, 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)
- 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.: Eubiotic line extensions in probiotics, Trachisept – Cold & Flu, Extremvit – Vitamins).
Trade Marketing & Product Manager Truck Tires
Michelin Romania
07.2005 - 07.2006
- 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 related to 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, Partnerships programs progress (e.g.: Volvo Trucks Romania)
- 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”).
Education
Trade & Marketing Degree -
Transylvania - Brasov
06.1997
Skills
- Focus on performance driven by passion to succeed, with very high business and ethical standards
- Flexible and adaptable in a dynamic and fast paced environment, with a solid recognized and proven performance in being a change driver
- Valuable collaborative team player highly recognized within organization
- Team management acting as a strong and recognized leader
Locations
Bucharest, 050451, RO
Personal Information
Title: Business Excellence Head
Awards
- Angelini Annual Awards 2023: Best CRM Aidea Deployment and Localization Romania, Bulgaria and Greece (Evolve our culture Win as One) - best project on this section from International Operations
- Kantar Retail London: Key Accounts Management & Investments, 2015
- Dale Carnegie: Team leadership” (2011-2012)
Hobbies and Interests
Chess
Timeline
Business Excellence Head
Angelini Pharma Romania
07.2020 - Current
CH Business Unit Manager & Commercial Head
Angelini Pharma Romania
08.2016 - 06.2020
Sales Manager & Market Integration Lead
Novartis Consumer Health Romania
04.2013 - 07.2016
Sales Manager OTC – Pharmacy Chains
Berlin Chemie Menarini
11.2012 - 03.2013
Sales Manager
Labormed Pharma
11.2010 - 11.2012
Trade Marketing & Distribution Manager
Labormed Pharma
08.2006 - 10.2010
Trade Marketing & Product Manager Truck Tires
Michelin Romania
07.2005 - 07.2006
Trade & Marketing Degree -
Transylvania - Brasov
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