Diana Alexe Email & Phone Number

Bucharest, Ro

Bucharest, Romania

Bucharest, Romania

• Part of the start-up team as contact point with Ford Otosan Turkey (manufacturer of Ford autos) in order to set up an official Importer in Romania• Participated in drafting 3-year detailed BP submitted to Producer for the Romanian Importer start-up, followed up and key player in all strategic negotiations• Managed complex related rebranding process, implementing brand guidelines (including, but not limited to: HQ and branches branding, online strategy, creation / translation / adaptation of printed materials, brand communication, events) within a +1,500,000 eur launch budget• Designed and implemented product launch strategy• Managed a team of 4• Awarded for “extraordinary efforts and contribution to Ford Trucks launch in Romania” by the Marketing Director of Ford Otosan (Ford Motor Company USA – Koc Holding Turkey Joint Venture)

Bucharest, Romania

www.cefintrucks.com | the largest independent multibrand used trucks trader in Romania• Successful internal and external communication related to transition from the Iveco Dealership business model to a multibrand independent used truck trader business model (Cefin Trucks)• Completed an extensive nationwide rebranding process (+500,000 eur budget)• Led marketing operations through the digital transformation process• Designed and implemented CRM web-based application, custom developed from scratch• Standardized and digitized potential customer database• Online strategy & demand generation (visibility, content, paid search, email marketing, social media, affiliate marketing, special projects and online partnerships)• Developed innovative financial solutions liaising with financing companies to support sales (both online leads and offline)• Managed a team of 2, coordinated internal departments, agencies, online strategy consultants, integrated 2 email platforms and multiple partners• 15%-20% of sales of used trucks achieved from online leads, all new unique clients

Bucharest, Romania

• Led specific marketing activities of the autos dealer through the challenging period between 2009 and 2010 (the peak of the crisis in the auto industry) adapting strategy, communication, working tools and the size of the marketing department to the new market paradigm• Responsible for crisis communication• Responsible for CSR campaigns (ex: Overland for Smile)• Successfully implemented creative de-stocking campaigns in order to boost sales; thus, a record market share of 23% in total new trucks sold in Romania was achieved in 2010

Bucharest, Romania

• Part of the marketing start up team (4 people) responsible for the Tnuva start-up in Romania• Implementation of strategic annual brand objectives and marketing plan• Responsible for BTL activities to support pilot launch of Tnuva operations in Cluj (chosen by top management as a remote location to start distribution and sale as test, rather than launch at national level scale)• Responsible for all Tnuva brand related communication (design and creation of product packaging, photo sessions, shooting of commercials, advertising on TV, OOH network, press, creation of all printed materials: flyers, posters, POSMs, etc), coordinating more than 10 agencies within a 1,500,000 eur budget• Permanent study of competition (product range, communication, promotions, pricing, brand awareness, product quality standards, BTL activities, sales)• Part of the team to win in 2008 the Golden Effie for Tnuva "Birth" launch campaign coordinated by Sagit Tzur Lahav (Marketing VP)

Bucharest, Romania

• Responsible for launch of new collections and new POS opening• Hyper-active PR, close contact with media and monitoring contracts with glossy magazines and TV channels• Pricing: cost calculation and retail price policy• Planning promotions and de-stocking actions• Coordinated opening of 7 new retail stores of which 2 in Bulgaria, the first step of Musette exports• Part of the team to initiate and implement bar code system throughout the entire production process (from raw materials and accessories to final product)

Bachelor'S Degree, Marketing Policies, 9.70

High School Diploma, Mathematics / Physics / English

Activities and Societies: 01/1994 – 06/1996 – set up and administration of English Fun Club Library Ramnicu Valcea in a team led by Peace.