Roxana Florea Email & Phone Number

Bucharest, Bucharest, Romania

Develop and implement comprehensive brand strategies aligned with overall business goals on the local market following the brand’s guidelines. Currently I am the Brand Manager for Helena Rubinstein( Loreal’s Ultra-Premium Skin Care brand) and multiple masstige and mass fragrances from Tailored Perfumes, INCC, Lalique Beauty.Define brand positioning and messaging that resonates with target audiences, for both existing and new brands.Build and maintain strong relationships with retailers(drugstores, perfumery chains, pharmacies) and conduct regular field visits.Propose an optimized assortment for allocated brands, develop customized POSMs, ensure excellent visibility and shelf presence.Plan and execute integrated marketing campaigns, including digital, social media, influencer partnerships, and traditional advertising.Monitor campaign performance and adjust strategies based on analytics and consumer feedback.Work closely with internal stakeholders, key opinion leaders and external suppliers to ensure brand alignment and synergy.Ensure consistent brand messaging and visual identity across all marketing channels. For Helena Rubinstein I am the guardian of the brand’s DNA and positioning, ensuring executional excellence across all touchpoints ( beauty advisors recruitment, regular training and incentives), POS excellent execution and shelf presence.Identify and implement customer engagement strategies to build brand loyalty and community. Organize and participate in promotional events, product launches, and trade shows to enhance brand visibility.Develop and manage the brand budget, ensuring effective allocation of resources for maximum ROI.Track and report on brand performance metrics, providing insights and recommendations for improvement.Accurate forecasting of sales in order to predict brand’s growth and development and also to achieve the agreed sales budgets.Develop and manage the marketing plan for all brands, focusing on business growth.

Bucureşti, România

Bucureşti, România

Trade Marketing and Brand Management activitiesIn complete charge of supervising all steps necessary for production and supplying of Trade materials (inserts, FSU, BS I-Bar, DM-shelving system, Hotspots, temporary secondary placement materials):• Understand clients needs and promo calendar, the allocated space and period, and other specific metrics in order to produce the adequate POSM; Closely collaborate with CEE team in order to approve materials respecting the brand and merchandising guidelines; Briefing to the agreed suppliers(I work with three separate local suppliers and two international ones); Monitoring the quality and the coherence of the output relating to the Brand Equity; Shipping of the materialPlanogram updates for each launch/ POS opening / POS re-organization, according to the furniture type and keep track of all stores to see if the planogram is correctly implemented together with the sales teamResponsible with forecasting and monitoring of Samples and Testers needs for the designated brands to drive acquisition, trial and retention at the POS and across key online channelsAdapt & decline the international communication materials (TV campaigns, key visuals, digital assets, point of sale materials)Insights and AnalysisResponsible for NPI files update with benchmark proposals, sell-in and sell-out data, volumes forecasts, A&CP input, and any other sales data required in the P&L; monitor launch performance in order to highlight dos and don’ts for future launches Report analysis regarding Brand mix, brand profitability, market and category shares and make recommendationsCollect and analyze consumer and market insights and competition strategies to make appropriate recommendations to the management team on a regular basisManage full brand budget throughout the fiscal year, manage expenditures by activity in line with the budget and take corrective action when necessary, adapting the investments to align with the monthly agreed spending

Bucharest, Romania

Bucharest, Romania

• As a marketing analyst, I was in charge with delivering internal (on request, daily, weekly, and quarterly) analysis on Avon categories performance for planning purposes to support the business growth. I have provided the necessary analysis for elaboration and evaluation of local Marketing strategy, monitored the evolution of internal KPis for each campaign, each quarter and annually, organized and supervised local surveys and focus groups in order to support category performance; in order to complete my daily job I worked with large databases using Excel, Access and Power BI and closely collaborated with teams from different countries(mainly Poland and Hungary);• As a research coordinator, I was in charge with collecting data on competitors, consumers, and marketplace, consolidating the findings into presentations and reports. Specific activities meant: monitor and report main competitors and their store/on-line strategies and launches , deliver brand and channel researches using online tools such as Survey Monkey or with the help of external agencies, support for Regional Strategic and Pricing teams in order to deliver insights from Romanian market (segmentation, pricing, promotions, communication strategy), analyze and offer recommendations based on Nielsen data( I had to validate incoming data to check information accuracy and integrity while independently locating and correcting concerns);• I also coordinated all research projects from the beginning(pitch, price negotiation, contract signing) until the end(created research summaries and deliver/presented main insights and recommendations to management)

Bucharest, Romania

• Provided periodic analysis and reports on the customer retention process, measure the retention rate and total disconnections for the main products: Voice, TV and Internet. I was also responsible for television product which meant excellent product understanding in order to propose retention actions, improvements of retention process, new customer retention offers and provide feedback on several pilot projects before implementation.• Gathered information about customer profile from the field and from the Research Department in order to provide accurate feedback to the Product Division, developed new reports and presentations based on existing information in a comprehensive format. • Worked with Collection Division to resolve various problems, improve operations and provide exceptional customer service. • Monitored social media and online sources for industry trends. • Managed very large databases for easy access.

• Daily , weekly and monthly reports regarding volumes, prices, comparisons of budgeted products, bag/bulk rate regarding market prices, on request graphs and maps ; • Customer segmentation, gathering information for prospects with the help of sales people;• Quarterly price analyses based on regions/segments/cement types; • Annual Marketing Plan, analysis regarding profitability/geography based and segment based attractiveness;• Periodically reports and commercial analyses, forecast and target; • Performing on request market analyses based on information provided by the sales team or market studies;• Elaborating local analyses and price simulations requested by commercial and strategy departments;• Coordinating market research projects with external agencies, projects regarding the following: brand image, usage & attitudes, pricing studies, competitor analysis; • Maintaining relationship with the Commercial, Financial, IT and Strategic Departments;• Constant support for Customer Care and Promotion Department;

Master'S Degree, Marketing Strategies

Bachelor'S Degree, Marketing Policies

Computer Science