Sorin Dascalu Email & Phone Number

Bucharest, Romania

WHAT: ‘Brought home’ a multi-million dollars business via developing and executing customer strategies, concepts and action plans at lowest possible cost with the differentiating contribution of a value creation multi-functional team that continuously grew the past 5 years organic business by out-thinking the market, executing with excellence and master-minding the in-store intelligence:• Led the sales organization’s vision and annual Action Plan development, identified key priorities/choices/measures to secure balanced growth and winning, developed and implemented multiple Go To Market changes to maximize market coverage and in-store deliverables while reducing significantly the cost to serve;• Structured for growth a proficient sales team by staffing for success, engaging to win productivity targets and setting-up individual career paths for upper positions in the group; HOW (key personal strategies employed): a/ ‘knowledge based’ leadership organization/ capabilities, b/ winning were it matters the most (market influencers/partners), c/ re-balancing growth to minimize cost-to-serve (game-changing go-to-market solutions) and d/ best-in-class point-of-sales shopping experience and service.OUTCOME: Delivered the highest business growth within the cluster, year by year, 30 basis points ahead of the market, leading to maintaining/growing some of the highest brand market shares in the world in Romania (corporately 2 times higher than next 5 competitors combined) with the lowest operational costs in the region (from planning to delivery to execution) generating improved country gross margin.

Bucharest, Romania

WHAT: Led the development of winning, by-country and by-category dedicated business plans that maximized the strength of company’s portfolio by creating synergies with customers and market conditions with effective use of available financial resources.HOW (key personal strategies employed): a/ ‘serve with pride’, to bring the outside (realities of the sales teams) in (the quality of sales plans), b/ deep understanding of the ‘conditions’ (either in or out realities) and c/ instilling a ‘nothing less than perfect’ attitude.OUTCOME: Differentiated Balkans in CEEMEA region and globally behind strategies, plans and execution, across all pillars, from Baby Care (highest shares and at-benchmark consumption increase strategies), to Batteries (Duracell - best distributed and fastest growing brand), to Male Grooming (best in-store presence and innovation execution) to pioneering innovative value creation approaches (effective sales toolkits) to boost productivity.

Bucharest, Romania

WHAT: Led the development and implementation of customer related strategies, associated business plans and facilitated systems improvement to deliver on country’s growth objectives. Built a highly effective and productive sales team that continuously improved customer penetration, generated winning cooperation with key partners and delivery of by-category in-store objectives.HOW: a/ re-organized the sales team to improve productivity, b/ developed a value creation process to secure disproportionate share of in-store fundamentals and c/ identified and systematically addressed all white space opportunities in convenience stores in Romania and, overall, in Moldova.OUTCOME: Awarded the highest P&G Balkans recognition (2009) for exceptional accomplishments behind Romania business development (highest growth and ‘Go-to-market reinvention’ project) while Moldova reached highest growth country in the Balkans status (over 50% growth).

Bucharest, Romania

WHAT: Received the challenge to re-organize the Trade Marketing department by strategically shifting the focus of Category Manager position from solely point-of-sale communication ownership to overall in-store category leadership while integrating in planning the newly acquired portfolio (Wella & Londa brands).HOW: a/ designed and implemented a new Beauty Care MS&P set-up (in-store vision, sales action plan key priorities…), b/ increased overall sales organization productivity via streamlining the sales calendar while ensuring sufficiency of plans and effort optimization and c/ redesigned the innovation review process to deliver more business with less plans.OUTCOME: Delivered a disproportionate, double-digit business growth (+2ppts ahead of expectations) for P&G Beauty Balkans in context of leading and implementing major changes in the Trade Marketing organization (re-design + new portfolio of brands).

Bucharest, Romania

WHAT: Appointed to design and lead execution for 9 markets of a reality-based Integration’s Critical Path Schedule behind acquisition of Wella & Londa companies into P&G. HOW: a/ developed market winning coverage plans, b/ laid out the Beauty Care organization structure, c/ designed an on-boarding seminar to smoothen transition to new roles and facilitate access to the new culture being created while d/ led the transition's 'sensitivities' (people, former distributors, receiving organization).OUTCOME: Awarded the ‘Best CEEMEA Integration’ for the results in successfully merging the sales operations of the Wella & Londa companies in 9 Balkan markets.

Geneva Area, Switzerland

WHAT: Assumed the challenge to lead the business growth in a saturated market.HOW: Played on two personal differentiators:1. Know to Grow – a/ incorporated bottom-up insights and accretive angles to sustain growth (led by-segment regional pricing strategy with quarterly raise-to-close competitive gaps), b/ drove positive price mix and c/ generated demand in key chains (dedicated in-store programs);2. First thing first – put in-store fundamentals at the core – implemented step-changed cosmetics in-store environment via assumed mission to become the sign-post brand for the industry (flagship in-store theaters);OUTCOME: Cosmetic segment grew at a faster pace than best-in-class benchmark (UK) by 7ppts in key markets (Sweden and Norway). Part of the team nominated for the ‘Best In-Store Project’ category at P&G Global Brand Building Awards for sustainable results in winning at the point of sale in Scandinavian countries.

Bucharest, Romania

WHAT: Assigned to identify the growth potential in a region with high political fragileness and economic and social instability (war in Kosovo and former Yugoslavia); received, on top, the role of leading the implementation of by-country marketing programs (media budgets administration, management of work with agencies and TV stations);HOW: Streamlined distributor operations (order-shipping-billing), set the base for future growth (sales fundamentals, merchandisers), increased distributors’ organization capacity/effectiveness (dedicated training programs) and developed consumer awareness and trial programs.OUTCOME: Doubled the assigned business in 9 markets with no incremental investments.

Bucharest, Romania

Built the entry-level managerial experience; grew the business by +15ppts ahead of expectations.

Targu Neamt, Romania

Led a 15-agents insurance network that delivered the agency’s growth targets.

Targu Neamt, Romania

Learnt the basics of entrepreneurship by founding a $100 thousands turnover company distributing FMCG.