Alexandra Stamate

- Own Brand P&L for Germany - Lead cross-functional team to improve business model of the confectionery segment & implement 3-year brand strategy - Dotted line to Activation Manager including coaching

• Lead Business Model generation, investment and validation • Define Brand Identity & lead implementation of Brand Story, including social media • Define the creative direction of the overall collection, with focus on print design • Manage relationships with artists and design partners

• Fully own German P&L of the portfolio of brands (Wrigley's Spearmint, Doublemint, Juicy Fruit, Big Red, Hubba Bubba, Orbit), including development & validation of a new support model to be rolled-out at European level • Ensure European management of the portfolio of brands • Lead the Marketing side of the SOP+, including the transition to the new process, growth workshop facilitation and lead of different portfolio management projects • Dotted line to Activation Manager including functional coaching

• Fully own the brand P&Ls across 5 markets (Romania, Bulgaria, Albania, Kosovo, Macedonia) • For 5Gum, lead communication & innovation strategy as a member of the European brand board. Lead implementation for the managed markets. • Lead regional project for re-launch of 5Gum (till implementation stage) and regional program to improve 5Gum profitability and efficiency in the scale-up phase. • For Airwaves, adapt and implement the regional strategy in the managed markets, with focus on portfolio.

• Fully own the brand P&L: Lead portfolio strategy to stretch Casa Buna beyond segment to become an affordable dairy mega-brand • Lead Digital Strategy for Danone, including set-up of targets & KPIs, roles & responsibilities across functions and the ways of working • Talent management and coaching of brand intern

• Fully own the brand P&L: Lead the portfolio, communication and activation strategy to deliver growth for the most premium brand in the segment • Lead & Develop equity campaigns, from TV to full in-store executions • Adapt regional product concepts for the local market

• Lead the strategy for the fastest growing sub-ranges (Drinkable, Fruits, Fresh Cheese) • Lead the launch of several products from concept ideation & qualification till implementation of communication plan • Lead, develop & implement the biggest activation campaign for Danone Romania, "The Activia Challenge" (2007-2009), including full integrated communication plan • Lead Digital Strategy for the brand, including the launch of the first website and social media strategy in Danone Romania

• Develop & Implement the activation plan of a new sub-range • Develop & Implement a CRM program for future moms, in partnership with a women's magazine

- Complete program in Field Force (4 months), Trade Marketing (2 months) and Key Accounts (5 months)

Marketing Communication

Management des PME-PMI