Alexandru Cezar Cretu

Re-designed the sales value proposition – from internally focused speech to a customer-centric one, front-loading their needs, objectives, and values; Built a Sales Measurement System, based on total potential contacts, in connection with yearly objectives; Inspired, engaged and motivated the team members restarting the sales growth; Successfully applied the aforementioned changes and won a new international account.

- Managed a team of 90 members, organized on 4 levels, with 12 direct reports, accountable for 70% of total business - Drove business turnaround in year 1 from -4% in May 2014 to +5% YE by creating and deploying new strategic framework focused on visibility, distribution and promotional activities; - Accelerated the growth in year 2 (2015) to +16%, consolidating the 1st place in Still Drinks market with >30% market share in 3 subcategories (Juice, Nectar & Kids), before Coca-Cola & Pepsi’s brands;

- Rebuilt the Modern Trade team - four out of six roles to be hired or replaced. - Overachieved the sales targets for two consecutive years. - Improved the channel profitability via renegotiated contracts. - Pioneered the regional Customer Centric approach - by JBP and Sales/Marketing customer meetings. - Mapped the development needs of the sales team, actively participated in training and improving their skills.

Commerce & Tourism