Alina Vicovan

Complete entity leadership and business restructuring mandate. Drove company turn-around, redesigning the business model and leading to increase profit five times within a time frame of three years. * Managed portfolio optimisation and achieved one of the most successful launch ever in Bulgaria. * Implemented P&L optimisation, distribution restructuring business model and organisational redesign. * Led the organisational transformation with employees’ engagement scores doubling in three years.

Market entry, new product category development & digitalisation. Led the launch of Snus by Parliament, a new category on the Russian market. Developed country-wide digital trade activation program (concept, toolboxes, training and deployment, monitoring of deployment and learning collection) and the digital platform for consumer activation. Drove organisational change – set up knowledge centres, implemented 18-months rolling commercial planning process to align brand objectives with regional plans.

Provided key markets in Eastern Europe with in-depth marketing advice and support, coordinated regional innovation process and Consumer Insights meetings. Led regional developments for large international brads (Bond Street, Next and Dubliss) and supported the markets in the development of positioning, brand architecture, communication.

Artificial Intelligence for Business Strategy

General Management, Strategy, Finance, Pricing, Marketing.

Leadership

Strategic Marketing Management

Business Strategy, Finance, Marketing, Human Resources

Public Finance and Insurance

Database and algorithms