004 0723 000 000

ion.popescu@gmail.com
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Ion POPESCU
SUMMARY

Human being and a results-driven business leader committed to ensuring a champion culture in demanding and fast-changing business
environments like as FMCG, wholesale, and e-commerce.
Having 18 years of hands-on industry experience, I have learned that no matter the industry, the best way to achieve success is to have a plan
and positive attitude, along with people motivation and empowering, so each team member can reach his/her full potential.
Measurable achievements and strong expertise in:
• Route to Market Management - where: traditional and digital trade,
• Distributor & Customer Management - why to have a partnership and customer-centric mentality,
• Performance Management - how to grow people and teams,
• Innovation and Entrepreneurship - when to develop new strategies.
Focus on revenue, resources, profitability, business ethics.
Passionate about endurance sports and how to overcome own physical limitations.

TRANSFERABLE SKILLS & KEY FUNCTIONAL EXPERTISE

Business Development Partnership Management People Management & Development
Business Planning Customer Management Performance Management
Commercial Management Sales Management FMCG/ Retail/Horeca
Profitability Management Route to Market Management Digital&E-commerce Management
Distribution and Channel
Multinational Acumen Planning Supplier Management
Fast Changing Business Environments Cross-functional Collaboration Private Labels Management

CAREER HISTORY

2016 – Present E-Commerce Entrepreneur

2015 – 2016 Regional Sales Manager – Heineken Romania, N-E Region
2013 – 2015 Regional Sales Manager – Heineken Romania, Moldova Region
2008 – 2013 Zone Sales Manager – Heineken Romania, Transilvania Region
2002 – 2008 Area Sales Manager Retail/Horeca – Brauunion Romania, Banat-Crisana Region
2000 – 2002 Sales Representative – Brauunion Romania, Maramures County

ECOMMERCE ENTREPRENEUR/DIGITAL WARRIOR 2016– PRESENT

Achievement Highlights:

• Fast learning the industry in 4 months, joining a community

• Identify product nice based on local/global market trends and business scaling up
• Products research, product samples testing, identify suppliers with partnership potential
• Scan competition, improve the product, negotiate price and order with suppliers
• Create brand identity, develop the packaging and product’s visual identity, build a website, private label brand trademark registry
• Product launch, digital marketing, social media campaigns for relevant customer
• Focus on quick scaling up the business, making the first mistake
• Restart the business from scratch
• Develop product variations based on customer’s feedback
• New challenge: profitability margin
• Identify new routes to market
• Business optimization
• Processes automation
Outcome:
• After smashing multiple blocking situations, and breaking my own limitations, I developed a strong mindset and new habits
Regional Sales Manager @ Heineken Romania, Moldova/ N-E Region 2013-2016

Coverage of sales in 8/11 counties; annual region turnover of about 75 Million EUR; yearly budget administration exceeding 13 Million EUR;
10 direct reports (9 Area Sales Managers, 1 Regional Trade Manager, 1 Business Analyst) leading a sales team of +70; 6 Distribution
Companies

Achievement Highlights & Added Value:

• Route to Market Management – building a high-performance distribution network

• Revenue and GP growth in the region according to company objectives by drawing up regional Annual Business Plan, setting
volumes for brands, packaging mix, channels and investments
• Route to Market Management – building a high-performance distribution network
• Developing a sustainable and profitable distribution network; consolidating distributor portfolio, ensuring thus the sustainability of
their business and the relevance for their customers, focusing on the growth of their profit margin, business optimization and
financial health
• Growth and consolidation of input drivers: net numeric distribution, forward stock share, and display share
• Improving RPM (returnable packaging management) performance Efficient & responsible Commercial Budget administration
• Managing both Heineken and distributor P&L, securing a sustainable and profitable business model
• Business optimization based on financial simulations in close collaboration with the Regional Sales Controller
• Meaningful Performance Management (based on continuous feedback to employees) & Succession Planning
• Facilitator of 360-degree feedback, providing direction and coaching team members to continuously develop their skills, ensuring
thus the achievement of high professional standards
• Developing and strengthening a cohesive commercial team

Contribution to Strategic Company Projects:

• Rethinking of the reward & compensation scheme for the distributor network
• Safety for Sales Force 2014/Safety Ambassador
• Origination of KPIs for the sales force
• Heineken Innovation Contest/ Innovation Ambassador
• Career Development Company Branding
• Implementation of an OOT (online ordering tool) for the distributors

Zonal Sales Manager @ Heineken Romania, Transilvania Region 2008 – 2013

Principal achievements:

• Develop an annual plan for a sustainable and profitable route to market plan for each distributor. Manage own sales team and
distributor’s sales team. Grow input KPIs and annual county turnover.
• Empowerment of a strong cross-functional collaboration (sales department, logistics, marketing and distributors team) leading to
the origination of successful county initiatives, some of them subsequently becoming best practices at the regional/national level
• Developing a sustainable and profitable distribution network in Maramures county; consolidating distributor portfolio, ensuring
thus the sustainability of their business and the relevance for their customers

Area Sales Manager Retail/Horeca @ Brauunion Romania, Banat-Crisana Region 2002-

2008

Principal achievements:

• Manage own sales team, and distributor’s sales team, lead them in reaching input monthly KPIs
• Implement Route to Market Plan, increase net distribution, apply channel plan for each outlet.
• Capex and resources management, manage contracted clients, hunt for big sales volumes clients
 EDUCATION
Babes Bolyai University, Cluj Napoca, BD in Economics, 1999
Master Degree in Business Administration, 2000
I SPEAK – WRITE – UNDERSTAND
Romanian: native
English: full professional proficiency
Chinese: 点点
TRAINING COURSES/CERTIFICATES
Facebook Blueprint Certification 2018
Google Digital Certification 2017
Performance & Development conversations–INTERACT 2016
Business English/Developing Business Communications– 2015
Leadership Academy for Talent Pool Leaders– Qchallenge 2014
Emotional Intelligence – EVOACT 2014
Finance for non-financial managers – INTERACT 2012
Time Management TMI 2012
Business Presentations – EVOACT 2012
Practical Leadership Program – TMI 2011
Employeeship program – TMI 2011
Practical Leadership TMI 2010
ABOUT ME
I do have a well-organized mind. People say I am a charismatic
leader whom they will easily follow to success, a thinker and a
doer.
I am solution-oriented, innovative, pragmatic, ambitious and
empathic. I combine professional technical knowledge and skills
with personal ability, determination and persuasion to empower
business. Loyal, tenacious, and influential team player.
I have the capability to make decisions and assume responsibility in
decision-making for achieving objectives, targets and goals because
of my ability to anticipate, to plan ahead, to avoid business
shortcomings
Big supporter of partnership in business, win-win-win mindset
PERSONAL DATA
First cried on: 1977.03.15
Marital status: Married, two girls 12/8 yo
Nationality: Romanian
Family Location: Baia Mare, Romania. Available for business
travel
Open to relocation with family, nationally / internationally