Florin Eugen CRACIUN
Business Unit Manager
International and local business exeperience
Comprehensive business experience
Strong analytical skills
Team development & management
Extensive budgeting experience
56 years old
Driving License
Bucharest Romania
Entrepreneur
Open to opportunities
20+ years of broad experience in different industries, companies and business contexts, budgeting, forecasts, management of P&L, and team development.
Objective “The anchor of reality”
The values I can bring to the organization:
Proficient and skilled in a broad range of industries and roles
Patient and empathetic
Conscientious and steady
Service-oriented
Build good relationships
Accurate and intuitive
Maintain & improve standards
Creativity & attention to details
Trust & integrity & loyalty
Objective “The anchor of reality”
The values I can bring to the organization:
Proficient and skilled in a broad range of industries and roles
Patient and empathetic
Conscientious and steady
Service-oriented
Build good relationships
Accurate and intuitive
Maintain & improve standards
Creativity & attention to details
Trust & integrity & loyalty
Business Unit Manager – Medical Division
Beiersdorf Romania
January 2011
to December 2015
Bucharest
Romania
- Development and implementation of new local strategy (sales and marketing) in line with Beiersdorf group pharmacy strategy
- Development of the strategic plan (5yrs.)
- Yearly business plan
- Product portfolio strategic management
Marketing strategic plan - Establishment and management of the medical detailing team
- Full P&L responsibility
- People development plans
Sales Manager - Medical Division
Beiersdorf Romania
December 2009
to December 2010
- Assessment of the current business model (structure & processes & stakeholders)
- Development and implementation of a new business model having as an objective: close to the market structure and fast turnaround of the business
- a) Define and implement the new roles & responsibilities for all stakeholders
- b) Define and implement a new structure for pharmacy department
- c) Define and implement new roles/responsibilities for pharmacy team
- Redefine internal procedures & processes
- Revision of distribution model & selection of the distribution partner
- People evaluation vs. new business model roles
- Establish the own sales team (hiring & roles& responsibilities, training)
- Full P&L responsibility
Country Manager – FARMACTIV Division
A&D Pharma
April 2009
to December 2009
Bucharest
Romania
- Development of national sales and marketing strategy in accordance with the development / evolution of the pharmaceutical market
- Coordination of the strategic team – ensure alignment between Group’s strategies and financial goals with suppliers’ business objectives
- a) Strategic directions for market approach
- b) Development of the strategic plans (3yrs.)
- c) Yearly business plan
- d) Portfolio’s strategic management
- Full P&L responsibility (including NWC and cash flow)
- Business Reviews with major commercial partners
- Joint value creation plans development
- Succession master plan development
- Market & Business analyses
- Member of Business Intelligence team
National Sales Manager – FARMACTIV Division
A&D Pharma
March 2007
to April 2009
Bucharest
Romania
- Translation of the national sales strategy into yearly action plan
- Development of the yearly market approach action plan
- Monitor the progress of the supplier/categories business plans vs. objectives and lead business plan interventions as necessary to deliver the objectives.
- Full P&L responsibility
- Implementation of the marketing strategies and yearly marketing
- Development and coordination of the implementation process for the division commercial policy
- • Recruitment, training and people development for the division personnel
- Analyze and have a clear picture of the competition
- Contacts with major suppliers / customers on a permanent basis
Market Strategy & Planning – Balkans Markets (RO, MD, BG, S&MN, BiH, MK, AB, KS) Sector CMO Manager – Paper Category (Baby Care & Feminine protection) District Manager
Procter & Gamble Marketing Romania
2005
to June 2006
Bucharest
Romania
- Contribute to the business and budget planning for the sector/categories
- Ensure alignment between CBD Action Plan and sector/categories Action Plans.
- Ensure the deployment of the Category strategies to the field and CBD Teams
- Cooperate and coordinate with the Euro CMO to develop the Euro Strategies and concept sells.
- Based on the Euro Category analysis and country data/research develop the country Category Analysis (category analysis, vision, key sales drivers, and concept sells) to equip the CBD and multi-functional resources with the right info to be considered by the customers as the category experts
- Define and align within the company the Sales Fundamental objectives and funds needed
- Develop together with other departments the right and complete plans to achieve Sales Fundamentals and volume objectives by category and brand. Ensure promotional plans are within the promotional guidelines
- Ensure alignment between S&OP forecast and objectives. Lead interventions with the Corporate MS&P Manager and the General Manager if defined plans or competitive actions make forecast lower than objectives
- Work with, and coach his/her category CMO people to enhance their expertise and increase capability and capacity. Provide them with the necessary training plans
- Responsible for the development areas of the CMO personnel: W&DP plans and career discussions.
Market Strategy & Planning - Balkans Markets (RO, MD, BG, S&MN, BiH, MK, AB, KS) CMO Manager – Wella & Londa Colorants District Manager
Procter & Gamble Marketing Romania
2004
to 2005
Bucharest
Romania
- Monitor the progress of the sector/categories business plans vs. objectives and lead business plan interventions as necessary to deliver the objectives.
- Analyze and have a clear picture of the competitive information
- Monitor monthly the status of the sales fundamentals
- Develop the plans and concepts sell to ensure success of the new initiatives and maintain brand competitive edge.
- Develop the in-store materials and plans aiming for a clear in store persuasion
- Contribute to S&OP and forecasting process
Division Head - Consumer Division
Wella Romania
2001
to 2004
Bucharest
Romania
- Development and management of the sales and marketing concepts for the Consumer business in Romania in accordance with the international and regional strategy of the Company.
- Identification and exploitation of the local market resources
- Development of the strategic plans (3yrs.) and yearly business plan in accordance with the Company plans
- Full P&L responsibility
- Coordination of the marketing strategies and yearly marketing plan development in accordance with the international strategies of the Company
- Development of national sales strategy in accordance with the development / evolution of the sales channels
- Contacts with the major clients on a permanent basis
- Yearly negotiations with the major clients
- Introduction of the Company brands on the Romanian market in accordance with the local potential and specificity
- Development and implementation of the Customer Care system
- Reporting business’s figures to the headquarter
National Sales Manager
Wella Romania
1997
to 2001
Bucharest
Romania
- Implementation of the yearly sales plan
- Development of operative sales plan for sales channels, regions and major clients
- Development of operative actions in order to achieve monthly sales targets and to correct sale’s development
- Check up the account receivable level and structure
- Development of the clients ‘ s base
- Managing and motivating the sales team
Sales Representative
Wella Romania
1995
to 1997
Bucharest
Romania
- Achievement of monthly sales target
- Permanent development of client base
- Permanent contacts and visits of the clients from designed area
Office Manager
East Coast Leisure (British Travel Company)
1992
to 1995
Bucharest
Romania
- Travel arrangements in Romania for the British clients (accommodation, plain & train tickets, car reservations, etc.)
- Managing the regular touristic programs of the company in Romania
- Development of tailor-made programs for the company clients
- Issuing of the plane tickets on the IATA regulation
- Follow up the company client’s problems and requests during their travel in Romania
- Experience in regional & local budgeting process
- Forecasting process
- Fixed costs management
- Cash flow
- Regional strategy & local approach
- Portfolio management
- Planning & execution & reporting
- Business diagnosis
- Potential scenarios
- Team management
- Understanding& use of financial business concepts & terms
- P&L management
- NWC & Cah flow management
- Budget -developement, execution and monitoring
- Category/market analysis
- Product performance analysis
- Identify of market trends & opportunities
- Market/channels analysis
- Short term up to long term sales building blocks
- Customers development
- Company strategiy - adaptation for local approach
- Category/market analysis
- Regional & local approach
- Company strategiy - adaptation for local approach
- Information - structure & flow
- Adaptation to broad range of audience
- Team diagnosis
- Team establishment
- KPI systems
- People development
The Professional Sales Manager – Modern Methodologies
RTH Consulting & Conquest Business Advisors
2000
