my professional life
I am pretty good at marketing, especially in retail and real estate.
I have 14 years of experience as a shopping center marketing director.
Currently, I am coordinating the marketing strategy for the commercial segment of a mixed use project (it also encompasses residential and hospitality functions) – the Platinia Shopping Center in Cluj-Napoca.
From 2007 to 2017, I have been the marketing director of one of the top shopping centers in Romania – Polus Center Cluj (currently VIVO! Cluj-Napoca). I have been involved with the project since the pre-opening phase and, together with the management team, have taken this center to the outstanding levels of performance of today.
In Romania, I have also been involved in the setup of the marketing teams and strategies for another two projects, Gold Plaza Baia-Mare (VIVO! Baia Mare) and Maritimo Constanta (VIVO! Constanta), following the opening of these projects.
Abroad, I have been involved as a consultant in the issuing of the marketing strategy for yet another shopping center (Goodzone) in Moscow, Russia.
I am the only Certified Marketing Director (CMD) in Romania and among the 8 professionals that have obtained this designation in Europe. This professional designation is granted by the International Council of Shopping Centers to those individuals who successfully demonstrate fitness, knowledge, experience, and ability in real estate marketing.
my personal life
My loved ones are Sorin, my husband, Matei, our son, and Mara, our dog.
We live in Cluj-Napoca, the coolest city in Transylvania (at least we think so), and we love it.
We spend our free time in the mountains, hiking and running in the summer and snowboarding in the winter.
Feb 2017 – Current
Currently, I am a freelancer, doing what I am best at – real estate marketing strategy. I am able to cover the full cycle: from research, analysis and setting of objectives to designing and implementation of strategy, evaluation and calibration.
I am comfortable with projects in any phase (pre-opening or operational) and at any level (underperforming properties or well-performing properties that need a freshening up).
Below, you will learn more details about what I know and can do. I am interested in both complete or partial projects. I am also interested in employment opportunities.
Mar 2007 – Feb 2017
Marketing Director for Polus Center Cluj (VIVO! Cluj-Napoca)
CBRE Romania: Jul 2016 – Feb 2017
Immofinanz Center Management Romania: Jun 2014 – Jul 2016
EHL Real Estate Romania: Oct 2010 – May 2014
TRIGRANIT Management Romania: Mar 2007 – Sep 2010
Polus Center Cluj (VIVO! Cluj-Napoca) is the largest single level shopping center in Transylvania. It is a regional center with a gross leasable area of over 60000 square meters. Polus Center Cluj comprises over 186 stores, an 8 hall multiplex cinema and over 2500 parking places.
As a marketing director, I was primarily responsible for the creation, development, implementation, evaluation and calibration of the overall strategic marketing direction of the project.
Generally, my responsibilities were:
Development and executing of the annual marketing plan
Every year, I developed and executed the marketing and event plan with the goal of positively impacting the project’s core financial objectives, leasing, sales, overage rent, specialty leasing income, traffic and market share.
I created the annual marketing budget based on retailer contributions, allocating mandatory expenses, discretionary expenses and media expenses as appropriate to support marketing programming, company initiatives and brand messaging. I had to oversee the budget draft’s approval and to constantly monitor the balance between income and expenses for maximum efficiency.
Market and customer research
I was involved in both primary and secondary research, both offline and online.
Regarding primary research, I selected the research agency, contributed to the development of the research instruments, assisted in analysing the data for the following research objectives: trade area definition, areas of opportunity, market support factors and market share, shopper geographic, demographic and psychographic profiling, shopping habits, leasing suggestions, evaluation of the competitive environment, media habits/marketing impact.
The secondary research was carried out together with my team, using preexisting information like research publications, census data, data provided by our tenants and by our marketing activities, traffic counters, etc.
Brand management and advertising
Together with the creative agency, I was in charge of establishing the yearly creative line based on the brand identity and latest customer research findings.
I ensured that the brand was appropriately executed across all marketing platforms including advertising, collateral materials, website, digital campaigns and media relations.
Also, my team and I were in charge of developing own events/activities or selecting and partnering events/activities organised by others that would emphasize on the brand’s values.
Media mix and planning
I selected the media vehicles and created the media mix, carried out tenders for media buying, evaluated the media mix efficiency via research, coordinated the media agencies and ensured the distribution of materials to the agencies.
Designing and implementing events and sales promotions
My team and I were in charge of drawing up and documenting the annual plan of events, implementing the plan, getting the tenants involved in the center events and sales promotions and working closely with the operational team, security and cleaning to that purpose.
We educated ourselves in legal matters concerning all types of events and promotional activities, in order to be able to carry them out at the highest standards and with maximum care for our customers.
Digital and social media
Together with my team, I developed a comprehensive digital marketing plan to actively engage consumers with our brand. The focus was on exponentially driving growth of social media channels, including fan base for Facebook and Instagram (social connections), as well as an increase in data collection, SMS and email (newsletter subscribers), for the project. We performed monthly analysis on all social media channels and website.
Also, we were constantly evaluating new/emerging technologies.
Internal, external and crisis communications
Internal: My department was responsible for enabling and ensuring information flow among the onsite staff and with colleagues from the other centers in our network, as well as maintaining daily communications with our tenants.
External: We were ensuring the communication flow with the local media, authorities and opinion leaders.
Crisis: I coordinated the onsite team during crisis situations and acted as spokesperson for the general public in such cases.
We identified those brands whose association with Polus would bring added value to the image of the shopping center and developed common programs and projects in order to generate monetary revenue or nonmonetary benefits.
Supplier selection and contracting
My team and I were in charge of qualifying and contracting all marketing related suppliers, direct or agencies. We prepared the tender documents, carried out the tenders according to the Procurement guidelines, negotiated and closed the contracts, monitored the execution of contracts.
Leasing and specialty leasing support
I performed analysis of sales and oversaw local market and customer analytics, for the purpose of providing management and leasing with relevant data to be used in the process of qualifying prospective tenants. My team and I prepared presentations for negotiations with prospective tenants, was a part of the negotiation team with major prospective tenants, developed tools (brochures, website, etc.) to be used in the leasing activity.
Retailer development and tenant retention
I provided individualized merchant support by learning as much as possible about retailing and specifics of each retail/service/entertainment segment. The general marketing strategy for the center was developed with the purpose to serve profitably and coherently as many tenant profiles as possible.
Team management and training
I coached, mentored and lead the team to achieve goals on time and on budget and meet/exceed expectations. Also, I was providing weekly training classes for the onsite team members that wanted to pursue ICSC certification exams.
Furthermore, my team and I were introducing the marketing directors of the other centers to the basics of the job after the opening of the centers, developing together with them the marketing strategy following the opening, providing assistance and know how whenever required.
I provided marketing consultancy for the headquarters asset management team concerning a property in Moscow, Russia.
University of Shopping Centers
The International Council of Shopping Centers – Philadelphia, PA, USA
I have attended the continuing education courses of ICSC with the purpose of staying up to date with industry trends and improving my industry knowledge base. I studied Project Management Principles and Practices, Advanced Project Management and Customer Research in the Digital Age.
John T. Riordan School for Professional Development
European Retail Property School
The International Council of Shopping Centers – East Lansing, MI, USA; Scottsdale, AZ, USA; Amsterdam, NL
I have attended the professional development courses of ICSC with the purpose of becoming a better professional and obtaining my CMD designation. I studied not only Marketing, but Management and Leasing, as well, which grants me a complete approach of property management.
I have obtained the CMD (Certified Marketing Director) Designation in October, 2012.
The Faculty of Political and Administrative Sciences, Communication and Journalism Profile
Babes-Bolyai University – Cluj-Napoca, Romania
I got my bachelor’s degree at the Faculty of Political and Administrative Sciences here in Cluj, with a major in Communication and Journalism.
Socrates Students’ Exchange Program
Hogskolan for larande och kommunikation – Jonkoping, Sweden
For 6 amazing months, I was part of the Socrates students’ exchange program and I had the chance to study in Sweden. There I studied Intercultural Communication, Semiotics,Visual Communication, Communication Theory and Swedish 🙂
MS Office Word
MS Office Excel
MS Office PowerPoint
Architect at Arconics Architecture
Doriana and I worked together during the final stages of Polus Center Cluj development and afterwards for almost a year as coleagues in the Center’s management team. Sharing tasks was a rewarding experience as she was always enthusiastic about new projects, very efficient and flexible in managing schedules and achieving goals within deadlines. She’s charismatic and a good negociator, results oriented and a very supportive team and fair-player.
Marketing Manager Maritimo Constanta (VIVO! Constanta)
Working with Doriana as a colleague for almost 9 years was a real honor! I can truly say that I’ve learned a lot from her throughout the years and that she is an excellent professional in every aspect.
She always delivers and does an amazing job regardless of the task and is a great value to any team being one of the greatest marketing professionals of the country.
Doriana is a real talent, has great communication and people skills and I can state that the marketing domain has no secrets for her
Deputy Center Manager Gold Plaza Baia Mare (VIVO! Baia Mare)
Involved in the marketing and management team, smart worker, she is very organised. She supervised many marketing projects where she demonstrated her qualifications, skills and creativity. She has excellent leadership and teamwork attributes. Her work was always focused on achieving the set objectives and to create ‘Win-Win’ solutions.