Philip Morris Romania makes changes in top management

Business, Leadership / Mentorship, Marketing

The structure of the commercial organization of Philip Morris Romania underwent a series of changes, with focus reorienting on 3 pillars, Consumer Experience, Marketing & Digital and Commercial Operations, which will be coordinated by Ruxandra Pașca, Sonia Micu and Claudiu Ilian, as directors.

Sonia Micu joins Philip Morris Romania as Marketing & Digital Director, after a career of over 15 years of entrepreneurship and a master in Marketing Management at London College. Within The Coca-Cola Company, Sonia headed a Creative Excellence team to put together communication campaigns for global brands and developed marketing strategies for the 23 countries in Central and Southern Europe. In 2015, she founded NALU, nominated as Start-up of the Year by Business Review and awarded with Forbes Cool Brands for Emerging Brands. Five years later, Sonia sold the company and, starting December 1st, joined Philip Morris România. With help from Marketing & Digital team, Sonia will develop and apply the brand strategy and portfolio strategy for the non-smoke products of the company. 

Ruxandra Pașca, that was until now Marketing & Development director and coordinated brand and portfolio strategy within Philip Morris România, takes over the new Consumer Experience department, where she will coordinate the strategy for non-smoke products development. Ruxandra has over 12 years of experience in marketing, digital marketing and consumer insights. She graduated Bocconi University Milan, holds an International Marketing Management master and joined Philip Morris Romania in 2012.

Ruxandra and Sonia will make team with Claudiu Ilian, Commercial Operations Director. With over 20 years of experience within Philip Morris România, including as Trade and Consumer Activation director, Claudiu coordinates the strategy of commercialization of company’s products portfolio.

Phinips Morris Romania’s Management team includes Branislav Bibic (Managing Director), Herman Van Staalduinen (Manufacturing Director), Ruxandra Pașca (Director Consumer Experience), Sonia Micu (Director Marketing & Digital), Claudiu Ilian (Director Commercial Operations), Stere Garofil (Head of Project Management Office), Dragoș Bucurenci (Director Communication), Alexandra Olaru (Director External Affairs), Denisa Cristea (Head of Business Planning), Luminița Florea (Director People & Culture) and Ștefan Cărămidă (Senior Legal Counsel).