Andreea Hanceriuc

  • Bucharest, Romania
Andreea Hanceriuc

Group Brand Manager


I’m a passionate marketeer, with over 10 years of experience in marketing in FMCG, having the capacity to transform data into insights and insights into most trustful and loved brands relevant for consumers, pharmacists and doctors (pediatricians, neonatologists, general practitioners). I have continuously demonstrated great leadership skills in coordinating the marketing department, inspiring creativity, passion and professionalism in reaching business performance. My key driver is to delighting consumers, every day, everywhere with Professionalism, Creativity and Passion.

Work History

Work History
Jan 2012 - Present

Group Brand Manager RO and I&R Coordinator for BG

Nestlé Romania - Infant Nutrition business

Key specifics about the infant nutrition market in Romania:

- Overall market is split between 2 distinctive channels: modern trade and pharma, therefore 2 distinctive approaches when communicating to consumers is needed

- Key influencers are doctors (pediatricians, neonatologists, general practitioners) which recommend the products to mothers based on clear functional benefits

- Communication follows the principles of WHO Code (Marketing of breast-milk substitutes) with clear restrictions in communications

Main responsibilities

  • Annual objectives: Profit, OG, RIG, Market Share, Brand Equity
  • Leadership 

 - Leading a team of 4 people (1 Senior Brand Manager, 2 Brand Managers, 1 Trainee) in ensuring integrated communication strategy and execution of all brand plans, their consistency of branding across all channels & categories and plan’s execution flawlessly

  • Strategic Planning

- Ensuring all brand communication in line with business strategic approach based on communication brief, addressing the key consumer targets and influencers (pharmacists, doctors)

- Enabling Brand Managers to develop creative brief with in-depth understanding of consumer insight to address business challenges.

- Developing the marketing strategies (product launches, communication – TV, Digital, PR, and promotions) to consistently delight consumers through passionate and aligned contributions from internal and external stakeholders, for reaching both annual and also 3-year business objectives

  • Creative Process Enabler

- Leading the implementation of the BBNW Create Engaging Brand Experiences - Runs brand planning sessions and help coordinate workshops for Brand Builders, such as Brand Managers and Agencies

- Responsible for the quality of Ultimate Briefs and Execution Plans

- Sharing of key information within stakeholders regarding all communication aspects

  • Agency Management

- Supporting the development and maintenance of productive and collaborative partnerships with communication agencies in order to create engaging, business building communication

  • Execution Excellence

- Responsibility for the development of outstanding creative work 100 % aligned with Nestlé communication principles

- Aligning with both creative and media agencies on creation of content (including video assets & websites) and manage execution quality, cost and budget management with professional expertise.

  • Integrated communication planning

- Exhibiting expertise and interest, across the key pillars of touch points to help to deliver business objectives and alignment with all business stakeholders – Sales, Trade Marketing, Medical Team, Finance, Supply Chain, Procurement

  • Learning sharing

- Providing input on the creative development & providing execution knowledge on best practice creating & sharing of content

3 main achievements:(1) obtaining leadership in Infant Nutrition market in Romania in 2007 and maintaining leadership position until present; (2) +600% segment growth in 6 years by driving the market category growth in Growing-up-Milk; (3) +10% increase in Brand Equity indicators through communication campaign.

Jul 2011 - Dec 2011

Senior Brand Manager

Nestlé Romania - Infant Nutrition business
Jan 2007 - Jun 2011

Brand Manager

Nestlé Romania - Infant Nutrition business
Jan 2006 - Dec 2006

Junior Brand Manager

Nestlé Romania - Infant Nutrition business
Aug 2004 - Dec 2005

Marketing Assistant

Nestlé Romania - Infant Nutrition business


Oct 2014 - Present


Faculty of Psychology, Transilvania University, Brasov
2011 - 2012

Proffessional Diploma in Management

The Open University Business School - UK
2008 - 2008

Certificate in Marketing & Communication

IAA School, Bucharest
2003 - 2007

Economist in International Business

Faculty of International Business, Academy of Economic Studies, Bucharest




Goal-driven leader who maintains a productive climate and confidently motivates, mobilizes, and coaches brand managers to meet high performance standards.


Highly analytical thinking with demonstrated talent for identifying, scrutinizing,
improving, and streamlining complex work processes.

Interpersonal Abilities

Proven relationship-builder with unsurpassed interpersonal skills.


  • Brand Building – from Research to Flawless execution, 2012, 3 weeks in Bucharest, Romania
  • Customer Management Principles - Structured commercial selling & Managing Customer Profitably – 2011, 1 week in Bucharest, Romania
  • Advanced Marketing & Communication Training – 2009, 2 weeks in Lisbon, Portugal
  • Sales and Marketing generating demand – 2007, 2 weeks in Rive-Rein, Switzerland
  • Communication & presentation skills – 2007, 1 week in Bucharest, Romania
  • Advanced Sales Skills – 2006, 1 week in Bucharest, Romania

Personal Values

Positive Attitude / Energy / Professionalism /
Honesty / Integrity / Morality