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Work experience

Jul 2008Present

Executive Director

Help Net Farma SA

Full P&L responsibility for the Sales, Aqquisitions, HR, Logistics and Admin Departments in the second largest pharmacy retail group (+ 60 Mill Euro turnover ) in Romania (

Sep 2005Jun 2008


Dima Imports & Marketing Agency

Responsible for developing a small family business designed to import, represent and distribute FMCG brands in Australia. in cooperation with major Principals from Europe.


  • Negotiated exclusive distribution agreement in Australia for Chicco baby toiletries and accessories (gift sets, bathrobes, sunglasses) from Artsana - Italy (
  • Developed the distribution network and successfully placed the products into selected premium pharmacies and baby shops across Melbourne and regional Victoria.
Dec 2003Aug 2005

General Manager

Sarantis Bulgaria Ltd

Sarantis Group is a Greek based international cosmetics and household products company with worldwide turnover of 300 Mill. Euro per year, distributing to over 25 countries and employing a staff in excess of 1600. It has been a top performing public company, listed on Athens Stock Exchange, since 1994 (

Sarantis Bulgaria (est. 1994) was the first operation opened outside of the Greek domestic market by the Sarantis Group. In 2005 it had a 10 Mill. Euro turnover and 1.2 Mill. Euro EBIT generated through mass market cosmetics, household products (Sarantis, Johnson&Johnson, A.Puig) luxury fragrances and personal care products (Juvenna, La Prairie, Nina Ricci, Ingrid Millet-Paris), through an extensive distribution network of 4480 selling points and 4 distribution centres across Bulgaria (

Responsibilities for the General Manager included business planning, overall management and achieving revenue and profit targets (full P&L management) in a company of over 100 staff.


  • Restructured the company and increased the financial performance with an increase of 37% in sales turnover and a 260% increase in EBIT over an 18 month period.
  • Negotiated exclusive distribution agreements for Nina Ricci-Paris perfumes and Ingrid Millet-Paris personal care products. Renegotiated the Johnson & Johnson contract.
  • Achieved triple digit growth performance in the Eastern and Central Europe for Juvena and La Prairie brands (top performance of "Silver Rain" perfume) in 2005.
  • Maintained the leading position while increasing market share with the male and female mass-market fragrances (STR8, BU, C-THRU, Diavolo, Mediterraneo, etc).
  • Achieved the market leader position in household products with Fino brand (alum. foils, wrap, food bags, etc) in two years from launching the product.
  • Successfully implemented new accounting ("Atlantis") and sales reporting systems ("Opsis") while maintaining full operations of the company.
  • Successfully managed the implementation of the new corporate identity of Sarantis Group - Greece.
Oct 2002Dec 2003

National Sales Manager

Sarantis Bulgaria Ltd

Responsibilities for the National Sales Manager included budgeting and achieving the annual turnover and gross profit margin, as well as managing the expenses of a sales department with over 50 staff in 4 sales centres, with all sales levels (Area Managers, Supervisors, Key Account Managers, Sales Reps and Merchandisers).

Coaching, training, promotion, hire and fire responsibilities for line managers. Designing and implementing the bonus system.  Managing the sales policy (prices, discounts and channels) in line with market conditions, and improving the profitability of the business.

Negotiation of the distribution agreements with Principals and major Key Accounts (Metro, Billa)


  • Managed and restructured the Sales Department of over 50 staff, achieving a 27.6% growth in sales (from 5.8 to 7.4 Mill Euro) while decreasing the Sales Department expenses with 0.1 Mill Euro.
  • Negotiated the A.Puig (Spain) and Johnson & Johnson distribution contracts for Bulgaria
  • Due to the excellent results I have been promoted to General Manager of the company after 15 months as Nat. Sales Manager
May 2001Sep 2002


Dima Imports & Marketing Agency

Responsible for setting up a family small business designed to import, represent and distribute FMCG brands in Australia. in cooperation with major Principals from Europe.

As owner/operator, I was responsible for all the operation of the company (import, sales, logistics, marketing and accounting)


  • Negotiated exclusive agreement for the distribution of a Greek brand of food products ("Captain's" spices and herbs) from A.Yiotis Ltd (the market leader in Greece).
  • Developed and implemented the marketing plan including radio and print advertising.
  • Successfully marketed the products across Melbourne and regional Victoria (Greek and Italian deli shops and IGA supermarkets).

An excellent position was offered from Sarantis group to take over as National Sales Manager in Bulgaria.

Nov 1996Mar 2001

National Sales Manager

Sarantis Romania (Romsar) Ltd

Sarantis Romania (Romsar) started in Sept.1996 as the Romanian affiliate of Sarantis Group. Now is one of the best cosmetics distributors in Romania, with over 50 Mill. Euro turnover and 9.0 Mill. Euro EBIT generated from mass market cosmetics, household products (Sarantis,L'Oreal, Johnson&Johnson, A.Puig,etc) and luxury personal care products (Juvena, La Prairie, Pupa), through an extensive distribution network of over 7000 selling points and 10 distribution centres (

The company also established and has interests in The Body Shop franchise in Romania, as well as in the Estee Lauder business in Romania.

Responsibilities for the National Sales Manager included budgeting and achieving the annual turnover and gross profit margin, as well as managing the expenses of a complex sales Department with over 100 staff in 8 sales centres, with all sales levels (Area Managers, Supervisors, Key Account Managers, Sales Reps and Merchandisers)


  • As it was a start-up situation (Greenfield), I developed the sales from 0.3 Mill Euro in 1996 to over 12 Mill Euro in 2001, and over 100 staff in Sales Department. Also the business attained profitability after three years.
  • Successfully built the brand of Sarantis mass-market fragrances (STR8 - male and BU and C-THRU - female) into market leaders.
  • Negotiated the L'Oreal, Gillette and Johnson & Johnson distribution contracts for Romania, as well as for Antonio Banderas brands of A.Puig -Spain (Diavolo).
  • Negotiated the trade terms and agreements with the major retailers like Metro Cash & Carry, Carrefour Hypermarkets, Billa Supermarkets, Shell and OMV convenience stores and Profi hard discount stores.



Octavian Greaca

Mircea is a leader-manager that will always focus to the right things in an entrepreneurial way to achieve his goal in an efficient way, no matter how hard it can be for him personally. He is used to undertake the hardest challenges with determination and enthusiasm, putting every effort to achieve the best results. His high personal standards and kind way of motivating people from his team makes him respected and appreciated, even during hard times when he is able to plan and organize resources in an authoritative way, fully accepting the responsibility for the outcome. It was a pleasure to work with him.” January 9, 2009

Octavian F Greaca , Brand Manager , Sarantis Romania SA worked indirectly for Mircea at Sarantis Romania SA (Romsar

Lorenzo Radice

Mircea is a very professional and determined business partner. He knows what he wants and how to be successful. He always faces with strenght any problem in order to solve it very quickly.” June 26, 2008

Michele Ingala

I had the pleasure to collaborate with Mircea when I was in charge as an Export Area Manager for cosmetics products distribution. The cooperation was effective and driven by a strong ethical approach. Mircea is a professional and entrepreneur manager able to roll up his sleeves to turn a business successful.” September 16, 2008

Madi Radulescu

I have collaborated with Mircea on different small projects developed in partnership as Romanians in a foreign country and I have followed his professional career and results in Bulgaria at that time. I found Mircea to be a well apreciated manager by his employees and he succeded to make from Sarantis Bulgaria a well respected and succesfull company on the market, having excellent results during time. He is a thorough person and a good organizer, open minded and proactive, able to develop people and organizations, Madi Radulescu” June 5, 2008

Madi Radulescu , Managing Director , Cefin Real estate was with another company when working with Mircea at Sarantis Bulgaria


To secure a top management position in a high growth company with considerable development opportunities. Ideally, in a General Manager, Country Manager position in Romania or any other Central / South East European country.


  • General Management experience in FMCG distribution, specializing in consumer goods (toiletries and household products) and luxury cosmetics with turnover of 10 Mill. Euro,110 staff including a sales and distribution fleet of 80 vehicles
  • National Sales Management experience from new country start up to 12.0 Mill. Euro
  • Recruiting, training and coaching experience with top line managers (Sales, Marketing, Finnance, Logistics, IT) and sales staff at all levels.
  • Negotiation expertise with companies including L'Oreal, Gillette, Johnson & Johnson, Nina Ricci, A.Puig (Spain) ,Unilever, SmithKline Beecham.
  • Strong logistics (distribution) experience including developing 7000 direct clients, recruiting 100 staff, setting up 8 regional branches and creating retail, wholesale and key accounts divisions 
  • Project management and change management experience (new sales and financial reporting systems, new corporate ID, organisational change)


AIM - Melbourne, AU

  • Associate Fellow of The Australian Institute of Management       June 2000
  • Australian Citizen                                                                           February 2008