Multiple changes in the Senior Management team of Coca-Cola HBC Romania | Progresiv
Coca-Cola HBC Romania, part of Coca-Cola HBC AG group, one of the largest bottlers of The Coca-Cola Company products, announces two new members of the Senior Management team. Thus, Mihaela Hoffman takes over the position of Marketing Manager, while Razvan Botezatu was appointed Commercial Excellence Manager. The management change is part of a broader process of transition to a new organizational model, aligned with the group to which Coca-Cola HBC Romania belongs. 
Mihaela Hoffman (39) previously held the position of Trade Marketing Manager. She was joined Coca-Cola HBC Romania in 2011 in the role of Consumer Activation Manager. Two years later, in June 2013, she was promoted to the role of Marketing Manager Beverages, then making the transition to Trade Marketing Manager in April 2014. Prior to joining Coca-Cola HBC Romania, Mihaela held various management positions in L'Oreal’s marketing team. Mihaela graduated from the Academy of Economic Studies.
The Marketing Manager position was previously held by Natalia Stroe (40) who took over as Regional Sales Manager for Bucharest and the Central Region. Natalia will coordinate a team of 150 salespersons and report to Dan Timotin, Country Sales Manager.
One of the novelties involved in the adoption of the new model is the introduction of Commercial Excellence team, whose goal is to accelerate revenue growth, setting trade policies and transforming ideas into actions that will support faster growth in various product categories.
The team will be led by Razvan Botezatu (42) who previously occupied the position of Sales Manager for Bucharest and Central Region. He joined Coca-Cola HBC in 2012, taking the position of National KA Manager, after a career of 16 years in the IT industry, of which 11 with Xerox Romania. He graduated Ovidius University in Constanta in 1997 and holds an MBA in Marketing, awarded by the Central European University.
The two new members of the Senior Management team of Coca Cola HBC will report directly to the Genral Director, Jaak Mikkel.
In Romania, the system consists of Coca-Cola Romania (subsidiary of The Coca-Cola Company, owner of the registered trademarks) and its partner Coca-Cola Hellenic called Coca-Cola HBC Romania, who bottles and distributes Coca-Cola products under license from The Coca Cola Company on the local market.
According to data from the Ministry of Finance, Coca-Cola HBC Romania reported in 2014 a turnover of about 1.8 billion lei. In 2015, sales volume of soft drinks bottler Coca-Cola HBC Romania reported an advance of 11% with consistent performance across the entire portfolio, this being the second highest increase reported within the group, after Ukraine.
