ROMANIA: Mars’ Sales Director takes over the company’s management | Progresiv

Geanina Babiceanu, Mars Romania’s Sales Director, will take over the management of local operations starting from November. As Marketing Director, she will be responsible for developing and implementing the business strategy for all segments of Mars in Romania – pet care, chewing gum, sweets, food.

She graduated from the Academy of Economic Studies in Bucharest, Geanina Babiceanu has an experience of over 20 years in FMCG, occupying management positions in marketing and sales departments of leading companies in the industry. Since 2009 Geanina joined Mars in the Wrigley division in Romania, as Regional Marketing Director, a position from where she coordinated the development and implementation of the marketing strategy for the Wrigley brands in Romania, Bulgaria, Macedonia, Albania and Kosovo.

Mars Romania is on the market for over 20 years and this year, eight years after taking over Wrigley, the American company Mars has started the process of local integration of the two businesses. The two companies have similar turnovers, according to data from the Ministry of Finance. Mars Romania reported in 2015 sales of 238 million lei and a profit of 14 million lei, while Wrigley Romania reported sales of 225 million lei, but had a significantly higher profit, of 40 million lei. Mars Romania has more than 200 associates and an extensive portfolio of brands, with four business segments: Pet-food (Pedigree, Whiskas), chewing gum (Orbit), sweets (Mars, Snickers) and food (Uncle Ben's, Dolmio).