Sales Marketing
Resume:
Vlad Robu
acf8tl@r.postjobfree.com Aurora, IL 60503
PRODUCT MANAGEMENT EXECUTIVE
with expertise in
Brand Stewardship / Product Management
/ Marketing Communications
Drive sustainable bottom-line results through deep and rich knowledge of
marketing, business development, sales, and streamlining operations. Lead
multiple functions to the detail level while retaining focus on long-term
goals and business objectives. Valuable depth of experience in cross-
functional project management, product development, and launching campaigns
that increase market share and penetration. Articulate communicator and
confident decision-maker with demonstrated expertise in:
Core Competencies
Product Marketing ( Business Development ( Strategic Planning ( Budgeting (
P&L ( Sales Forecasting ( Financial Analysis ( PR ( Digital Marketing (
Consumer Research ( Market Analysis
Executive Performance
AT&T Services Inc, Chicago, IL April 2013-Present
Largest communication corporation.
Lead Product Manager
Lead product development functions for Video on Demand products.
. Develop product definitions and business cases in the Over the
Top/Broadband Video space
. Perform financial analysis of OnDemand video platform including
detailed network/usage projections and segmentations
. Develop business case revenue projections, product requirements, and
managed Labs' studies for a potential consumer-facing Broadband Video
offering
. Manage the development of product roadmap and detailed product
requirements for various aspects a consumer-facing commerce experience
Fluidmesh Networks, LLC, Buffalo Grove, IL Oct 2012-April 2013
Global leading manufacturer in wireless IP backhauling. Products include
wireless radios, antennas and software.
Global Marketing Manager
Direct all marketing functions for all Fluidmesh products. Set and direct
the company marketing strategy including digital, product launches,
communication and branding strategy.
. Lead the global company rebranding, that includes new website design
and development
. Direct the development of the new website and mobile app securing best
user experience
. Coordinate and manage the global SEO/SEM campaigns with digital
agencies
. Lead the global PR and social media efforts with the social media
agencies
Motorola Mobility, Inc. (MMI), Libertyville, IL May 2011-June 2012
Global manufacturer of technology products including smartphones and
tablets; wireless accessories; end-to-end video and data delivery; and
management solutions, including set-tops and data-access devices.
Global Product Marketing Manager (Consultant) (Aug 2011-June 2012)
Direct marketing functions for MOTOACTV franchise and music headsets,
focusing on delivering a consistent message to highly targeted audiences
to maintain brand identity and attract new business. A 360 collaboration
with engineering, design and sales team, providing marketing expertise
to support aggressive growth plans.
Vlad Robu Page 2 of 2
(Continued)
. Managed launch of MOTOACTV tracker, the world's first GPS fitness
tracker, and Smart MP3 Player with budget 25% less than industry
average.
. Oversaw development of marketing site MOTOACTV.com for go-live in less
than two weeks.
. Increased U.S. sales 6% (Q4 2011 to Q1 2012), awareness and brand
image 35% through large grassroots seeding, and social media brand
mentions 3%.
. Supervised college campus brand ambassador teams increasing brand
awareness among students 23% across 10 biggest U.S. campuses, and
purchase intent 15%.
. Directed CRM campaign that educates and encourages product owners to
write online product reviews that attracted higher unique visitors
than 45% industry average and identified 1.8% as brand advocates.
Motorola Mobility, Inc. (MMI)
MBA Product Marketing Intern May
2011-Aug 2011
Supported Director of Marketing - Health and Fitness by gathering
competitive information, conducting market analysis, creating
communication and packaging concepts, developing distribution plan,
identifying retail channels, and forecasting penetration and market.
. Conducted prelaunch qualitative and quantitative competitive research
that helped identify fitness segment size, value, and 35% initial
purchase intent that enabled 15% increase in targeted consumers and 5%
in sales forecast.
. Facilitated Go-To-Market strategy change, 25% increase in marketing
budget, and hiring of 2 additional account managers after compiling
and analyzing financial information on Health and Fitness Market.
. Contributed to 10% cost reduction by leading packaging concept design
for health and fitness products to reflect fitness and align with
global brand guidelines.
RJ Reynolds Tobacco Company, Winston-Salem, NC Aug 2008-May 2011
Second largest tobacco company in the U.S.
Trade and Marketing Senior Manager
Directed region's marketing activities, marketing research, pricing
strategy, channel partnership agreements, retailer training, and managed
team of merchandisers and brand ambassadors.
. Created and implemented pricing tools that drove and established
Midwest pricing that achieved an average 1.5% price advantage over
competitors.
. Grew Camel sales 4.3% after launch of Camel Crush in regional markets.
. Achieved 2.8% increase in regional market share.
. Launched new category, Camel Snus in regional markets achieving 95%
distribution, 30% trial, and 5% customer retention.
British American Tobacco, Dubai, UAE June 2006-July 2007
World's second largest tobacco products manufacturer.
On Premise Trade & Marketing Manager
Led team of sales personnel and brand ambassadors managing 70%+ of
Dubai's $4M On Premise Market.
. Revived inactive, Dunhill, on premise channel with "100 Years of
Dunhill" campaign across all luxury hotels that boosted segment brand
awareness 25% and sales 40%.
. Spearheaded re-launch of Kent by securing presence and communication
in more than 250 on premise outlets with unique message around the
filtration benefits that increased brand awareness 45% and sales 5%
from month to month.
. Saved more than $350K by renegotiating all contracts with on premise
partners.
EDUCATION
MBA (double major), Brand Management and Financial Analysis and Control
DePaul University, Chicago, IL 2011
BBA, Accounting & Economics, George Baritiu University, Brasov, Romania
2001
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