Roxana Coroiu
Bucuresti
Summary
With 20 years of total experience, split evenly between sales and purchasing, I am a results-oriented person, dedicated to continuous improvement through sustained effort and learning. Throughout my career, I have consistently held positions that required strong decision-making, analytical thinking and the ability to organize and plan with a fresh perspective. My approach is centered around delivering practical solutions, fostering collaboration, and maintaining a confident, relaxed, and pleasant attitude in high-pressure situations. I thrive in environments where initiative, energy, and creativity are valued, and I am eager to bring these qualities to a new, dynamic role. Currently seeking a creative position, I am open to remote, hybrid, or office-based opportunities in Bucharest. I am excited about the chance to work with diverse teams and contribute my ability to think quickly, innovate, and bring fresh perspectives to the table.
Overview
19
19
years of professional experience
1
1
Certification
Work History
Category Manager Small Home Appliances AENO
ASBIS
05.2024 - Current
- Led end-to-end New Product Development (NPD) processes and assortment optimization based on market trends and performance data.
- Managed full product lifecycle, SKU rationalization, and competitive benchmarking.
- Sourced and negotiated with OEM/ODM suppliers, mainly from China, ensuring cost, quality, and timing.
- Handled contracts, quality, packaging, and compliance oversight.
- Optimized margins, pricing, and cost modeling; managed forecasting and demand planning.
Business Development Manager Private Label-Home&Deco
Network One Distribution
04.2016 - 05.2024
- Managed a private label Home & Deco portfolio with 1,000+ SKUs, tailored to consumer trends and market needs.
- Expanded category reach through partnerships with major IKA retailers and supplier sourcing at key trade fairs in Europe and China, negotiated contracts them by securing optimal pricing, lead times, and payment terms.
- Oversaw end-to-end supply chain—from production to warehouse—while optimizing stock rotation, product lifecycle, and gross margin.
- Translated consumer insights and market trends into actionable purchasing strategies that enhanced profitability and product relevance.
- Drove consistent sales growth and category performance through targeted strategies and data-driven decisions.
- Special Project: School Furniture for PNRR programs in Romania
Home&Deco Hunting Buyer
Vivre Deco
05.2015 - 04.2016
- Signing contracts with over 80 new suppliers from Romania and Europe
- Preparing over 200 campaigns on the site
- Sourcing of new supplier by attending specialized fairs in Europe
Sales Manager
Dekassa Romania SRL
08.2012 - 05.2015
- Increased turnover by expanding the client portfolio across retail chains and online platforms.
- Negotiated and secured contracts with major chain stores and e-commerce partners.
- Built, trained and coordinate the sales team.
- Implemented effective sales strategies aligned with company objectives.
- Managed sales forecasting and stock planning to ensure availability and efficiency.
- Monitored market trends to identify opportunities and adjust tactics proactively.
Key Account White Goods Department
LG Electronics
02.2008 - 03.2012
- Maintaining and develop the relationship with channels in charge
- Solving problems and managing risk to ensure achievement of targets
- Preparing presentations, proposals, catalogues, plans, contact reports as necessary
- Setting up promotional activities
- Negotiate products and price range
Key Account Manager
Rosal Import Export (E-boda)
03.2006 - 01.2008
- Company Overview: Rosal Import Export – Producer and distributor of electronic products – E-Boda brand
Education
Commerce, Business/Commerce, General
Academia De Studii Economice Din București
07-2005
Skills
- Retail Category Management
- Market Analysis
- Product Lifecycle Management
- Data analytics
- Supplier relationship management
- Category development
- Demand forecasting
- Category growth
- Pricing strategies
- Process development
Certification
- Identify Sales Growth Opportunities - Linkedin
- Cultivating Strategic and Analytical Skills in CPG Selling - Linkedin
- Sales, Negotiation and Influence - Sfera Business Sep 2022
- Category Management and Merchandising- Sfera Business Oct 2022
- Interior Designer - Beginner - Atelierele Ilbah - Sep-Nov 20220
Languages
Spanish (Elementary)
English
Advanced (C1)
Timeline
Category Manager Small Home Appliances AENO
ASBIS
05.2024 - Current
Business Development Manager Private Label-Home&Deco
Network One Distribution
04.2016 - 05.2024
Home&Deco Hunting Buyer
Vivre Deco
05.2015 - 04.2016
Sales Manager
Dekassa Romania SRL
08.2012 - 05.2015
Key Account White Goods Department
LG Electronics
02.2008 - 03.2012
Key Account Manager
Rosal Import Export (E-boda)
03.2006 - 01.2008
Commerce, Business/Commerce, General
Academia De Studii Economice Din București
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