Senior Executive in Banking Leadership & Transformation
Over two decades of leadership in branch networks, sales transformation and complex banking integration.
With over two decades of experience in banking and financial services, I have led national branch networks, designed sales transformation programmes and steered post‑merger integration in complex organisations. At Alpha Bank Romania and UniCredit Bank Romania I directed networks of more than 130 branches and over one thousand colleagues, strengthening performance management, digitalisation and customer‑centric sales cultures. As a co‑founder of specialistipotecar.ro I bring an entrepreneurial perspective to digital mortgage solutions and lead generation. My work has consistently delivered impact through transformation, efficiency and strategic execution.
Co‑founded a digital platform for mortgage acquisition and refinancing. Defined the commercial proposition, partner model and go‑to‑market strategy. Drove product design and lead generation to position the platform as a trusted decision‑support tool.
Guided the merger‑driven transition of 130 branches and ~1,000 employees into UniCredit. Led branch optimisation and consolidation, strengthened performance management and ensured a smooth integration of systems and culture.
Directed a national network of 130 branches, driving commercial transformation and customer‑centric operations. Implemented network‑wide performance frameworks and supported digitalisation and change management.
Led the national sales force across retail, SME and affluent segments. Built a culture of execution and customer focus, introduced the first automated target allocation system and designed scorecards, dashboards and reward programmes.
Managed the P&L of the national branch network, advanced Sales Force Effectiveness initiatives and oversaw sales management tools and programmes.
Held leadership roles at AEDIFICIUM, GarantiBank/GE Money and CitiFinancial/Citibank. Built and managed direct sales networks, developed alternative distribution channels and implemented Sales Force Effectiveness tools.
Led national branch networks with over 130 locations, optimising operations and managing P&L. Streamlined branches during major bank mergers.
Designed and implemented Sales Force Effectiveness programmes, including automated target allocation, incentive systems and coaching frameworks.
Directed post‑merger integration of employees, processes and systems, ensuring continuity and cultural alignment during mergers.
Developed scorecards, dashboards and reward programmes to drive network‑wide accountability and performance.
Introduced digital tools for network management and target allocation; co‑founded a digital mortgage platform.
Managed large‑scale sales transformation projects and provided advisory services across multiple markets.
A career shaped by banking leadership, SFE and transformation, continuous learning, and entrepreneurial building.
How digitalisation reshapes the physical branch and what network leaders must do to remain relevant.
Read MoreLessons on designing and executing sales excellence programmes across complex, multi‑segment banks.
Read MoreInsights from mergers and acquisitions and what they demand of leaders at every level.
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