Exposed in the last 20 years to a significant number of loyalty, marketing, and business strategy initiatives. Managing strategic promotional activities and being in permanent position to address various business challenges with personalization, marketing automation and data analytics allowed Marilena Cirsteanu to constantly develop business and innovate. She managed the first and largest loyalty card program at national level in retail on the Romanian market (2006-2021, with redemption rates as high as sky). She was involved in developing and setting up a profit center around loyalty by adding up complementary financial services in order to build a complete and relevant value proposition for the customer.
Leading high performing loyalty, CRM, direct & digital marketing, customer care and market research teams in the past 16 years taught her that success depends on every piece of the puzzle, and you can learn as a team not only from your achievements but also from your occasional failures. Every new project is an opportunity to build a customer centric culture and get more and more into digital transformation.
Currently working in OMV Petrom on the digital & loyalty strategy and B2C customer experience for Central and Eastern Europe OMV countries within the Group, building on the digital gate to the OMV world.