About me

Hello,

I am a senior marketing and communications generalist with a well-rounded experience in brand management and strategy, in the creation of engaging brand experiences across channels and delivering sustained commercial results, combined with a strong track record of global project deployment and team management across multiple markets.

My current role, since 2015, is Global Business Director on an international brand (Lucky Strike - British American Tobacco) at Geometry Global in London.

I have broad exposure from previous roles to different product categories, marketing channels and different markets and challenges. In previous marketing and agency roles I have managed brands and projects, delivering commercial growth in confectionery (Kraft Foods), spirits (Diageo), beverages (Coca-Cola), personal care (Always) and retail (Carrefour), to mention only a few.

I had full business & P&L responsibility over a category, managed product innovation concepts and built new product pipelines (at Kraft Foods), developed successfully a global marketing channel (Global Travel Retail for BAT), built new agency capabilities and teams in a comms agency (at OgilvyAction and OgilvyOne).

During the past 10 years I have built an in-depth expertise in the challenging category that is tobacco. I worked in global management roles in marketing agencies for British American Tobacco, in London (since 2015) and in Switzerland (). I think it's important that I talk about this and contextualize this experience upfront.

It may sound intriguing that one can actually be a marketer at all in tobacco in today's world given the increased legal limitations, particularly seen through a UK lens.

In reality, with the exception of few very permissive markets such as Indonesia (where I led the development of TV campaigns), or very restricted markets such as the UK or Australia, in most markets tobacco brands are still allowed to engage with consumers. Within the remits of the law, brands can still express themselves via various combinations of new product propositions, product and packaging design, retail environments and POS, digital and verbal content delivered via ambassadors or sales staff.

The scope of my team's activities covered the creation of new brand and product propositions, brand campaigns, brand guidelines and assets, and their deployment globally across many local markets.

After a broad previous brand management & marketing communications experience, and having built this deep specialist expertise on tobacco brands, channels and clients, I believe that the time has come for me to explore new industries.

Thank you for the opportunity to discuss in more detail how my skills and experiences can contribute to your organization and/or project.

With best regards,

Cristofor (Cris) Iosub