Sphera Franchise Group, the largest food service group in Romania, which owns the companies operating the franchise brands KFC, Pizza Hut, Taco Bell, Cioccolatitaliani, Hard Rock Cafe, and wagamama, has appointed Ioana Barbu Florea as Communication Director.

In her new role, Ioana Barbu Florea will oversee Sphera Franchise Group’s communication strategy, covering corporate and brand communications, crisis communications, internal communications, and CSR, while also supporting investor relations activities.

“Over the last two years, Sphera’s portfolio has doubled in terms of the number of brands, growing from three to six, each with its own profile, stage of development, and priorities. This is a significant evolution that increases the complexity of communications at Group level, from media and business relations to internal communications for a team of more than 5,000 people, and investor dialogue as a company listed on the Bucharest Stock Exchange. Ioana brings the experience we need in such a context, and I am confident she will make an important contribution to the Group’s positioning and reputation,” said Călin Ionescu, CEO, Sphera Franchise Group.

“I am delighted to join the Sphera team at an important stage in the Group’s development. At a time when it is becoming increasingly difficult to assess the credibility of information, the essential role of communication is to build trust through clarity, consistency, and authenticity. I look forward to contributing to the strengthening of a coherent communication approach across the Group, while preserving the distinctive voice of each brand,” said Ioana Barbu Florea, Communication Director, Sphera Franchise Group.

With more than 17 years of experience in communications and marketing, Ioana Barbu Florea has held management roles both in communication agencies and international companies, leading brand, corporate, and internal communication strategies for clients across industries including financial and banking services, technology, energy, FMCG, and legal services.

Before joining Sphera, Ioana Barbu Florea led internal communications activities within the local office of a global professional services firm (Big Four), as well as brand and marketing activities for the organization’s technology services center, where she worked closely with leadership teams on positioning and corporate reputation initiatives.

She holds a degree from the Faculty of Communication and Public Relations at the National University of Political Studies and Public Administration (SNSPA) in Bucharest and a Master’s degree in International Public Relations from Cardiff University, United Kingdom.