Coca-Cola Romania announces a series of changes to its leadership team, alongside the creation of new roles within the organization.

The new organizational structure brings the commercial, marketing and communications teams closer together, with a stronger focus on collaboration and on making decisions closer to the realities of the local market. The changes are designed to support the long-term development of the business in Romania.

Amruta Vaidya to become General Manager of Coca-Cola Romania

The role of General Manager of Coca-Cola Romania will be taken over by Amruta Vaidya, succeeding Mark Docherty. Following his tenure leading the operations in Romania, Mark Docherty will continue his career within the company in a regional role, overseeing several European markets from Coca-Cola’s European headquarters in Dublin, Ireland.

Amruta Vaidya joined The Coca-Cola Company in 2017 and brings more than 20 years of experience in the fast-moving consumer goods (FMCG) industry. During her career with the company, she has held leadership positions across marketing, commercial operations and general management, leading teams and projects across markets including Norway, Iceland, Australia, Singapore and Malaysia. Most recently, she served as General Manager of Coca-Cola Ireland, where she contributed to business growth and to strengthening partnerships across the Coca-Cola system.

With experience gained across diverse cultural and business environments, and a strong focus on people development, consumer understanding and innovation, Amruta will lead the next stage of Coca-Cola’s development in Romania, together with system partner Coca-Cola HBC Romania.

“Romania has an outstanding reputation within The Coca-Cola Company. It is a highly dynamic market, with talented people, strong brands and consumers who quickly embrace new trends. I am delighted to be joining this team soon and look forward to working together to continue growing a business with a strong local impact through new products, innovative campaigns and memorable experiences,” said Amruta Vaidya, incoming General Manager of Coca-Cola Romania.

Florin Vlasceanu to lead commercial activities

As part of the new organizational structure, Florin Vlasceanu will take on the role of Senior Director, Customer & Commercial, reporting directly to the General Manager.

Florin Vlasceanu began his career within the Coca-Cola system in 2021 and brings more than 18 years of experience in the FMCG market. Throughout his career, he has contributed to the development of strategic partnerships and the implementation of commercial strategies at local level.

Under Florin’s leadership, the Customer & Commercial team will bring together channel development and revenue growth management capabilities to build strong commercial plans, integrate consumer strategy into market execution and further strengthen collaboration with the company’s local bottling partner, Coca-Cola HBC Romania.

Iuliana Nedelcu to lead a more integrated and specialized marketing organization

Coca-Cola Romania is also strengthening its marketing organization. Iuliana Nedelcu will lead the entire marketing function in Romania as Senior Director, Marketing.

With more than two decades of experience in marketing and FMCG, Iuliana Nedelcu has been part of the Coca-Cola team since 2009. During her career with the company, she has led major brands and categories within the portfolio and held positions including Brand Manager, Marketing Manager – Sparkling Soft Drinks, Marketing Director Romania, and Marketing Director Romania & Bulgaria. Most recently, she led marketing activities across several Southeast European markets, contributing to the development of brand strategies with regional impact.

The marketing department will focus on the company’s key portfolio categories, including Coca-Cola and other sparkling beverages, as well as the company’s non-carbonated beverages and water brands.

In her new role, Iuliana will lead the development of the brand portfolio and contribute to strengthening the relevance of these brands among Romanian consumers through integrated marketing strategies and innovation initiatives.