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Aura Malcev


Motto: "The only way to do great work is to LOVE what you do". (Steve Jobs)

About me

  • Passionate about customer-centric innovation: 20 years experience of marketing management, based on the synergy between brands truth and customers values

  • Developed 22 brands (mostly global) with an average of two digits sales increase results (10%- 110%), in Romania and Eastern Europe

  • Planned and implemented integrated business and consumer brand strategies (B2B and B2C), integrated communication (internal & external, online & offline channels) and tailor-made ROI systems

  • Aura has managed multi-cultural teams in various industries, i.e.:

    • Advertising (with Saatchi & Saatchi, Ogilvy & Mather, DDB, for global brands, i.e.:  in telecom/  Orange, home appliances/ LG, auto/ Toyota, FMCG/  Unilever, P&G brands: Dove, Rexona, Delma, Knorr/ CEE, Old Spice/ Balkans, etc)

    • Non-profit (Special Olympics)

    • Industrial (General Electric Corporate SEE/ corporate communication and CSR)

    • International marketing consulting (with Garrison Group in CEE and Turkey - for Efes Beverages Group beers portfolio, and The Network Group - for Romania’s marketing program targeting 11 countries in EU and USA)

  • Part of the business strategy consulting group - The Network, since 2011


Projects near and dear to my heart:

  • 2011-2015: Romania Marketing Management Program for Ministry of Tourism/ ANT

  • The program aimed 11 countries: USA, UK, Germany, Austria, France, Italy, Spain, Turkey, Israel, Poland, Romania, including:

  • Creative development projects: briefings, selection, research / pre-testing creative concepts, creative development and production of 10 online / offline integrated campaigns (corporate + tourism products

  • Strategic support for national and international TV co-productions (i..e with Travel Channel EMEA)

  • Support in developing strategic partnerships: ex. Rowmania competitions, Bucharest Ecotourism Centre,  major public events, etc.

  • Strategic support in national and international media acquisition initiatives

  • Support for developing collateral materials (concept, execution): national and regional tourist maps, and brochures

  • Strategic support and liaison for National Tourism Authority with Tourism industry key representatives (associations, private investors, etc)

  • Following the program, Romania registered a 10% annual increase of incoming tourists (according to INS statistics)

How can I help?

  • Marketing Strategy

  • Brand Positioning

  • Communication Strategy

  • Integrated Communication Management (internal, external, online/ offline)

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