Denisa Rusu

Hair Care Brand Director @ Procter & Gamble

About

Brand director with 10+ years in FMCG and 5 years in people leadership, driving growth across beauty and personal care in multi-market environments. I specialize in end-to-end brand building — from portfolio strategy and consumer insights to product innovation, market execution, and digital transformation. • Commercial impact: Managed 6 brands across 12 markets in South East Europe, delivering double-digit category growth and consistent market share gains. Oversaw multi-million-euro budgets with focus on ROI and sustainable revenue growth. • Innovation & launches: Led 20+ product launches from design to in-market activation, coordinating with R&D, supply chain, agencies, and retailers. Positioned brands as top-3 in category through impactful 360° campaigns (TV, OOH, e-commerce, retail). • Leadership: Built and led cross-functional teams of 10+ across marketing, sales, and agency partners. Known for balancing commercial rigor with empathetic leadership, creating high-performing, collaborative cultures. • Digital & transformation: Spearheaded digital and e-commerce acceleration in Hair Care, integrating AI tools to increase productivity and agility. Designed regional brand capability programs and large-scale consumer experiences (festivals, retail activations, beauty events). I bring a proven ability to navigate complexity, unlock category growth, and lead teams with clarity and ambition — delivering results that scale across markets.

Country

Romania

City

Bucharest

Industry

Consumer Goods

Skill

Brand Management, Product Innovation, Portfolio Management, Go-to-Market Strategy, Consumer Insight, English as a Second Language (ESL), Relationship Building, Presentations, Consultative Selling, Recruiting, Digital Media, Multitasking, Multi-Channel Marketing, Launch Strategies, Brand Performance, Performance Appraisal, Operations, Customer Service, Problem Solving, Key Performance Indicators

Experience

Hair Care Brand Director

Procter & Gamble

2022-10 - Present · 4 yrs

Bucharest, Romania

- Leverage deep consumer insights to develop demand creation platforms in Southeast Europe region (12 markets cluster) and multiple channels/customers. - Ensure impactful go-to-market strategies and oversee comprehensive commercial game plans for a portfolio of 4 brands (Head&Shoulders, Pantene, Herbal Essences, Aussie), to achieve financial targets - Category growth expert and data driven performance - E-comm fluent, with expertise in building digital native brands and driving brand awareness via variety of media tools - Negotiate business requirements with the regional board and influence local teams for seamless execution. - Fully designed local brand engagement platforms across markets to enhance consumer experience (festivals, top key events, influencer campaigns) in line with regional drives - Led and build expertise for external stakeholders (brand & PR agencies) to enhance brand relevancy and talkability. - Foster a performance-driven culture by building a strong team, profiling talent, and motivating effectively.