Irina Mihalcea

As Head of Marketing at Caterix, I lead brand strategy, communication for a curated portfolio of premium spirits across Romania, Hungary and Moldavia. Our portfolio includes: Meili Vodka – the world’s most awarded vodka, created by Jason Momoa and Blaine Halvorson Moena Vermouth – a bold, handcrafted vermouth by bartenders Zoltán Nagy & Balázs Molnár Insulæ Spirits: Gins, Donna Rossa Rosolio, Marsala Mediteraneo Vermouth Select brands from Corby Distillers, including Ungava Gin, Lamb’s Rum, JP Wiser’s Whisky, Lot 40, and Pike Creek Rye My role focuses on building authentic brand narratives, driving awareness, and creating meaningful connections between our brands and the hospitality community.

Developing and implementing both internal and external communication strategy for the agency Coordinating team of 10 people: Consultants, Strategists, Project Developers and Digital Voices. New business strategy; Partners recruiting; Relationship management: press & partners Directly involved in developing communication strategy and event concepts for clients. Fantazia PR Boutique is a Communication Consultancy Agency, specialized in digital communication: - PR & Social Media Strategy & Consultancy - Social Media Content Development, Building& Managing Social Profiles, Community Building; - Reports & Analysis - Social Media Marketing: Facebook & Instagram Ads - Media relations - Integrated communication campaigns - PR & Business writing: Website content, eNewsletters, company blog, texts for brochures, flyers, landing pages, speeches. - Events organizing: product launches, offline community events, press conferences, workshops Active clients: Medlife, Havana Club, Jameson, Chivas, Le Life, Origo, Roots, Steam, Nostalgia, Lineea Closer to the Moon, Hypso

Developing brand strategy and positioning of the magazine and website; Creating and coordinating the production of TV, radio and print advertising; Negotiating barter contracts and developing barter partnerships for cultural events or initiatives; Managing website sponsored contests, Facebook account; Developing ideas and coordination the implementation of special projects for client brands; Organizing events for the magazine: Tabu Oscar Party at Readers Cafe, Tabu Christmas Party at Downtown, Launch o Movie Theme issue at Kinga Varga Boutique: actors, VIPs, designers, photographers, advertisers

Initiating, planning and implementing PR campaigns for Romania and Bulgaria for corporate communication and for all business divisions: Visual Display, IT, White Goods, Mobile Defining objectives, analyzing the evolution of the campaign, constant monitoring and evaluation. Coordinating PR, BTL and Media agencies that worked on Samsung projects, evaluating the agencies, organizing pitches for important projects or launches. Developing and maintaining relationship with press and business partners, editing and checking editorials, speeches and press releases Developing and implementing consumer events, press conferences, sponsorship, BTL activation for Samsung products (mobile, consumer electronics, IT, home appliances) in Romania and Bulgaria Preparing media plans and supervising all publicity materials, videos and photos about Samsung brand and competition Focus on developing creative PR and BTL ideas: eg special project in The One for promoting Diva Phone during Paris Fashion Week – street fashion photos using the phone as accessory, BTL activation in Mall Baneasa: transforming girls into Red Carpet Divas using stylist and make-up artist Developing CSR campaigns: More Than Talk against Breast Cancer – photo exhibition in partnership with 121.ro, Mini Champs - Chelsea team training Romanian poor children to play football

Initiating, planning and implementing PR communication strategy. Developing and maintaining relationship with press and VIPs. Clients: Pernod Ricard (ABSOLUT Vodka, Havana Club, Beefeater, Chivas Regal) PR projects & Events: ABSOLUT: Desingners In an Absolut World - top Romanian designers created an object that represented their vision of an Absolut World: Kristina Dragomir, Lena Criveanu, Rozalb de Mura, Irina Marinescu; Havana Club: Cosmin Bumbut photo exhibition - Cuba Continues Chivas Regal - Live with Chivalry - press event, series of articles by bloggers and public figures about the importance of chivalry nowadays.

Initiating, planning and implementing PR campaigns: defining goals, analyzing opportunities, permanent monitoring and evaluation; Developing and maintaining relationship with press and VIPs considered key opinion leaders for the brands; PR writing: press releases, news, developing special projects with lifestyle magazines; Developing & implementing concepts for events, celebrity management for events Clients: Ursus Breweries ( Peroni Nastro Azzurro brand) Aperitivo Peroni – series of events for bringing a new consumer trend on the Romanian market. Implementing the public relations strategy in order to create awareness through mass-media: inviting the publications representatives, grouped on media trusts, to each event and monitoring the articles and press materials on Aperitivo Peroni. Pernod Ricard (ABSOLUT Vodka brand) Developing communication strategy for IN AN ABSOLUT WORLD PR campaign in Romania. Developing concepts for PR events, celebrity management for events, including: IN AN ABSOLUT WORLD launch event: performers for the event, organizing their program during the days of the event, coordinating interviews with magazines and televisions, celebrity management for the event: guest list and invitations (350 guests)

Developing PR & Communication strategy, PR materials, writing press releases and news, coordinating interviews Press events - concept & implementation Internal communication for the agency: corporate communication and public relations strategy, corporate social responsibility projects, media relations, blog launch and maintaining, writing press materials, coordinating interviews Clients: Autoitalia, Bere Mures, Banca Carpatica

Media Relations: writing press materials, coordinating interviews, answering to media inquires, monthly media review on corporate and brand articles including comparative analysis on the main competitors. Internal Communication: editing the speeches and management announcements; editing and producing brochures, corporate movie scripts, corporate gifts for third parties, supplier management. Clients: Quadrant Amroq Beverages (Prigat, Pepsi), Smithfield Foods Corporation, Razvan Mazilu Gala, Lafarge Romania