Roxana - Lavinia Adam

Passwork is a curated platform that connects remote professionals with inspiring workspaces in Romania, coffee shops, co-working spaces, and hotel lobbies. The platform enables users to discover and book locations ideal for remote work, providing transparent access to amenities, pricing, and real-time availability.

Brands: Milka, Silva Group, Carrefour, Dr. Oetker (national brand activations) Role: End-to-end coordination and execution of large-scale brand activation campaigns across multiple locations. Key Responsibilities: Recruited brand ambassadors, team leaders, and support staff for national brand activation campaigns. Built and coordinated teams per location, ensuring full coverage and operational readiness. Delivered training sessions covering brand messaging, campaign objectives, scripts, rules, and behavioral standards. Managed all administrative processes: contracts, legal documentation, uniforms, measurements, and logistics. Acted as the main point of contact between the agency and on-field teams throughout the campaign. Supervised daily campaign execution, ensuring alignment with brand guidelines and timelines. Resolved ad-hoc operational issues and unexpected situations in real time. Coordinated materials, stock distribution, and on-site logistics. Produced client-facing PowerPoint presentations for campaign kick-off and wrap-up. Delivered daily activity and stock reports per location and a comprehensive final report for each client. Ensured campaigns were finalized according to contractual requirements and KPIs.

As Trade Marketing Coordinator at Imperial Brands, I managed end-to-end trade campaigns across Romania for iconic global brands like Davidoff, West, Blu Bar, and Golden Virginia. I was responsible for coordinating 9 national promotional campaigns per year, adapting global strategies to the local market, and ensuring consistent in-store execution across both Traditional Trade and IKA (Modern Trade) channels. I led the full process from briefing creative agencies and overseeing POSM production to campaign logistics, split planning, and delivery to our national field force. I developed planograms tailored to each store type and collaborated with the IKA team to create impactful in-store visibility campaigns. I regularly visited stores across the country to ensure compliance, correct implementation, and brand alignment at the shelf level. I also acted as the local contact for the Global Branding Team, supporting them with Romanian market insights, visual adaptations, translations, and localized POS materials. Additionally, I launched and coordinated a new B2B TradeApp for retail partners — from testing and feedback to training and incentive campaigns. I worked closely with cross-functional teams (Finance, Supply Chain, Sales, and Field Force), managing supplier relationships, monitoring stock movement of materials, processing invoices, and ensuring operational flow. I led training sessions for new employees and coordinated 8 regional sales meetings to gather feedback and align trade strategies with real market needs. Key responsibilities: • Full-cycle coordination of national promotional campaigns • Creation of POS materials, planograms & tailored assets by channel • Launches of new products on the Romanian market • B2B TradeApp project coordination & digital trade incentives • Field team training, support & regional engagement • Cross-functional collaboration with Finance, Supply Chain, and Branding

I have created and implemented an SEO strategy to increase the website visibility in Google through organic posting, growth of relevant traffic, and increased direct sales on the website. Upon implementing an SEO strategy and content strategy for the blog, the website traffic has increased by 30% and direct sales by 10% I have created, coordinated, and implemented a social media strategy that has significantly improved brand awareness and increased the number of followers. I have developed a series of YouTube videos that have increased direct customer interaction. I have created a strategy and a process for customer satisfaction of the clients in regards to our tours, to find a new way to coordinate better the team of guides - which eventually helped us grow the blog content base and optimization of product pages that strictly responded to clients’ needs. I have created a tourist map of Bucharest - I have designed, coordinated, implemented, and promoted a physical map of Bucharest that was highly successful - it was printed in 15000 copies and distributed across Bucharest, in hotels - and they further personalized with hotels’ logos and printed 1000 extra copies within three months. I have launched a micro-influences campaign that allowed them to test our tours and later become brand ambassadors in their countries. With the help of their popularity, the articles written on their blogs, through the video footage, our brand has had an increase in brand awareness, followers, and sales through affiliation. I have created an awareness campaign by collaborating with RAS, based in Otopeni airport, where we have applied billboards on the busses used to drive people to and from the airplanes - which also increased our brand awareness, especially in B2B - also we have seen an increase of 15% in the phone calls to make a reservation which ended in sales.

I have searched and implemented a booking software through which we have managed to get: an automated coordination process that has reduced the effort of Operations and Financial teams, enlarged the reseller partners, and created a result measurement tool. I have implemented a project for automatizing the selling system of our reselling partners through this software; this system is still unique, and it has revolutionized the booking procedure (by significantly reducing the time and effort of our partner's operation, it has increased the visibility of our tours, we have seen 20% increase in our sales, as well as an increase in customer satisfaction due to the accuracy of the information received) I have implemented a commission grid, sales procedure, and onboarding of our partners. I have increased the partner's database and was in charge of accommodating the existing partners in the new booking system. I have created strategic partnerships with locations of high interest to offer a large variety of added-value services to the tourists, such as discounts for restaurants, museums, transport, and hotels in Bucharest. I have implemented and promoted new tours to increase the company's portfolio and profile, which has contributed to an increase in sales in both B2B and B2C segments. I was in charge of the sales reports and finding ways to increase sales, analysis of sales costs vs. operating costs within the company, as well as creating strategies of intense promotion of some products and eliminating others.

Tui Travel Center is an outbound travel agency in Romania, part of TUI Group, which provides flight tickets, accommodation, transfers and all sort of holiday packages in all major holiday destinations around the globe. Main responsibilities: -reserve, invoice issue, and bus tickets, flights (IATA and low-cost), travel packages, accommodations, medical insurance, rent a car etc. -take over solicitation allocated or received spontaneous and keep in touch with potential clients throughout the ongoing sale process - processing, booking, issuing, billing, collection, issuing travel documents. -conducts basic accounting - preparing and filling in the electronic cash register. -exactly follow specific work procedures work done - signing contracts with individual tourists, legal provisions, and vis-a-vis internal accounting rules and other procedures agreed upon and implemented in the company.

PENINSULA TOURS CO INC, established in 1988 is specialized in incoming and outgoing, private and regular tours in Turkey. Presently PENINSULA TOURS operates 9 fully licensed offices and two sub-offices at ten major tourist regions; Kusadasi (Head Office), Istanbul (2), Didim, Bodrum, Marmaris, Antalya, Alanya. Main responsibilities: -create itineraries and escort the group to the destinations -provide information about the places visited including history and significant facts -collected money from clients and engaged in transactions between customers and attractions -assisted clients as necessary and satisfied the needs and desires of customers -coordinated with bus drivers, bus companies, restaurants, and hotels -established a personal relationship with clients, thus advertised new tours to them, selling tours -solved unexpected problems -planned tours based on time restrictions -effectively communicate with customers and hotel staff -provided advice to travelers, regarding restaurants and optional tours, depending on their requests -played an active role in the welcoming, enjoyment and safekeeping of all visitors at each location

As a Commercial Assistant, I was part of the team managing the operational execution of commercial contracts across Lagardère’s diverse retail portfolio. I worked closely with suppliers, category managers, and logistics teams to ensure the correct flow of goods, accuracy in product listings, and compliance with commercial agreements. Key responsibilities: Analyzed sales performance across multiple categories (books, multimedia, toys, souvenirs) to guide replenishment decisions and prepare supplier orders. Created and validated order splits based on sales data, store typology, and inventory levels—ensuring each store received an optimized assortment. Supervised the full delivery flow of goods from supplier to store: monitored dispatch, confirmed receipt, and followed up on discrepancies or delays. Maintained and updated product information in internal systems (codes, barcodes, prices, formats), ensuring alignment across all 250+ locations. Managed return processes and adjusted product flows in collaboration with suppliers and the logistics team. Maintained close collaboration with supply chain and finance departments to ensure proper documentation, invoice control, and delivery traceability. Sent regular sales and stock reports to category managers and suppliers to support forecasting and stock rotation. Ensured contractual compliance by monitoring supplier performance, checking product assortments against agreed terms, and identifying improvement opportunities. Supported seasonal assortment changes, new launches, and back-office admin tasks related to store network execution.