Roxana Nicolescu

- Lead Wego’s global brand, social media, PR, and partnerships strategy across Asia, MENA & emerging markets. - Spearheaded the rebranding of Wego, defining its new brand personality, identity, and creative tone. - Launched “Weegio”, Wego’s official mascot, from concept to market, in collaboration with M+C Saatchi. - Defined Weegio’s creative positioning and rollout strategy. - Integrated the character into campaigns and activations across markets. - Result: Strong audience engagement and improved brand recall across social platforms. - Built and scaled partnerships with various National Tourism Boards regionally and globally, and other brands. - Launched ShopCash, Wego’s loyalty and cashback program, from idea to market (2020). - Represented Wego as a speaker and jury member at international marketing events (Seamless, Transform Awards, Marketing & Sales Show). - Led and mentored a multi-market team covering brand, creative, and social media operations.

Marketing, communication and public relations: • Design, implement and facilitate annual marketing plan at local level based on knowledge of company’s policy, nature of market, cost and mark-up factors • Ensure articulation of company’s desired image, assure consistent communication of image and position to all constituencies, both internal and external • Build relationships with publishers to maximize effectiveness of print advertising • Ensure regular market research, monitor trends • Lead projects as assigned and special events • Manage marketing suppliers which may include media agencies, production companies, corporate houses Planning and budgeting: • Develop short- and long – term plans and budgets for the marketing / communications and public relations mission, goals and financial objectives. Ensure the evaluation systems are in place related to these goals and objectives and report progress to the local & regional Management Board. • Work with senior staff to develop and maintain strategic perspective based on marketplace • Create, develop and constantly manage sales campaigns delivered through both online and offline media • Develop and maintain advertising plans, controlling online advertising activity & developing and managing print campaigns & advertising • Review and prioritize sponsorship opportunities to further the brand and drive sales in a cost efficient way. • Identify and implement partnerships with financial entities ensuring constant sales and brand visibility among targeted groups. • Develop the local loyalty program