1. Alexandru TAROG
Residence: 6-i Monetchikovskiy Per., 5, Moscow, 115054, Russian Federation
alexandru@tarog.ro +7 915 079 17 99
Professional Experience
Nov 2015 – Present – EER Strategy Planning Director - BBDO Moscow.
Pepsico Account - beverages & snacks. Delivering integrated brand strategy for 28 Countries
Nov 2012 – Aug 2014 – Digital Activation Director - Next Advertising, Bucharest, Romania
- Overall Department Management – P&L, HR, Finance etc.
- Client and Project Management
- New Business Opportunities
Relevant accounts:
- Sun Plaza Shopping Center Bucharest – in charge with developing integrated activities (field
activation and digital amplification) especially designed to drive traffic. Under my supervision the
shopping center reached the highest increase in footfall in over 4 years, during a DaVinci exhibition
‘imported’ from Austria (project fully managed)
- Ulker Romania, Tempo and Biskrem brands (confectionary). We conducted three major National
Consumer Promotions (NCP), two for Biskrem and one for Tempo and a repositioning national brand
image campaign for Tempo.
Each of the NCP brought a sales volume growth of up to 8%, together with a constant increase in
the rate of participation. All projects, including concepts, mechanics, creative development,
production, implementation, supervision and reporting were fully managed by my department.
March - Oct 2012 – Digital Activation Manager - Lowe & Partners, Bucharest Romania
- Department Overall Management – P&L, HR, Finance etc.
- Client and Project Management
Relevant accounts:
- Bergenbier Romania – one of the top players on the beer market (production, import and
distribution). Beck’s, Stella and Staropramen Accounts.
Major NCP for Beck’s with the highest rate of participation and sales increase during promotional
period, due mostly to innovative approach in mechanics and prizes, as well as integration with digital
(especially mobile) content delivery. Project fully managed within my department and outsourcing
Mobileworks – group company dedicated to mobile communication.
- Unilever – men care products. Implementation of International Sponsorship of Lotus Renault
Formula 1 in all major KA network across the country. One of the first Augmented Reality activation
ever to be deployed in Romania (summer of 2012). Project fully managed by my team.
June 2008 – February 2012 – self-employed / freelancer, marketing consultancy
Major undertaken projects:

2. - 2008 Gillete Mach 3 (P&G) launch in Romania. Event production and implementation, working as
freelancer for Millennium Communications. The project was about to be canceled before I was
brought on board, with high risk for the agency of losing the account.
- 2009 J&B International Party – event production and implementation working as freelancer for
Ogilvy&Mathers. over 500 guests from all over the world participated. The international offices
recognized it as being ‘the best event they have participated in so far’.
April 2007 – June 2008 – BTL Director – TBWAMERLIN
September 2006 – April 2007 – Account Director – TBWAMERLIN
March 2004 –September 2006 – Senior Account Manager – TBWAMERLIN
Relevant accounts:
- Japan Tobacco International. Winston, Camel, Glamour and Seven Stars
While the account was handled by TBWA Winston became #1 in terms of market share - medium
segment.
- Launch of Glamour brand in Romania. Good experience working on a very restrictive market in
terms of communication – POSM, events and digital activation only especially CRM and mobile
marketing (grey legal area concerning use of Internet)
- OMV-Petrom – handling all activation business for over three years as the official partner agency
November 2003 – March 2004 – Account Manager – D’Arcy / IMP
Relevant brands: Danone, Kraft, Coca-Cola, Ringier, Jim Beam, Campari, Grant’s, Glenfiddich,
Heidelberg Cement
April 2002 – October 2003 head of media department at YUCCA/
- Relevant account: Vodafone – unconventional OOH sales
June 2001 – January 2002 – Account Executive, IMP D’Arcy
July 1999 – June 2001 – BTL Regional Coordinator MobiFon SA (later Vodafone)
September 1997 – July 1999 – Customer Service Representative – MobiFon SA
Education
2014 – 2015 MBA Student/ MSc Digital Marketing & Communication, ESC Rennes School of Business
Subjects: strategic management, digital strategy, digital branding, principles of e-commerce, direct
marketing & e-CRM, digital project management, on-line consumer behavior, digital law and
governance, designing UX, web analytics, CSR)
1999 – 2003 University of Bucharest, Faculty of Social Studies
1993 – 1997 ‘St. Sava’ National Collage Bucharest, Informatics class
Languages and hobbies
Native tongue: Romanian; English: fluent (IELTS 8.0), French: intermediate (B2)
Hobbies: sailing (international skipper license from RYA), snowboarding, reading, boxing, travelling