Professional resume

Victor Armaselu


Recent Biography:

Victor Armaselu is an Independent Consultant since November 2011 providing services in strategic planning, sales and distribution channels, trade and shopper marketing, key account management, route to market designing and market spend efficiency.


Prior to this, he was associated with SABMiller for over 6 years serving various senior capacities in trade marketing, sales and account management. He was the Vice president Sales and Distribution between 2010 and 2011. In this role, he led the commercial organization for trade marketing, key account, traditional trade (on and off premise), demand planning, customer service, warehousing and secondary distribution. Mr. Armaselu completed the re-design route to market system increasing double digit financial results in 2010 vs. previous.


His previous responsibilities included developing the company’s customer and shopper strategy and synchronization of sales and consumer marketing strategies. He also created the Key Accounts department from scratch to a full fledged function. Mr. Armaselu has over 6 years of experience in the beverage industry in Romania.


My family’s health and happiness.


Sales & Distribution Vice-President (Jun 2010*) Sep 2010 – Nov 2011

SABMiller Romania /Ursus Breweries (Import, production and distribution of beer)

  • Leading the commercial organization: Trade & Shopper Marketing, Key Accounts (International Retail Chains) , Traditional Trade (ON Premise & Off Premise), Demand Planning, Customer Service, Warehousing and Secondary Distribution)
  • Leading the process of translating the shopper, customer, and channel & category knowledge into solutions which positively differentiated SABMiller from its competitors.
  • Developing and inspiring the new RTM (route to market) solutions for continuous improvement and efficiency of distribution

*NOTE: Due to the vacancy of the Vice-President Sales & Distribution position, between June 2010 and Sep 2010, I held in parallel the position of Trade Marketing Director as well as Interim Vice-President Sales & Distribution.


Trade Marketing Director Feb 2010 – Sep 2010

SABMiller Romania /Ursus Breweries (Import, production and distribution of beer)

  • Elaborate channel portfolio strategy based on segmentation and insights, driving competitive advantage and building category value over a span of five year horizon
  • Driving profitable business growth through insight driven innovation process in the channels
  • Innovative and effective Trade activations and Consumer activations in POS / POP solutions that drive growth

Key Accounts (International Retail Chains) Sales Director Apr 2005 – Feb 2010**

SABMiller Romania /Ursus Breweries (Import, production and distribution of beer)

  • Build-up from scratch the Key Accounts Management organizational capabilities, systems and processes, design internal procedures, start-up distribution contracts, hire and develop specialized management and sales force
  • Elaborate new market strategy & specific objectives for the National Key Accounts sales & distribution channel
  • Organize the department as a fully-fledged  function, into a Business Unit, in charge with contract management, sales volumes, distribution, turnover, EBITA

**NOTE:  As a professional round-up in commercial area, between Apr 2008 and Apr 2009, while being as well Key Accounts Sales Director, I also held in parallel the position of Brand Marketing Manager for the beer brand "Stejar Strong".


Major Accounts Sales Director Aug 2003 – Apr 2005

Volvo Car Corporation / Romania Importer (Import, distribution and aftersales for Volvo Cars)

  • Create, implement, develop, coordinate & control Fleet Sales Policy in Romania
  • International Major Accounts Sales

OEM Automotive Sales Manager Apr 2000 – Aug 2003

Henkel – Loctite Romania (Import and distribution of Industrial Products: Adhesives, Sealants and Lubricants)

  • Business developer, distribution network & activity coordinator in designated area
  • OEM automotive key accounts manager (Dacia, Daewoo, etc.)
  • In charge with Romanian web site launch & up-date

Chief Engineer Officer ***Apr 1993 – Aug 2000

Torvald Klaveness & Co. Oslo, Norway (Ship management, crewing, maritime transport)

  • Worldwide commercial merchant vessels transport (ships from 25,000 TDW to 165,000 TDW)

*** NOTE: Up-ranked gradually from Cadet Engineer Officer to Chief Engineer



Executive – MBA Kennesaw State University – Atlanta (Georgia, US) by ASEBUSS

  • Financial Management
  • Leadership and People Management
  • Statistical Analysis for Managers
  • Marketing Management
  • Accounting Reports and Corporate Numbers Responsibility
  • Macroeconomics
  • Strategy and Business Environmen
  • Operations Management
  • Entrepreneurship
  • General Management & HR Management
  • International Accounting & Finance
  • Decision Support Models

Master in Mechanical Engineering - Merchant Marine University – Constanta (Romania)

  • Chief of Graduates and Torvald Klaveness Scholarship


In 2011, the most prestigious Romanian business magazine ranked VA among Top 100 Romanian Managers of 2010:


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