This article was first featured in Business Review’s special editorial project Women Redefining Business 2025 (print edition), celebrating the remarkable journeys of the most innovative and successful female business leaders in Romania.
My professional journey has been defined by purposeful transitions and a commitment to growth through learning, embracing challenges, and seizing opportunities. During my two decades at Philip Morris International (PMI), I have moved across functions: from Marketing to Sales, then into senior leadership roles like Commercial Director for Spain and General Manager in the Canary Islands. Each step taught me to shift from being managed to managing, to lead with clarity and empathy, and to balance ambition with accountability in the transformation process the company is undergoing.
I’ve consistently chosen roles that have pushed me out of my comfort zone, and I’ve learned that real transformation happens when you anchor change in purpose and co-create the path with your teams. Today, as Managing Director for Philip Morris Romania, I bring that same mindset—clarity, empathy, and ownership—to deliver a smoke-free future and contribute to the country’s economic growth. Over the past eight years, we have invested more than USD 730 million in our high-tech factory in Otopeni. This investment supports Romania’s economy by exporting 92% of our production to over 50 markets—reaching nearly EUR 1 billion in 2024—and contributing RON 4.16 billion to the state budget in 2023.
One standout moment was when I took on the role of Marketing Head for one of our cigarette brands. I launched a promotional campaign that frankly didn’t work—it was a flop. I had to quickly regroup, analyse what went wrong, and come up with a solution. I chose to be transparent, took full accountability, and presented both the problem and the fix to my manager. That experience taught me a powerful lesson: resilience is about reacting quickly, being agile, and staying honest. It’s not the setback that defines you; it’s how you respond.
For me, leadership is about creating the conditions for transformation to happen and then empowering people to drive it forward. In PMI’s journey towards a smoke-free future, we have focused on fostering a culture of innovation, accountability, and purpose. This meant encouraging bold thinking, supporting cross-functional collaboration, and ensuring that our teams felt connected to the mission.The impact of this leadership approach is visible in how we’ve embraced change—not just in our products, but in our mindset. We’ve shifted from a traditional tobacco company to a science-driven, consumer-focused organisation whose mission is to deliver a smoke-free future and improve the lives of millions of smokers, in Romania and globally, by offering them scientifically substantiated, less harmful alternatives to continued smoking. These products are intended exclusively for adult smokers and are not risk-free. This ongoing transformation reflects the power of aligned leadership and a shared vision.
Over the past decade, the role of women in our industry has evolved significantly and positively. More women are stepping into senior roles, shaping the future of the business, and driving transformation across all levels. At Philip Morris Romania, we are proud to highlight that 48% of management positions are held by women. At the same time, companies are becoming more intentional about creating inclusive environments, supporting career development, and addressing systemic barriers. While there’s still progress to be made, the momentum is strong.
