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 career in retail has been an intense journey, built on hard work and sacrifice, but also on commensurate rewards. I started in retail 24 years ago as a sales assistant, with no idea where I would end up. I had the opportunity to take on many roles, from executive positions to team coordination, from middle management to sales director and board member in one of the most important retail companies in Romania. The road has been upward, but not without challenges. Sometimes I encountered oversized obstacles, but the effort to overcome them made me stronger and better prepared for the next stages. Every experience and human contact contributed to defining me as a person, and each stage gave me time to consolidate and mature professionally. This helped me to be ready when new opportunities arose.
A particularly intense period in my career was when Auchan acquired Real. Beyond the figures and processes, the real challenge was the human project: bringing together two teams from distinct organisational cultures and getting them to work towards a common purpose. It was an exercise in resilience, empathy, and trust on both sides, and it taught me that success is not only measured in results, but in the power of people to guide each other in order to grow together. This integration proved that when guided by vision and conviction, 1+1 can generate value beyond the mathematical result.
In a world where change is constant and adaptability defines success, transforming the company to better meet the evolving needs of the market, our customers, and our teams has become an essential part of daily reality. The principles that guide my approach to business are meaningful communication, pragmatic decision-making, and a steadfast belief in people’s potential to overcome any obstacle.
I strive to provide teams with clarity, to turn challenges into opportunities, and inspire others to actively contribute to the success of our projects. I am concerned with understanding the real motivations of each individual and connecting them to the interests of the company. This approach builds motivated and aligned teams that are capable of delivering clear results and supporting the company’s sustainable transformation. When individuals are empowered and aligned around a shared purpose, they can accomplish exceptional results together.
The role of women in retail has evolved significantly, moving from predominantly operational positions to leadership and strategic decision-making roles. Whereas in the past they were mainly associated with direct sales and customer relations, today women hold key positions in management, marketing, digitalization, and innovation. In the company where I work, two-thirds of the employees are women, and almost the same proportion is found in the top management teams, providing clear evidence that gender diversity is not just a goal but a reality. This transformation reflects not only the dynamics of the industry, but also the fact that, as they are often the main decision-makers when it comes to family purchases, women bring a unique understanding of the consumer. Today, they are no longer just the daily driving force behind retail, but active players in the transformation and development of the sector.
