Coca-Cola Romania announces a series of changes within its leadership team, and the creation of new roles across the local organization.
These changes reflect the way the company continuously adapts its structure and ways of working to market developments, evolving consumer behaviors, and the need to respond more quickly and effectively to the expectations of consumers and business partners.
The new structure brings commercial, marketing, and communications teams closer together and places greater emphasis on collaboration and decision-making that is closely connected to local market realities, supporting the long-term growth of the business.
Amruta Vaidya to Become General Manager of Coca-Cola Romania
The position of General Manager of Coca-Cola Romania will be assumed by Amruta Vaidya, succeeding Mark Docherty. Following his tenure leading the Romanian operations, Mark Docherty will move to a regional role, coordinating several European markets from the European headquarters in Dublin, Ireland.
Amruta Vaidya joined Coca-Cola in 2017 and brings more than 20 years of experience in the fast-moving consumer goods industry. During her time with the company, she has held leadership roles across marketing, commercial operations, and general management, leading teams and projects in Norway, Iceland, Australia, Singapore, and Malaysia. Most recently, she was General Manager for Coca-Cola Ireland, contributing to business growth and strengthening partnerships across the Coca-Cola system.
With experience gained across diverse cultural and business environments, and a strong focus on team development, consumer understanding, and innovation, Amruta will lead the next phase of Coca-Cola’s growth in Romania, continuing the close collaboration with local system bottling partners, Coca-Cola HBC Romania
“Romania enjoys an outstanding reputation within Coca-Cola. It is a highly dynamic market, with talented people, strong brands, and consumers who readily embrace new trends. I am excited to join this team soon and look forward to working together to continue growing this business and its strong local impact through new products, innovative campaigns, and memorable experiences.” - Amruta Vaidya, Incoming General Manager, Coca-Cola Romania
For his part, Mark Docherty commented:
“It has been a privilege to work alongside our team in Romania and our local partners. I am proud of everything we have achieved together and most especially the transformation that has been undertaken in marketing and innovation, building multiple best practice cases out of Romania. I am fully confident that the new leadership team will continue to build on this momentum and capitalize on the opportunities this market offers.”
During Mark Docherty’s tenure, Coca-Cola’s portfolio in Romania experienced significant growth, with the launch of new products ranging from Coca-Cola Lemon and Coca-Cola Lime to new Fanta and Schweppes flavors, as well as the ready-to-drink version of the iconic Jack Daniel’s® & Coca-Cola® duo. Beyond portfolio expansion, the company also focused on strengthening the power and relevance of its brands through initiatives such as the continued development of the natural mineral water brand DORNA, collaborations with outstanding brand ambassadors, and impactful campaigns and strategic partnerships led by the Coca-Cola Trademark. Together, these initiatives helped deepen consumer connections with the company’s brands and respond to evolving consumer needs and preferences.
The additional leadership changes announced by the company are part of the continued strengthening of the local team and concern the commercial, marketing, and Public Affairs, Communications & Sustainability functions.
Florin Vlasceanu to Lead Commercial Operations
Under the new organizational structure, Florin Vlasceanu will assume the position of Senior Director, Customer & Commercial, reporting directly to the General Manager.
Florin Vlasceanu began his career within the Coca‑Cola system in 2021 and brings more than 18 years of experience in the FMCG industry. Throughout his career, he has contributed to the development of strategic partnerships and the implementation of commercial strategies at the local level. Under Florin’s leadership, the Customer & Commercial team brings together Channel Development and Revenue Growth Management capabilities to build strong commercial plans, integrating consumer strategy into marketplace execution and strengthening collaboration with the bottling partner, Coca-Cola HBC Romania.
A Stronger and More Specialized Marketing Structure
Coca-Cola Romania is also strengthening its marketing team. Iuliana Nedelcu will lead the entire marketing function in Romania as Senior Director, Marketing.
With more than two decades of experience in marketing and FMCG, Iuliana Nedelcu has been part of the Coca-Cola team since 2009. During her time with the company, she has led major brands and categories across the portfolio and has held positions such as Brand Manager, Marketing Manager Sparkling Soft Drinks, Marketing Director Romania, and Marketing Director Romania & Bulgaria. Most recently, she oversaw marketing activities across several Southeast European markets, contributing to the development of regional-impact brand strategies.
The marketing function focuses on the key categories within the company’s portfolio, respectively: Coca-Cola and the other sparkling soft drinks brands, as well as the still beverages and water portfolio. In her new role, Iuliana will lead the development of the company’s brand portfolio and help strengthen its relevance for Romanian consumers through integrated marketing strategies and innovation initiatives.
Petru Russu to Lead Public Affairs, Communications & Sustainability
The Public Affairs, Communications & Sustainability department will be led by Petru Russu as Senior Director.
With experience spanning public affairs, corporate communications and sustainability, Petru Russu has led stakeholder engagement projects, social impact initiatives, and communications programs relevant to communities and the business environment. His expertise covers both public policy and the development of partnerships and sustainability programs with long-term impact.
In his new role, Petru will oversee the company’s relationships with authorities and key stakeholders, as well as Coca-Cola’s sustainability and community engagement initiatives in Romania. He will also contribute to the implementation of the company’s European priorities and policies at the local level.
Through these changes, Coca-Cola Romania aims to be even closer to consumers, customers, and local communities, respond more rapidly to changes in the market, and create the foundations for sustainable long-term growth.
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About The Coca-Cola Company
Coca-Cola is a company for everyone, offering products in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. Alongside Coca-Cola brands, our portfolio includes Sprite, Fanta and other sparkling soft drinks. Across the water, sports drinks, coffee and tea categories, we offer brands such as Dasani, smartwater, vitaminwater, Topo Chico, Powerade, Costa, Georgia, Gold Peak, Honest and Ayataka, while our nutrition, juice, dairy and plant-based beverage portfolio includes brands such as Minute Maid, Simply, innocent, Del Valle, fairlife and AdeZ. We are constantly evolving our portfolio, from reducing sugar in our beverages to developing new and innovative products. At the same time, we work to make a positive impact on people’s lives, communities and the planet by replenishing water sources, promoting packaging recycling, implementing sustainable sourcing practices and reducing carbon emissions across our entire value chain. Together with our bottling partners, we employ more than 700,000 people, helping bring economic opportunity to local communities worldwide.
In Romania, as in all the countries where it operates, Coca-Cola conducts its business through its own system, which encompasses all the activities required to produce and distribute its products to consumers. Locally, the Coca-Cola System comprises Coca-Cola Romania—a subsidiary of The Coca-Cola Company, which owns the trademarks—and its partner, Coca-Cola HBC Romania, which bottles and distributes Coca-Cola products in Romania under licence from The Coca-Cola Company. For more information about the company, please visit www.coca-colacompany.com, follow us on Instagram, Facebook, and LinkedIn.
