Adrian Orlanschi
Western Europe Category Manager - Heated Products @BAT
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WORK HISTORY
Western Europe Category Manager - Heated Products @BAT
Most Recent: Lead Project Manager for the launch of glo Hilo in Greece, BAT’s newest heated tobacco platform and device - the largest product launch in the Greek market in over 10 years, with Greece acting as the first Western Europe market and the 5th globally to introduce the platform.Key responsibilities and achievements:• End-to-end launch leadership: Project lead managing the full go-to-market strategy for glo Hilo Greece, coordinating cross-functional teams across Marketing, CX, Trade, Legal, Regulatory, Supply Chain, Finance, Digital and Agencies.• Cross-functional programme management: Established governance, timelines, RAID logs, SteerCo updates, and milestone tracking to ensure on-time, compliant and high-impact delivery.• Business case & performance tracking: Defined and monitored launch KPIs, financial assumptions, ROI modelling, volume forecasts, and post-launch performance dashboards.• Regulatory & compliance oversight: Ensured all launch activities met strict tobacco regulatory requirements, legal approvals, and market-specific compliance standards.• Consumer Experience strategy: Led development of the holistic consumer journey across retail, digital and experiential touchpoints to drive trial, conversion and loyalty.• Launch toolkit & market readiness: Delivered full launch playbooks, activation toolkits, and internal enablement materials to ensure market readiness and execution excellence.• Stakeholder leadership: Acted as the central point of coordination between regional and global teams, aligning strategy, timelines and deliverables across multiple senior stakeholders.• Additional market launches: Lead Project Manager for the Heated Products (HP) category launch in the Netherlands and Luxembourg (2024), ensuring market readiness, compliance and strong commercial foundations.
EDUCATION
Computer Science High school "Grigore C. Moisil" Iasi
Diploma, Computer and Information Sciences, General
Universitatea „Alexandru Ioan Cuza” din Iași
Bachelor's degree, Marketing
SKILLS
ABOUT ADRIAN ORLANSCHI
A well presented and driven by success individual who is able to take on a lead role in order to bring positive change within growing businesses. Full of ambition to be a great manager of the future with an appreciation of all aspects of marketing, account management, business development and sales management.
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