Unilever has announced the appointment of Irina Urechean as the new General Manager for its Ice Cream Division in Romania and Moldova, effective January 2025. In her new position, Urechean will be responsible for driving growth, innovation, and market leadership, with a focus on expanding the product portfolio.
Urechean brings 15 years of experience at Unilever, having worked across various divisions, including Ice Cream, Foods, Beauty & Personal Care, and Home Care. Most recently, she served as the Strategy Lead for Home Care in Europe, Turkey, the Middle East, Australia, and New Zealand. Her career also includes leadership roles in marketing, trade marketing, and business management.
Expressing her excitement about the role, Urechean said, “It is a great responsibility and a true honor to return to the category where I began my Unilever career. My goal is to build a strong organization that is prepared for future challenges while embracing innovation and excellence. We aim to bring joy to consumers and partners because, after all, life is sweeter with ice cream.”
As General Manager, Urechean will oversee Unilever’s brands in Romania and Moldova, including Algida, Betty Ice, and internationally renowned names like Magnum, Carte d’Or, Twister, and Ben & Jerry’s. She aims to strengthen the company’s core ice cream business and capitalize on growth opportunities in the dynamic local market. Urechean is also focused on building a resilient and adaptable team that can respond to industry trends and shifting consumer preferences.
Unilever, which operates in over 190 countries and serves 3.4 billion consumers daily, is an active player in Romania and Moldova’s food, personal care, and home care sectors through Unilever South Central Europe and Unilever Romania.
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