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Welcome!

I am Raluca Mihăilă, Markedipity Architect • Strategist • Writer • Photographer

I use multidisciplinary thinking to spot the creative differentiator in ideas & products
worthy of a future of meaning in order for good businesses to stop losing clients.

I am based in Bucharest, Romania.

Now, I believe you're here to know how I can serve your best interest, so first of all, I will let you know things
about me and my world to understand why you might want to choose me as a trusted partner.

Shall we begin?


BELIEFs

I walk on the edges of various domains which I manage to intertwine in an innovative way even for me.
I like planning, I reject plans.
It's not everything about control, although it helps the boost of creativity through the restriction of freedoms.
I am a work in progress going up.
I seek the vicinity of open minded and open souled people.

PHILOSOPHY

Always wear a smile
Expect the best, prepare for the worst. Be prepared.
Try, fail, get up, learn and own what you just did, adjust, start over.
Fairness beats profit. Resources beat results.
A shake of hands is stronger than any contract.
Challenge patterns & clichés through borderless creativity

PROFESSIONAL SKILLS

360° Marketing
Behavioral Economics
Complex Loyalty Programs strategist
Managerial and Organizational Knowledge
Dispute and Conflict Resolution
Employer branding
Negotiation, Purchase, Sales

+ 17 YEARS OF WORKING EXPERIENCE

IN DOMAINS WITH IMPACT ON ALL LEVELS OF OUR SOCIETY

Retail, Fashion, Psychology and Psychotherapy, HR (or Human Potential, as I prefer to call it), Entertainment, Culture, Hotels and hospitality, Social services, Manufacturing, Online Commerce, Digital & VR development, Journalism, Civic services, Medical, Spa & leisure, Speakers Coach and Content Curator, Dual learning, Creative writing, Creative industries, Import & Distribution, Education, Social activism, Charity acts, Real Estate, Technology & IT.

TOGETHER WITH

TEDxBucharest, Ashoka, Carrefour, Billa Romania, Concordia Academia, Ana Hotels, Brand Minds, Teens in AI, Romania's Elite, RO Health, Romanian American Foundation and Andreea Roșca, Avenor College, eLiberare, CARIERE and HR Manager Magazines, Oradea Community Foundation, The Activity Dose, National Alliance of Rare Disease Romania and NORO Center, ISCOADA, Atasagon, Silvia Șerban, Ana Tower, depreHUB, Happy Minds, Government of Children, Tangible Utopias, TEDxBrașov, Feed Your Mind, Disrupt HR, AITIS, HR Quality Services, Humans of Brașov, Edubuzz, KAI Group, OZB, La Strada Mall Concept, BHB and still counting.

I MANAGE AND PROUDLY OWN

  • UTOPIC BRAIN - Marketing & Creative Boutique | since 2018
Shape ideas through advertising, branding, marketing strategies, creative writing & many more 
www.utopicbrain.com
  • RALUCA MIHAILA PHOTOGRAPHY
Storytelling through images
www.ralucamihaila.com
  • RALUCA MIHAILA STORIES
Stories. And more.
www.ralucamihailastories.blogspot.com

I CONTRIBUTE(D) WITH MARKETING STRATEGIES, ART WORK and CONTENT WRITING for

  • CARIERE and HR Manager | Advise on the strategic Marketing, PR & Communication plans,content and debates on contemporary HR, leadership, employer branding and organisational culture topics| www.revistacariere.ro,www.hrmanageronline.ro
  • Business of Purpose | Member |https://www.businessofpurpose.com/
  • Medium - Contributing Writer |https://ralucamihaila.medium.com/
  • Brand Minds - Contributing Writer |https://brandminds.live
  • TEDx Bucharest - Content and speakers curator | www.tedxbucharest.ro
  • Romania's Elite - write about great minds and souls of romanians worldwide | https://elitaromaniei.ro/
  • Ashoka Romania - strategic support for a social project finding solutions in caring for people in suffering from rare diseases and for local communities | http://ashoka-cee.org/romania/
  • NuSuntIndiferent - concept of a civic manifesto to encourage meaningful behaviour within democratic societies|https://www.nusuntindiferent.ro/
  • TEDxBrasov - event marketing and communication
  • depreHUB - marketing and sales strategy for the first anti-depression hub from Romania | https://deprehub.ro/
  • Concordia Humanitarian Organization - marketing consultancy services for trainings in social entrepreneurship through Concordia Academia | https://www.concordia.org.ro/acasa/
  • Humans of Brasov - visual design & ambassador of an event encouraging the (in)visible community of Brașov
  • Feed Your Mind - on authenticity and civicism
  • Disrupt HR - becoming aware of societal taboos | https://disrupthr.co/city/bucharest/
  • OZB - lifestyle, society and culture magazine | www.ozb.ro

I WAS MARKETING DIRECTOR for

  • ANA HOTELS | 2017 - 2018
Run the Marketing, PR & Communication for luxury hospitality, SPA & wellness activities from: Bucharest (Athenée Palace Hilton 5*, Crowne Plaza 4*), Poiana Brasov (Sport 4*, Bradul 4*, Poiana 3*), Eforie Nord (Europa 4*) | www.anahotels.ro
  • ANA TOWER | 2017 - 2018
Run the Marketing, PR & Communication for ambitious real estate and lifestyle project in the most developed part of Bucharest | www.anatower.ro

  • CARREFOUR Group, Supermarkets division Romania | 2016 - 2017
Build a new supermarkets strategy, manage the marketing activities for the +250 local stores in small, medium and large formats, coordinate the national Loyalty program and the rebranding from Billa to Carrefour | www.carrefour.com | www.carrefour.ro

  • REWE Group; BILLA Romania | 2012 - 2016
Market the 86 local stores, run the national loyalty program, manage the PR and 360° communication of the company. I optimized processes, launched the best and most awarded loyalty program in the market, built tactical programs, launched and promoted a local private label, provided support and consultancy to the Board | www.billa.at | www.rewe-group.com

AND SALES & DEVELOPMENT DIRECTOR in

  • Various companies | 2004 - 2012
From managerial positions in Sales and Business development, I coordinated New buying, deployment through retailers of all formats and online sales of over 4.400 SKUs of more than 26 suppliers from USA, EU, India, China & Romania. I also managed the Sales & Marketing for a naturist products store and online platform. Some of my clients were: www.mega-image.ro, www.carrefour.ro, www.kaufland.ro, www.bricostore.ro, www.obi.de, www.hornbach.ro, www.metro.ro, www.penny.ro, www.auchan.ro, www.selgros.ro, www.praktiker.ro.

I INVESTED PRO BONO WORK AND OFFERED FINANCIAL SUPPORT to

Ashoka Romania, eLiberare, The Activity Dose, ISCOADA, RO Health, Oradea Community Foundation, Funky Citizens, TEDxBrașov, depreHUB, Happy Minds, EduBuzz, National Association for Rare Disease Romania, NORO Center, Pro Democracy Association, HR Quality Services (dual learning), AITIS.

AND HAD THE TIME OF MY LIFE WHILE MENTORING

for Teens in AI International Hackathon.

MY EDUCATION

EXECUTIVE MBA

Maastricht School of Management | www.msmsromania.org
2015-2017

MEDIATOR

Settler of conflicts through mutual settlement | ADR (Alternative Dispute Resolution) is a new approach of managing disputes and conflicting situations between people, companies, countries outside the court of law and based on mutual settlement. It addresses basic principles of human needs, interests, desires, negotiation techniques and communication skills. | www.mediere-uzamint.ro
Uzamint | 2015

MASTER OF SCIENCE, PROJECT MANAGEMENT

The Academy of Economic Studies | www.ase.ro
2006-2008

BACHELOR, ECONOMICS

The Academy of Economic Studies | www.ase.ro
2002-2006

3 INTERNATIONAL SUMMER SCHOOLS, ECONOMICS

Split, Croatia | European regional policies. Funding opportunities for pre-accession countries - case studies and workshops | www.unist.hr
University of Economics Split | 2008

Prague , Czech Republic | Transatlantic Relations from the Perspective of Central Europe | www.europeum.org
Europeum Institute for European Policy
2006

Vienna, Austria | Finance, Accounting & Organizational Change seen through the lense of TQM (Total Quality Management) | www.wu.ac.at
Vienna University of Economics and Business | 2005

MEDIA, MY BOOKS & RESEARCH PAPERS, SELF-EDUCATION

4 PUBLICATIONS

Glasvand - 35 hours in the life of a grown-up girl
A humorous satire about the contemporary 30+ year old woman.
  -> browse and buy the book

Lactic Acidosis - The sanity ode
A distopia that tries to dwell into the mechanisms of humans aiming to become emotionless for the purpose of avoiding suffering.
-> read full story


Mindful.less - the corporate mindset that dismisses affordable talents
Research book that addresses the current challenges and limits of talent management systems and proposes a few relevant frames and mindsets able to provide solutions to overcome them.








-> buy book
Sp.lit Personality - how life gets in the way of living
A socratic dialogue between two former best friends from school, who decided to challenge the religion and established their own ten commandments based on morality. Thirty years later, they get together and revisit their own decalogue through the lens of real life.
  -> buy book

4 PUBLISHED ACADEMIC PAPERS on

Mindful.less. Why do companies dismiss affordable talents
The paper addresses the limits of the current talent management systems and how to overcome them.
JISOM | 2018
-> read full paper

Introverts' specificities within professional working environments
The paper addresses the need to understand and allow exist the fundamental human differences between introverts and extroverts for the sole purpose of us all bringing our best into the world.
JISOM | 2016
-> read full paper

Economics of crisis & crisis of Economics
The paper brings on the table the concept of economic irrationality together with the lack of regulation and a pressure groups scenario, all of the three being the perfect recipe for a crisis.
JISOM | 2012
-> read full paper

Pressure groups, interest groups & Lobby strategies
Along my essay, by taking a close look the the policy makers and the policy takers, I address the idea that within a democracy people do not obtain what they do not ask for.
JISOM | 2011
-> read full paper

FILMMAKING & ACTING - 4 Online Masterclasses in Filmmaking (Martin Scorsese, Jodie Foster) and Acting (Samuel. L.Jackson and Hellen Mirren).

WRITING - 4 Masterclasses in Writing (James Paterson, Malcolm Gladwell), Creative Writing (Margaret Atwood) and Dramatic Writing (David Mamet). Online courses.

LEAN Six Sigma - Green Belt. Optimizing processes through eliminating errors and reducing variations

VUCA - leading contexts of Volatility, Uncertainty, Complexity, Ambiguity.

EFFECTUATION - think, act and behave within an entrepreneurial mindset

EMERGENETICS, HOGAN - understanding human typologies

COMPLIANCE ON COMPETITION LAW - understanding the legal European and Romanian legal frames of antitrust principles

EMOTIONAL INTELLIGENCE - learning the deep communication skills and identifying the blind spots of human connections

STRATEGIC PLANNING CHALLENGE - learn how to predict, estimate, plan, adjust and deploy

ECONOMICS THROUGH A MACROFYING GLASS - macroeconomy for the XXIst century with Prof. Dr. Lajos Bokros

FACE READING - matching physiognomies with personalities & behavior

SCREENPLAY TECHNIQUES- make a screenplay out of a good story

CAMBRIDGE- certificates in both business & general English

VOLUNTEERING (NGO affiliated with Pro Democracy, InfoCons)

SINCE NOW YOU KNOW MORE ABOUT ME THAN I DO ABOUT YOU,

if we share the same values and insights about meaningful work, it would be nice for us to meet. Alignment is a catalyzer for outbreaking great creativity. So, feel free to drop me a line wherever is more convenient for you.

raluca@utopicbrain.ro| +40.728.UTO.PIC | www.ralucamihaila.com
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