Andrada Moica
Bucharest,Bucharest
Summary
Accomplished Regional Consulting Lead with extensive experience in strategic planning, business development, and cross-functional leadership. Proven track record of achieving double-digit growth and expanding geographical responsibilities at IQVIA. Demonstrated expertise in client relationship management and team leadership, driving significant revenue increases and market expansion. Former CEO of Thesaurus Wines, successfully enhancing brand recognition by 50% through strategic rebranding efforts. Previous roles at PwC involved leading complex projects across various industries, including healthcare and financial services.
Overview
19
19
years of professional experience
Work History
Regional Consulting Lead, SEE and Adria Cluster
IQVIA
Bucharest
01.2026 - Current
- Supported ongoing responsibilities across broader geographic areas.
- Facilitated development of new business strategy by restructuring team around revenue-generating activities.
- Enhanced market presence at headquarters in Southeast Europe and Adriatic region.
Regional Consulting Lead, SEE cluster
IQVIA
Bucharest
07.2025 - 12.2025
- Expanded responsibilities across multiple regions, achieving consistent double-digit growth
- Lead country consulting leads and strategy of team organisation and business development
Country Consulting Lead Romania, Bulgaria &Moldova
IQVIA
Bucharest
01.2024 - 06.2025
- Expanded previous responsibilities to cover a larger geographical area.
- Created new business lines and offerings, including RWE and analytics services, while integrating various methodologies.
CEO
Thesaurus Wines
01.2018 - 09.2024
- Conducted thorough market analysis to identify emerging trends and adapt business strategy accordingly.
- Coordinated corporate rebranding efforts, increasing brand recognition in target markets by 50%.
- Conducted thorough market analysis to identify emerging trends and adapt business strategy accordingly.
- Controlled expenses and allocated financial resources to achieve budget goals, optimising resource utilisation.
- Coordinated corporate rebranding efforts, increasing brand recognition in target markets by 50%.
Country Consulting Lead Romania and Bulgaria
IQVIA
Bucharest, Romania
02.2022 - 12.2023
- Expanded responsibilities to encompass Romania and Bulgaria, ensuring consistent service delivery across the region.
Country Consulting Lead Romania
IQVIA
Bucharest, Romania
03.2021 - 01.2022
- Full management responsibility for IQVIA consulting business in Romania: defined value proposition for management consulting, analytics and PMR projects, managed country consulting team, staffing and steering, managed BD including conferences presentations/speaker, project proposals coordination & client relationship, P&L responsibility: Revenue increase landing position in 2021 vs 2020 was 40%
- Developed training materials for basic consulting skills and conducted regular training sessions for regional employees
- Initiated and organised Pharma GM survey across CEE region, gathering market development insights and budget expectations for 2023 from approximately 150 GMs
- Coordinated Business Case Competition in RO and BG, leading to four full-time job offers
Senior Manager
PwC
Bucharest, Romania
10.2017 - 03.2021
- Coordinated, performed, and ensured the quality of research, analysis, and reports for a large array of projects in strategic and operational domains e.g. Direct to Market channel assessment for major pharmaceutical company with operations in Romania
- Coordinated cross-functional teams (various countries) to perform several studies including commercial due diligence projects, sales effectiveness analysis, business plan reviews (covering market assessment, competitive environment analysis, regulatory environment review, operational analysis) in various industries including healthcare, pharma, financial services, retail and manufacturing e.g. coordinated seller side commercial due diligence for major financial leasing company covering automotive market assessment including historical and forecasted volumes/values, key market trends, market regulatory review, competitive environment analysis, company operational and commercial analysis and business plan development including risk analysis and review of potential upsides/achievability of key drivers
- Coordinated several feasibility and socio-economic studies in various industries including market assessments, analysis of the regulatory environment, analysis of potential barriers to entry and funding options e.g. coordinated Impact Study of AI in Romania for major world-wide IT player
Manager
PwC
Bucharest, Romania
10.2016 - 09.2017
- Coordinated commercial buy side due diligence for private equity exploring investments into the biggest private medical services provider in Serbian covering market assessment including historical and forecasted volumes/values, key market trends, market regulatory review, competitive environment analysis, company operational and commercial analysis and business plan development
- Performed sales effectiveness and customer satisfaction analysis for a major pharmaceutical company by performing mystery shopping and interviews with selected pharmacy chains and doctors of various specializations
- Performed sales effectiveness analysis for major private medical provider including analysis of key metrics and sales funnel KPIs, internal and external benchmark against best practices with the purpose of identified key improvement areas including go-to market approach, TO BE key sales processes, metrics/KPI's and targets
Assistant Manager
PwC Romania
Bucharest, Romania
10.2015 - 09.2016
- Coordinated the project team for a project that involved analysing the corporate governance policies of state-owned enterprises in a Eastern European country. Made recommendations for increasing transparency in corporate governance and other critical procedures, like interacting with state institutions, formulating a strategy, budgeting, public acquisitions, etc.
- Coordinated the project team in performing several market research initiatives in the medical services and pharma (public and private) markets, including performing commercial due diligence and developing business plans for several important players on the Romanian medical services and pharma market
- Coordinated the operational analysis and comparative analysis of competitors for a number of companies involved in pharmaceutical and medical services market
- Developed an entry strategy for the Romanian mobile financial services market for a large mobile provider, including performing market analysis, customer segmentation, etc.
- Coordinated the project team - from the introduction of dual control and anti-fraud measures to modifying internal processes to increase the efficiency and transparency of the main processes a bank from Eastern Europe
MBA Strategy Intern
Cummins Inc.
Columbus, United States
03.2013 - 08.2013
- Analysed legal documents and performed sensitive analysis of key personnel and shareholders, providing options for the company to improve control within 50% owned JV
- Identified, quantified and recommended methodology to mitigate against disruptive innovations, aiding the company to make timely decisions and better allocate resources
- Performed market analysis and benchmark on competition, recommending best practices for the long term strategy of the company's filtration business
- Analysed option for marine business to enter mega-yacht market by performing competitive analysis and evaluating potential partners to maximise market share
Senior Associate
PwC USA
Chicago, United States
09.2012 - 08.2013
- U.S. Leading Multiline Carrier - Inflight Entertainment and Connectivity Strategy Refresh: Recommended vendor for the inflight entertainment and connectivity services enabling client to achieve over a 3-5 year period strategic and financial alignment, lower operational impact and execution risk, and enhanced customer experience
- US Based Construction Materials Manufacturer - Marketing Automation Platform Evaluation: Evaluated and recommended vendor for marketing automation platform enabling client to achieve additional advanced lead management and campaign management functionalities
- Global Construction Materials Manufacturer - Global Marketing Technology Strategy: Segmented customer base of 70,000+ to develop strategy to transition to a customer-centric organization by aligning product lines with customer needs and enabling personalization of experience across physical & digital channels
- Conducted interviews across business units (e.g., Sales Leads, Customer Service, IT) to gather operational insights, pain points and marketing needs to align marketing organization and enhance operating model across the enterprise
- Leveraged current state analysis to create 5 year roadmap and investment model of $6M+ allowing organization to achieve 9% year-over-year revenue growth and 12% marketing attribution towards revenue
Head of Marketing Department
AEM S.A.
Timisoara, Romania
01.2010 - 12.2012
- Led redistribution of $1.2M marketing budget by performing financial and operational analyses, leading to highest international annual revenue in company's history of $17M
- Analysed financial and operational scenarios to evaluate implementation of Oracle vs SAP, presented to board of directors, influencing decision to implement SAP
- Established and coordinated partnership with local business in India by effectively managing client relationships, leading to $3.2M increase in revenue
- Redefined marketing strategy for key products at international events, increasing number of business contacts after attending exhibition by over 40%
- Managed marketing campaign with Panasonic to promote new jointly developed product, estimated to increase market opportunities in Italy by $3.5M
- Collaborated with cross-functional teams to develop and implement first multilingual website, increasing online traffic to AEM website by 200%
Assistant Manager - Marketing Department
AEM S.A.
Timisoara, Romania
01.2009 - 12.2010
- Created market trend reports and technical evaluation strategies on emerging markets, leading company to invest $500K and increasing market opportunity by 6%
Assistant Manager - IT Department
AEM S.A.
Timisoara, Romania
01.2008 - 12.2009
- Spearheaded development of company's first software to enhance data management for Quality Department, increasing accuracy of reported defective components by 15%
- Conducted training sessions for 200+ users, increasing employee productivity by 7%
Software Programmer
AEM S.A.
Timisoara, Romania
01.2007 - 12.2008
- Developed and implemented inventory software for Purchasing Department to maintain monthly records for 6.4M electronic parts, increasing productivity by 15%
Education
Master in Business Administration -
Ross Business School, University of Michigan
Ann Arbor, United States01-2014
Bachelor in Engineering -
Timisoara Polytechnic University
Timisoara, Romania01-2009
Bachelor in Mathematics -
West Timisoara University
Timisoara, Romania01-2008
Skills
- Team leadership and motivation
- Business development
- Strategic planning
- Cross-functional leadership
- Client relationship management
Languages
Romanian
First Language
English
Proficient
C2
Spanish
Elementary
A2
German
Elementary
A2
Timeline
Regional Consulting Lead, SEE and Adria Cluster
IQVIA
01.2026 - Current
Regional Consulting Lead, SEE cluster
IQVIA
07.2025 - 12.2025
Country Consulting Lead Romania, Bulgaria &Moldova
IQVIA
01.2024 - 06.2025
Country Consulting Lead Romania and Bulgaria
IQVIA
02.2022 - 12.2023
Country Consulting Lead Romania
IQVIA
03.2021 - 01.2022
CEO
Thesaurus Wines
01.2018 - 09.2024
Senior Manager
PwC
10.2017 - 03.2021
Manager
PwC
10.2016 - 09.2017
Assistant Manager
PwC Romania
10.2015 - 09.2016
MBA Strategy Intern
Cummins Inc.
03.2013 - 08.2013
Senior Associate
PwC USA
09.2012 - 08.2013
Head of Marketing Department
AEM S.A.
01.2010 - 12.2012
Assistant Manager - Marketing Department
AEM S.A.
01.2009 - 12.2010
Assistant Manager - IT Department
AEM S.A.
01.2008 - 12.2009
Software Programmer
AEM S.A.
01.2007 - 12.2008
Master in Business Administration -
Ross Business School, University of Michigan
Bachelor in Engineering -
Timisoara Polytechnic University
Bachelor in Mathematics -
West Timisoara University