By Newsroom

Copyright business-review

This article was first featured in Business Review’s special editorial project Women Redefining Business 2025 (print edition), celebrating the remarkable journeys of the most innovative and successful female business leaders in Romania.

If I had to define my career in one word, it would be “unconventional.” I’ve never followed a linear path or a traditional recipe for success. Instead, my journey has been shaped by a series of “meant-to-be” encounters with incredible people: mentors, colleagues, and visionaries. They believed in me, gave me the freedom to explore my ideas, and helped me become the person and professional I am today.

I started in sales, then stepped into the fashion e-tail space at a time when e-commerce in Romania was just taking its first steps. We were pioneers. No playbooks, no manuals, no endless learning resources like today. It was a period of trial and error, where learning by doing and failing fast were the only rules of the game. Later, I continued my journey within companies with a strong entrepreneurial DNA and eventually joined SAMEDAY, where I discovered a completely new industry and worked alongside an extraordinary team to build projects that challenge the status quo in courier services.

If I had to choose a personal superpower, it would be the ability to attract exceptional people and build long-lasting, trust-based relationships. A key moment early in my career was when I proposed launching an online store for a well-known fashion retailer at a time when the industry was almost entirely offline. The idea was met with scepticism. But I kept asking myself the same question, one that has always guided my choices: “Why not?”

We started from scratch—no recipe, no local benchmarks to follow—and learned by doing, together as a team. It was an intense journey, full of trials, mistakes, and lessons that pushed us forward. In a relatively short time, the brand became an e-commerce pioneer and a benchmark for the local market. We explored uncharted territory: expanding into international markets, launching mobile apps when e-commerce was barely emerging, designing bold, out-of-the-box marketing campaigns that attracted new customers and unlocked fresh business opportunities.

This experience taught me one of the most powerful lessons of my career: progress happens when you dare to build without a manual, take bold risks, and turn “no” into a success story. At SAMEDAY, I’ve had the privilege of applying the most important lesson I’ve learned over the years: leadership isn’t about control, it’s about creating space for people to experiment, learn, make mistakes, and rebuild quickly. Together, we’ve cultivated a culture where “crazy” ideas aren’t just welcomed; they’re celebrated and executed. We’ve navigated challenging times, such as high-pressure Black Fridays or the pandemic, and each time we’ve emerged stronger and more united.

I’m proud to have contributed to the development of our consumer segment and the launch of the SAMEDAY App, which became an authentic bridge between the company and its users. It didn’t just strengthen customer relationships, but also created competitive advantages and proved that people-customers can transform both the customer experience and a company’s market impact. If I had to sum up my leadership approach in one sentence, it would be this: I build teams that have the courage to say, “It may sound crazy, but let’s try it.”