Irina Urechean has been appointed General Manager of Unilever’s Ice Cream Division for Romania and Moldova, starting from January 2025. In her new role, Irina will be responsible for leading, growing, and developing the Ice Cream Division across these markets through a strong portfolio and category-expanding innovations while fostering a culture of excellence.
Her efforts and expertise will be dedicated to strengthening the business’s core strengths, leveraging a high-performing team, and capitalizing on leading brands from the Algida and Betty Ice portfolios. Additionally, she will focus on building a resilient organization, well-prepared to navigate future challenges.
Irina Urechean – General Manager, Ice Cream Division, Unilever Romania & Moldova:
“It is a great responsibility and a true honor to return to the category where I began my Unilever career 15 years ago and to lead the Ice Cream Division in Romania and Moldova during such a dynamic and transformative period. My aspiration is to build, together with my team, a strong organization that is not only prepared for future challenges but also driven by innovation, excellence, and the joy that ice cream brings to our everyday lives. We operate in a category filled with opportunities and immense growth potential in Romania, and every step we take is guided by our core values and our commitment to creating a positive impact. We strive to bring joy to our consumers and partners because, after all, life is sweeter with ice cream.”
Irina joined Unilever in 2010 and has since steadily built her expertise across marketing, trade marketing, and later in strategy and business management. She has worked across various company divisions, including Ice Cream, Foods, Beauty & Personal Care, and Home Care. Throughout her career, she has developed both leadership and business transformation skills, which she demonstrated as Home Care Category Director for Unilever South Central Europe (USCE) and, most recently, in her regional role as Strategy Lead for Home Care across Europe, Turkey, the Middle East, Australia, and New Zealand.
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