I am Ružica Račić Mršo, a results-driven leader with over 20 years of experience in multinational FMCG companies across the Adriatic region. I have a proven track record of optimizing regional P&L, driving multi-country business development, and delivering double-digit sales volume and market share gains with high-performing teams. I pride myself on data-driven decision making, collaborative leadership, and building capable marketing teams that sustain growth. Throughout my career, I have led strategic initiatives, integrated cross-market teams, and delivered profitable growth while navigating complex markets. I have earned recognition for sustainable growth and strong brand performance, and I am passionate about leveraging analytics, consumer insights, and stakeholder collaboration to drive continued success.…

Ružica Račić Mršo

I am Ružica Račić Mršo, a results-driven leader with over 20 years of experience in multinational FMCG companies across the Adriatic region. I have a proven track record of optimizing regional P&L, driving multi-country business development, and delivering double-digit sales volume and market share gains with high-performing teams. I pride myself on data-driven decision making, collaborative leadership, and building capable marketing teams that sustain growth. Throughout my career, I have led strategic initiatives, integrated cross-market teams, and delivered profitable growth while navigating complex markets. I have earned recognition for sustainable growth and strong brand performance, and I am passionate about leveraging analytics, consumer insights, and stakeholder collaboration to drive continued success.…

Available to hire

I am Ružica Račić Mršo, a results-driven leader with over 20 years of experience in multinational FMCG companies across the Adriatic region. I have a proven track record of optimizing regional P&L, driving multi-country business development, and delivering double-digit sales volume and market share gains with high-performing teams. I pride myself on data-driven decision making, collaborative leadership, and building capable marketing teams that sustain growth.

Throughout my career, I have led strategic initiatives, integrated cross-market teams, and delivered profitable growth while navigating complex markets. I have earned recognition for sustainable growth and strong brand performance, and I am passionate about leveraging analytics, consumer insights, and stakeholder collaboration to drive continued success.

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Language

English
Fluent
French
Fluent
Italian
Intermediate

Work Experience

Special Project Manager at HEINEKEN Hrvatska
January 1, 2025 - Present
Leading strategic development initiatives reporting directly to the CEO.
Marketing Director at HEINEKEN (Croatia & Bosnia-Herzegovina)
March 1, 2021 - January 1, 2025
Member of Management Team with full P&L responsibility; contributed to strategic direction and people development; drove profitable growth (turnover +26% and market share +290 bps in 2022–2024). Received 2024 global Heineken consumer preference quality award; integrated Bosnia & Herzegovina marketing team with Croatian business for continued success.
Business & Commercial Strategy Manager at The Coca-Cola Company (Adria Region)
September 1, 2019 - March 1, 2021
Member of Adria Coca-Cola system Leadership team responsible for BU P&L; preserved double-digit EBIT (11% vs 10.8% 2020 vs 2019) through rapid channel rebalancing, portfolio optimization, and strong RGM programs; partner for strategic planning across Central/Eastern Europe (CEE).
Brand Activation Lead at Nestlé SEM (Adriatic, Romania, Bulgaria)
May 1, 2019 - September 1, 2019
Developed category media and activation strategies in 7+ countries; built cross-cultural teams and capacity for value-driven campaigns with regional impact.
Regional Media & Brand Building Manager at Nestlé Adriatic
January 1, 2017 - May 1, 2019
Led internal education and systematic program delivery; approved and managed all creative, media, and agency partnerships; KPI measurement and evaluation; dotted line to Purchasing with responsibility for contract management.
Consumer & Market Insight Manager at Nestlé Adriatic
January 1, 2013 - January 1, 2017
Led market insight, innovation pipeline, and positioning for portfolio growth; gatekeeper for all stages of the innovation process, including impact testing (preference, consumer, pilot rollouts).
Regional Confectionery Brand Manager at Nestlé Adriatic
November 1, 2003 - June 1, 2009
Transformed regional strategy, delivering profitable growth, new market entry, and cross-country launches (KIT KAT, LION); close collaboration with distributor across Adriatic market.
Marketing Assistant Manager at Unilever Croatia
May 1, 2000 - November 1, 2003
Contributed to sustainable category growth and built external partnerships (Croatian Dentist Association, regulatory and stakeholder relations).

Education

BA in English, French, and Literature at University of Zagreb, Faculty of Philosophy
January 11, 2030 - January 27, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Manufacturing, Retail, Professional Services