Razvan Herea
Dublin,Ireland
Summary
Commercially focused Buying Assistant with extensive experience across category management, retail operations and wholesale partnerships within the FMCG sector. Proven track record of driving sales growth, delivering data-led commercial decisions and managing high-performing product categories. Experienced in supplier collaboration, range planning, commercial analysis and project delivery, with a key role in developing the Dunnes Stores–Maxol wholesale partnership. Recognised for combining strong analytical capability with hands-on operational experience to deliver profitable commercial outcomes and support business growth.
Overview
6
6
years of post-secondary education
7
7
years of professional experience
Work history
Grocery Buying Assistant
Dunnes Stores
Dublin, Ireland
2025.01 - Current
- Manage the commercial performance of multiple premium food categories including Dry Grocery, Fresh Produce, Horticulture and Seasonal Christmas Hampers within the Simply Better own-brand portfolio.
- Lead product range planning, promotional activity and commercial analysis to maximise sales, profitability and customer satisfaction across assigned categories.
- Analyse weekly sales, margin, waste and stock performance, identifying opportunities to improve category profitability and drive continuous growth.
- Successfully managed the Fresh Produce category to achieve record weekly sales of over €534,000, delivering the highest sales performance to date.
- Build strong relationships with suppliers, negotiating commercial initiatives, coordinating product launches and ensuring best-in-class product quality and availability.
- Coordinate new product development (NPD), product lifecycle management and seasonal range reviews from concept through to launch.
- Produce detailed commercial reports, pricing analysis and performance dashboards to support strategic buying decisions.
- Plan and deliver seasonal Christmas hamper programmes, coordinating product selection, supplier engagement, forecasting, logistics and launch execution.
- Work closely with merchandising, marketing, supply chain and operations teams to ensure successful implementation of range changes and promotional activity.
- Conduct regular store visits to evaluate execution, identify commercial opportunities and ensure excellent standards across the Simply Better range.
- Play a key role in the development of the Dunnes Stores–Maxol wholesale partnership, supporting the rollout and commercial management of the Simply Better and Dunnes Stores own brand offer across five Maxol service stations.
- Manage the operational and analytical aspects of the Maxol partnership, including product administration, pricing updates, promotional planning, sales reporting and commercial documentation.
- Carry out regular site visits to Maxol locations, completing range reviews, planogram compliance checks, stock optimisation and identifying opportunities to increase sales and reduce waste.
- Deliver detailed sales, waste and category performance analysis for the Maxol estate, providing data-driven recommendations that improve ranging, availability and commercial performance.
- Collaborate with internal stakeholders and external partners to support the continued expansion and success of the Maxol wholesale partnership.
Grocery Department Manager
Dunnes Stores
Dublin, Ireland
2023.02 - 2025.01
- Progressed through multiple leadership positions within Dunnes Stores, managing a diverse range of high-volume departments including Fresh Produce, Horticulture, Off-Licence, Frozen Foods and Simply Better.
- Managed the Fresh Produce and Horticulture departments, overseeing sales performance, stock control, waste reduction, merchandising standards and product availability while maintaining exceptional freshness and quality standards.
- Led seasonal planning and execution for horticulture, coordinating promotional activity, stock forecasting and operational delivery to maximise sales opportunities.
- Managed the Nightpack operation, leading a team of 25 colleagues to deliver efficient overnight replenishment, stock accuracy and readiness for trade while maintaining productivity and labour targets.
- Planned staffing, delegated workloads and developed team capability through coaching, training and performance management to consistently achieve operational objectives.
- Held full responsibility for the Off-Licence, Frozen and Simply Better departments, driving sales growth, controlling costs and ensuring excellent execution of promotions and merchandising initiatives.
- Analysed departmental KPIs including sales, waste, availability and labour performance, implementing actions to improve profitability and operational efficiency.
- Maintained strong standards of customer service, compliance, food safety and health & safety across all managed departments.
- Worked closely with senior management and buying teams to deliver range changes, seasonal events and key commercial initiatives across the store.
Assistant Manager
Lidl
Dublin, Ireland
2020.09 - 2023.02
- Managed daily operations to ensure smooth running of the shop floor.
- Assisted in recruitment process to build an effective workforce.
- Handled stock control duties diligently preventing overstocking or shortages.
- Minimised inventory loss for improved profit margins.
- Delegated tasks to team members efficiently improving overall productivity.
- Monitored sales performance regularly adjusting strategies as required.
Customer Assistant
Lidl
Dublin, Ireland
2019.08 - 2020.08
Food and Beverage Supervisor
Crowne Plaza
Dublin, Ireland
2019.03 - 2019.08
Education
Foundation Degree in Science - Management Practice with Specialism in Retail Management
Ulster University
Belfast 2020.10 - 2022.10
Bachelor of Science - Law
University of Bucharest
Bucharest 2012.10 - 2016.07
Skills
- Category Management
- Data and Sales Analysis
- Range Planning and Product Development
- Project Management
- Supplier&Key Account Management
Timeline
Grocery Buying Assistant
Dunnes Stores
2025.01 - Current
Grocery Department Manager
Dunnes Stores
2023.02 - 2025.01
Foundation Degree in Science - Management Practice with Specialism in Retail Management
Ulster University
2020.10 - 2022.10
Assistant Manager
Lidl
2020.09 - 2023.02
Customer Assistant
Lidl
2019.08 - 2020.08
Food and Beverage Supervisor
Crowne Plaza
2019.03 - 2019.08
Bachelor of Science - Law
University of Bucharest
2012.10 - 2016.07