Ecaterina Safarica

Communications Associate Director TICCAR and Balkans

Ecaterina Safarica started her career as research fellow in Sensors and lecturer on Biosensors at the University of Bucharest.

She joined the P&G team in 1994, being among the first employees of the Company in Romania. Ecaterina set the basis of the Communication department in Romania and in the Balkans covering in the over 18th years in P&G several regions and managing a vast team of specialists.

Her professionalism, full dedication, experience and passion for communication, allowed her to initiate many regional communications campaigns for beauty and grooming brands.

More than the P&G brands, Ecaterina was among the first ones to communicate „The P&G Brand” while preparing for the P&G Timisoara detergents plant opening, in the presence of HE President Emil Constantinescu in 1997. A true visionary, Ecaterina guided her Balkans team in the execution of the biggest P&G campaign, the „Thank you, Mom” campaign before and during the London 2012 Olympic Games.

Her passion for people and her passion for communication, merged in „Learn to make a difference!” campaign, which was meant to stimulate the active and responsible involvement of children and young pupils with the aim to improve the community life. This campaign was awarded in 2005 the SABRE award for the best CSR in the Central and Easter European region.

Ecaterina was also involved in several national and european industry associations, representing the company in task forces engaged in communitary acquis adoption,in areas relevant to the fast moving consumers goods producers and distributors.

She was President of the Romanian Advertising Council, for several years, where her high ethical standards enabled her to play a key role in Romanian advertising scene, with the sole objective of supporting the development of a honest and decent business environment.