Sorina Diaconu – Marketing Director at Grup Medlife, a dreamer who learns the lesson of responsibility every day. She loves being around people and collaborating with as many as possible. She adores her family, enjoys everything around her, and every morning she takes a moment to give thanks. She describes communication as both a core and a pathway. Her department acts as a central point where all requests and needs from the Group’s divisions converge, harmonizing them into a strategic communication approach that ensures the brand is globally represented with coherence and consistency. She views her work as a challenge, because private healthcare services face constant new demands and changes in the market, unlike FMCG or other sectors in which she has worked before.
Career and Professional Journey
“Career is a word that doesn’t particularly appeal to me. I’ve always worked with the mindset that life’s purpose isn’t just about a job; I’ve sought to enjoy what I do. My grandmother used to say that anything you do, you do well if you enjoy it and go to work with joy, and I do go to work with joy. I’ve only changed jobs when there was no room to advance or when I felt I was stagnating and had nothing left to learn. My luck has been that opportunities arose in very different fields, which is why I wouldn’t call myself a traditional communications professional. I’m more of a project manager with a strategic focus and a creative inclination, applied in areas where I gradually gained communication experience. I’ve been very fortunate to have managers from whom I learned valuable principles that still guide me today. I believe that enjoying my work has led to beautiful projects. I cannot say I’ve had projects I hated or that “killed my nerves,” as some say. I’ve had challenging or complex projects, but I enjoyed all of them, working with teams that left a mark on me.
In short, I started with a small job at a promotions agency, then moved to anti-discrimination work at the Romanian Government, followed by the UN, where I learned about restoring historical monuments. The next 7.5 years were spent mastering communication at Ogilvy Group Romania, part of WPP. I then entered the high-quality steel industry, where I had to develop and implement global communication strategies across four continents, traveling extensively. FMCG was the next stage, my most intense and fast-paced experience, as I initially had no knowledge of the field. Groupe Bel in France entrusted me with a mandate of responsibility, which I had to carry out effectively. And here I am now… continuing my journey!”
