Anca Georgescu

Commercially driven marketing and business development professional with 15+ years of experience across international education and hospitality, combining marketing strategy, business development, B2B partnerships, sales, customer insight and market positioning. Experienced in turning complex education, hospitality and digital propositions into clear, customer-focused value propositions, sales materials and marketing initiatives. Strong track record of working across diverse stakeholders, connecting Marketing, Sales, Admissions, Academic, Operations and external partners around shared commercial objectives and growing business.

Brings a combination of commercial thinking and strong communication skills: able to understand customer needs, build trusted relationships, challenge ideas constructively and translate market feedback into practical action. Naturally collaborative, empathetic and hands-on, with a strong interest in digital products, technology and how people make decisions (customer behaviour and what is behind the decision making).

Director of Marketing & Sales at American Hotel Academy (2014-01 – Present)

Lead marketing and commercial growth initiatives within an international higher education business, working across marketing, recruitment, sales, partnerships and market development.

• Develop and implement integrated marketing and commercial strategies connecting market awareness, demand generation, recruitment and conversion.
• Translate complex education and hospitality propositions into clear, audience-focused value propositions, presentations, campaigns and sales materials for prospective students, corporate partners and industry stakeholders.
• Use market trends, customer behaviour, recruitment feedback and campaign performance to refine messaging, positioning and customer journeys.
• Support the development and positioning of new academic programmes by considering market needs, student demand and competitive dynamics.
• Develop and manage B2B partnerships with corporate, hospitality and education stakeholders; identify opportunities, shape collaboration proposals and negotiate partnership agreements.
• Build and maintain long-term relationships with partners and stakeholders, acting as a bridge between commercial, academic and operational priorities.
• Create sales-enablement materials including presentations, proposals, recruitment campaigns, webinars, events and customer-facing communications.
• Represent the organisation at national and international education fairs, networking events and partner meetings, using these opportunities to develop relationships and identify new market opportunities.
• Lead content and communication initiatives across digital channels, with a strong focus on storytelling, relevance and customer engagement.
• Manage multiple priorities in a fast-moving environment while maintaining a highly collaborative approach.
• Helped develop professional education opportunities aimed at hospitality management and corporate sectors, identifying an underserved market and connecting educational offerings with industry needs.
• Developed exclusive projects and partnerships with hospitality organisations.
• Supported recruitment and admissions process improvements, contributing to a smoother applicant/customer experience.
• Combined marketing insight with direct customer and stakeholder interaction to continuously improve positioning and conversion activity.

Lecturer – Events & Online Marketing at American Hotel Academy (2013-01 – 2018-12)

Delivered courses and workshops in Events Marketing and Online Marketing, translating marketing concepts into practical, audience-focused learning.

• Developed and presented engaging content, strengthening expertise in storytelling, communication, presentation and stakeholder engagement.
• Taught students about online travel platforms, digital customer experience and OTAs, including Booking.com, Expedia, Hotel.de and HRS.
• Built strong student engagement through an interactive, approachable and mentoring-oriented communication style.

Senior Account Manager – Sales at Kronwell Brașov Hotel (2012-01 – 2014-12)

Worked in a commercially demanding launch hotel environment, helping establish the hotel's market presence and build its corporate and agency network.

• Developed corporate and travel-agency relationships and supported the hotel's commercial positioning during its launch phase.
• Managed B2B relationships with corporate clients, agencies and international partners.
• Negotiated commercial agreements and coordinated sales activities with different stakeholders.
• Managed relationships with OTAs and contributed to the hotel's online distribution infrastructure, including Channel Manager setup and coordination with OTA account managers.
• Worked with international customers and partners and represented the hotel at international tourism fairs and networking events.

Marketing & Sales Representative at Transilvania Travel – Aro Palace Hotel (2005-01 – 2012-12)

Managed customer relationships and sales activities within a five-star hospitality environment.

• Supported client acquisition, business development and customer-focused marketing initiatives.
• Developed a strong understanding of customer behaviour, decision-making and the customer lifecycle.
• Built long-term relationships with clients and partners in a highly service-oriented environment.

Master of Arts in Marketing Management – IU International University of Applied Sciences

Master's Degree in Business Administration & Management – West University of Timișoara

Master's Degree in Communication & Media Studies – SNSPA – Faculty of Communication and Public Relations

Bachelor's Degree in Journalism & Communication Sciences – University of Bucharest

Postgraduate Diploma in Hospitality Management – École hôtelière de Lausanne / Royal Foundation of Hospitality Management / IRECS