As the CRM & Loyalty lead for Central Europe, Claudiu's role is to oversee a team focused on developing consumer engagement and increasing lifetime value. The main challenge for the past 5 years since joining BAT was to better establish the digital presence, from social media to e-commerce or CRM, now focusing on developing best in class loyalty platforms across CE markets. A digital dweller for 10+ years, Claudiu is passionate about innovation and new trends, for better real-life experiences.