In a world of speed, social media, and promises of instant success, Beatrice Chiș represents a different paradigm: that of solid construction, of a leader shaped by authentic experience and perseverant work.
With over 20 years of international marketing experience and a career spanning four continents, Beatrice is not just a strong name in the FMCG industry – she is a benchmark.
A professional who speaks about leadership without clichés, about owning up to failures, and about the strength to rise every single time.
An Executive MBA graduate, with a portfolio of transformed brands and teams built in the most competitive global markets, Beatrice remains humble and authentic. In this exclusive interview for Marketing Focus magazine, she offers us a deep look behind the scenes of a remarkable career – and above all, a lesson in courage, professional identity, and the value of the journey.
On International Careers, Authentic Leadership, and Life Lessons from Behind the Scenes of Global Marketing
Beatrice, you’ve carefully built a career that today is visible through your role at the top of a global company. But let’s start from the beginning. How did it all begin?
In the most natural way – with small, but determined steps. I’ve always been interested in understanding how people think, what makes them choose a brand, a product, a story. I initially worked in media and fashion retail, then in FMCG – where I found my true professional voice.
I grew at a pace that wasn’t always comfortable, but it was authentic. I’ve learned along the way that every experience, even painful ones, shape you. I’ve been rejected, I’ve lost interviews that really hurt, and I’ve had moments when I didn’t know if I was on the right path. But I learned that perseverance is what pulls you out of chaos. If you don’t give up, your time will come.
What helped you build an international career in such a competitive field?
Two things: discipline and curiosity. I consciously embraced every stage – from coordinating local projects to international launches, team training, portfolio strategy and organizational transformation.
When working with people from different cultures – from the Middle East to Central Europe or Asia – you have to know how to listen. To understand. To not assume that you’re always right. That’s what it means to be a true leader: to create space for others, to offer clarity, and to build trust.
How do you define leadership?
Leadership is essentially a deep form of responsibility. It’s not about control, but about creating a context in which people can shine.
A good leader doesn’t create dependency but autonomy. Doesn’t impose, but inspires. Over the years, I’ve realized that true performance comes when a team understands not just what they have to do, but why.
I’ve had the chance to build global teams and to see how people with completely different backgrounds can collaborate spectacularly when they are given space, meaning and support.
Many young marketing aspirants see you as a role model. What advice would you give them?
I’d tell them this: Be honest with yourselves. Don’t chase jobs just because they “look good”. Ask yourselves what you truly enjoy, what makes you feel that what you do has meaning.
Make peace with failure. It’s inevitable. But it’s not the end. I’ve been rejected by companies I really wanted to join. Looking back, I realize that if I had been accepted then, I wouldn’t be where I am today.
Build a professional backbone. Your values must keep you upright in any context: ethics, honesty, balance. It’s easy to claim them in theory. The real challenge is defending them in practice.
Keep learning. The book never closes. I still take courses, read, talk with people from other industries. Not because I “have to,” but because I want to stay professionally alive.
Think in years, not months. A career is not a series of quick fireworks. It’s a long-term construction, with a foundation, with structure, and with patience.
How important is education?
Education gives you structure, a language, a discipline, a way of reasoning. But it’s not everything. If it’s not complemented by practice, reflection, and character... it’s just a diploma on the wall.
For me, education has been a continuous journey – from IAA and Romanian universities to graduating from an Executive MBA at INDE BBS and CNAM Paris, which strengthened my strategic thinking and gave me an academic framework for the experiences I had in the field. But I learned the most from people and from my own decisions – good and bad.
What motivates you today?
The idea that I can build something meaningful. I’m motivated by my teams – seeing them grow, gain confidence and take on bigger roles.
I’m also motivated by intellectual challenge: understanding new markets, repositioning brands, transforming businesses that seem “stuck.” And beyond all, I’m driven by the simplicity of a well-done job – without ego, but with excellence.
What projects have brought you the most satisfaction?
I wouldn’t talk about projects only as outcomes, but as moments of transformation. For example, repositioning brands in key markets or launching a global training program for marketing teams – those are achievements where I felt I was truly making a difference.
A project with a special resonance for me is the creation of the ETi Dare brand – a brand born in Romania, together with an exceptional local team, but designed for an international market. I was involved from the ground up: from the initial idea to positioning, storytelling, brand architecture and execution. It was authentic proof that Romania can generate powerful creative concepts with global relevance. ETi Dare is not just a product – it’s a statement of courage, innovation, and local entrepreneurial spirit with international impact.
But the most beautiful “projects” remain the people. A colleague who became a manager. A junior who found their voice. A team that reached its potential. These don’t go in reports, but they are incredibly valuable.
If you had to choose a motto that defines you, what would it be?
There are many that have guided me, but I most often return to this one:
“Don’t be afraid of moving slowly. Be afraid only of standing still.”
It’s a Chinese proverb that helped me during times when I felt I wasn’t progressing fast enough. It’s a call for patience – but also for motion. A career isn’t a straight line, but a road with climbs, turns, stops and moments of revelation.
What’s next for you, Beatrice?
I want to continue bringing value where it matters. I’m at a point where I can contribute to the bigger picture – to vision, strategy and organizational culture. I believe that no matter the title, my purpose remains the same: to create, to lead with meaning and to develop other leaders.
In one sentence – what does success mean to you?
To get to where you truly belong, without losing yourself along the way.
