Ilulian Padurariu

Ilulian Padurariu is co-founder and managing director of Trout & Partners Romania. A country with one of the youngest market economy of Europe and one of the youngest partners for our office in Bucharest.

Ilulian Padurariu started his business career at McDonald’s as many other students, but soon he reached a business consultant position in that organization. After this multinational experience, he decided to shift to local companies, his favorite playground.

Ilulian Padurariu was member of the team that transformed Policolor, the biggest communist era paint producer in Romania, into a dynamic and market oriented one. He continued his marketing career involved in other successful local FMCG brands.

He developed positioning mainly for new local brands, earning a very successful portfolio. Murfatlar, an old local winery with a market share from 12 to 30% in couple of years and Unirea, a local popular brandy with an exponential growth, count among his work. Unirea is 3 times EFFIE awarded, twice in a row gold for the category and once the Grand EFFIE award in 2005.

All his projects in the last decade proved a clear positioning and differentiation way of thinking.

Ilulian Padurariu is also a frequent speaker on differentiation and positioning issues with a very sharp, love-it or hate-it speech.