Forget the finish line—business is a continuous climb, firmly believes, Natasha Gelshteyn-Kiss, General Manager at Alpin57Lux. She adapts to the company’s growth spurts, market twists, and stakeholder demands. One team’s victory becomes the launchpad for the next. In this ever-shifting landscape, Natasha identifies the key ingredients for a thriving career ascent.
First and foremost, there must be demonstrable and ongoing improvement across multiple critical areas strategically chosen for the current business climate. To illustrate this point, Natasha exemplifies her and her team’s experience at Alpin, where success during the first year meant establishing a solid planning process, defining a clear portfolio and brand strategy, implementing a safety and superiority action plan, and achieving milestones in sales, profitability, and market share—all happening simultaneously.
Success, she argues, necessitates the continuous evolution of both the business and the individuals within it. It’s a two-way street. Furthermore, it requires achieving present goals while simultaneously building a strong foundation for the future, ensuring alignment between short-term wins and long-term aspirations. For Natasha, true success is not just about accomplishing objective. It’s about creating tangible and significant value for the business, its teams, stakeholders, and the surrounding community. This broader impact is a key measure of professional success.
Next, a healthy work environment is paramount. This includes fostering trust, teamwork, personal progress, authenticity, and the freedom to learn from mistakes. This last point is crucial because, as Natasha emphasizes, stagnating businesses fail. Continuous progress and development are essential to staying competitive. Natasha feels that balancing short-term needs with long-term goals is vital for navigating the ever-changing complexities of the modern work environment.
Forget the “what” you think success is! Natasha says it’s all about a powerful “why” that fuels your passion and a clear “how” to navigate the inevitable challenges. As she puts it, “If you don’t have a compelling reason (WHY) or a meaningful and rewarding approach (HOW), the effort may not be worth it, even if it’s challenging.” Without a strong purpose and a roadmap, achieving anything truly fulfilling becomes an uphill battle with no view. To get inspired by such empowering perspective about various facets of professional journey, stay tuned to this enriching interview.
Life Before Alpin 57 Lux SRL
Natasha started her career in the bottling arm of Coca-Cola’s Central Russia operations. After 7.5 years, she rose to the position of National Modern Trade Manager in 2003. Seeking a new challenge and a focus on healthier products, she joined Danone Russia that same year as the Head of Modern Trade. She credits Coca-Cola with providing her with a solid foundation and sees Danone as an excellent place for both learning and building.
Natasha’s career path extended beyond Russia. She has gained experience in countries like the Czech Republic, Ukraine, Romania, Bulgaria, and the Adriatic region.
Before joining Alpin, she spent five years (2017-2022) leading Danone’s operations in Romania, Bulgaria, and the Adriatics. This marked her first stint as a Managing Director, and she attributes the region’s strong growth to a fantastic team, substantial support, and the freedom to make local decisions. Her accomplishments during this period are noteworthy. She revitalized several dairy brands and their market share, oversaw a fourfold increase in plant-based product categories, improved performance in export markets, and fostered a robust innovation pipeline. In Romania, she spearheaded the creation of new subcategories and formats, including a plant-based ice cream partnership, and spearheaded various industrial and community initiatives.
Alpin 57 Lux: A Local Success Story with Global Reach
Alpin 57 Lux SRL’s General Manager beams with pride as she describes their journey from humble beginnings to a major player in the Romanian ice cream market. Established in 1994 by Mr. Istrate, Alpin 57 Lux started by selling homemade ice cream on the streets of Sebes and Alba. Over the years, they transitioned to packaged ice cream production and distribution, expanding their reach beyond Alba County. In 2016, Alpin 57 Lux joined the Food Union Group, a leading force in ice cream, dairy, and frozen food across the Baltics, Denmark, Norway, and Romania. Natasha emphasizes that this partnership is what makes them unique. They combine their 30 years of local expertise with the extensive experience and support of the Food Union group.
Their factory in Sebes is a hub of activity, churning out delicious ice cream and pastries that reach over 15,000 traditional stores across Romania through a network of 20 depots. Their portfolio extends beyond Romania, with ice cream produced in their factories in Latvia, Estonia, and Denmark, distributed under brands like Transalpina, Ekselence, Fulg de Nea, Alpin, Romcherie, Tedi, and Underground. Their team fluctuates between 450 and 550 people depending on the season, all dedicated to delivering quality products.
Following Unilever, Alpin 57 Lux holds a solid second position in the traditional market. Natasha underlines states that it is the strongest local company in the Romanian ice cream market. Despite challenges in organized trade, they see immense growth potential. Through consistent expansion in both volume and value, they have expanded their share of the conventional market.
But perhaps the best testament to Alpin 57 Lux’s success comes straight from Natasha herself: “Whoever tries our ice cream, no matter in Romania or outside, EVERY SINGLE PERSON LOVES the taste, and very many are genuinely surprised HOW GOOD IT IS!” This quote perfectly captures the essence of Alpin 57 Lux – a company rooted in local tradition yet delivering world-class flavors that delight everyone.
Natasha’s Journey Leading Alpin to Success
Natasha, the sagacious manager at Alpin, describes her experience so far as both challenging and enriching. In the past two years, Alpin has undergone significant changes and transformations. She acknowledges there’s still much to achieve, but she’s confident in the company’s strong foundation. This foundation is built upon a diverse team, with members who possess a wealth of ice cream knowledge (having been with Alpin for 5-25 years) alongside new additions, bringing fresh perspectives and experiences from international and local companies. These team members, from various backgrounds – producers, retailers, and private businesses – are all highly committed to Alpin’s success.
Natasha goes on to say that the company’s recipes and goods have been fine-tuned over the last two years and are of premium quality. Alpin appears to be primed for future success thanks to its well-defined plans for the coming years.
Career Challenges: A Journey of Mergers, Unrest, and Growth
This seasoned professional concedes the difficulty in selecting just a few challenges from her extensive career. Here, she recounts some of the significant hurdles she overcame during her 19 years at Danone. One of her and her team’s biggest feats involved leading an efficacious merger in Ukraine (2012-2013). The merging companies, though similar in size, had drastically different work styles, cultures, and profit models. Despite these obstacles, they achieved exceptional branding, sales, and operations results. Completing the integration and witnessing tangible growth within nine months exemplified the power of collaboration.
Natasha rejects grandeur and scale as the primary accomplishment metric. Building an integrated ecosystem that could play to each other’s strengths has been central to her concept. She credits their early focus on fostering a “we” mentality, rather than an “us vs. them” approach, as a critical factor in their achievement. She also highlights her experience leading the sales team and serving on the executive board in Ukraine during a period of political and economic instability (2014-2016). Their success stemmed from prioritizing what truly mattered, actively listening to the field team, and attaining a healthy work-life balance. She vividly remembers the tenacious winning spirit displayed in stores during those testing times, with the “victory of the week” standing out as a significant accomplishment.
Her experience as Managing Director in Romania honed her ability to balance short-term needs with long-term goals while upholding her values and identity. She underscores the importance of making strategic choices regarding business priorities and focusing on achievable objectives.
Alpin 57 Lux SRL’s General Manager articulates, “The current chapter at Alpin is by far the fullest of roadblocks and learnings.”
The Greatest Achievement as A Leader
When asked about her greatest achievement as a leader, Natasha expresses five key accomplishments: maintaining authenticity while guiding teams and businesses and leading by example. As a result, she consistently left businesses and teams in improved conditions after her tenure. Short-term needs or long-term agendas? Natasha tackles them both with an acrobat’s grace without compromise. She throws out the “people or profits” myth, proving one can drive both business success and employee well-being. Lastly, she considers cultivating a thriving team environment one of her most outstanding leadership feats. Her supportive approach empowers individuals to grow both professionally and personally. Arguably the most compelling evidence of this philosophy? Her recognition in the “Top 10 Inspiring Businesswomen to Follow in 2024.”
Vision on Workplace Evolution
This adept manager shares a positive outlook on how workplaces have changed. She points out the growing presence of dedicated breastfeeding rooms for new mothers, a feature completely absent two decades ago. Her own experience returning to work after having a second child reflects this – Natasha received more support and flexibility compared to the first return, despite both being quick transitions.
Shifting to gender diversity, she acknowledges that progress has been slow historically, with companies lacking the initiative to promote female employees. She has observed a significant shift towards active diversity programs across the board, reflecting a growing understanding of such initiatives’ benefits. Importantly, Natasha emphasizes that despite these changes, individuals still have a choice within this evolving work environment. They can either go with the flow and risk regretting their decisions later on or, she adds, “develop and adhere to a much higher level of self-awareness and consciousness of making choices from your early stages.”
What’s in store for Alpin 57 Lux SRL
The General Manager of Alpin 57 Lux SRL outlines a plan for consistent and sustainable growth. Externally, the company aims to expand its distribution and market share in traditional trade while significantly increasing its presence and market share in organized retail by building brand awareness and preference. Internally, they focus on developing capabilities and efficiency while upholding a strong safety, quality, and digitalization foundation. Their vision is to become a top consideration for ice cream and pastry shoppers and buyers and to provide a safe and challenging work environment that fosters employee growth.
A Typical Workday as the General Manager of Alpin 57 Lux SRL
The rhythm of a workday can be fascinating, a unique blend of routine and surprise. For Natasha, this is especially true. Her schedule revolves around two distinct experiences: on-site days and in-field days.
On-site days, which can see her at the factory, the Sebes office, a depot, or even the Bucharest headquarters, are filled with what she calls “conversations,” not meetings. These discussions range from one-on-one chats to brainstorming sessions with small teams (3-10 people) or larger groups (up to 30+). Topics on the agenda? Commitments’ delivery, opportunity creation, relationship, risk mitigation, status update and future priorities. These conversations happen both internally with Natasha’s colleagues and externally with partners, suppliers, and customers.
In contrast, in-field days start early with a remote connection before she heads out to a region with senior leaders. Spending 1-3 days in the field, she visits stores alongside sales agents and area managers, as well as connect with regional teams. These visits aim to assess current activities and find potential for growth, both within their own operation and externally. Occasionally, these days might also include a trip to the factory to talk with personnel and observe operations or even a rare few hours working directly in the production area.
Work-Life Harmony Equation
It all comes down to choice—outlook, the narrative, and how one learns. Natasha says her mentor taught her what she believes is a perfect work-life ratio after she was challenged with the question, “Why do you need to choose? Who told you cannot be both?” It changed her perspective for the better.
Since then, she has not believed in work-life balance and considers it misleading. Instead, she prefers to recognize work as a part of life. “If ‘work’ is not life, then what is it, and why do I do what I do?” she raises a though-provoking question. Taking work as a part of life eliminates the need to stabilize the two, and it helps her focus on excelling at both. Natasha says this balance method wouldn’t have worked without the people in her life—her husband and children. She admits it doesn’t always work the way she intends, but it’s all worth it for them. Instead of feeling guilty about everything, she ensures she can do her best in her job as a General Manager, a mother, and a wife.
Self-Motivation Mantra
Natasha follows the same philosophy to stay motivated: “I have chosen to do this, and it is my choice to look at the bright side of things.” Rather than fearing the ups and downs, the challenges, mistakes, and victories, she has fully embraced them and lives on learning from them, bringing additional value to the team. Natasha also expresses that she reads, exercises, and, most importantly, ensures she always enjoys a good laugh, which is a great way to keep the whole team motivated.
Personal Goal and Message to Aspiring Businesswomen
She outlines a comprehensive approach to self-improvement. This includes continuous learning, both on the job and through interactions with colleagues, partners, mentors, and formal education. Additionally, she aspires to secure an independent board director position, a significant professional milestone. Furthermore, she prioritizes her well-being, aiming for increased self-compassion and extending that kindness to others. Finally, she seeks to reignite her competitive spirit by returning to tennis. She says her goal is to return to competitive tennis, not just to tennis in general, since she already plays regularly.
Let’s face it: the business world isn’t a fairy tale. It demands resilience, strategic thinking, and a healthy dose of self-awareness. But for those willing to step into the arena (with grit, not glitter), incredible opportunities await. For aspiring businesswomen, Natasha has a clear message: “You are amazing as you are! You have what it takes! Dream big and go for your dream!”
