Beiersdorf has appointed Leonid Zaplatnikov as Country Manager Southeast Europe, overseeing operations in Romania, Bulgaria and Republic of Moldova, starting in Q4 2025.
Extensive international experience
Leonid Zaplatnikov brings nearly 20 years of experience in international commercial roles, including 11 years within Beiersdorf across markets such as Germany and Austria.
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During this time, he contributed to the development of marketing, trade marketing, and sales strategies across Eastern Europe.
Expertise and education
He holds a master’s degree in International Business from University of Erlangen-Nuremberg.
His expertise in building consumer-focused brand experiences is seen as a key asset for the Southeast European markets.
Role objectives
Leonid Zaplatnikov stated that his focus will be on strengthening the company’s brand portfolio and driving strategic initiatives with long-term impact.
He also acknowledged the contribution of his predecessor, Dr. Martin Stoebe, and highlighted the importance of regional collaboration.
Regional growth strategy
The appointment is part of Beiersdorf’s strategy to enhance regional coordination and accelerate sustainable growth initiatives in Southeast Europe.
About the company
With over 140 years of history, Beiersdorf is a global leader in skincare and dermatological research.
Its portfolio includes well-known brands such as NIVEA, Eucerin, La Prairie, and Hansaplast, built on scientific expertise and innovation.
Photo: stock3
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