Changed how a retail bank grows, serves and sells.
Led the commercial transformation of distribution across branches, assisted channels and digital journeys — with shared outcomes, not channel silos.
95%+digital sales
Business transformation · Leadership · Europe
Transformation
that moves
the business.
I’m Cristian Mustata. I turn strategy into commercial, customer and operating results — leading complex change in retail banking and beyond.
Start a conversation
working across Europe
20+Years
Transformation experience
2M+
Digital customers reached
95%+
Digital sales achieved
2,000+
Enterprise users enabled
01 / Selected impact
Strategy is useful.
Operating results are better.
Moved a mobile proposition from early product development to nationwide adoption.
Led the transformation from proposition and delivery through adoption, embedding mobile as part of how the business acquires and serves customers.
2M+users reached
Built CRM around the way the business actually works.
Connected contact centre, branches and digital channels through an operational CRM and mobile advisor experience.
2,000+enterprise users enabled
02 / What I’ve owned
Never one function.
Always a business.
Distribution, lending, insurance, investments, partnerships and the revenue targets behind them.
Customer journeys, CRM, contact centre, customer care and the service models that customers actually feel.
Technology, data, AI and product platforms mobilised around what the business needs to change next.
Organisation design, leadership, governance and performance rhythms that give change somewhere to live.
“Digital was never the destination. Better business performance was.”
03 / Advisory
Senior capability,
before the headcount.
Through Eleven Consult, I work directly with leadership teams on business transformation, growth and operating-model questions that need both strategic clarity and hands-on follow-through.
Visit elevenconsult.roBusiness transformation
Operating models, processes and customer journeys designed around where the business needs to go.
Growth & distribution
Sharper commercial models across physical, assisted and digital channels.
Technology, data & AI
Priorities, governance and adoption around the opportunities that create real value.
Transformation leadership
A senior operating partner through a specific stretch of change.
04 / Experience
Twenty years, from delivery
to group-level leadership.
Founder & Managing Partner
Eleven Consult · Bucharest
Advising leadership teams on business transformation, growth and operating models.
Head of Group Retail
ProCredit Holding · Frankfurt
Retail strategy, channels, customer journeys, CRM and product direction across ten markets.
Deputy Executive Director, Retail Distribution
BCR · Erste Group · Bucharest
Distribution, customer operations and platforms — and the large organisation behind them.
Head of Digital Strategy
BCR · Erste Group · Bucharest
Digital banking strategy, customer journeys and KPIs, including the 95%+ digital sales milestone.
Head of Online Banking and Contact Centre + Business Analysis
Alpha Bank · Bucharest
Where I learned how banking machinery works — one process, channel and customer journey at a time.
Executive MBA, WU Executive Academy · Executive education, IESE Business School · IT Economics, ASE Bucharest
05 / Get in touch
If the business
needs to move,
write to me.
Executive mandates, advisory work or simply a conversation about a business that needs to change. I read and answer my own email.
hello@cmustata.ro ↗+40 761 105 270 ↗linkedin.com/in/cristianmustata ↗