01 / 06 Supply chain · Delivery routes
Cold-chain routes for FanMilk
263 shops, three depots and trucks that have to stay frozen. I redesigned the territories and routes for Danone's frozen dairy business in Ghana.
263 shops · 3 depots · ~10% lower cost on average
Read the caseIllustrative data, shaped by the figures in each case.
Alex Constantinescu · Analyst, Amsterdam
Who wants what, where, and how to get it to them.
I help companies understand their customers and markets, and plan how to reach them. That covers market research, supply chain, strategy and marketing.
Most projects start with someone asking where the customers are. They end with a plan for reaching them. In between there's research, some number crunching and a few conversations that change my mind.
I studied business, then marketing analytics at VU Amsterdam. Along the way I ran ads for a small agency with friends, so I know the client meeting as well as the spreadsheet. This year I redesigned FanMilk's delivery routes in Ghana, and I'm now building that engine into GeoRetail, a location-analytics product I co-founded.
Selected work
Six projects. The rest are on the work page.
- 01Delivery routes for FanMilk (Danone), GhanaSupply chain & operations · Strategy & management
I redesigned FanMilk's delivery planning in Ghana in three steps: which depot each shop belongs to, how often it gets a visit, and which truck goes where. Across three optimised plans, costs came out about 10% lower on average than the routes drawn by hand. - 02ClayTec market entry, NLStrategy & management · Market research
None of the seven craftsmen I interviewed had heard of the brand, and none would buy anything that isn't stocked within about 30 km. So the plan starts with distributors and word of mouth, not ads. - 03Reading demand before a launch (MSc thesis)Market research
I used an AI language model to turn Reddit posts written before a launch into three scores (how excited people are, how much they expect, how often they mention rivals) and tested whether those scores predict the reviews that come after. - 04EA launches: what drives buzz and salesMarketing
A game's sales drop about 16% every week after launch, so the first five weeks decide it. Teasers created more than twice the buzz of trailers, and paid tweets stopped helping at around 20 a week. - 05Why travellers book elsewhereDigital marketing · Market research
The agency didn't have a conversion problem. Only about one customer journey in ten touched its brand at all, while more than half touched a competitor. Visibility comes first. - 06What app reviews really complain aboutMarket research
Simple keyword rules spotted about 1 in 10 reliability complaints in app reviews. An AI model running on my own laptop spotted 7 in 10, at about five seconds a review.
What I work on
Five areas, one thread: understand the customer, then plan how to reach them.
01Market research6 projects
Finding out who the customers are, how many there are and what they really think. Then saying plainly what that means for the business.
Skills behind it
- Market sizing
- Customer interviews
- Segmentation
- Review and social media analysis
- Survey design
- Competitor scans
02Supply chain & operations2 projects
Planning how products get to customers: which depot serves which shop, on which day, with which truck. Then checking the plan against how it is done today.
Skills behind it
- Route and delivery planning
- Sales territory design
- Depot and store location
- Stock and order processes
- What-if scenarios
03Strategy & management4 projects
Turning research into a decision. Which market to enter, who to approach first, where to open next, and in what order to do it.
Skills behind it
- Market entry plans
- Go-to-market roadmaps
- Location strategy
- Business cases
- Co-founding a product
- Presenting to decision-makers
04Marketing6 projects
Working out what makes people buy and where the budget does the most good: when to launch, what to say and which channel to put money into.
Skills behind it
- Campaign planning
- Launch timing
- Budget allocation
- Brand and positioning
- Measuring what worked
05Digital marketing7 projects
Ads, email, social and CRM, run day to day and measured properly. I ran paid campaigns for more than twenty clients before I moved into analytics.
Skills behind it
- Paid social and search
- Email and LinkedIn campaigns
- Customer journeys and attribution
- CRM: Salesforce, HubSpot
- Dashboards: Tableau, GA4
For the data people
Underneath the plain words there's proper modelling: Python, R and SQL, statistics, machine learning, optimisation, and language models used as measuring tools. Each case lists its methods, and the full toolkit is on the About page.
Track record
The short version. The long one is on About.
- 2026 – now
- Co-founderGeoRetail Intelligence Suite
- 2025 – 2026
- MSc Marketing, Digital Marketing & AnalyticsVrije Universiteit Amsterdam
- 2022 – 2025
- BA Business Administration · GPA 1.75 (German scale)IU International University, with London South Bank University
- 2026
- Freelance route optimisation, FanMilk (Danone) Ghana4Growth Consulting
- 2026
- Teaching assistant, Data Analysis in RVrije Universiteit Amsterdam
- 2022 – 2023
- Digital marketing specialist, co-founderGrowly, an agency with 20+ clients
- 2022
- B2B marketing internStudyportals, Eindhoven
- 2023
- Meta Marketing Science ProfessionalMeta Blueprint
- 2025
- Salesforce App Builder & DeveloperTrailhead
- 2022 – 2023
- Google Ads · Google AnalyticsGoogle Skillshop
Got a market, customer or delivery question? Or a role to fill?
Tell me what you're trying to decide. I usually reply within a few days.