GroundSet · Bucharest, Romania

Dorin Sterie

General Manager  ·  Country Manager  ·  Commercial Director

I go in. I take the P&L. I make the number.

13+ years of full P&L ownership across SaaS, Cloud, FinTech and B2B technology. Market entry, transformation and recovery. 8 markets across Europe.

Get in touch LinkedIn → CV →
€0M
FX Volume
Currency exchange platform for companies
0+
Years P&L
Full commercial and operational ownership
0
Markets
Romania and 7 European markets
0+
People Led
Built and run across all operations
SaaS ·
Cloud Computing ·
FinTech ·
Financial Services ·
B2B Software ·
Payments ·
Distribution ·
Retail ·
Hospitality & Travel ·
Telecom ·
SaaS ·
Cloud Computing ·
FinTech ·
Financial Services ·
B2B Software ·
Payments ·
Distribution ·
Retail ·
Hospitality & Travel ·
Telecom ·
Dorin Sterie · General Manager · GroundSet
13+
Years P&L leadership

The operator

13+ years.
From inside
the business.

Employment or B2B, at the discretion of the business. On the ground, remote, or relocated for the right role.
Google Cloud Sales Credentials · 2025
Claude 101, Anthropic · 2026
Building with the Claude API, Anthropic · 2026
Introduction to Agent Skills, Anthropic · 2026
Introduction to Model Context Protocol, Anthropic · 2026
Claude Code in Action, Anthropic · 2026

Commercial underperformance is usually a symptom. The root is structural: wrong team, wrong economics, wrong operating model. I go in at the business unit level, take the P&L, build what the business needs, and make the number.

Since 2020: cloud, SaaS, FinTech, payments and distribution. Different sectors, different problems. The approach is the same: own the operation end to end and make it perform.

Prior to 2020: Country Manager at Aforti Exchange (FX payments from zero, €155M volume, full P&L). CCO at Christian Tour (€60M group, 25% revenue growth). Managing Director at ALTEX (franchise network built from zero, team of 33, full P&L). 7 years B2B sales at Orange Romania.

I work with AI on the analytical side: research, strategy, business plans, recruitment and reporting. I validate everything. It means I cover ground that would normally require a separate analyst.

The work

How I work

I come in full-time. I take the P&L and the target. I build what the business needs: the team, the commercial model, the pipeline. Then I make the number.

The approach is the same every time. What changes is where the business is when I arrive.

→
Market Entry
Build the operation from zero: ICP, GTM, team, pipeline, first clients. From a standing start.
→
Revenue Recovery
Diagnose what is broken, rebuild the commercial model, restart growth. Pipeline that converts and a team that delivers.
→
Commercial Transformation
Reposition the business model without stopping the operation. Margin rebuilt, team restructured, new segments opened.
→
Stabilisation & Scale
Take control of a disrupted or stalled operation. Stabilise first, then scale. Full authority over commercial, ops and team.
GroundSet
Operating vehicle · Est. 2020

GroundSet is the structure through which Dorin operates. B2B technology companies entering or scaling across Europe. Full P&L ownership each time. Employment or B2B, at the discretion of the business.

Building AI-augmented commercial operations: research, outbound, reporting and revenue copilot.

SaaS Cloud FinTech B2B Technology Romania CEE AI-Augmented Operations

Operations delivered

Track Record

Each role full-time and embedded. Full P&L ownership from day one. Build, scale, transform or repair.

FOTC · Google Cloud Premier Partner
CEE

Ran the full in-market operation across 5 markets. Repositioned a €40M reseller from licence sales to cloud services. Gross margin 5% → 25%+. €5M+ enterprise pipeline. 4 government and 2 corporate enterprise accounts opened. Team of 14 across sales, engineering, presales and marketing.

€40M REPOSITIONED · MARGIN 5% → 25%+
Bobnet · Retail Automation SaaS
NCH Capital

Enterprise GTM rebuilt. Win rate 30% → 40%+. Sales cycle cut by a third. €5M pipeline. 3 EMEA partnerships closed. SDR/BDR, AE and Customer Success teams built.

WIN RATE 30% → 40%+ · €5M PIPELINE
Neopay · FinTech Payments
PSD2

Romania operation built from zero. Regulatory (AML/KYC, PSD2) and commercial model built in parallel. 10+ PSD2 banking partnerships signed. €2M qualified pipeline.

10+ PSD2 PARTNERS · €2M PIPELINE
Aforti Exchange
FinTech · FX

Full P&L over 3 years. FX payments and factoring from zero. 800 SME clients. €155M transaction volume. 15-person team. Payment Institution licence file coordinated with PwC at the National Bank of Romania.

€155M FX VOLUME · 800 SME CLIENTS
Christian Tour
€60M Group

CCO. 33 branches, 120 people under direct management. 25% revenue growth in 12 months. 4 new locations opened while restructuring the entire network. First national franchise model in Romania.

+25% REVENUE · 33 BRANCHES
ALTEX · Orange Retail Division
Managing Director

Full P&L general management. Converted 16 shop-in-shop locations to a standalone franchise model. 4 new stores built from zero. Team of 33 across operations, sales, finance and location management. First franchise store cleared €1M in under 12 months.

TEAM OF 33 · €1M FIRST STORE

What people say

In the room.

"

Dorin successfully rebuilt the entire operation in Romania, establishing strong processes, a high-performing team, and a clear strategic direction. A strong leader who knows how to drive results while developing talent.

Jeno Bartalos
Country Manager & CEE Coordinator
FOTC · Google Cloud Premier Partner
€40M REPOSITIONED · 5 CEE MARKETS · MARGIN 5% → 25%+
"

In less than three months, Dorin brought clarity and direction. He rebuilt the team, set clear objectives, and completely changed the trajectory of the organization.

Cristina Niculae
Head of Customer Success
FOTC · Google Cloud Premier Partner
"

Highly solution-oriented, able to navigate complex situations, and consistently finds the best possible outcomes. Deep knowledge of the Romanian market and a natural ability to build relationships with new partners.

Vytautas Oleskevicius
International Growth Partner · Former C-level Executive
Neopay · FinTech Payments
"

A reliable leader and trusted partner who consistently delivers results. Hands-on, with sharp go-to-market instincts. Knows how to turn strategy into execution, align teams fast, and drive growth in competitive markets.

Cătălin Purcaru
Partnership Development Specialist
Bobnet · Retail Automation SaaS · NCH Capital
Get in touch

Direct conversation

Get in touch

No form. No scheduler. Direct line.

Recruiters & Executive Search

Looking for a General Manager, Country Manager or Commercial Director for a client. References available on request.

ds@groundset.eu →
Founders & CEOs

Market to enter, revenue to recover, or a commercial operation to build. Employment or B2B, at the discretion of the business.

ds@groundset.eu →
linkedin.com/in/dorinsterie +40 741 282 775 Download CV →