I4F, a provider of patents and technologies to the flooring industry, has appointed Adina Caldararu as its new commercial and demand creation director for Europe. Based at the company's headquarters in Turnhout, Belgium, Caldararu will spearhead i4F's commercial strategy and demand creation initiatives across the European market.

Caldararu joins i4F following an 18-year tenure at Royal Philips, where she most recently served as commercial director for international key accounts. In this role, she implemented strategic account management frameworks and drove revenue growth through innovative channel strategies. Her previous position as commercial excellence director focused on transformation initiatives and enhancing customer satisfaction through CRM developments.

A Romanian native and University of Bucharest graduate in philosophy and journalism, Caldararu brings multilingual capabilities to the role, speaking English, French, Italian, and Dutch. She will report directly to CEO John Rietveldt and serve on i4F's management team.

"We are thrilled to welcome Adina into the i4F family as a key member of our management team," Rietveldt said. "With her extensive background within renowned organizations and demonstrated ability to drive revenues through innovative strategies, I am confident that Adina will make an immediate impact on our growth in Europe."

The appointment underscores i4F's commitment to expanding its presence in the European market, which the company considers a mature and strategically important region for its flooring technology solutions.