His parents thought it wise for Alexandru Oancea – "call me Alex" – to study law, following the typical Romanian path of becoming a doctor, lawyer, or engineer. Alex completed law school, but never became a lawyer. Instead, he became an engineer – though not the kind his parents had originally imagined. Today, he works as Software Developer at AD/01, Ahold Delhaize’s tech studio in Bucharest. “My soft skills combined with solid technical knowhow make me a good software developer. I’m thrilled to use these skills and experience to help shape the future of food retail.”
Alex’s life and career path are anything but ordinary. It’s typical of him: he rarely says “no” to an adventure or a challenge. “It’s both a strength and a curse,” he laughs. This mindset has led him to many diverse experiences: from running a successful online webshop at 22, to working as a waiter for some of Romania’s most famous movie stars and soccer players, and managing multiple pubs and restaurants in the UK for six years. When he and Monica – then his girlfriend, now his wife – returned to Romania in 2019, he decided to embark on a new journey.
It was Monica who suggested that a career in tech might be a good fit for him. “Monica is my sidekick, my partner in crime, and often the one with the best ideas. We’ve known each other since high school and have been a couple since we were 18. So, when she brought it up, I started seriously considering it. I’ve always been fascinated by technology – I was programming and coding without even realizing what it was. The interest was there, but I didn’t know anyone in the field and, of course, I lacked a lot of knowledge. I was 30, so going back to university for three years to study computer science wasn’t an option. Then I read about an intensive bootcamp that promised to equip me with the skills of a junior software developer in just one year, with a job guarantee through their network. It was exactly what I was looking for.”
His career took him from the big telecom company to an international SaaS firm, until late 2024, Alex came across an advertisement for AD/01, the newly launched tech hub of Ahold Delhaize. “I knew Ahold Delhaize as the company behind Mega Image, Romania’s largest supermarket chain, and one of the many brands under the Ahold Delhaize umbrella. When I read about this new
studio, my interest was piqued instantly. A tech startup with big ambitions, backed by a corporate giant – it sounded amazing. I also learned they planned to hire over 200 developers within a year. I knew I wanted to be part of that. I sent a message to the HR Manager, we scheduled a call, and here I am!”
A start-up with top-notch resources
Since January 1st of this year, Alex has officially been part of AD/01. It’s a unique time to join an organization that’s still in its infancy: the studio was launched in April 2024. “They started with just a handful of people, and now there are already 30 of us, supported by over 70 freelancers – with more joining every month. It’s incredible: the energy, the buzz, and the can-do vibe are exactly what you’d expect from a start-up. At the same time, we work with the most advanced technology, tools, programs, coding languages, and equipment you can imagine. Everything is truly top-notch. And I haven’t even mentioned the office yet: it’s open space, everything is new, spacious, spotless, and right in the heart of Bucharest. I’ve seen many offices over the years, but this is by far the best one.”
At AD/01, we have a clear goal: to become the tech retail leader in the market. In our tech studio, we design and build the future of food retail. “Whether it’s in-store aisles, online baskets, or behind-the-scenes operations, we’re constantly working on innovative solutions to enhance our customers’ food and shopping experience. There are countless ways to do this – ranging from optimizing product placement based on consumer behavior to implementing next-generation payment solutions. Personally, I can’t stand waiting in line at the checkout, whether it’s a cashier or a self-checkout. That’s why I love being in a position where I can help solve a problem I experience myself. Not just for me, but for everyone standing in the queue behind me. I am excited to develop solutions that truly make a difference for our customers.”
“What do I personally bring to this mission? Solid technical expertise and above-average soft skills. It’s true what they say: IT specialists aren’t exactly known for their excellent communication skills. That’s where my strength lies: I’m very social and thrive on interaction with others. This allows me to understand a big, complex IT problem, translate it into code, and then explain the solution to non-technical audiences. I find that incredibly rewarding. Or when I’m talking to a business owner or product manager who isn’t quite sure what their problem is, and by asking the right questions, I help them figure it out. Having a broad understanding of many things allows me to connect the dots, uncover the underlying issues, and craft the perfect solution. This combination of challenge and fulfillment is what makes my work so rewarding.”
Name: Alexandru Oancea (1989)
Started working at AD/01: January 2025
Studied: BA Law, University of Bucharest (2011)
Living with: My wife, Monica, our daughter, Victoria (3), and Jacob (0)
Hobbies: Going to the gym, spending time with family and friends, hosting parties and barbecues at our home. I’m also a big fan of skiing and have recently started learning how to snowboard. And fishing trips with friends – it’s the only time I truly disconnect, not just from work, but from life itself
Wake me up in the middle of the night for: Literally anything. I’m that kind of guy; call me at 3 a.m. if you need my help, and I’ll be ready to do whatever. I love the feeling of helping people
Favorite holiday destination: It used to be the mountains, both in winter and summer, but with kids, the seaside is better. Once the kids are older, we’ll go back to the mountains.
Life-changing event: The birth of my kids and living in the UK
Biggest source of inspiration: Older people – they have fascinating stories from which I can learn
Best advice I’ve ever received: “Always make sure you’re the dumbest person in the room”
