In this edition of Faces of EUMEPS, we are pleased to feature Roxana Ghioca, General Manager of Austrotherm Romania. With over a decade of experience in the EPS industry, Roxana has contributed significantly to Austrotherm’s growth and sustainability efforts in Romania. Under her leadership, the company has expanded its operations, embraced circular economy practices, and strengthened its position as a leader in insulation materials. In this interview, Roxana shares her journey, the challenges and opportunities in the EPS sector, and her vision for a sustainable future.
Can you tell us about your journey to become General Manager at Austrotherm Romania? What inspired you to join the EPS industry?
I graduated from Law School in 2001, and at the start of my career, I wasn’t planning to work in the construction field—it was simply an opportunity I decided to pursue. After working in the textile industry for several years, I transitioned from polyester and cotton to EPS and XPS. I was drawn to the idea of the industry’s impact, motivated by a mix of professional opportunities and the potential to contribute to meaningful goals.
The EPS industry plays a crucial role in energy efficiency. It has allowed me to be part of business expansion and market growth while offering opportunities for creativity, challenges, strategies, and development. Overseeing operations, driving profitability, leading a great team, and shaping company strategy to position it as a market leader in quality and performance has provided me with immense professional satisfaction.
My passion for this field comes from two sources. First, the people: Austrotherm is an employer with a long-term vision, filled with professionals who have developed good practices in this field. I am proud to be part of this community, learning alongside a team of colleagues who share my passion, as well as partners (clients and collaborators) who strive to do more than just business. Second, the results: successful projects and satisfied clients, who appreciate our support and long-term vision, reinforce the rewards of transforming challenges into benefits.
You started at Austrotherm as a Commercial Director in 2018 and quickly rose to your current position. What do you think has been key to your success in leadership within the company?
I started in 2012 as Commercial Director, overseeing Sales, Logistics, Warehousing, Invoicing, and Credit Control. From 2018 onwards, financial and administrative responsibilities were added. Over nearly 13 years at Austrotherm, each year has been a process of construction, organisation, verification, analysis, control, and representation. Projects, employee progress, individual development, and team growth reflect the constructive work environment we foster.
It may sound abstract, but we aim to be a valuable partner for the companies we work with—a partner with whom you enjoy having a coffee to discuss how things can improve, share frustrations when sales don’t go as planned, or celebrate successes together.
I’m not sure I can pinpoint the exact key to success, but being directly involved in operations, working closely with our team, engaging with partners, understanding the market, and communicating a clear vision have all been crucial. Identifying pain points, delivering specific solutions, and leading by example have been great advantages for any leader, myself included.
What do you see as the biggest challenges currently facing the EPS industry in Romania, and how is Austrotherm addressing them?
One of the challenges involves balancing economic considerations with sustainability initiatives to remain competitive in a rapidly changing market. Austrotherm invests in circular economy solutions, such as establishing recycling channels. We operate three EPS production factories in Romania, all of which hold Final Recycling Authorisation. Additionally, we provide pick-up and transportation services for companies that collect EPS waste, enabling us to recycle these materials in our facilities.
At the same time, we promote awareness of EPS benefits, such as its efficiency in insulation, long-lasting properties, and recyclability. Another challenge is the industry’s vulnerability to supply chain disruptions, including shortages of raw materials, transportation issues, and price-sensitive competition. To address this, Austrotherm has developed its own raw material supply strategy and a robust logistics system.
Sustainability is a major focus in the construction sector. How is Austrotherm contributing to the circular economy and sustainable construction practices?
Austrotherm is celebrating 25 years of activity in Romania in 2024, marking a quarter of a century of innovation and excellence. Over these years, the company has become synonymous with quality and sustainability in insulation materials, cementing its position as a market leader.
We own three expanded polystyrene factories and two extruded polystyrene production lines. As final recyclers, we collect and sort significant quantities of polystyrene from construction sites and partners using these products in their operations. Our channels promote informed choices, such as selecting materials that are recyclable or contain recovered components.
EPS and XPS are 100% recyclable products, made of 98% air, environmentally friendly, and equally durable as the constructions in which they are used. Sustainability, efficiency, process optimisation, and energy reduction are central to our long-term business philosophy. Austrotherm supports a cleaner environment, offering eco-friendly, health-conscious products and extensive recycling solutions.
Under your leadership, Austrotherm has expanded its operations in Romania, including opening a fourth production facility. What is your vision for the future of Austrotherm Romania?
Austrotherm has solidified its leadership position in the insulation market by acquiring an XPS producer in western Romania in 2022 and opening a new green project EPS factory in Călan in 2023. With four factories, we are well-positioned to adapt to evolving industry trends, regulations, and customer expectations.
Our vision is to invest in technology, optimise waste management, and enhance process efficiency. We aim to develop customised solutions and applications tailored to local construction needs. Partnerships with architects, engineers, and builders will lead to innovative solutions that maximise insulation efficiency, opening new channels for products and applications. EPS also has significant potential for industries beyond construction, such as packaging, automotive, renewable energy, and infrastructure.
Looking ahead, what opportunities do you see for the EPS industry to play a larger role in addressing climate goals and energy efficiency in Romania and across Europe?
EPS is a versatile material with applications in energy-efficient building insulation, protective packaging, and temperature-controlled transport for food and medical supplies. Its cost-effectiveness, durability, and recyclability make it a valuable contributor to climate goals and energy efficiency.
However, improving EPS collection and recycling infrastructure is essential. Customers must be educated about EPS recyclability, and extended producer responsibility programmes should be promoted. Austrotherm has been proactive in this area, operating an in-house recycling unit since 2018 and advocating for the reuse of EPS waste.
As a member of ROMEPS, the national association for EPS in Romania, how do you think ROMEPS is helping to promote EPS and support its growth in the Romanian market?
ROMEPS plays a vital role in promoting EPS by focusing on awareness, education, and quality standards. The association ensures EPS products comply with CE marking and other European standards, while actively informing stakeholders—architects, designers, developers, and contractors—about the advantages of EPS, such as its durability, energy efficiency, and cost-effectiveness.
ROMEPS also organises training sessions, workshops, and conferences for professionals and authorities, improving the perception of EPS as an environmentally friendly product aligned with Romania and EU climate goals.
EUMEPS actively advocates for the EPS industry on a European level. From your perspective, how has EUMEPS supported Austrotherm Romania and the broader EPS community in achieving its goals?
EUMEPS plays a critical role in promoting EPS as a sustainable, energy-efficient, and circular material. Its communications build trust by promoting key climate goals, such as the Green Deal and Energy Performance of Buildings Directive, while highlighting the benefits of EPS.
By providing technical guidance, sharing best practices, and fostering collaboration across the industry, EUMEPS helps Austrotherm and other businesses improve competitiveness, innovation, and circular economy practices.
Roxana Ghioca’s dedication and leadership highlight the importance of innovation, sustainability, and collaboration in shaping the future of the EPS industry. Her efforts to advance Austrotherm Romania’s role in energy efficiency and environmental responsibility show how the EPS sector can address today’s challenges while contributing to climate and energy goals. As the industry continues to evolve, Roxana’s insights provide valuable guidance for the path ahead. We are excited to see the continued success of Austrotherm and the wider Europea, EPS community under her guidance.