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I'm a Brand & Communication Leader with 15+ years of experience developing integrated campaigns and brand platforms for multinational brands and organizations. I excel at leading multidisciplinary teams and orchestrating ATL, BTL and digital ecosystems to deliver consistent, high-impact storytelling that aligns brand vision with consumer insights and business goals. My work blends strategic thinking with creative execution, modernizing content models and driving measurable results across channels—from advertising to social and digital experiences. I thrive on turning complex briefs into clear, compelling narratives and building content ecosystems that sustain brands over time.…I'm a Brand & Communication Leader with 15+ years of experience developing integrated campaigns and brand platforms for multinational brands and organizations. I excel at leading multidisciplinary teams and orchestrating ATL, BTL and digital ecosystems to deliver consistent, high-impact storytelling that aligns brand vision with consumer insights and business goals. My work blends strategic thinking with creative execution, modernizing content models and driving measurable results across channels—from advertising to social and digital experiences. I thrive on turning complex briefs into clear, compelling narratives and building content ecosystems that sustain brands over time.

Mihaela Coman

Creative Director, Copywriter, Writer, +3

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I'm a Brand & Communication Leader with 15+ years of experience developing integrated campaigns and brand platforms for multinational brands and organizations. I excel at leading multidisciplinary teams and orchestrating ATL, BTL and digital ecosystems to deliver consistent, high-impact storytelling that aligns brand vision with consumer insights and business goals. My work blends strategic thinking with creative execution, modernizing content models and driving measurable results across channels—from advertising to social and digital experiences. I thrive on turning complex briefs into clear, compelling narratives and building content ecosystems that sustain brands over time.…I'm a Brand & Communication Leader with 15+ years of experience developing integrated campaigns and brand platforms for multinational brands and organizations. I excel at leading multidisciplinary teams and orchestrating ATL, BTL and digital ecosystems to deliver consistent, high-impact storytelling that aligns brand vision with consumer insights and business goals. My work blends strategic thinking with creative execution, modernizing content models and driving measurable results across channels—from advertising to social and digital experiences. I thrive on turning complex briefs into clear, compelling narratives and building content ecosystems that sustain brands over time.

Available to hire

I’m a Brand & Communication Leader with 15+ years of experience developing integrated campaigns and brand platforms for multinational brands and organizations. I excel at leading multidisciplinary teams and orchestrating ATL, BTL and digital ecosystems to deliver consistent, high-impact storytelling that aligns brand vision with consumer insights and business goals.

My work blends strategic thinking with creative execution, modernizing content models and driving measurable results across channels—from advertising to social and digital experiences. I thrive on turning complex briefs into clear, compelling narratives and building content ecosystems that sustain brands over time.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

Work Experience

Group Creative Director at STEFANINI INFINIT

August 1, 2023 - Present

Lead the strategic and creative development of integrated communication programs for a portfolio of national and international brands. Drive 360° campaigns across ATL, digital and BTL channels with consistent brand touchpoints. Shape brand positioning and communication platforms aligned with business objectives and consumer insights. Manage multidisciplinary creative and strategic teams, mentoring talent and driving high‑performance collaboration. Drive new business growth through strategic pitches and communication frameworks. Implement scalable creative processes supporting high‑volume content production for digital channels and social media ecosystems. Clients include: Suzuki Romania, Stefanini USA, Alpha Bank, Anchor Group (București Mall), Renania, Cosmopolis, Libra Bank, Organon, 7 Square (Shopping City).

Head of Copy at Outbox The Digital Agency

January 1, 2023 - August 1, 2023

Led the copy and messaging strategy across multiple international brands and digital communication projects. Managed and mentored a team of copywriters, ensuring consistent brand voice and messaging across platforms. Developed digital‑first communication strategies integrating social media and performance marketing. Translated consumer insights and market data into compelling communication concepts. Delivered campaigns and content across digital ecosystems, websites, social media and digital advertising. Clients included: Nestlé, Purina, BASF, Dr. Oetker, DP World, Tchibo, Romanian Police.

Senior Copywriter at Cohn & Jansen Creative Network

April 1, 2021 - September 1, 2022

Core creative partner for the BCR / Erste Group ecosystem, supporting integrated campaigns and brand initiatives. Developed concepts and messaging across ATL campaigns, digital platforms and brand activations. Worked closely with strategy, account leadership and clients to align communication with brand and business objectives. Contributed to large‑scale campaigns for George by BCR and multiple financial service divisions.

Senior Copywriter at Propaganda Creative

March 1, 2019 - April 1, 2021

Worked on creative projects for BRD Groupe Societe Generale, Marionnaud Paris, Unilever, Napolact Dairies, Dona Pharmacies, Rollton, PlantExtrakt, Tarom, Biofarm, Cris-Tim, Țara Făgărașului (tourism); Participated in new business pitches; Developing concepts and creative ideas for use in ATL, social media and emerging media; Keeping up‑to‑date on competitors' activities and the target audience; Interacting with project teams to understand business objectives and audience demographics; Working closely with strategy, art directors and producers to ensure all creative is delivered on time and within the client’s expectations.

Writer & Copywriter at FREELANCE CREATIVE CONSULTANT

May 1, 2016 - March 1, 2019

Wrote a novel, some poetry, various articles and short stories; Conceptual development, copywriting and editing on contract basis for advertising agencies and companies; Developed communication concepts and ideas for use in ATL, BTL, online and emerging media; Managed multiple projects from concept to completion; Created, wrote and edited informative, engaging and relevant product copy; Worked closely with designers to ensure copy and visual design are working in harmony.

Senior Copywriter at WEBSTYLER

September 1, 2015 - September 1, 2016

Recruited and managed a junior creative team; Participated in new business pitches; Developed creative concepts and ideas for use in the digital medium; Maintained high standards of copywriting and exercised quality control on all copy.

Innovation Copywriter at MERCURY 360

June 1, 2014 - May 1, 2015

Responsible for integrating digital components into the agency’s BTL campaigns, driving innovation in communication formats. Dr. Oetker, Grolsch Beer, Nutella, Knorr by Unilever, TEDx Bucharest; Participated in new business pitches; Developed creative concepts and ideas for use in digital and emerging media; Brought an interactive component in all ATL and BTL campaigns of the agency; Crafted copy for use in digital, BTL and unconventional media.

Copywriter at MCCANN ERICKSON // MRM WORLDWIDE

April 1, 2011 - May 1, 2014

Worked on Coca-Cola, Fanta, Sprite, Burn, Nestea, Vodafone, L’Oréal Paris, MasterCard, Pampers, Țiriac Auto, Rompetrol, Efix, Lidl, Intersnack, Ymens Cloud Computing; Participated in new business pitches; Won international awards. Developed and wrote copy for TV and Radio ads, mobile apps, websites, wireframes, brochures, sales letters, direct mail, newsletters, digital signage content, print advertising, product sheets, presentations, mailers, press releases, email newsletters, catalogs, advertorials, case studies. Specialized in writing for the web, including content planning and promotion and search engine friendly copy that meets communication goals.