I’m a creative marketing and branding professional with over 15 years of international experience shaping meaningful digital stories for organisations across corporate, creative, and social impact sectors. My background spans advertising, digital marketing, UX design, and visual storytelling. I began my career at TBWA/Friends, later co-founded one of Bucharest’s first artisan brands (The Spice Shop), and went on to build the brand and digital presence of Career Matters in the UK, collaborating with clients such as Monzo, Amazon, and Axa. I bring a mix of strategic thinking and hands-on creativity — from developing data-driven campaigns and brand identities to managing complex projects, video production, and social media ecosystems that genuinely engage audiences. Alongside my marketing work, I am also an award-winning fine art photographer. My work celebrates the overlooked beauty and fragile microcosms of nature, exploring resilience, transformation, and our connection to the natural world. It has been recognised by the Sony World Photography Awards and featured by CNN Style and Forbes. Now based in Slovenia and open to remote or hybrid roles across Europe, I’m looking to collaborate with forward-thinking organisations that value creativity, sustainability, and authentic storytelling.…

Oana M. Baković

I’m a creative marketing and branding professional with over 15 years of international experience shaping meaningful digital stories for organisations across corporate, creative, and social impact sectors. My background spans advertising, digital marketing, UX design, and visual storytelling. I began my career at TBWA/Friends, later co-founded one of Bucharest’s first artisan brands (The Spice Shop), and went on to build the brand and digital presence of Career Matters in the UK, collaborating with clients such as Monzo, Amazon, and Axa. I bring a mix of strategic thinking and hands-on creativity — from developing data-driven campaigns and brand identities to managing complex projects, video production, and social media ecosystems that genuinely engage audiences. Alongside my marketing work, I am also an award-winning fine art photographer. My work celebrates the overlooked beauty and fragile microcosms of nature, exploring resilience, transformation, and our connection to the natural world. It has been recognised by the Sony World Photography Awards and featured by CNN Style and Forbes. Now based in Slovenia and open to remote or hybrid roles across Europe, I’m looking to collaborate with forward-thinking organisations that value creativity, sustainability, and authentic storytelling.…

Available to hire

I’m a creative marketing and branding professional with over 15 years of international experience shaping meaningful digital stories for organisations across corporate, creative, and social impact sectors.

My background spans advertising, digital marketing, UX design, and visual storytelling. I began my career at TBWA/Friends, later co-founded one of Bucharest’s first artisan brands (The Spice Shop), and went on to build the brand and digital presence of Career Matters in the UK, collaborating with clients such as Monzo, Amazon, and Axa.

I bring a mix of strategic thinking and hands-on creativity — from developing data-driven campaigns and brand identities to managing complex projects, video production, and social media ecosystems that genuinely engage audiences.

Alongside my marketing work, I am also an award-winning fine art photographer. My work celebrates the overlooked beauty and fragile microcosms of nature, exploring resilience, transformation, and our connection to the natural world. It has been recognised by the Sony World Photography Awards and featured by CNN Style and Forbes.

Now based in Slovenia and open to remote or hybrid roles across Europe, I’m looking to collaborate with forward-thinking organisations that value creativity, sustainability, and authentic storytelling.

See more

Language

English
Fluent
Romanian, Moldavian, Moldovan
Fluent

Work Experience

HEAD OF BRAND & DIGITAL MARKETING at Career Matters
June 1, 2017 - January 1, 2024
Career Matters is a UK consultancy helping large organisations retain and re-engage their people through meaningful career conversations. I joined at the early stage to build the brand from the ground up, defining its identity, digital presence, and creative direction. Over seven years, I shaped a full marketing ecosystem — from website and app design to video content, campaigns, and live events — growing the company’s online community to over 7,000 HR professionals and increasing website traffic by 30% without paid ads. I also led the launch of The Career Equation® book and e-commerce platform, and produced the One for Three Breakfast Session, a purpose-driven event that connected business leaders while supporting job-seekers in South Africa.
BRAND CREATOR/ BUSINESS MANAGER at ‘MAGAZINUL DE MIRODENII/ THE SPICE SHOP’
March 1, 2011 - March 1, 2016
Magazinul de Mirodenii / The Spice Shop was Romania’s first dedicated herbs and spices store — a small idea that grew into a national brand. I created and managed the business from concept to reality: from designing the brand and redecorating the flagship shop to sourcing imports, packaging, and building a loyal community of food lovers and chefs. Within a year, the shop became a destination for gourmet clients and was featured by major media outlets. I negotiated partnerships with Delhaize Romania, securing product placement in over 40 supermarkets, and achieved Organic Certification from Ecocert by implementing high-standard workflows and quality systems. Through creative marketing, team building, and a strong brand identity, The Spice Shop helped shape Romania’s artisan food market — a brand that continues to thrive today.
From Executive to Project Manager at FRIENDS \ TBWA
March 1, 2005 - March 1, 2011
I began my career at FRIENDS \ TBWA, one of Romania’s most dynamic advertising agencies, where I learned every side of the creative process — from strategy to campaign execution. Starting as a junior, I quickly advanced to Project Manager, leading national and international campaigns for clients such as Siemens, Canon, and European Drinks. I managed large rebranding and launch projects, including a viral campaign for photo retailer F64 that boosted sales and brand visibility. I also coordinated the 2008 general-election campaign that helped renowned sports journalist Cristian Țopescu win a Senate seat. The role taught me how to combine insight, creativity, and precision under real-world pressure — skills that shaped my future approach to branding and digital work.
Project Manager (Advertising & Campaigns) at FRIENDS \ TBWA
September 1, 2005 - March 1, 2011
I began my career at FRIENDS \ TBWA, one of Romania’s leading advertising agencies, gaining end-to-end exposure to the creative and strategic process — from insight and positioning to campaign execution. Progressing rapidly from junior roles to Project Manager, I led national and international campaigns for brands including Siemens, Canon, and European Drinks. I managed complex rebranding and launch projects, including a viral campaign for photo retailer F64 that increased brand visibility and sales, and coordinated large-scale integrated campaigns across TV, digital, and events. I also worked on high-profile social and political communication projects, including the 2008 general election campaign that contributed to Cristian Topescu winning a Senate seat. This period built a strong foundation in strategic thinking, stakeholder management, and delivery under pressure — skills that continue to inform my work in brand, digital, and communications leadership.
FINE ART PHOTOGRAPHER at Oana M. Baković - Fine Art Photography
August 15, 2020 - Present
Award-winning fine art photographer specialising in nature, flora, and place-based storytelling. My work explores resilience, fragility, and the overlooked beauty of the natural world, using a distinctive visual language informed by my background in branding, design, and storytelling. Recognised by the Sony World Photography Awards (2022) and featured in international publications, with work exhibited locally and internationally. I work across long-term personal projects, commissions, and collaborations aligned with environmental, cultural, and social themes. Portfolio: https://www.mrv23.photography/

Education

BA in Television Direction & Media Management at Media Pro University, Bucharest, Romania
January 11, 2030 - October 19, 2025
High School Diploma in Mathematics & Physics at Mircea cel Batran High School, Constanta, Romania
January 11, 2030 - October 19, 2025

Qualifications

Professional Diploma in Digital Marketing
January 11, 2030 - January 1, 2016
UX Design Certification
January 11, 2030 - January 1, 2026

Industry Experience

Media & Entertainment, Professional Services, Retail, Education, Software & Internet