Laura Boboc

Driving cross-functional marketing transformation across brand, digital and insights functions; developing global operating models and establishing ways of working, process maps, technology mapping, engagement models and SLA/KPI frameworks in close collaboration with Accenture. Managing senior stakeholder engagement across markets and functions, building business cases, driving initiative consensus and translating strategic ambitions into operational programmes with measurable outcomes. Partnering with a BPO partner to accelerate AI and automation adoption across marketing operations, including data pipeline automation and dashboard intelligence projects designed to fast-track insight generation, reduce manual reporting effort and improve decision-making speed across global teams. Led the end-to-end build of BAT's digital operations capability within the Warsaw Global Business Services hub, recruiting 8 specialists and delivering a business case with 800K GBP NPV and 340K GBP in projec

Owned the regional content strategy, delivering over 30 toolboxes per year for 26 European markets across organic social, video, web, influencer content and paid media assets; achieved 80%+ toolbox adoption, reducing local content production time and ensuring brand consistency. Built a pan-European micro-influencer programme with 10 long-term creators, reaching 2M+ users annually and delivering 3x higher engagement versus branded content. Piloted paid campaigns with a global agency; Reels outperformed static by 2x in lead generation and reduced CPL by 35%, informing a regional shift to video-first advertising. Mentored junior team members and led digital capability building, including a TikTok Central Europe workshop series.

Established the brand's digital presence and repositioning for new audiences across owned and paid channels; launched a monthly video content programme scaling to 8 videos per month, with video becoming the top-performing format and contributing to a 40% increase in organic engagement and a 20% uplift in e-commerce conversion. Managed an always-on paid media system (~€15K monthly), delivering a 3.5x ROAS and 60% year-on-year growth in paid reach. Segmented the database, defined audience personas and built a CRM journey suite achieving 28% open rate and 12% conversion rate on abandoned basket flows. Led website updates on a three-week cycle and acted as local UX owner, while training 400+ sales consultants.