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I am a lifecycle and growth marketer with more than 10 years of experience driving activation, retention, revenue, category leadership, and profitability across retail, telecommunications, and consumer packaged goods. I build data-driven customer journeys, loyalty programs, marketing automation strategies, experimentation roadmaps, and integrated campaigns across email, SMS, push, in-app, paid media, and retail channels. I enjoy turning complex business challenges into clear strategies and measurable action. I have led cross-functional and agency teams, launched successful products, improved marketing ROI, and aligned global and local priorities to unlock growth. Based in Barcelona, I am focused on opportunities across Iberia and bring resilience, adaptability, strong prioritization, and a collaborative leadership style.…I am a lifecycle and growth marketer with more than 10 years of experience driving activation, retention, revenue, category leadership, and profitability across retail, telecommunications, and consumer packaged goods. I build data-driven customer journeys, loyalty programs, marketing automation strategies, experimentation roadmaps, and integrated campaigns across email, SMS, push, in-app, paid media, and retail channels. I enjoy turning complex business challenges into clear strategies and measurable action. I have led cross-functional and agency teams, launched successful products, improved marketing ROI, and aligned global and local priorities to unlock growth. Based in Barcelona, I am focused on opportunities across Iberia and bring resilience, adaptability, strong prioritization, and a collaborative leadership style.

Corina Ilie

Growth Marketer, Digital Marketer, Marketing Strategist, +2

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I am a lifecycle and growth marketer with more than 10 years of experience driving activation, retention, revenue, category leadership, and profitability across retail, telecommunications, and consumer packaged goods. I build data-driven customer journeys, loyalty programs, marketing automation strategies, experimentation roadmaps, and integrated campaigns across email, SMS, push, in-app, paid media, and retail channels. I enjoy turning complex business challenges into clear strategies and measurable action. I have led cross-functional and agency teams, launched successful products, improved marketing ROI, and aligned global and local priorities to unlock growth. Based in Barcelona, I am focused on opportunities across Iberia and bring resilience, adaptability, strong prioritization, and a collaborative leadership style.…I am a lifecycle and growth marketer with more than 10 years of experience driving activation, retention, revenue, category leadership, and profitability across retail, telecommunications, and consumer packaged goods. I build data-driven customer journeys, loyalty programs, marketing automation strategies, experimentation roadmaps, and integrated campaigns across email, SMS, push, in-app, paid media, and retail channels. I enjoy turning complex business challenges into clear strategies and measurable action. I have led cross-functional and agency teams, launched successful products, improved marketing ROI, and aligned global and local priorities to unlock growth. Based in Barcelona, I am focused on opportunities across Iberia and bring resilience, adaptability, strong prioritization, and a collaborative leadership style.

Available to hire

I am a lifecycle and growth marketer with more than 10 years of experience driving activation, retention, revenue, category leadership, and profitability across retail, telecommunications, and consumer packaged goods. I build data-driven customer journeys, loyalty programs, marketing automation strategies, experimentation roadmaps, and integrated campaigns across email, SMS, push, in-app, paid media, and retail channels.

I enjoy turning complex business challenges into clear strategies and measurable action. I have led cross-functional and agency teams, launched successful products, improved marketing ROI, and aligned global and local priorities to unlock growth. Based in Barcelona, I am focused on opportunities across Iberia and bring resilience, adaptability, strong prioritization, and a collaborative leadership style.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

Romanian, Moldavian, Moldovan

Fluent

English

Advanced

Spanish; Castilian

Intermediate

Italian

Intermediate

French

Intermediate

Work Experience

Marketing Planning Manager at Calgary Co-op

December 1, 2022 - September 1, 2025

Led the loyalty program relaunch and lifecycle CRM strategy across Food, Fuel, Liquor, Pharmacy, and Cannabis business lines. Built segmented onboarding, engagement, cross-sell, and reactivation journeys; coordinated multi-agency and cross-functional teams; identified growth opportunities across business lines and communications channels; supported the launch of a loyalty app and local influencer strategy; and optimized marketing spend allocation, channel mix, and productivity tracking to improve ROI.

EB Senior Brand Manager, Cheetos & Star at PepsiCo

May 1, 2021 - June 1, 2022

Led the dual-brand strategy for STAR and Cheetos across the East Balkans, delivering strong snacks portfolio growth and category leadership. Achieved 30% share of market for STAR and launched Cheetos to 5.7% share of market within three months and 52% brand awareness. Expanded category penetration while minimizing cannibalization, improving profitability by 10 percentage points. Managed retailer planning, consumer insights, innovation pipelines, agency partnerships, digital media expansion, and budget efficiency.

EB Senior Brand Manager, Lay's Premium Brands at PepsiCo

March 1, 2020 - April 1, 2021

Steered Lay's Baked to become the leading consumer choice in the Better For Me category and supported Lay's leadership in Romania's potato chips category. Built brand equity, reaching a 53% Brand I Love KPI, delivered 106% value growth year over year, and expanded the subline to 14% of the total chips category. Optimized the flavor portfolio, launched successful innovations, increased penetration, and built the business case for a new production line that improved margins by 10 percentage points.

Senior Brand Manager, STAR at PepsiCo

March 1, 2018 - February 1, 2020

Led the full commercial agenda for the STAR brand across multiple snack segments. Relaunched the Krax brand through product reformulation, new positioning, and packaging, increasing profitability from 25% to 40%. Expanded the portfolio with a new children's snack subline covering product development, branding, and communications. Led a digital activation campaign that won an IAB MIXX Award for Best Digital Activation.

Brand Manager, Lay's at PepsiCo

December 1, 2016 - February 1, 2018

Led implementation of the global Lay's Smiles communication platform, driving consumer engagement and user-generated content. Strengthened brand visibility and market performance through integrated marketing campaigns.

Communication Project Manager, B2C & B2B at Vodafone

October 1, 2010 - November 1, 2016

Launched a 360-degree prepaid lifecycle program integrating acquisition, onboarding, and retention messaging. Built triggered customer journeys based on usage thresholds, top-up reminders, and win-back needs across SMS, email, and app push. Designed loyalty and lifecycle programs that improved NPS and reduced voluntary churn. Delivered more than €1 million in annual savings by digitizing bills while maintaining over 95% deliverability and engagement compliance.

Junior Brand Manager, Vogue and Dunhill at BAT

October 1, 2008 - September 1, 2010

Managed product launches and brand initiatives for premium cigarette brands. Coordinated point-of-sale material development, retail visibility campaigns, and hospitality-sector activations.