Available to hire
I am a visionary in brand disruption and consumer engagement, with over 10 years of international experience across luxury, lifestyle, and regulated industries. I specialize in creating captivating strategies that improve consumer lifetime value by designing award-winning activations, partnerships, and content strategies worldwide.
Throughout my career, I have successfully delivered multifaceted marketing and brand communication projects, ranging from digital government service transformations to large-scale experiential events. I am passionate about innovation and crafting omnichannel consumer journeys that elevate brand identity and loyalty.
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Italian
Advanced
Romanian, Moldavian, Moldovan
Advanced
French
Intermediate
Arabic
Intermediate
Spanish; Castilian
Intermediate
Work Experience
Head of Brand & Creative at Britta
September 1, 2024 - PresentCreated a turnkey city-wide entertainment solution for seasonal activations, including Christmas Markets, sold to 3 European cities and Dubai, UAE, generating over €1.5M in revenue. Attracted over 100K visitors during a single weekend event, boosting footfall by 12% and developed a scalable event concept adaptable to cities with up to 3 million seasonal attendees.
Senior Manager Marketing, Communications & Digitalization at Smart City
September 1, 2024 - August 15, 2025Led digital transformation of government services by building and executing a CX strategy that turned over 100 public services into digital platforms used by more than 1 million citizens. Managed UX overhaul for e-government services and secured 85% awareness with 70% adoption within the first year through multiple activations and influencer campaigns.
IQOS Marketing & Communications Lead Middle East at Philip Morris International
November 30, 2022 - August 15, 2025Directed marketing for IQOS across GCC markets, boosting legal age smoker conversion by 12% via launch of IQOS Club loyalty platform with 120K+ users. Executed hybrid experiential events reaching 600K consumers supported by a 90-member KOL network. Led omnichannel launch of Dubai Mall IQOS Boutique exceeding targets and contributed to PMI’s heated tobacco market growth with 66% share in 2023.
IQOS Media, Messaging & Consumer Engagement Lead at Philip Morris International
December 31, 2019 - August 15, 2025Strengthened IQOS brand credibility and expanded engagement channels through strategic communications, external affairs support, and influencer collaborations. Generated 343 million reach and 250K leads with media campaigns including a controversial awareness campaign. Managed DOOH/OOH channels with 170 locations, leading to 4.3 million OTS and 250K leads.
IQOS Marketing Content Development Supervisor / Junior Brand Manager at Philip Morris International
December 31, 2018 - August 15, 2025Enhanced consumer journey with tailored brand communications for multi-channel delivery, designed and launched 13 seasonal campaigns and 18 SKUs with localization. Led rebranding of IQOS consumables globally and initiated company's first influencer collaborations. Piloted internal engagement program for 1,400 employees, growing user database by 14% annually.
IQOS Third Global Launch Marketing Coordinator | Fashion Community at Philip Morris International
August 31, 2016 - August 15, 2025Crafted brand communications and consumer journey for global IQOS launch focused on fashion community. Developed a four-stage scarcity model managing 250 KOLs/influencers achieving 80% conversion and awareness in key cities. Organized 28 co-created events generating $3 million earned media value and a flagship launch event with immersive 3D experiences boosting brand visibility.
Events Intern & Marketing Events Executive at Rinascente
August 31, 2015 - August 15, 2025Elevated Rinascente’s brand awareness via innovative experiential events merging fashion and culinary art including launching 'When Food Meets Fashion' event series. Increased store awareness significantly across major Italian cities through anniversary events. Partnered with top fashion houses and Michelin-star chefs generating $1.8 million earned media and contributed to achieving €1 billion turnover with 21 million visitors.
Head of Brand & Creative at Britta
September 1, 2024 - PresentCreated a city-wide entertainment solution for seasonal activations such as Christmas Markets, sold to 3 European cities and Dubai. Generated over €1.5M in revenue, attracted 100K+ visitors over one weekend, boosting footfall by 12%, and developed a scalable turnkey event concept adaptable to cities with up to 3M seasonal attendees.
Senior Manager Marketing, Communications & Digitalization at Smart City
September 1, 2024 - August 15, 2025Led digital transformation of government services by building and executing a CX strategy that converted 100+ public services into digital platforms for over 1 million citizens. Achieved 85% awareness and 70% adoption rate within the first year through 30+ activations and influencer campaigns involving 150+ key opinion leaders. Enhanced UX for e-government services including permits, licenses, and records.
IQOS Marketing & Communications Lead Middle East at Philip Morris International
November 30, 2022 - August 15, 2025Positioned IQOS as a market leader in the GCC by designing comprehensive brand communication, launch, and retention strategies integrating digital and offline channels. Increased Legal Age Smoker conversion by 12% through IQOS Club loyalty platform with 120K+ users. Led experiential hybrid events reaching 600K consumers and achieved 180% KPI targets for The Dubai Mall IQOS Boutique launch.
IQOS Media, Messaging & Consumer Engagement Lead at Philip Morris International
December 31, 2019 - August 15, 2025Strengthened IQOS brand credibility through strategic brand communications and influencer collaborations. Delivered 343 million media reach and 250K leads from 40+ campaigns including the high-impact 'If you don’t smoke, don’t start' campaign. Expanded consumer touchpoints via DOOH and OOH channels managing 170 locations and over 40 paid media campaigns, generating 4.3 million OTS and 250K leads.
IQOS Marketing Content Development Supervisor / Junior Brand Manager at Philip Morris International
December 31, 2018 - August 15, 2025Delivered 13 seasonal campaigns and launched 18 SKUs with market-specific toolboxes. Designed and executed a full rebranding plan for IQOS consumables, securing global partnerships and starting the company's first influencer collaborations. Piloted internal engagement program with 1,400 employees, growing user database by 14% annually and transforming employees into brand ambassadors.
IQOS Third Global Launch Marketing Coordinator | Fashion Community at Philip Morris International
August 31, 2016 - August 15, 2025Crafted brand communications strategy and consumer journey for IQOS global launch focused on fashion community. Developed a four-stage scarcity model managing 250 KOLs/influencers achieving 80% conversion and awareness in top five cities. Organized 28 co-created events generating $3M earned media value and reached 158K legal age smokers. Orchestrated flagship launch event in Romania with immersive 3D experiences.
Events Intern & Marketing Events Executive at Rinascente
August 31, 2015 - August 15, 2025Elevated brand positioning and awareness through innovative brand communications and experiential events merging fashion and culinary arts. Launched the 'When Food Meets Fashion' culinary-luxury retail event series. Boosted store awareness from 50% to 70% across Milan, Rome, Florence, and Turin by piloting 150th-year anniversary events. Partnered with Italian fashion houses and Michelin-starred chefs generating $1.8M earned media.
Education
BA at Bucharest Academy of Economic Studies
January 1, 2006 - December 31, 2010B A at Bucharest Academy of Economic Studies
January 11, 2030 - August 15, 2025International Baccalaureate at American School of Milan
January 11, 2030 - August 15, 2025Bachelor of Arts at Bucharest Academy of Economic Studies
January 11, 2030 - August 15, 2025International Baccalaureate at American School of Milan
January 11, 2030 - August 15, 2025Qualifications
Industry Experience
Government, Consumer Goods, Retail, Travel & Hospitality, Media & Entertainment, Professional Services
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