Available to hire
I am a Marketing and Digital Strategy Leader with over 25 years in the field, including 14+ years focused on digital marketing, web strategy, and performance optimization. I’ve built and led global campaigns for enterprise and nonprofit sectors, consistently driving engagement, improving conversions, and aligning digital execution with business goals. I thrive on data-driven decision making and translating insights into scalable strategies that deliver measurable growth.
My passion is turning complex challenges into clear, outcomes-focused plans. I collaborate across teams to optimize UX, content, and campaigns, always with an eye on KPIs and impact across multiple regions and channels.
Experience Level
Language
English
Fluent
Romanian, Moldavian, Moldovan
Fluent
Work Experience
WW Senior Digital Strategist at IBM US, Texas
January 1, 2019 - PresentLead and shape integrated digital strategies for watsonx Code Assistant products, aligning global go-to-market priorities with measurable growth. Drive global digital strategy including page optimization, personalization, organic search growth, launching new products, defining KPIs, analysis, A/B testing, automation, and behavior insights. Collaborate with global regional teams, expand digital footprint to support product adoption, pipeline acceleration, and implement ABM strategies.
WW Digital Strategist Lead – watsonx AI Assistants at IBM US, Texas
January 1, 2019 - PresentCrafted and implemented SEO, social media, content marketing strategies across AI Assistant products. Managed digital marketing campaigns, optimized content for search engines, monitored KPIs, achieved significant increases in leads, organic traffic, engagement and paid search conversions. Led UX initiatives, personalization and A/B testing to improve funnel performance and user engagement.
Conversion Rate Optimization Lead – Web Optimization Team at IBM US, Texas
January 1, 2019 - PresentOptimized conversion rates for IBM’s top-performing pages by analyzing user behavior, performing A/B and multivariate testing, enhancing user experience, optimizing landing pages, identifying funnel drop-off points, and developing conversion-focused content. Created benchmarking dashboards for KPI tracking and improved lead capture and user engagement.
Brand Experience WW Digital Strategist – Security Software at IBM US, Texas
January 1, 2019 - PresentLed digital marketing efforts to build awareness and demand through integrated digital experiences across the buyer journey. Collaborated cross-functionally, analyzed campaign performance, updated campaign pages, ran optimization tests and improved SEO and global page localization.
Analytics & Optimization Lead – Brand Experience Team at IBM US, Texas
January 1, 2019 - PresentLed optimization team executing quantitative and qualitative tests on IBM brand campaigns, developed training materials, created analytics dashboards, and standardized reporting to increase campaign efficiency and reporting productivity.
Worldwide UMX Lead – Systems Business Unit at IBM US, Texas
January 1, 2019 - PresentConsulted globally on CMaaS tools, managed deployment and optimization testing, trained digital strategists, developed structured global reporting systems, coordinated content syndication workshops, negotiated vendor partnerships, and led third-party review strategies to improve customer engagement and conversion.
Digital Campaign Manager & DMC Focal for Benelux at IBM Romania – Digital Marketing Center, Bucharest
January 1, 2019 - July 31, 2025Built integrated digital campaigns combining social and nurture tactics, managed budgets, aligned campaigns with business goals, provided reporting and real-time performance analysis, coordinated messaging, leveraged social media for community building, and improved campaign performance and conversion rates.
Senior Digital Marketing Strategist, Nordic Region at IBM Romania – Digital Marketing Center, Bucharest
January 1, 2019 - July 31, 2025Planned and executed digital and social strategies for Nordic markets, managed budgets for paid search, SEO, webinars and retargeting, coordinated third-party partnerships, optimized campaigns with various tools, created dashboards and reports, and improved conversion rates and ROI.
European Event Manager at IBM Romania – Digital Marketing Center, Bucharest
January 1, 2019 - July 31, 2025Defined, planned, and executed event tactics within budgets, coordinated messaging, tracked campaign performance, managed agency partnerships, aligned with global stakeholders, and enhanced event attendance and engagement through social media and data-driven optimizations.
Digital and Social Media Consultant - freelancer at Freelance
March 1, 2015 - March 31, 2019Developed and managed integrated digital marketing and social media strategies, created social media calendars and campaigns, analyzed and reported program performance, and implemented emailing campaigns for diverse clients including HR, bistro, toy company, cultural and NGO organizations.
Marketing & Digital Manager at World Vision Romania, Bucharest
May 31, 2015 - July 31, 2025Developed and implemented marketing plans for the core product, managed budgets, measured and reported all marketing campaign performances, coordinated agency relationships, optimized website usability and conversion, managed social media channels, leading to increased conversions, social engagement, and successful fundraising campaigns.
Marketing & PR Director at Burda Romania, Bucharest
October 31, 2006 - July 31, 2025Created and implemented marketing and PR strategies for 12 publications, managed budgets and financial performance, analyzed market trends, negotiated partnerships, launched new publications and events, resulting in increased brand visibility and subscriptions.
Marketing Director - Financial Newspaper & Local Newspapers at Publimedia / Media Company, Bucharest
February 28, 2001 - February 28, 2004Defined marketing and PR strategies, managed budgets, developed the brand through events and seminars, launched supplements, managed subscription campaigns and partnerships, and supervised the marketing and subscription department.
Education
Postgraduate Studies at CODECS & Open University
January 1, 2000 - December 31, 2000Master’s degree at Management Faculty, ASE & UNESCO Chair
January 1, 2000 - December 31, 2000Bachelor’s degree at Management Faculty, Academy of Economic Studies Bucharest
January 1, 1990 - December 31, 1994Qualifications
Google AdWords Professional Certification
January 1, 2015 - July 31, 2025Google Analytics Advanced
January 1, 2021 - December 31, 2021Blue Core Coach – IBM
January 1, 2022 - December 31, 2022BrightEdge Certification
January 1, 2020 - December 31, 2020Inbound Marketing – HubSpot Academy
January 1, 2021 - December 31, 2021Digital Marketing – HubSpot Academy
January 1, 2021 - December 31, 2021Inbound Certified – HubSpot Academy
January 1, 2021 - December 31, 2021Agile Explorer Certification – IBM
January 1, 2019 - December 31, 2019Enterprise Design Thinking Practitioner – IBM
January 1, 2021 - December 31, 2021A/B Testing & CRO (CXL)
January 1, 2024 - July 31, 2025Industry Experience
Software & Internet, Non-Profit Organization, Professional Services, Media & Entertainment, Consumer Goods, Education
Experience Level
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