The story so far
I think in systems.
I've spent 15+ years at the intersection of customer data, marketing technology and digital channels — building the systems and teams that turn strategy into measurable outcomes.
My career has run through industries where the stakes for getting CRM right are high: gaming at Electronic Arts, e-commerce at Fashion Days and Vivre DECO, enterprise software at Oracle, automotive at Toyota, and now banking at Raiffeisen, where I lead the Digital Marketing Delivery center of excellence — direct channels, digital acquisition, CRO and the full lifecycle of Raiffeisen.ro, with a cross-functional team of marketing and IT specialists.
I care about what's measurable. And I believe the best marketing leaders are the ones who can move between a boardroom conversation and a campaign brief without losing precision in either direction.
2008 to today, in eight stops
2008–09
Graffiti BBDO & Senior Interactive
Strategy intern on the launch of Wrigley's Juicy Fruit Squish, then ran its social presence. The project site won a WebAward in 2009.
2010–14
Freelance, full stack of digital
20+ websites built and run single-handed — PPC, analytics, UX, newsletters, CRM automation. Plus qualitative research at GfK along the way.
2014–15
Electronic Arts
CRM across one of the largest mobile gaming portfolios in the world — FIFA, The Sims FreePlay, SimCity BuildIt. Segmentation, logic-based messaging, cross-promotion.
2015–16
Oracle
EMEA applications marketing — contact data acquisition programs, funnel and campaign reporting, stakeholders across every department.
2016–18
Fashion Days
Direct marketing across three countries — email, SMS and push tailored to individual preferences and behavior.
2018–21
Vivre DECO
Direct marketing for nine European countries — automation, triggers, predictive audiences and a programmatic approach to lifetime value.
2021–23
Toyota România
Project Lead CRM — the national digital lead network across 100+ sales consultants, with lead quality analytics across every channel and campaign.
2023–now
Raiffeisen Bank România
Digital Marketing Delivery COE Lead — direct channels, digital acquisition, CRO and Raiffeisen.ro, with a cross-functional squad of marketing and IT.
Also true
MA in Multimedia
Audio-Video and Multimedia, University of Bucharest. Before that, a BSc in International Business and Economics at ASE.
Two working languages
Romanian and English, both at native level. This site runs in both — Romanian versions are on the way.
Builder by temperament
Webmaster since 2010, founder of Digitaholic, author of Nerva. If it can be systematized, I will eventually systematize it.