• Contributed as campaign orchestrator to category understanding & product launches, advising which channels are worth activating to generate the biggest impact, efficiently.• Contributed to the company’s overall retention strategy, highlighting how digital can successfully impact customer retention.• Created multiple Google Data Studio dashboards for web performance across different KPIs.• Coordinated my team’s SEO efforts.• Coordinated the Social Media stream, co-creating a new Instagram strategy for IQOS.• Streams coordinated: web, analytics, SEO & social media.

• Contributed to yearly digital strategies.• Product Manager for iqos.ro - liaison between business & technical teams. I defined requirements, translated them from business to technical language, created & maintained the product roadmap.• Launched a worldwide pilot subscription program & platform for IQOS in Romania, where I’ve coordinated multiple agencies on web content, UX, integrations logic, CRM logic & content and handled the testing (QA) process.• Managed audience management for a global pilot paid media programmatic campaign.• Contributed to a reskin of iqos.ro and the launch of a new Content Management System.• Created the logic for hundreds of Google Analytics custom events and coordinated the agency in implementing them via Google Tag Manager.• Pushed for an experimentation mindset inside the team, resulting in opening a new stream – Conversion Rate Optimization (CRO).• Launched the social media stream in Philip Morris Romania (Facebook).• Ensured GDPR compliance on cookies across all websites.• Contributed to the creation of multiple CRM automated journeys, on both logic and core messaging.• Supported the implementation of IQOS Apps (web, Android app, Windows & macOS).

• In September 2015, I joined the IQOS team (5 people at that time) as an intrapreneur, to launch IQOS in Romania (4th market worldwide). This opened a new category (Heat-Not-Burn), shaking up the nicotine consumption category. I’ve worked on platform development (iqos.ro & multiple microsites), including user flows, content creation/adaptation, setting up the eCommerce stream, system integration, CRM, web tracking schemes, on-page SEO, HTML adaptations, testing (QA). Coordinated digital & technical agencies.• Expanded the footprint of the Marlboro unbranded app to Cluj-Napoca, Timisoara & Iasi and launched the Android version of the app.• Managed the digital side of two national promotions, for L&M & Chesterfield.

Worked on an unbranded, gamified mobile app for Marlboro (iOS). I coordinated the content creation & planning processes, designed online & offline engagement mechanics, handled community management, prize management & web analytics.

Gained skills on project management, situational leadership, brand communication, digital marketing, social media and more. Taught a digital marketing course to the students. Met a lot of awesome people along the way.

Initiated a lovely social media school for students. Met some amazing people. 9 years in, yes, the promise of forming the next gen of digital marketers was met.

Responsible for social media across the brand portfolio. Launched a digital-first brand, DDB, focusing exclusively on 14-24 y.o. segment, a novelty for the company.

Contributed to the strategic planning process for brands in industries like tobacco, automotive, FMCG. Managed social media for an FMCG brand.