Bucharest, Romania
I'm a well-rounded Digital manager with 22 years of digital experience, presently managing PROCTER & GAMBLE's Programmatic project (integrations, data activations, campaigns, and training) for the Romanian Hub (including Serbia, Bulgaria, Montenegro and Bosnia). My main focus is managing platforms in Search, Social, and Programmatic channels, having done so for: i) ESSENCE MEDIACOM Romania, ii) GROUP-M's arm of Digital Performance in Germany - QUISMA GmbH, and iii) YELLOW PAGES GROUP-Canada (based in Toronto). Solid practical and theoretical background in all of Media Planning and Buying, having performed excellently as Media Manager in international companies iv) JTI-Romania and v) MOBIFON (currently VODAFONE-Romania). I attended business courses and passed MBA Core exams at UBC (Vancouver) and was a Digital Mentor at vi) THE INTERNET MARKETING CENTER (digital marketing consulting firm based in Vancouver) in the early 2000s. My first steps in Advertising media were as Media planner and buyer at vii) BBDO-Romania (pre-2000). What I'm very good at is MAKING TOOLS (in VBA and VB.NET) that significantly cut operation hours and reduce error rates for planners and platform managers. At Yellow Pages (based in Toronto) I discovered database marketing, activating and optimizing upwards of 200 monthly hyperlocal digital campaigns for the local merchants of Yp.ca/Pj.ca in Search, Display and Digital Sponsorships. At Quisma GmbH I automated the periodical reporting towards hundreds of AUDI dealerships, a project that was soon prolonged into a solution sold by QUISMA to its German clients. I guess that makes me good at dealing with large numbers of campaigns at the same time, and making tools to do so at high levels of efficiency. I'm always curious about the ever-changing Digital Media landscape. I'm an Analytics and Data interpreting powerhouse. I'm a Toastmaster (read: particularly-good in Keynote and one-to-one presentations) and a key asset in client-facing roles, fluent, eloquent, and concise.
Continued my previous role as Programmatic Lead for P&G after the client has changed Media agencies - with the Dec 2023 pitch that was won by Publicis Media Group/Starcom. Same responsibilities as before, only now covering the direct managing of Digital programmatic campaigns across the Romanian (RO+BG+MD) and Serbian (RS+MN+BO+AL+KO) country hubs. As the industry is in flux regarding data and targeting, I am exploring new ways to increase precision in target and focusing more on engagement KPIs.
Managed the inception, growth and maturity of P&G's Programmatic operations in Romania, Serbia and Bulgaria. This client-facing role involved: - Integration of P&G's DMP with all major Romanian publishers (Audience Solutions, Neustar, and TAPAD, successively). - Development of Business Rules for P&G's DMPs (Neustar + OpenDMP) and the buildup of behavioral audiences; - Development of contextual audiences; - Development of 1st party segments for Romania; - Yearly buying negotiations with all major Digital publishers in Romania; - Managed Implementation of P&G Programmatic campaigns in Romania, Serbia and Bulgaria; Managed P&G Performance campaigns via The Trade Desk; - Trained and supervised platform managers in Romania, Serbia and Bulgaria on P&G's activations; - Automated Post-buy reporting in Power BI dashboards; - Advised P&G's Media team on GDPR related topics from 2017 to today; Also: Created numerous internal tools for higher operational productivity; I'm currently an intermediate student of: R, Python, BigQuery, API integrations
QUISMA GmbH is the Digital Performance arm of GROUP M (GERMANY) My activity there: - Managed Digital Performance for accounts PUMA (EMEA), DELL (DACH), SHELL (DACH), HURTIGRUTEN (DACH), and BOSE (DACH). - Created numerous automation solutions for the Digital Performance team in Campaign Optimization, Hyperlocal Multiple Post-Buy Reporting (for AUDI's network of local dealerships), Digital mix Planning. - Managed Customer Journey analytics for DirectLine, REWE.
- Managed digital ad campaigns aimed at increasing traffic for 3000+ preferred YPG customers in various SME categories; exceeded 2011+2012 granular and aggregated KPIs; many success stories of contract renewals directly influenced by our campaign results; - Managed in 2012 $1.6 milion worth of PPC campaign budgets in: Adwords, Yahoo/BING, Facebook, StumbleUpon, Kontera, RTB (via appnexus), Ad Knowledge, various 2nd tier ad networks; - Planned and managed YP.ca permanent placements on Canadian online properties like MSN.ca, Yahoo.ca, Sympatico.ca, The Weather Network, Whitepages.ca, 411.com. - People reporting to me: 2
- Managed the User experience projects of YPG’s core online properties (Yp.ca, Canada411.ca, Maps.ca) through 7 development release cycles, which included Canada411.ca UI re-design, YP.ca’s result page redesign, and Maps.ca’s launch in 2009. Duties included writing BRDs and functional requirements, managing the integration of Usability features in collaboration with internal developers teams; - Managed external SEO team (Search Engine People Inc.) through the planning and deployment of SEO initiatives for core properties of YPG.
- Serviced 60+ of the company’s clients in SEM promotion campaigns spanning various industry niches and budget sizes, using Adwords, adCenter Microsoft, Yahoo Search Marketing; email marketing campaigns (using Aweber and Constant Contact); - Advised clients on Usability optimizations and the Information Architecture of start-up web sites; - Advised clients on marketing research, competitive analysis, business development, web analytics.