Bucharest, Romania
Marketing leader. $3B+ in commercial impact. NYSE IPO. Top global brands. I build and lead marketing organizations that generate measurable revenue. Across IBM, Honeywell, Garrett Motion (a Honeywell spin-off) and Vodafone, I have led global teams of 60+ professionals and driven go-to-market strategy across B2B and B2C in Automotive, IT, Banking and Telecom, managing multiple geographies simultaneously: Europe, US, APAC. My edge is the intersection of marketing strategy and technology execution. I architect MarTech infrastructures, deploy AI-driven automation and translate these into pipeline and revenue outcomes. I drove the ABM strategy and execution behind a $1.6B contract win and built the demand generation engine responsible for a $500M lead converted to closed business. I have guided organizations through their most complex marketing inflection points: a corporate spin-off and rebranding, a NYSE IPO and full brand repositioning from legacy ICE technology to electric and software-defined mobility. I operate both in the leadership meetings and equally deep in marketing operations, connecting digital transformation, brand strategy and change management into a single growth thesis. What makes my profile unusual: I hold a PhD in Economics, a Post-Doctoral qualification and an Executive MBA (valedictorian), combined with 23 years of active teaching in Statistics, Econometrics and AI in Business Strategy. I am both the practitioner and the researcher. That combination makes me effective in data-driven marketing environments where others rely on gut instinct. Core expertise: Global Marketing Strategy · Account-Based Marketing (ABM) · Demand Generation · Go-to-Market Strategy · Brand Repositioning · MarTech · Marketing Operations · AI-Driven Automation · Digital Transformation · Corporate & Executive Communications · Change Management · Cross-functional Leadership · Revenue Growth Views expressed on LinkedIn are my own.
Garrett Motion is a global leader in automotive turbocharging and electrification technology, spun off from Honeywell in 2018 and listed on Nasdaq. As Director of Global Marcom, I built the entire marketing communications function post-spin-off. • Led the global Marcom team across events (IAA, Shanghai Auto Show, CES, Investor Days), digital marketing, paid and nurturing campaigns and social media, owning marketing targets across Europe, US, APAC (India, Japan, Korea). • Drove the spin-off rebranding campaign, establishing Garrett’s identity as a cutting-edge technology provider from zero brand equity, repositioning from legacy ICE boosting to Electric (E-Powertrain, Fuel Cell), Software and ICE Hybrid solutions and expanding into new industries, beyond automotive (HVAC, PowerGen etc.). • Built the entire MarTech infrastructure from scratch: Marketo (marketing automation & DB), Salesforce (CRM & Lea Management), Bynder/Canto (DAM), GA4 (analytics), Looker Studio + PowerBI (BI), Sprout + Sociable (social media), WordPress + WooCommerce (website), Meta & LinkedIn Business Studio, Copilot Studio (AI Agents), Power Automate. • Built and managed the demand generation engine responsible for $500M in MQL pipeline converted to win. • Organized the NYSE IPO investor campaign and Investor Day communications, including exhibits, messaging, digital presence and event logistics. • Implemented AI-driven automations using Power Automate, Copilot Studio and ML algorithms to improve campaign efficiency, process speed and content quality at scale. • Directed GDPR marketing compliance, database governance and act as Data Privacy leader for all marketing operations.
A continuous parallel academic career. 23 years of active teaching alongside industry practice, impacting 10,000+ students across Statistics, Econometrics, Data Analytics, AI in Business Strategy and more. • Implemented innovative teaching strategies across undergraduate, postgraduate and executive programs. • Positively impacted 10,000+ students in statistics, data analytics, econometrics and AI applications in business and marketing. • Practitioner-academic profile: uniquely combining active enterprise marketing leadership with academic depth in quantitative methods, informing data-driven marketing decision-making across all industry roles.
Led global Marcom for Honeywell’s Transportation Systems Business Line (predecessor to Garrett) during the corporate spin-off preparation, including Investor Day and NYSE IPO readiness. • Owned global Marcom: events, digital marketing, organic/paid/nurturing campaigns, social media and company website, across Europe, US, APAC and LATAM. • Consolidated 7 external business websites into a unified global platform with integrated Corporate and Investor sections in preparation for the spin-off. • Increased unique organic traffic by 5% while improving visitor journeys across the consolidated web property. • Organized the Investor Day event, campaign and IPO-related marketing communications. • Managed GDPR compliance campaigns, database updates and served as Data Privacy leader for the business line. • Full P&L responsibility as budget owner for the Transportation Systems Global Marcom department.
• Managed 60+ marketing professionals across EMEA and global GTS product marketing, the largest team leadership role of the career. • Was recognized for the highest number of recognized best practices in IBM Channel Marketing globally. • Achieved the largest percentage of partner compliance with IBM co-marketing standards and highest partner satisfaction scores. • Delivered 32% marketing contribution to sales targets, a significant improvement on prior benchmarks. • Implemented multiple marketing automation and process improvements, improving speed, quality and campaign output at scale.
Responsibilities: • Led a team of 15 senior marketers (including 2 MBAs and 3 PhDs) managing market segment strategy for • Directly managed the EU Mobility Services Marketing function as EU Marketing Leader. • Drove ABM strategy and execution that contributed to a $1.6B contract win, the largest ABM-driven commercial outcome in the company’s history. • Primary marketing interface to the business leaders. • Defined the overall strategy for Mobility Services, including offering plans, channels/routes to market, messages and KPIs. • Developed the marketing plan, the new market segmentation model and the business priorities. • Market positioning and IBM's value proposition within the market segment. • Recognized best practice GTS enablement campaign; Social media influencing; Analyst reviews. • Recognized as the team with the highest number of Best practices in the GMC and the lowest attrition.
• Managed 25 reports across Website, Digital Marketing, Online Banking, ATMs, TeleSales and Direct Sales departments. • Responsible for the achievement of the bank growth targets as well as profitable ADC growth while actively involved in product marketing at a strategic level to ensure compatibility between ADC and all bank products • Drove significant cost reductions and sales growth; achieved the highest ATM profitability in the CEB Group. • Implemented Romania’s first social sales banking campaign, later adopted as a Group best practice. • Increased alternatively started sales ratio by 2.5x reaching a relevant % of total sales • Cost decrease of 80% on Mailing campaigns and of 40% on Aggregator site • Decreased ATM costs by 10% and raised profitability by 20% while driving the best ATM volumes since 2009