Make informed decisions with support grounded in 20 years of marketing experience

The experience behind the work

2007 marked the beginning of my marketing career. Since then, I have worked across construction, nutrition, financial services, employee benefits and technology, across both B2C and B2B markets.

My experience includes integrated and digital marketing, global campaigns, brand, go-to-market projects, product launches, international events, research, budgets, reporting, processes and team management. I have worked with sales, product marketing, agencies, senior leaders and colleagues across countries and time zones.

Since 2016, much of my work has been in technology and SaaS, where I managed global campaigns and collaborated with international, cross-functional teams.

In 2023, I decided to move from employment into entrepreneurship after my business concept was accepted into the Break Fellowship programme. I spent one month in Oliete, Spain, alongside women entrepreneurs from across Europe, working with mentors and developing my business direction. After completing the programme and returning to Romania, I founded Animus Activus, began developing Coach the Corporate brand and completed my formal training in coaching and training.

This allowed me to bring my marketing experience into a different kind of work, closer to the people making and implementing the decisions. I know what a marketing recommendation looks like on paper. I also know what happens when it reaches a business with limited time, unclear ownership, several stakeholders and a person who still has to make the final decision.

Today, I work with business owners across different industries, including fashion, professional services and entertainment, on marketing direction, positioning, audiences, messages, priorities, processes and the business decisions that shape their marketing. I also work with companies through applied workshops and coach employees through individual programmes.

Professional credentials

Accredited coach

I completed the Coach for Champions programme at the Coaching Partners school Nov 2023 – Mar 2024. The programme ran for approximately five months and formed part of 360 hours of coaching education and practice, including study, supervised practice, peer practice and 120 hours of real work with clients.

Accredited trainer

I completed my accredited trainer qualification through Atelierele ILBAH in May 2024.

Marketing and project qualifications

I hold a bachelor's degree in Economic Studies and Marketing. My professional development also includes an accredited Digital Marketing Manager qualification, an accredited Project Manager qualification and marketing and leadership training, including programmes through the Chartered Institute of Marketing.

How I work

I listen before recommending a format

The first conversation helps me understand your background, what you believe the problem is and what you have already tried. I do not recommend a standard programme before I understand the situation.

I look beyond the first label

Time management may involve avoidance or too many competing objectives. Personal branding may reveal confidence under pressure. A marketing problem may begin with unclear business priorities. We do not remain with the first convenient label when the evidence points elsewhere.

I work with what already exists

You may already have experience, data, plans, content, processes or AI-generated material. We use them. The purpose is not to make you start again simply because a new method is available.

I use practical structures when they help

Depending on the need, we may use an audience profile, SWOT analysis, competitor review, campaign brief, social media calendar, reporting structure, objective-setting framework, roadmap, role description or onboarding plan. I adapt tools rather than applying the same worksheet to every client.

I challenge ideas that do not hold up

My role is not to approve every plan. I may question whether the objective fits the evidence, resources or timing, and what needs to leave the plan if something new enters it.

You remain responsible for action

We can build a plan together in a session. I will not hold the conversation, make the decision or complete every implementation step in your place. Progress depends on what you apply between sessions, and we review that application as part of the work.

Fit and ethics matter

I work best with people who are prepared to examine the situation honestly and invest time, effort and resources in the process. I do not accept work that conflicts with my professional limits or ethical principles, and I may decline a collaboration when there is no realistic basis for useful work.

Professional involvement and public presence

Alongside client work, I contribute to professional and entrepreneurial organisations through mentoring, workshops and board involvement. My roles and collaborations have included PWN Romania, Women in Tech Global, Bridging Gaps, Digitario and CONAF Bucharest.

I am also listed on the Edenred Benefit platform with coaching and professional development programmes, through which employees can use the benefits budgets provided by their companies to invest in their own professional development.

My entrepreneurial work and professional perspective and direction have been covered or featured by:

STUP | Ziarul Financiar | Bridging Gaps | Psychologies Romania | Ziarul News | Eco de Teruel | La Comarca