Head of Digital
OSD Digital Agency, Ireland
November 2019 – Present
- Managed yearly advertising budgets up to €1,000,000, implementing multi-channel strategies across Google, Meta, LinkedIn, and Microsoft Ads.
- Spearheaded conversion rate optimisation (CRO) initiatives, leading to a 270% increase in conversion rates for a global passenger network.
- Achieved a 1500% ROAS on Google Ads with a monthly budget of €60k.
- Implemented integrated marketing solutions using Google Tag Manager (GTM), Google Analytics, and CRM systems.
- Directed and mentored a high-performing team, achieving a 90% retention rate.
- Managed the Covid business support scheme for the Irish Government on Google Ads.
- Maintained an 85% client retention rate over three years.
Co-Founder & Product Architect
Filud.com
May 2017 – 2020
- Co-founded and developed a SaaS platform for social media and web traffic monitoring, surpassing Data Studio in capabilities.
- Spearheaded marketing and product development, guiding the platform’s market entry and shaping core features.
- Developed a complex algorithm for multi-dimensional metrics, improving platform analytics.
- Established partnerships with Google and Meta.
- Managed global user growth campaigns and remote development teams.
Chief Innovation Officer
KudosHealth
March 2014 – June 2017
- Co-founded an innovative health engagement platform, now valued at $10M.
- Developed algorithms integrating Fitbit, Google Fit, and Strava, increasing user engagement.
- Expanded market reach through targeted marketing and community-driven initiatives.
- Led charity-driven health programs, enhancing platform visibility.
Marketing Manager
CleverMiles
November 2013 – March 2014
- Led marketing for Pay-As-You-Drive insurance technology, collaborating with Ben Collins (Top Gear’s The Stig) as a brand ambassador.
- Implemented data-driven marketing campaigns, reducing customer acquisition costs.
Digital Marketing Manager
JP Advertising (HAVAS Malta)
2011 – 2013
- Established and led the Digital Marketing department, managing clients like Nestlé, Heineken, and Mercedes.
- Increased brand visibility and web traffic through SEO, PPC, and social media.
- Led a team of digital marketing specialists to deliver high-quality results.
Journalist
TV, Radio, Newspapers
1997 – 2011
- Worked as a journalist for Romanian TV channels, including freelance contributions for BBC and RFI.
- Held roles as TV presenter and editor-in-chief, managing teams of up to 50 people.
- Produced and presented news content across multiple platforms.
Key Skills
- Digital Marketing: SEO, PPC, Social Media, Email Marketing, Programmatic Campaigns
- Platforms: Google Ads, Meta Ads, LinkedIn, Microsoft Ads
- Tools: Google Analytics, Google Tag Manager, CRM Systems
- Conversion Optimisation: A/B Testing, User Experience, Landing Pages
- Leadership: Team Management, Mentoring, Cross-functional Collaboration
- Innovation: SaaS Development, Data Analytics