About me
A senior content and brand strategist with over 10+ years experience in the field of new media and communication opportunities applied to business, I drive brand growth, convert new audiences and build high-gravity brand communities.
With a journalistic background and expansive cultural and market trend awareness, I bring a strong point of view to building meaningful brand narratives and strategies.
An empathetic leader, I thrive on working closely with cross-disciplinary professionals and I have solid experience in building strong and trustful relationships with relevant stakeholders and sponsors, from luxury brands such as Rolex, to the most influential CEOs in the DACH tech scene.
I work at the intersection of culture, design, tech and business, with a commitment to diversity, purpose-led projects, community building, and sustainability.
Projects
- InformedAs Head of Creators at informed, I was in charge with building an inspiring community of global opinion leaders and experts, who would curate the best reads from informed’s top global publishers to help readers cut through today's media noise. The Creators represented a unique selling point for the subscriber-based news aggregator platform, and played a crucial part of informed's GTM and growth strategies. With a runway of six months, I built a creator outreach and acquisitions team, streamli
- The TalksAs Exec Editor, I led the editorial direction of The Talks, with a focus on featuring timeless conversations with outstanding creatives from around the world, growing a diverse and engaged readership, and establishing a reputable global brand. With Rolex on board as exclusive media partner, The Talks grew exponentially, reaching 1M readers per month by 2018. Under my editorial guidance, The Talks tapped into a younger and more engaged readership by featuring time-relevant and worldly creatives
- Folkwear SocietyIn 2014 I founded Folkwear Society. I envisioned an online educational platform dedicated to digitalising rare knowledge on cultural and folk artefacts and aimed to build a community of collectors, art historians, cultural anthropologists, museum experts and connect them with pure enthusiasts from across the world. Starting with my native country, I single-handedly carried out the research for salvaging the knowledge and history around folk clothing and artefacts from Romania, including archive
Work history
Head of CreatorsInformed
- Berlin, GermanyFull Time
- Built an inspiring community of global opinion leaders and experts, who would curate the best reads from informed’s top global publishers to help readers cut through today's media noise
- Collaborated with Head of Business Growth on the DACH GTM strategy and designed the Creators pre & post-launch acquisition strategy and supervised the Acquisition, Operations and Distribution teams
- For informed’s launch in Nov 2022, I successfully closed over 100 thought leaders aligned with the brand’s target audience and core values. Covering business, tech, politics, climate and personal growth, I brought together a network of experts that included former Editor in Chief of The Financial Times, Lionel Barber, former CEO of The Washington Post, Katharine Weymouth, and several of Europe’s top VCs and entrepreneurs
- Streamlined user acquisition funnels and worked towards increasing conversion rates on subscriptions by working closely with the Creative, Marketing, SoMe, Product and Engineering heads
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Executive EditorThe Talks
- Berlin, GermanyFull Time
- Led the editorial direction of The Talks, with a focus on featuring excellent conversations with outstanding creatives from around the world, growing a diverse and engaged readership, and establishing a reputable brand
- Established and strengthened relationship and communications with The Talks’ exclusive media partner, Rolex; worked closely on brand alignment
- Consistently over-performed on The Talks’ yearly media plan expectations, as demonstrated by an average yearly increase of 5-10% in the prognosed KPIs
- Diversified and expanded The Talks’ reach by tapping into a younger and more engaged readership and personally interviewed over 65 luminaries including Sam Mendes, Alicia Keys, David LaChapelle, Shirin Neshat, Tim Roth, Anne Imhof, Jeff Goldblum, Angela Missoni, Milton Glaser, Bill Nighy, etc.
- Project managed and successfully implemented over 12 biannual worldwide Rolex advertising campaigns on The Talks, most notably the Rolex Cinema campaigns featuring Martin Scorsese, James Cameron, Kathryn Bigelow, Alejandro Iñárritu, which delivered high ad-video completion rates
- Curated branded content for Rolex, such as EVERY ROLEX TELLS A STORY, exclusively on www.rolex.com. Rolex Testimonees including Roger Federer, James Cameron, Sylvia Earle and Tiger Woods took part
- Grew The Talks’ Facebook audience from 690K likes (2016) to 1.22M followers (2021) and The Talks’ Instagram audience from 10K (2016) to 72K (2021)
- Forward-planned yearly budgets, ensuring required KPIs are met and surpassed; quarterly reviews and negotiation of our media plan
- Co-edited the book The Talks - No Idea Is Final: Quotes from the Creative Voices of our Time, published by Phaidon and released Oct 2021
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Education
MPhil Modern Societies and Global TransformationsUniversity of Cambridge
- Cambridge, United Kingdom
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MA (Honours) Sociology and Social AnthropologyUniversity of Edinburgh
- Edinburgh, United Kingdom