Monica Popescu

Monica Popescu

Account DirectorLondon, United Kingdom
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Abby Love
Hafiza Begum
Monica Popescu

Monica Popescu

Account DirectorLondon, United Kingdom
About me
ACCOUNT DIRECTOR / SENIOR ACCOUNT MANAGER / PROJECT MANAGER More than 10 years working with top digital, social and full-service advertising agencies, helping blue chip FMCG, retail, finance, utilities, telecoms, and tech clients meet their goals. Managing presentations, strategies, partnerships, multi-disciplinary teams, resources, budgets. • Successfully managing departments (including client service) and SME ad agency • Account managing blue chip Fortune 500 clients: IBM, Nestle, Samsung, Enel, Renault, Absolut Vodka, L’Oréal Group, Danone, P&G, BAT, Metro, Carrefour, Engie • Generating new business, increasing account profitability by 300% and creating successful national and regional strategies, surpassing KPIs • Winning creative and effectiveness awards as part of successful teams “I like to be challenged, to keep learning, and thrive on the feeling that what I am helping to build has a sense of greater purpose.”
  • Raiffeisen Bank
    Raiffeisen BankTo encourage them to apply for a Raiffeisen StudentCard - we created a game for students. You can become an online entrepreneur, choosing between 3 businesses. In the end, you can win the money for starting the real business.
  • VISA - Bani IQ - Training Module
    VISA - Bani IQ - Training ModuleVISA Romania, in partnership with Junior Achievement Romania, offered free financial education to young students. They wanted to move their offline/in classroom efforts in digital and we helped them. We created the digital version of the offline manual - fun, catchy and interactive. The training has been developed in 2011 and it is still up and running:
  • METRO Cash & Carry - Back 2 School Campaign
    METRO Cash & Carry - Back 2 School CampaignIdea: Give parents and kids a new breed of role models that prove that not only education is important, but that it can also be cool. Endorsers: Two inventors, Raul Oaida (who built a car out of 500.000 Lego pieces) and Ionut Budisteanu (he built a self driving car) Facebook App: We designed and developed a Facebook App in which the user was invited to choose one of the two endorsers as his avatar. He then had to race the other, in METRO City, and pick as many METRO supplies as possible (hence
  • Absolut Blank
    Absolut BlankAbsolut Blank, the campaign that started creativity in Romania since October 2011, means art, inspiration, vibrant colors, daring textures and work in progress. Romanian artists created works that represent them and submitted them via the Facebook App - Absolut Artists. The winning works were exposed on a giant bottle of 8 meters high.
  • Chio Crisps  New Flavours Launch
    Chio Crisps New Flavours LaunchChallenge: Launch two out of the ordinary crisp flavours, Shawarma and Spicy Chicken Wings for Intersnack (Chio Chips Brand). Solution: Romania's Got Talent alumni, the hip-hoppers Tutu and Krem, teased the target audience to drop them a word that rhymes with Irresistible in order to prove that the new flavours are just that irresistible. Overall, we covered all 424 words that rhyme with Irresistible and for each we created a matching video (with a rhyme battle). The campaign ran on Chio's
  • Raiffeisen Bank - Life Without CASH
    Raiffeisen Bank - Life Without CASHIn order to promote the online&mobile banking solutions from Raiffeisen Bank, we sent a couple in remote places in Romania to see how they manage to live and pay without cash. We have also described the products, how and where to use them.
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Work history
    Digital Client Service DirectorWhite.Cat
    Bucharest, RomaniaFull Time
    I lead all aspects of the agency’s strategic planning, client management, budgeting cycle, and invitations to tender. I am accountable for driving the organisation's long-term strategic direction: to grow from a boutique development studio to a local household name, delivering full services (creative & development), and solutions (digital/web based). I have also trained and mentored staff. As development partner for agencies including Leo Burnett, Publicis, Centrade-Cheil, MRM, or Ogilvy, I deliver on time (short or medium term) and within budget: web applications, web platforms (loyalty, e-commerce), campaign landing pages or micro-sites, e-newsletters, display advertising deliverables, for brands including: Carrefour, Telekom, Orange, Absolut Vodka, Samsung, Renault, Dacia, Peroni Italy, Microsoft, Roche, Raiffeisen Bank, Unicredit Bank, Haagen Dazs, Kinder, Engie, OMV, P&G, ING, Coca-Cola, McDonald’s. Through my consultative approach (listening, researching, and understanding brand & business needs) and by rolling up my sleeves to develop & articulate solutions, I have been instrumental in increasing client retention and expanding client base. I lead the agency in its efforts to win new accounts. In the past three years the pitch win ratio has been, on average, 70%. Directly-contracted client revenue increased from 5% to up to 50%. Directly contracted clients include L’Oréal Group (L’Oréal, Maybelline, Garnier), Danone Group. 2020 revenue increased almost 15%.
    Digital Project Manager (Freelance)Tempo Advertising
     - Bucharest, RomaniaFreelance
    Key accounts: Raiffeisen Bank • Delivering outstanding customer service and project management, reporting to agency CEO, client Head of Marketing, Project Lead and SME brand manager • Coordinating and briefing the designated creative team on brand/product needs • Overseeing the modular redesign and content creation (content strategy, tone of voice and photography, as well as SEO friendly copywriting), based on the pre-approved UX and UI (created at regional level) of the SME section of banking client website (
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  • Project Management
  • Account Management
  • Strategic Marketing
  • Brand Campaigns
  • Digital Advertising
  • Digital Communication
  • Client Facing
  • New Business
  • Agency Management
  • Accounts Management
    MastersUniversity Of Bucharest
     - Bucharest, Romania
    Master’s Degree in Advertising and the Science of Communication
    Certificate of participationPanteion University of Social and Political Sciences
     - Kavala, Greece
    Balkan Forum for Communication 2007: Panteion University of Social and Political Sciences, Department of Communication, Media and Culture; Technological Institute (TEI) of Kavala, Greece
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    Effie Awards logo
    Effie Awards logo
    Bronze EFFIEEffie Awards
    Absolut Blank Campaign - Absolut Artists (Facebook APP)