strategic
brand
architect
strategic
brand
architect
STRATEGIC
BRAND
ARCHITECT
STRATEGIC
BRAND
ARCHITECT
CRISTINA IONESCU-TAIFAS
STRATEGIC BRAND ARCHITECT
Brand strategist.
Communication architect. Marketing leader. Happiness Officer.
+20 years of experience, 4 countries managed, 3 departments built from zero — across B2B and B2C.
One belief: a brand that is loved inside becomes impossible to ignore outside.
(01)
ABOUT
I'm Cristina — and I believe that a brand loved on the inside becomes impossible to ignore on the outside.
That belief has shaped everything I've done: I don't separate brand from culture, strategy from people, or what a company says from how it feels to work there. I connect them — because that's where the magic happens. Brand strategy, communication, marketing, internal culture — not as silos, but as one system.
Here's what that looks like in practice: brand KPIs up 500% in 7 years. Attrition down from 23% to 14%. eNPS from 36% to 98%. All of that while managing €6M+ yearly budgets, leading teams of up to 45 people, delivering 75+ integrated campaigns, managing multi-brands in a regional setup and building three marketing departments from scratch.
And because I wanted to distill everything I've learned into one framework — optimized for the AI era — I created a system for repositioning brands from the inside out. I'm applying it right now with consulting clients, helping brands make the leap to their next level.
Sounds like someone you'd want on your team? Let's talk.
(02)
SIGNATURE ACHIEVEMENTS
A selection of signature projects that show how I turn complex challenges into clear strategies, distinctive brands, and measurable results.
The growth engine behind three market entries.
I've done it three times: at Alpha Bank — through a full rebrand, at Deutsche Telekom — from the founding project team to a 14-person department and a second site in Timișoara that created 800 jobs and at Insight — setting up the marketing hub from day one as the company entered Romania through acquisition. Three market entries. Three companies that needed someone to turn ambition into structure. That's what I do.
A brand architecture so good, headquarters adopted it.
I created the entire brand architecture from scratch: one Brand Manual, one Retail Manual, two communication platforms, 75+ integrated campaigns. Both manuals were adopted regionally by Head Office with minimal changes. Brand KPIs grew 500% in 7 years.
An employer brand that made people stay — and stay happy.
I created the Ambassadors Project and set up the company's social media presence for employer branding. Attrition dropped from 23% to 14%. Average tenure doubled from 1.6 to 3 years. eNPS went from 36% to 98%.
(03)
WORK EXPERIENCE
UNIMIND
Strategic Creative Partner (CMO in transition)
Feb 2025 – Present
After a decade inside global organisations, I started UNIMIND — a strategic and creative sandbox where I prototype brand architecture, voice, and AI-augmented strategy. Currently working with selected clients on brand repositioning from the inside out. Open to the right senior in-house role where my full toolkit can serve one company end to end.
INSIGHT
Marketing Manager
Oct 2024 – Jan 2025
I set up the Romania Marketing Hub for North America & EMEA. Built and led a multidisciplinary team — Digital, ABM, Field Marketing — from scratch.
More
deutsche telekom
Telecommunications, DE
international Marketing & events Manager
aug 2020 – sep 2024
Designed marketing and events strategies across Romania, Czech Republic, Slovakia and Germany, reaching 3,400 employees. Launched an internal project that lifted employer brand metrics and engagement at scale.
More
change & communication Manager
JAN 2015 – AUG 2020
Built and scaled a 14-person department. Created internal communication platforms reaching 10k daily visitors across 27 legal entities. Created the Happiness@Work program. Designed change and communication strategies adopted across DTSE.
More
cristina ionescu consultancy
Branding, RO
chief Marketing officer
JUL 2012 – dec 2014
Premium branding and go-to-market strategies for luxury sectors — yachting, jewellery, FMCG. Digital marketing and brand architecture for upscale global clients.
More
western union
Fintech, US
project Marketing Manager (Ro&BG)
JUN 2011 – JuN 2012
Ran campaigns across Romania, Bulgaria, and top send markets — Spain, Italy, UK, Ireland, Germany, France. Led a 45-member cross-functional team across 8 markets. Managed partnerships with bank CMOs.
More
alpha bank
Banking, GR
head of brand & communication
mar 2005 – may 2011
Grew brand KPIs by 500%. Designed and ran 75+ ATL/BTL campaigns across Romania. Built one Brand Architecture Manual and one Retail Manual adopted across the region. Managed €6M+ annual marketing and communications budget.
More
finansbank
Banking, TR
Marketing coordinator
may 2003 – mar 2005
Data-driven market analyses for retail and corporate positioning. Marketing materials and campaign execution across branches.
More
(04)
PROJECTS
Built 3 marketing & comms departments from scratch.
✓ Set up 3 full marketing & comms departments ✓ Defined structures, hired teams, built workflows & rituals ✓ Integrated strategy, execution, culture & vendor management Result: Independent teams operational in under 6 months each
UNIMIND — a strategy-driven brand concept powered by AI.
✓ Launched UNIMIND at the intersection of brand, AI & human insight ✓ Developed its narrative, naming, visual identity & voice ✓ Built its positioning and consultancy-meets-creation content ecosystem Result: A distinctive creative-AI voice blending structure with soul
Co-built a regional brand system as part of a rebranding task force.
✓ Co-built Alpha Bank’s full rebranding system ✓ Shaped naming, tone of voice, messaging & creative adaptation ✓ Co-delivered the brand book & retail execution manual Result: Consistent rollout across channels and strong internal alignment
An employer brand that lowered attrition and lifted satisfaction to 95%.
✓ Created a Deutsche Telekom employee ambassador program ✓ Activated wellbeing, benefits, onboarding & employee-led initiatives ✓ Positioned the company as people-first and authentic Result: 95% satisfaction; ~10% lower attrition vs. industry; +100 hires/site/year
Pitched Timișoara to a global Board. Won. Multi-million € investment, 800+ jobs.
✓ Positioned Romania and Timișoara for a Deutsche Telekom investment ✓ Aligned local authorities and key stakeholders ✓ Presented the case directly to investors Result: Won the pitch; multi-million-euro investment; capacity for 800+ jobs
4 office spaces, each over 1000 sqm, where people actually want to be.
✓ Renovated four 1,000+ sqm offices in Bucharest & Timișoara ✓ Led the concept and coordinated architects & designers ✓ Balanced functional needs, employee aspirations & Romanian art Result: Stronger brand presence, joy and office engagement
Corporate events that don't feel corporate.
✓ Delivered conferences, celebrations and themed parties ✓ Coordinated formal dinners and board visits ✓ Produced internal events and employee experiences Result: Consistent brand touchpoints, stronger engagement and memorable moments
Social media that turned employees into ambassadors.
✓ Launched employer-branding social channels ✓ Created content for Millennial and Gen Z audiences ✓ Grew reach through relatable tone and employee stories Result: A stronger position as a modern, attractive workplace
(05)
RECOMMENDATIONS
BUILT FROM THE GROUND UP
"Cristina is the kind of professional you can truly rely on when something important needs to be built from the ground up — whether it's a strategy, a team, or even an entire office."
Ion Mădălin Popescu - Managing Director,
Deutsche Telekom Services Europe Romania
A MARKETER WHO SPEAKS FINANCE
"Cristina's proficiency in managing complex tasks and significant marketing budgets, coupled with her deep understanding of financial aspects, made a strong contribution for the Company."
Razvan Maricescu - Finance Controller,
Deutsche Telekom Services Europe Romania
A LEADER PEOPLE STAY FOR
"Her genuine interest in our work, the ability to gel together a team of different moving elements, and putting personal development at the forefront make her stand out as one of the greatest people I've come across in my career."
Andrei Viola - Digital Marketing Specialist,Insight EMEA
(06)
SKILLS
CHIEF BRAND OFFICER
Go-to-market & growth strategy - Strategic marketing & branding - Brand architecture - Naming systems & visual identity frameworks - Market positioning blueprints
CHIEF MARKETING OFFICER
Integrated marketing & communications - Data-driven marketing & ROI optimization - International marketing & cross-cultural execution - Portfolio & category growth - ATL/BTL/digital campaign design
CHIEF COMMUNICATIONS OFFICER
Reputation management & storytelling - Stakeholder alignment & change management - Executive storytelling & investor decks - CSR/PR campaigns - Internal communication platforms
CHIEF HAPPINESS OFFICER
Employer branding & culture development - EVP platforms & activation - Leadership & team development - Onboarding & culture handbooks - Recognition & engagement programs
(07)
CERTIFICATIONS
A multidisciplinary learning journey spanning brand strategy, digital marketing, coaching, and human development - strengthening how I build brands, lead change, and help people grow.
LEVEL C
DISRUPTION, STRATEGY, ARCHITECTURE MASTERCLASSES
Advanced masterclasses in brand disruption, strategy, and architecture, focused on building distinctive and strategically coherent brands.
DIGITAL MARKETING INSTITUTE
DMI PRO CERTIFICATION
Professional certification in digital marketing strategy, content, social media, SEO, paid media, analytics, and campaign optimization.
Google
DIGITAL MARKETING & E-COMMERCE
Professional training in digital marketing and e-commerce, covering customer acquisition, online stores, analytics, and performance measurement.
Integrative Enneagram coaching
1:1 & 1:TEAM CERTIFICATIONS
Certified training in 1:1 and team coaching using the Integrative Enneagram framework for self-awareness, communication, and development.
NOBLE MANHATTAN coaching
LIFE & BUSINESS COACHING PRACTITIONER
Professional training in life and business coaching, focused on goal setting, personal development, and sustainable behavioral change.
(08)
EDUCATION
Romanian-American University, Bucharest
Master in Marketing
Focused on branding, influencing and creative strategy.
2002–2004
Romanian-American University, Bucharest
Bachelor Degree - International Business Relations
1998-2002
LANGUAGES
English
Business English Certificate 3 & Certificate in Advanced English
Cambridge University
Spanish
B2.2. nivel avanzado de lengua espanola
Instituto Cervantes de Bucarest
CRISTINA IONESCU-TAIFAS
STRATEGIC BRAND ARCHITECT
Brand strategist.
Communication architect. Marketing leader. Happiness Officer.
+20 years of experience, 4 countries managed, 3 departments built from zero — across B2B and B2C.
One belief: a brand that is loved inside becomes impossible to ignore outside.
(01)
ABOUT
I'm Cristina — and I believe that a brand loved on the inside becomes impossible to ignore on the outside.
That belief has shaped everything I've done: I don't separate brand from culture, strategy from people, or what a company says from how it feels to work there. I connect them — because that's where the magic happens. Brand strategy, communication, marketing, internal culture — not as silos, but as one system.
Here's what that looks like in practice: brand KPIs up 500% in 7 years. Attrition down from 23% to 14%. eNPS from 36% to 98%. All of that while managing €6M+ yearly budgets, leading teams of up to 45 people, delivering 75+ integrated campaigns, managing multi-brands in a regional setup and building three marketing departments from scratch.
And because I wanted to distill everything I've learned into one framework — optimized for the AI era — I created a system for repositioning brands from the inside out. I'm applying it right now with consulting clients, helping brands make the leap to their next level.
Sounds like someone you'd want on your team? Let's talk.
(02)
SIGNATURE ACHIEVEMENTS
A selection of signature projects that show how I turn complex challenges into clear strategies, distinctive brands, and measurable results.
The growth engine behind three market entries.
I've done it three times: at Alpha Bank — through a full rebrand, at Deutsche Telekom — from the founding project team to a 14-person department and a second site in Timișoara that created 800 jobs and at Insight — setting up the marketing hub from day one as the company entered Romania through acquisition. Three market entries. Three companies that needed someone to turn ambition into structure. That's what I do.
A brand architecture so good, headquarters adopted it.
I created the entire brand architecture from scratch: one Brand Manual, one Retail Manual, two communication platforms, 75+ integrated campaigns. Both manuals were adopted regionally by Head Office with minimal changes. Brand KPIs grew 500% in 7 years.
An employer brand that made people stay — and stay happy.
I created the Ambassadors Project and set up the company's social media presence for employer branding. Attrition dropped from 23% to 14%. Average tenure doubled from 1.6 to 3 years. eNPS went from 36% to 98%.
(03)
WORK EXPERIENCE
UNIMIND
Strategic Creative Partner (CMO in transition)
Feb 2025 – Present
After a decade inside global organisations, I started UNIMIND — a strategic and creative sandbox where I prototype brand architecture, voice, and AI-augmented strategy. Currently working with selected clients on brand repositioning from the inside out. Open to the right senior in-house role where my full toolkit can serve one company end to end.
INSIGHT
Marketing Manager
Oct 2024 – Jan 2025
I set up the Romania Marketing Hub for North America & EMEA. Built and led a multidisciplinary team — Digital, ABM, Field Marketing — from scratch.
More
deutsche telekom
Telecommunications, DE
international Marketing & events Manager
aug 2020 – sep 2024
Designed marketing and events strategies across Romania, Czech Republic, Slovakia and Germany, reaching 3,400 employees. Launched an internal project that lifted employer brand metrics and engagement at scale.
More
change & communication Manager
JAN 2015 – AUG 2020
Built and scaled a 14-person department. Created internal communication platforms reaching 10k daily visitors across 27 legal entities. Created the Happiness@Work program. Designed change and communication strategies adopted across DTSE.
More
cristina ionescu consultancy
Branding, RO
chief Marketing officer
JUL 2012 – dec 2014
Premium branding and go-to-market strategies for luxury sectors — yachting, jewellery, FMCG. Digital marketing and brand architecture for upscale global clients.
More
western union
Fintech, US
project Marketing Manager (Ro&BG)
JUN 2011 – JuN 2012
Ran campaigns across Romania, Bulgaria, and top send markets — Spain, Italy, UK, Ireland, Germany, France. Led a 45-member cross-functional team across 8 markets. Managed partnerships with bank CMOs.
More
alpha bank
Banking, GR
head of brand & communication
mar 2005 – may 2011
Grew brand KPIs by 500%. Designed and ran 75+ ATL/BTL campaigns across Romania. Built one Brand Architecture Manual and one Retail Manual adopted across the region. Managed €6M+ annual marketing and communications budget.
More
finansbank
Banking, TR
Marketing coordinator
may 2003 – mar 2005
Data-driven market analyses for retail and corporate positioning. Marketing materials and campaign execution across branches.
More
(04)
PROJECTS
Built 3 marketing & comms departments from scratch.
✓ Set up 3 full marketing & comms departments ✓ Defined structures, hired teams, built workflows & rituals ✓ Integrated strategy, execution, culture & vendor management Result: Independent teams operational in under 6 months each
UNIMIND — a strategy-driven brand concept powered by AI.
✓ Launched UNIMIND at the intersection of brand, AI & human insight ✓ Developed its narrative, naming, visual identity & voice ✓ Built its positioning and consultancy-meets-creation content ecosystem Result: A distinctive creative-AI voice blending structure with soul
Co-built a regional brand system as part of a rebranding task force.
✓ Co-built Alpha Bank’s full rebranding system ✓ Shaped naming, tone of voice, messaging & creative adaptation ✓ Co-delivered the brand book & retail execution manual Result: Consistent rollout across channels and strong internal alignment
An employer brand that lowered attrition and lifted satisfaction to 95%.
✓ Created a Deutsche Telekom employee ambassador program ✓ Activated wellbeing, benefits, onboarding & employee-led initiatives ✓ Positioned the company as people-first and authentic Result: 95% satisfaction; ~10% lower attrition vs. industry; +100 hires/site/year
Pitched Timișoara to a global Board. Won. Multi-million € investment, 800+ jobs.
✓ Positioned Romania and Timișoara for a Deutsche Telekom investment ✓ Aligned local authorities and key stakeholders ✓ Presented the case directly to investors Result: Won the pitch; multi-million-euro investment; capacity for 800+ jobs
4 office spaces, each over 1000 sqm, where people actually want to be.
✓ Renovated four 1,000+ sqm offices in Bucharest & Timișoara ✓ Led the concept and coordinated architects & designers ✓ Balanced functional needs, employee aspirations & Romanian art Result: Stronger brand presence, joy and office engagement
Corporate events that don't feel corporate.
✓ Delivered conferences, celebrations and themed parties ✓ Coordinated formal dinners and board visits ✓ Produced internal events and employee experiences Result: Consistent brand touchpoints, stronger engagement and memorable moments
Social media that turned employees into ambassadors.
✓ Launched employer-branding social channels ✓ Created content for Millennial and Gen Z audiences ✓ Grew reach through relatable tone and employee stories Result: A stronger position as a modern, attractive workplace
(05)
RECOMMENDATIONS
BUILT FROM THE GROUND UP
"Cristina is the kind of professional you can truly rely on when something important needs to be built from the ground up — whether it's a strategy, a team, or even an entire office."
Ion Mădălin Popescu - Managing Director,
Deutsche Telekom Services Europe Romania
A MARKETER WHO SPEAKS FINANCE
"Cristina's proficiency in managing complex tasks and significant marketing budgets, coupled with her deep understanding of financial aspects, made a strong contribution for the Company."
Razvan Maricescu - Finance Controller,
Deutsche Telekom Services Europe Romania
A LEADER PEOPLE STAY FOR
"Her genuine interest in our work, the ability to gel together a team of different moving elements, and putting personal development at the forefront make her stand out as one of the greatest people I've come across in my career."
Andrei Viola - Digital Marketing Specialist,Insight EMEA
(06)
SKILLS
CHIEF BRAND OFFICER
Go-to-market & growth strategy - Strategic marketing & branding - Brand architecture - Naming systems & visual identity frameworks - Market positioning blueprints
CHIEF MARKETING OFFICER
Integrated marketing & communications - Data-driven marketing & ROI optimization - International marketing & cross-cultural execution - Portfolio & category growth - ATL/BTL/digital campaign design
CHIEF COMMUNICATIONS OFFICER
Reputation management & storytelling - Stakeholder alignment & change management - Executive storytelling & investor decks - CSR/PR campaigns - Internal communication platforms
CHIEF HAPPINESS OFFICER
Employer branding & culture development - EVP platforms & activation - Leadership & team development - Onboarding & culture handbooks - Recognition & engagement programs
(07)
CERTIFICATIONS
A multidisciplinary learning journey spanning brand strategy, digital marketing, coaching, and human development - strengthening how I build brands, lead change, and help people grow.
LEVEL C
DISRUPTION, STRATEGY, ARCHITECTURE MASTERCLASSES
Advanced masterclasses in brand disruption, strategy, and architecture, focused on building distinctive and strategically coherent brands.
DIGITAL MARKETING INSTITUTE
DMI PRO CERTIFICATION
Professional certification in digital marketing strategy, content, social media, SEO, paid media, analytics, and campaign optimization.
Google
DIGITAL MARKETING & E-COMMERCE
Professional training in digital marketing and e-commerce, covering customer acquisition, online stores, analytics, and performance measurement.
Integrative Enneagram coaching
1:1 & 1:TEAM CERTIFICATIONS
Certified training in 1:1 and team coaching using the Integrative Enneagram framework for self-awareness, communication, and development.
NOBLE MANHATTAN coaching
LIFE & BUSINESS COACHING PRACTITIONER
Professional training in life and business coaching, focused on goal setting, personal development, and sustainable behavioral change.
(08)
EDUCATION
Romanian-American University, Bucharest
Master in Marketing
Focused on branding, influencing and creative strategy.
2002–2004
Romanian-American University, Bucharest
Bachelor Degree - International Business Relations
1998-2002
LANGUAGES
English
Business English Certificate 3 & Certificate in Advanced English
Cambridge University
Spanish
B2.2. nivel avanzado de lengua espanola
Instituto Cervantes de Bucarest
CRISTINA IONESCU-TAIFAS
STRATEGIC BRAND ARCHITECT
Brand strategist.
Communication architect. Marketing leader. Happiness Officer.
+20 years of experience, 4 countries managed, 3 departments built from zero — across B2B and B2C.
One belief: a brand that is loved inside becomes impossible to ignore outside.
(01)
ABOUT
I'm Cristina — and I believe that a brand loved on the inside becomes impossible to ignore on the outside.
That belief has shaped everything I've done: I don't separate brand from culture, strategy from people, or what a company says from how it feels to work there. I connect them — because that's where the magic happens. Brand strategy, communication, marketing, internal culture — not as silos, but as one system.
Here's what that looks like in practice: brand KPIs up 500% in 7 years. Attrition down from 23% to 14%. eNPS from 36% to 98%. All of that while managing €6M+ yearly budgets, leading teams of up to 45 people, delivering 75+ integrated campaigns, managing multi-brands in a regional setup and building three marketing departments from scratch.
And because I wanted to distill everything I've learned into one framework — optimized for the AI era — I created a system for repositioning brands from the inside out. I'm applying it right now with consulting clients, helping brands make the leap to their next level.
Sounds like someone you'd want on your team? Let's talk.
(02)
SIGNATURE ACHIEVEMENTS
A selection of signature projects that show how I turn complex challenges into clear strategies, distinctive brands, and measurable results.
The growth engine behind three market entries.
I've done it three times: at Alpha Bank — through a full rebrand, at Deutsche Telekom — from the founding project team to a 14-person department and a second site in Timișoara that created 800 jobs and at Insight — setting up the marketing hub from day one as the company entered Romania through acquisition. Three market entries. Three companies that needed someone to turn ambition into structure. That's what I do.
A brand architecture so good, headquarters adopted it.
I created the entire brand architecture from scratch: one Brand Manual, one Retail Manual, two communication platforms, 75+ integrated campaigns. Both manuals were adopted regionally by Head Office with minimal changes. Brand KPIs grew 500% in 7 years.
An employer brand that made people stay — and stay happy.
I created the Ambassadors Project and set up the company's social media presence for employer branding. Attrition dropped from 23% to 14%. Average tenure doubled from 1.6 to 3 years. eNPS went from 36% to 98%.
(03)
WORK EXPERIENCE
UNIMIND
Strategic Creative Partner (CMO in transition)
Feb 2025 – Present
After a decade inside global organisations, I started UNIMIND — a strategic and creative sandbox where I prototype brand architecture, voice, and AI-augmented strategy. Currently working with selected clients on brand repositioning from the inside out. Open to the right senior in-house role where my full toolkit can serve one company end to end.
INSIGHT
Marketing Manager
Oct 2024 – Jan 2025
I set up the Romania Marketing Hub for North America & EMEA. Built and led a multidisciplinary team — Digital, ABM, Field Marketing — from scratch.
More
deutsche telekom
Telecommunications, DE
international Marketing & events Manager
aug 2020 – sep 2024
Designed marketing and events strategies across Romania, Czech Republic, Slovakia and Germany, reaching 3,400 employees. Launched an internal project that lifted employer brand metrics and engagement at scale.
More
change & communication Manager
JAN 2015 – AUG 2020
Built and scaled a 14-person department. Created internal communication platforms reaching 10k daily visitors across 27 legal entities. Created the Happiness@Work program. Designed change and communication strategies adopted across DTSE.
More
cristina ionescu consultancy
Branding, RO
chief Marketing officer
JUL 2012 – dec 2014
Premium branding and go-to-market strategies for luxury sectors — yachting, jewellery, FMCG. Digital marketing and brand architecture for upscale global clients.
More
western union
Fintech, US
project Marketing Manager (Ro&BG)
JUN 2011 – JuN 2012
Ran campaigns across Romania, Bulgaria, and top send markets — Spain, Italy, UK, Ireland, Germany, France. Led a 45-member cross-functional team across 8 markets. Managed partnerships with bank CMOs.
More
alpha bank
Banking, GR
head of brand & communication
mar 2005 – may 2011
Grew brand KPIs by 500%. Designed and ran 75+ ATL/BTL campaigns across Romania. Built one Brand Architecture Manual and one Retail Manual adopted across the region. Managed €6M+ annual marketing and communications budget.
More
finansbank
Banking, TR
Marketing coordinator
may 2003 – mar 2005
Data-driven market analyses for retail and corporate positioning. Marketing materials and campaign execution across branches.
More
(04)
PROJECTS
Built 3 marketing & comms departments from scratch.
✓ Set up 3 full marketing & comms departments ✓ Defined structures, hired teams, built workflows & rituals ✓ Integrated strategy, execution, culture & vendor management Result: Independent teams operational in under 6 months each
UNIMIND — a strategy-driven brand concept powered by AI.
✓ Launched UNIMIND at the intersection of brand, AI & human insight ✓ Developed its narrative, naming, visual identity & voice ✓ Built its positioning and consultancy-meets-creation content ecosystem Result: A distinctive creative-AI voice blending structure with soul
Co-built a regional brand system as part of a rebranding task force.
✓ Co-built Alpha Bank’s full rebranding system ✓ Shaped naming, tone of voice, messaging & creative adaptation ✓ Co-delivered the brand book & retail execution manual Result: Consistent rollout across channels and strong internal alignment
An employer brand that lowered attrition and lifted satisfaction to 95%.
✓ Created a Deutsche Telekom employee ambassador program ✓ Activated wellbeing, benefits, onboarding & employee-led initiatives ✓ Positioned the company as people-first and authentic Result: 95% satisfaction; ~10% lower attrition vs. industry; +100 hires/site/year
Pitched Timișoara to a global Board. Won. Multi-million € investment, 800+ jobs.
✓ Positioned Romania and Timișoara for a Deutsche Telekom investment ✓ Aligned local authorities and key stakeholders ✓ Presented the case directly to investors Result: Won the pitch; multi-million-euro investment; capacity for 800+ jobs
4 office spaces, each over 1000 sqm, where people actually want to be.
✓ Renovated four 1,000+ sqm offices in Bucharest & Timișoara ✓ Led the concept and coordinated architects & designers ✓ Balanced functional needs, employee aspirations & Romanian art Result: Stronger brand presence, joy and office engagement
Corporate events that don't feel corporate.
✓ Delivered conferences, celebrations and themed parties ✓ Coordinated formal dinners and board visits ✓ Produced internal events and employee experiences Result: Consistent brand touchpoints, stronger engagement and memorable moments
Social media that turned employees into ambassadors.
✓ Launched employer-branding social channels ✓ Created content for Millennial and Gen Z audiences ✓ Grew reach through relatable tone and employee stories Result: A stronger position as a modern, attractive workplace
(05)
RECOMMENDATIONS
BUILT FROM THE GROUND UP
"Cristina is the kind of professional you can truly rely on when something important needs to be built from the ground up — whether it's a strategy, a team, or even an entire office."
Ion Mădălin Popescu - Managing Director,
Deutsche Telekom Services Europe Romania
A MARKETER WHO SPEAKS FINANCE
"Cristina's proficiency in managing complex tasks and significant marketing budgets, coupled with her deep understanding of financial aspects, made a strong contribution for the Company."
Razvan Maricescu - Finance Controller,
Deutsche Telekom Services Europe Romania
A LEADER PEOPLE STAY FOR
"Her genuine interest in our work, the ability to gel together a team of different moving elements, and putting personal development at the forefront make her stand out as one of the greatest people I've come across in my career."
Andrei Viola - Digital Marketing Specialist,Insight EMEA
(06)
SKILLS
CHIEF BRAND OFFICER
Go-to-market & growth strategy - Strategic marketing & branding - Brand architecture - Naming systems & visual identity frameworks - Market positioning blueprints
CHIEF MARKETING OFFICER
Integrated marketing & communications - Data-driven marketing & ROI optimization - International marketing & cross-cultural execution - Portfolio & category growth - ATL/BTL/digital campaign design
CHIEF COMMUNICATIONS OFFICER
Reputation management & storytelling - Stakeholder alignment & change management - Executive storytelling & investor decks - CSR/PR campaigns - Internal communication platforms
CHIEF HAPPINESS OFFICER
Employer branding & culture development - EVP platforms & activation - Leadership & team development - Onboarding & culture handbooks - Recognition & engagement programs
(07)
CERTIFICATIONS
A multidisciplinary learning journey spanning brand strategy, digital marketing, coaching, and human development - strengthening how I build brands, lead change, and help people grow.
LEVEL C
DISRUPTION, STRATEGY, ARCHITECTURE MASTERCLASSES
Advanced masterclasses in brand disruption, strategy, and architecture, focused on building distinctive and strategically coherent brands.
DIGITAL MARKETING INSTITUTE
DMI PRO CERTIFICATION
Professional certification in digital marketing strategy, content, social media, SEO, paid media, analytics, and campaign optimization.
Google
DIGITAL MARKETING & E-COMMERCE
Professional training in digital marketing and e-commerce, covering customer acquisition, online stores, analytics, and performance measurement.
Integrative Enneagram coaching
1:1 & 1:TEAM CERTIFICATIONS
Certified training in 1:1 and team coaching using the Integrative Enneagram framework for self-awareness, communication, and development.
NOBLE MANHATTAN coaching
LIFE & BUSINESS COACHING PRACTITIONER
Professional training in life and business coaching, focused on goal setting, personal development, and sustainable behavioral change.
(08)
EDUCATION
Romanian-American University, Bucharest
Master in Marketing
Focused on branding, influencing and creative strategy.
2002–2004
Romanian-American University, Bucharest
Bachelor Degree - International Business Relations
1998-2002
LANGUAGES
English
Business English Certificate 3 & Certificate in Advanced English
Cambridge University
Spanish
B2.2. nivel avanzado de lengua espanola
Instituto Cervantes de Bucarest