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Fractional Executive Leader for Tech Startups

Nooka Space

CEO & Co-founder @ Nooka Space

NewTowner App

Co-Founder

Semapa Next

Head of Platform & Community

Google

Core role: Responsible for designing and implementing marketing programs (Startups, Retail, Travel, Exports, Thought Leadership) aimed to accelerate Google's B2B business in Portugal, by driving product adoption and improving the digital maturity of Portuguese clients. Managing the vendors and the budget while assuring that the quotes are negotiated, the briefs are clear and the agencies are delivering on time and at the quality expected. 

Results: 
- increased Google Ads business in Portugal by designing and delivering 9 successful marketing programs in 7 month, with 20 online and 5 in person events, 8.8 CSAT on average and on track on achieving yearly Action Revenue targets
- empowering C-level executives with the right business insights and data by working cross-functionally to put together & pitch the Portuguese Marketing Narrative, an internal B2B business case around the Startups ecosystem in Portugal  
- significantly strengthened the collaboration between Google Portugal and local VCs by partnering with Google Cloud team to deliver a comprehensive VC engagement plan in H1 including portfolio reviews and organizing a VC networking event with 5 most important local VCs; 
generated exclusive sponsoring opportunities for Google through the Startups engagement plan, like: Entrepreneurship Award & Demo Day by Startup Lisboa, TV Program, WebSummit Google, etc. We also generated 40 new business leads for NBS and Google Ads & Cloud Offers are now popularized through the VCs channels.

Marketing Manager, Portugal Lead

Responsible for planning and executing Fitbit's marketing strategy in Central and Eastern Europe, according to market specifics, through data-driven marketing activities. Accountable for the marketing opex, managing vendors and delivering against yearly targets & KPIs. Responsible for a consistent brand experience at each stage of the customer journey.

Key Achievements:
- increased Fitbit’s brand awareness with 150% MoM and increased sales with 180% YoY in key markets by conceiving and delivering an integrated marketing strategy tailored to specifics on each country (TV, OOH, channel, digital, PR)
- increased sale-out with 30% MoM in selected channels by partnering with our retailers and sales team to design and launch cutting edge e-commerce campaigns for key retail moments
- successfully positioned our products with the right message for each customer segment through hands on management, A/B testing & optimization of our lead generation campaigns (SEM, Social, Display, YouTube)
- successfully launched 2 new products throughout the year by planning and managing Fitbit’s PR activities in the region, including: in person & virtual PR event, product reviews programs, influencer marketing, sponsorships, native articles and co-marketing activities with brands like: Gardena, Citadele Bank, Credit Agricole.

Fitbit Marketing Manager Central & Eastern Europe 

Techcelerator.Co

Core role: Mentoring pre-seed and seed tech startups and assisting them on different topics, including: business & product strategy, go-to-market plans, positioning and messaging, advertising & PR, team recruiting, fundraising, etc. 
Working independently or with various accelerators, like: Google for Startups (EMEA), Demium (Portugal), Techcelerator(Romania), Intema (Russia), European Startup Universe (Romania), Aspire (Romania) etc.
Results: 
- created a personal network of over 35 VCs, accelerators and business angels by regularly engaging in 1:1 virtual coffees and participating to industry & networking events 
- gained a deep understanding on the startup ecosystem and needs, by engaging with over 70 startups from various industries and in various maturity stages
- contributed to securing the pre-seed investment for startups like: Coingrig (Fintech/Blockchain/Crypto), Renderistic (Proptech), NewTowner (Social)

Startup Mentor

Fitbit

Responsible for planning and executing product launches & key retail moments in Central Europe, according to each market specifics. 
Develop Fitbit’s positioning strategy in CE by actively collecting user feedback from local press, partners & customers and conducting competitive & market analysis, while aligning with EMEA goals and strategies.
Develop and implement Premium's 2021 launch, Fitbit’s first consumer service subscription, by working closely with the product marketing & data science teams to understand what drives user retention in EMEA.

Key Achievements
- increased Fitbit’s brand awareness with 20% MoM and increased sales in with 160% YoY in key markets by designing and driving an integrated PR & digital marketing campaign to introduce Fitbit in the region
- increased sale-out with 20% MoM in selected channels by partnering with sales team to offer incentive programs and deliver co-marketing digital campaigns tagging our partners
- delivered the sales plan for the most profitable products in our portfolio by conducting A/B tests on specific messaging, customer audiences and digital ads placements that helped successfully positioning our products with the right message for each customer segment
- delivered a minimum 4* rating at etail across focus products in key markets by designing and implementing a customer reviews program
- assured a premium presence at e-tail in 5 countries by working with channel partners to adopt our custom made power pages and etail listing assets special designed to increase conversion 
- developed a short term growth strategy for Premium, Fitbit's subscription service, by defining testable hypothesis and multivariate experiments designed to increase the trial activation rate with 25% and trial to paid rate with 20% through quick and easy to implement UI/UX changes

Marketing Manager Central & Eastern Europe

Bring up my son until he was old enough to start nursery school.
Took advantage of time away from day to day work duties to focus on my studies, graduating an MBA program and maintaining and enhancing my skill set. That included getting involved as advisor in new tech startups, where I continued to use my product management and product growth expertise.

Maternity Leave

Responsible for managing the brand reputation in over 50 countries in: Eastern Europe, South Africa & Middle East, through above and below the line strategies.

Key Achievements
- increased Fitbit Brand Awareness in the region with 40% YoY and increased sales turnover with 50% YoY in key markets by working closely with external and internal contributors on planning and delivering product launches & key retail moments on all marketing activities (PR, social media, digital, traditional media, retail/channel)
- responsible from concept to completion of www.fitbitads.com as our main digital advertising platform in the region, in 17 languages, tagging more than 80 retailers, with outstanding results (0.5% average CTR on Google Ads & 70% average YouTube view rate)
- grew Facebook & Instagram communities in MEA by 350% and delivered over 700 performance campaigns for eCommerce Key Accounts in less than 1 year by establishing and coordinating an in-house social & digital performance team
- increased conversion rates with 25% vs EMEA benchmark by running various A/B testing experiments on Google & Facebook ads on audiences, marketing assets, key features & messaging

Marketing Manager Middle East, Africa, Central and Southern Europe

Vector Watch

Driving the product vision, strategy, design and manufacturing across cross-functional teams on 3 continents, for Vector Watch, a Romanian startup that developed a stylish smartwatch with 30 days battery life and was acquired in 2017 by Fitbit.

I've planned and implemented a growth hacking strategy with zero media buying that supported the sales funnels, culminating with the opening of 25 new markets in one year and signing important partnerships with brands like: BMW, Orange or Uber.

Key Achievements:
-contributed to the 500K seed round by creating the investors slide deck, the product vision, ideation and market research
-delivered 2 new hardware products in less than 1 year, from concept design, engineering, prototyping and mass production by partnering & collaborating cross-functionally with design, engineering, marketing, and sales teams to align business objectives and meet tight deadlines
-drove outstanding sales increase in H2, culminating with Vector Watch being sold out for Black Friday, by planning and executing a comprehensive barter-based marketing plan and leading the data-driven growth marketing strategy for Amazon
-generated positive reviews, customer feedback and word of mouth advertising by designing and executing beta testing & brand ambassadors programs
-grew user base with 20% YoY by partnering with design, engineering & sales teams to create and implement new features that respond to specific needs of communities or business partnerships, like: glucose stream & watch face for diabetes patients, sailing app featuring wind forecast, productivity apps or BMW special edition

Co-founder | Product & Marketing Program Manager

Early Stage Startups

Working with early stage tech startups to assist them in the new product development process, including: product strategy, go-to-market plans, positioning and messaging.

Key Achievements
- concepts and product iterations of more than 20 technology products, including: a set of smart wristbands that accelerates the progress and improves martial arts athletes’ techniques, a set of motion tracking sensors for physiotherapy patients, a fall detection jewelry for elderlies or a baby monitoring bracelet
- owned product strategy, including go-to-market plans, positioning, and messaging aligned the team on a shared product vision using customer & market research, data analysis, performance metrics to build consensus on the product roadmap

Startup Advisor | Product Development 

AIRA design studio

Managed a team of 5 creatives, implemented over 50 projects worldwide, from: product & industrial design, rapid prototyping, branding, visual identity and logo design, BTL marketing materials, social media content, events planning and scenography, interior & exterior design, signage design, etc.

Worked closely with clients (marketing & product managers) to develop clear briefs and objectives, led the negotiation process, directly managed the creative staff, coordinated vendors, photographers, engineers, printers, stakeholders and assuring the success of each project. Created proposals, pitched ideas, kept team member on deadline, led brainstorming sessions, conceptualized ideas, assigned projects to staff and met with all stakeholders in a project or campaign.

Project Examples: MARKETING/BRANDING
Interior Design Show - a new local design fair. Coordinated the branding process: logo design & collaterals, outdoor advertising campaign
Pharmacy chain - rebranding (logo design, slogan, visual identity), advertising campaign, interior design & merchandising concept design and implementation with selected suppliers
Project Examples: INDUSTRIAL DESIGN
Broad range of consumer and industrial products: 5-axes dental mill, iPad and iPhone case, stylish LED bulb line, saving-space workstation, mini pool spa, baby car seat, fall detector for elderly, milk tester machine, ultra portable photo booth, arcade gaming cabinets, baby monitoring bracelet, baby airplane seat belts, saving space clothes rack, electro-stimulation device, razor holder, etc.

Founder, Creative Director

As a serial entrepreneur with a successful exit to Fitbit, I've honed my expertise in maximizing business growth and driving product innovation over 10+ years in marketing leadership roles. My journey spans across tech giants like Google or Fitbit, and startups like Vector Watch, where I spearheaded marketing initiatives across multiple regions including South Africa, Middle East, Central & Eastern Europe and Portugal.

Now, I bring this wealth of experience to my role as CEO & Co-Founder of Nooka Space. We're on a path to revolutionize the Proptech landscape with our global network of proximity office pods. Nooka Space not only enhances productivity and work-life balance for hybrid workers and business travelers, but it also unlocks significant revenue potential for our venue partners. Our innovative business model offers an impressive 70% annual ROI, surpassing the 10% real estate market average.

Whether you're an investor eyeing the booming Proptech industry, a venue looking to maximize revenue, or a fellow entrepreneur curious about our journey, I invite you to connect with me and visit the Nooka Space website to learn more about our groundbreaking solution. Let's reshape the future of work together!

www.nookaspace.com

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