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Brand & Marketing Consultant

Ministerul Dezvoltării Economice și Digitalizării al Republicii Moldova

- Representing the Ministry in partnership with e-Governance Agency for the development of EVO, the one-stop citizen-government interaction app
- Advocating for human-centered design & UX in planning & development
- Supporting communications strategies

Digital Transformation Advisor to the Minister

Trow Services

Trow Services is an on-demand service-based agency offering InfoSec, Product Marketing & Branding services, as well as IT outsourcing.

Actively managing clients, talent & operations.

Co-Founder, Brand & Marketing Consultant

Laboratory of Initiatives for Development (LID)

- Policy building
- Workshop facilitation
- Publishing articles, case studies & expertise relevant research

Product UX Management & Creative Strategy & Marketing Expert

Aftershoot 

Some of the visible things I'm proud of:
- Pushing the company rebrand, complete with partner kits & assets, and driving brand recognition with growing organic clicks month on month 
- Managing the deployment of a revamped website and improved experience
- Planning, executing, and supporting the launch of EDITS, leading to a massive increase in lead numbers 
- Planning, executing, and supporting 2 massively successful Founder Deals, leading to explosive ARR growth. 
-->Instagram: 25% subscriber growth & +46% growth in external link taps just in the past 3 months. 
-->YouTube: 65% subscriber growth; 326,587 views. 
-->TikTok: from 0 to 30.6K followers 
- Launching and supporting 3 massive seasonal campaigns
- Supporting 4 product release communication campaigns
- Deploying Aftershoot Life, brand awareness video campaigns, which became a massive hit 

The invisible things, however, are even more rewarding:
- Onboarding as part of a completely new marketing team and fostering a culture of trust and collaboration, building the team up
Learning a completely new product from scratch, with little industry experience - that's how we came up with the idea for Aftershoot Academy
- Taking on the de-facto Marketing Executive role, guiding and supporting the team beyond brand marketing needs
- Designing and building Marketing HUBs - a (nearly) complete suite of operational marketing processes to guide social media, campaign planning and development, product marketing communication, content planning and deployment, video content management, design asset management, website planning, as well as communication channels across brand, content, social, and product marketing
- Developing content and repurposing strategies for video and written content 
- Reviewing tens of articles and lines of copy, hundreds of videos, and thousands of designs
- Designing and building a System Emails management process to account for different localization sets

Head of Brand Marketing

Granat

Consulted the Moldova eGovernance Agency on communication, product marketing and general product-related needs, as part of an expert group contracted by Granat. 

Key contributions:
- Developed a communication strategy and connected collateral needed as part of an effort to promote individual services, as part of a wider umbrella brand
- Developed a Social Media communication guide, complete with criteria by channel
- Contributed to Social Media & communication planning 
- Defined requirements and oversaw design execution for assets to launch the MobiSign app on app stores
- Outlined a launch communication framework for MobiSign 
- Developed briefs for informative videos for: MSign, MCabinet, MPower, MPay & more
- Defined & ensured execution of assets required to present the National Annual Survey 2022 on Perception, Assimilation, and Support of e-Governance and Government Service Modernization

Communication Expert

Pixieset

Onboarded as the company was integrating FloThemes into their operations, and my role spread across managing custom implementations for FloThemes customers, as well as contributing to the establishment of the design operations architecture & product research, before going off on maternity leave in November 2021. 

Key achievements:
- Architected & established a Design Operations framework for the onboarded remote design team
- Architected & set-up Product & Release management spaces and operations
- Contributed to the initial management of the efforts to update the Client Gallery product
- Conducted secondary competitor & localized pricing research 
- Oversaw and managed custom set-ups under the FloThemes brand
- Developed a roadmap for the updated website

DesignOps & Strategy

Agile Partners

Built a high performing department covering 3 key areas of services the company provided to its clients as part of the product lifecycle management: Product Design; Digital Marketing; Concept Delivery and Investment Support. Our main goals were to work with clients, stakeholders and established product delivery teams within the company or on the client’s side to execute on business objectives, while developing world class quality assets and deliverables. Acted as de facto head of communications, marketing, creative strategy and proxy product manager for clients. 

Key achievements: 
- Built and managed a team of 13 designers, marketing managers and developers, creating a strong and cohesive culture
- Established a successful agile marketing delivery framework, as well as a UX delivery framework 
- Increased x3 the digital reach of a client through a calibrated execution on a content marketing strategy, developing visibility and brand reputation 
- Tearsheet 2021 Acquire Awards Finalists for Best Content Series (B2B) and Campaign of the Year 
- Coordinated the design execution of AP, AR and embedded payment solutions
- Oversaw design and contributed to the product development of US prepaid issuing physical and virtual solutions
- Managed productisation of pilot programs for debit card issuing out of south Africa, complete with Business payer, Individual and back-office operation systems
- Played an active role in the productisation of the Mastercard Send solution in the US, leading the UX design aspect of it, acting as co product manager 
- Acted as Product Owner for a Funding platform for Nonprofits in the US, developing the features backlog, working with the team to develop the MVP version (sans payment) 
- Managed the Coming Soon, teasing campaign for the Funding platform for Nonprofits, with our team managing to gather 2k+ early subscribers with close to no budget
- Managed several versions of creative execution of enterprise grade back office operation systems

Marketing and Strategy Director

Working closely with UX designers to design and then implement the needed creative assets for clients, ranging from branding elements, to websites, to fully functioning product prototypes. My goal was to lead and manage the design teams, while acting as a bridge between clients and the team, and ensuring the quality of the final deliverables. 

Main activities and responsibilities:
- Working with stakeholders and clients to assess and evaluate business and product needs
- Translating business requirements into tasks and goals for designers
- Overseeing information architecture, UX and UI development
- UX copywriting and proofreading 
- Developing marketing assets, toolkits and guides for clients and teams to use
- Collaborating with clients on building sales and investment decks and materials
- Overseeing design implementation in development
- Evaluating and hiring designers as needed

Creative Team Lead

PayAll Payment Systems, Inc.

Covered Areas:
•	Branding & brand asset management
•	Product Design (UX / UI)
•	Concept Delivery
•	Creative Direction
•	Copywriting
•	Editorial Direction and Oversight
•	Digital Marketing
•	Sales & Investment Support 

Key Responsibilities: 
-	Guide and oversee product design and content 
-	Reviewing design to ensure scalability, and that it fits the business vision
-	Develop and oversee branding and branding requirements
-	Guide development of product related assets (card designs / carriers / info materials, etc)
-	Managing all messaging and copy on websites, platforms, and collateral materials – ensuring continuity 
-	Setting strategies and plans to develop the company’s digital marketing activities, positioning and target reach
-	Maintaining the backlog and versioning of investment materials, company overviews, sales collateral
-	Establishing the framework and guide execution of sales, client facing and investment collateral
-	Guiding concept building (eye-candy) 
-	Work with other department heads and team to execute on priorities
-	Acting PO for @myway2help (frozen)

Team:
Product Designers
Digital & Growth Marketers 
Concept Delivery and Sales Support Designers

Marketing & Communications Director

Paynet SRL

Played a proactive role in the team that developed and launched Moldova's first licensed e-money issuer. Tasked initially with developing and managing the launch of the e-wallet and loyalty programs, I quickly pivoted to cover open creative areas as part of the product development process, thus expanding my role and responsibilities. 

Main activities and results: 
- Managed and actively contributed to the web and mobile app UX and UI design development, acting as Creative Manager
- Managed the creative backlog and reported on progress, gathered feedback and translated into tasks and goals 
- Oversaw design implementation from the UI and usability perspectives for web and mobile apps, routinely performing usability and UI checks
- UX copywriting in En and Ro, and Ru content management, defining the tone of voice and acting as Content Manager
- Contributed to the definition of the product’s Loyalty and Merchant Services components
- Performed demos for prospect partners and clients
- Managed the development of the product’s launch campaign, oversaw partnerships and reported on results

Marketing Manager

CPPM | Digital Transformation Advisor to the Deputy Prime Minister, Minister of Economic Development & Digitalization | Leadership, Brand, Strategy & Product Marketing

Experienced Product Marketing and Creative Lead with a demonstrated success history in building high-performing, cross functional teams focused on Product Design, Digital Marketing, Concept Delivery, as well as Public Relations and Communications across B2B and B2C markets.

Skilled in creative oversight, product management, editorial management and copywriting, digital marketing strategy and execution oversight. 

With a proven experience of taking on ambiguous projects and products and leading them to clarity and execution, through clear definition of objectives - I've successfully delivered and surpassed stakeholder expectations, while developing cohesive teams and result oriented delivery frameworks.

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