Strategic Planning and User Experience Design have their roots in both human and business understanding. It's what I like my projects to be about.

I led the strategic work on P&G’s Tide in the Balkans region in 2006, while working as a strategic planner for Leo Burnett Bucharest, and played a major role in the strategic work on Tide Supermom campaign for CEE, a project which won the first Euro-Effie award ever received in Romania, in 2007.

I am an Associate Professor at The Faculty of Communication and Public Relations in Bucharest running a digital communication course at the university’s master program. I also have a bachelor degree in communication and public relations, and have studied digital marketing at The Institute of Direct Marketing, London. I am also one of the founding members of the local branch of the international association of account planners, The Account Planning Group (APG), and have been involved in numerous training & education activities for the Romanian advertising industry. In addition, I have been a keynote speaker at many marketing & communication events, being also part of the jury at all the major communication festivals in Romania.

Throughout the years, I’ve been involved in developing projects for brands like OLX, Vodafone, Procter & Gamble (Tide, Bonux, Ariel, Lenor, Fairy, Pantene, Wella), Groupama, OMV Petrom, Bergenbier, Tefal, Rowenta, Banca Transilvania, Hervis Sports, Linex, Sensodyne, Nestle (JOE, Nescafe), Doncafe, AVON, eMag,,, BestValue, Bigotti, BCR-Erste, Samsung, FORTUNA, BitDefender, World Vision, Zile si Nopti, Credit Europe Bank, Tiriac Imobiliare, Forte  Partners, Pilot Frixion (Dacris), Western Union, SintAct, Edenred, IQads, Coca-Cola Zero, Saatchi & Saatchi + The Geeks, Leo Burnett, Friends\TBWA, Tempo Advertising,  & lots of others.