Creation Strategy

How do you even separate them?

Strategy needs creation to mean something; creation needs strategy to land, and I believe both should stem from the same spark.

Started as a copywriter, grew into a creative strategist, never stopped doing both at the same time.

eMAG
Digital communication across social media, sustainability, and B2B platforms, contributing to creative ideation, campaign mechanics, and high-volume paid initiatives within a notoriously fast-moving ecosystem.
British American Tobacco — Global Graduate Program
Employer marketing campaigns focused on positioning and narrative development for global recruitment communication. Awarded Silver and Bronze at Employer Branding Awards.
Cirio
National repositioning and creative localization, translating global brand identity: from proud Italian brand to Romanian traditional must-have.
Murfatlar Winery
Portfolio-wide communication alignment, translating the new platform “Half life, half wine” across 15 sub-brands, refining positioning and campaign assets across market tiers.
Mondelez & Macromex
Tactical campaign development and creative assets (primarily digital) for major FMCG brands including Milka, Oreo, Belvita, TUC, and Philadelphia, supporting seasonal targets.