Toma Chiritescu

• Managed overall communication and content strategy, creation, and deployment for IBM Security products portfolio at European level (covering all markets with a focus on UKI, DACH, France, and CEE region).  
• Designed buyer journey map, curated associated marketing assets and web content, and interlocked with performance marketing in order to establish the appropriate marketing tactics mix.
• Coordinated both in-house and external agencies to deliver best-performing designs, messaging, and marketing assets for both paid and owned media campaigns, including over 100 emails, 250 social media titles, 20 landing pages, 400 ad banners, and 50 video ads (approx. nbs.).
• Improved the agency execution time for content production with approximately 50% YoY by implementing standard brief templates and a two-step feedback process.
• Introduced email targeting based on propensity to buy model and multi-step emailing nurture flow with targeted messaging and audience tailored content.
• Created business partner emailing campaign; facilitated communication between business partners and clients based on offerings dedicated to specific buying stages. Main result was 75,000 revenue with no budget spent and further 300,000 pipeline.

• Handled digital and social media marketing strategy and execution for IBM UKI, including Watson IoT, retail and consumer, telco, and media portfolio segments.
• Designed end-to-end digital marketing campaigns and established the tactics mix of paid, owned, and earned media.
• Coordinated media buying via an external agency in order to maximize results on budget spent.
• Increased business unit webpage traffic YoY by approximately 50%, introducing programmatic advertising into the tactics mix.
• Grew registration form completion rate by approximately 25% YoY by using Hotjar to map the webpages and Optimizely to serve audience-specific webpage versions.

• Acted as a program budget manager and execution owner for IBM security products portfolio in Benelux. The main point of contact with Benelux events and media agencies.
• Led the marketing team of four members, including events, digital, social media, and marketing automation.
• Handled budgets of approximately 100,000 Euro per quarter. Reported on validated leads created and marketing win revenue. 
• Designed end-to-end marketing campaigns, including events and digital tactics to drive business unit targets (marketing create and assist revenue).
• Defined the response and lead management process, set up the management system, and enabled sales on campaign details and content (lead with offering, marketing offers, assets).
• Received Manager's Choice Award by senior management (2016); improved go-to-market execution time by approximately 25% YoY.

Creative Media Development specializes in web development, graphic design, social media marketing, email marketing, and media buying.

• Managed marketing strategy and execution for online video-on-demand and mobile affiliate marketing platforms. In charge of web and events presence for the brands in the portfolio.
• Coordinated the execution for company presence at five large-scale events (trade shows) in Bucharest, Amsterdam, Prague, Los Angeles, and Las Vegas.

• Managed communication strategy and execution for Pro TVs video streaming platform Voyo.ro.
• Led a team of four people specialized in web design, web development, social media, and copywriting. Reported directly to top management.
• Handled brand communication on web, radio, and TV channels.
• Delivered all associated marketing collaterals such as web ads, emails, radio, and TV promos.
• Managed subscription renewal SMS campaign which increased sales target QtQ by approximately 50%.
• Executed content marketing campaigns which increased webpage traffic by approximately 75% vs. monthly benchmark.