Irina Toma

With 10+ years of experience in digital marketing, ecommerce and retail I can hit the ground running and accelerate your digital growth. Adding value is what makes me tick whether that is as an individual contributor or leading a team, navigating with ease from strategy to implementation. Projects:

- Eden McCallum: commercial due diligence for the online business of the target company

- ASICS: eCom Strategy Consultant for eCommerce replatforming, logistics migration & marketing activities re-evaluation. P&L co-owner.

- NADUVI: Performance Marketing Consultant & Interim Performance Marketing Director responsible for articulating the digital marketing strategy & next steps for accelerating growth.

Responsible for new customer acquisition (SEO, PPC, Affiliate, Social Media, Display Programmatic, Strategic Partnerships) as well as customer retention (Email, SMS, Referral & Loyalty program) in 15 markets across two brands

- Body&Fit and Optimum Nutrition. Leading an in-house team of 8 (direct & indirect reports) and a team of 20+ consultants on the agency side. Achievements:

- built an expert performance marketing team from scratch in <6 months

- Cross-channel strategy adopted as organization-wide blueprint for new market launches

- Re-negotiated the agency retainer which has led to an annual saving of >200k EUR

- Scaled budget with 40% while maintaining ROAS stable through advertising automation

- Implemented SA360, DV360, Smartly.io, AWIN, Criteo & Sovendus

- Launched 12 webshops in less than 12 months with positive ROAS after first 6 months

- Launch of referral program, RFM segmentation & 10+ email lifecycles leading to multi-million incremental revenue

- Built partnership program from scratch launching collaborations with HelloFresh, ClassPass & other health & wellbeing companies

- Personalization roadmap & implementation (DMP, single customer view, loyalty & subscription program)

- Trade marketing calendar cross-department implementation

Responsible for the performance marketing strategy & full-funnel traffic acquisition (Paid Search, Organic Search, Re-Marketing, Display & Affiliate) across 12 European markets for 16 brands (including Jack & Jones, Only, Vero Moda, Vila) and a multi-brand store (bestseller.com). Management of an in-house team of 7 specialists & multi-million media budget. Achievements:

- Hands-on build of the marketing data warehouse & reporting channel stack

- Team restructure to fit the growing complexity of a scale-up environment

- 10% uplift in ROAS leading to a YoY increase in overall marketing budget of 40%