Headquartered in Chandler, Arizona, Insight Enterprises is a Fortune 500 global technology company specializing in IT hardware, software, and services. With offices in 19 countries and approximately 14,437 employees, Insight reported revenues of $9.176 billion and profits of $281 million. The company offers a wide range of solutions, including cloud/data center transformation, digital innovation, supply chain optimization, and connected workforce solutions. More info about them here.

Marketing Manager

Handpicked to support the setup of the Insight Marketing Hub in Romania, driving strategic marketing solutions for two major regions: North America and EMEA. As part of the world’s leading Solution Integrator, my role is pivotal in optimizing marketing operations, building brand equity, and enhancing engagement with key stakeholders. I built and scaled a marketing team from scratch, ensuring cross-functional collaboration with Digital Campaigns, Brand & Content, Sales, and Field Marketing.

• Established the Insight Marketing Hub in Romania, creating a strong foundation for Insight’s marketing expansion in new regions.
• Developed and led a high-performing marketing team, expanding capabilities in Digital, Content, Field Marketing, and Account-Based Marketing (ABM).
• Orchestrated multi-channel marketing strategies, delivering personalized and seamless customer experiences across diverse touch points.
• Drove business growth by aligning marketing with sales initiatives, generating high-value sales leads and optimizing pre-sales marketing development.
• Bridged global marketing operations between EMEA and North America, enhancing efficiency and streamlining processes for large-scale campaigns.

As a shared service unit of Deutsche Telekom AG (No 1 European Telco), Deutsche Telekom Services Europe SE (DTSE) is headquartered in Germany and employs over 3,400 people across 11 locations in five countries. DTSE consolidates services in procurement, finance, accounting, reporting, and human resources, driving digital transformation within the Deutsche Telekom Group. More info about them, here.

International Marketing & Events Manager

Selected to drive international marketing and event strategies for European leading telecommunications companies. Led large-scale brand expansion initiatives across multiple European markets, ensuring consistent messaging and highimpact engagement. Spearheaded innovative marketing programs, including internal video podcast creation, to enhance brand awareness and organizational culture.

• Integrated HQ strategy across four countries (Romania, Czech Republic, Slovakia, Germany), ensuring marketing alignment in major events and initiatives while setting up and managing the regional events calendar for maximum impact.
• Designed and executed international event strategies, enhancing brand visibility and stakeholder engagement across key markets.
• Optimized marketing and event budgets, ensuring cost-effectiveness and maximum ROI.
• Strengthened Deutsche Telekom’s brand consistency, ensuring seamless alignment across all marketing initiatives.
• Launched and managed an internal video podcast, positioning the company as an employer of choice and boosting employee engagement.

Communication & Change Manager Romania

Key driver of corporate communication and change management strategies, shaping the successful setup and expansion of DTSE Romania. Led internal and external communication initiatives, ensuring strong alignment with global business objectives. Developed and executed strategic messaging, employer branding, and cultural transformation programs, fostering an engaged and high-performing workforce.

• Orchestrated the communication strategy for setting up DTSE Romania, effectively managing change resistance and stakeholder engagement across HR, Finance, and Procurement functions in 27 legal entities.
• Designed and implemented internal and executive communication frameworks, ensuring leadership messaging and corporate objectives resonated across all levels.
• Launched the “Happiness @ Work” Ambassadors initiative, a pioneering employer branding project that strengthened workplace culture, increased engagement, and positioned DTSE Romania as a top employer.
• Built the Communication Department from scratch, expanding it to a 14-person team, including a 9-member team dedicated to managing a German HR portal with over 10,000 daily visitors.
• Established and managed DTSE Romania’s social media presence, leading employer branding initiatives targeting Millennials & Gen Z, which reduced attrition from 23% to 14% and extended the median employee tenure from 1.6 years to 3 years.

Chief Marketing Officer

Founder and CMO of Cristina Ionescu-Taifas Consultancy, a boutique marketing & communication firm specializing in brand identity, customer experience, and strategic marketing solutions. Partnering with businesses to elevate brand positioning, optimize marketing performance, and drive customer loyalty, ensuring high-impact engagement and business growth. More info, here.

• Developed and executed digital marketing strategies for both emerging and established brands, integrating performance marketing, content creation, and social media growth.
• Specialized in branding for startups, crafting unique brand identities, go-to-market strategies, and digital storytelling frameworks to establish credibility and market traction.
• Formed a strategic partnership with a digital advertising agency, supporting its Monaco branch with positioning strategies and advertising campaigns for high-end brands.
• Worked on luxury branding & marketing projects across industries such as yachting, horology, jewelry, fashion, FMCG, sporting events, and hospitality, gaining deep insight into the luxury consumer mindset and high-net-worth audience engagement.
• Developed premium advertising campaigns tailored to upscale markets, ensuring strong brand differentiation, exclusivity, and aspirational appeal through targeted digital campaigns and experiential marketing.

The Western Union Company, headquartered in Denver, Colorado, is a global leader in cross-border, cross-currency money movement. With operations in over 200 countries and territories, Western Union provides consumers and businesses with fast, reliable, and convenient ways to send and receive money around the world. More info about them, here.

Project Marketing Manager Romania & Bulgaria

Led the marketing strategy and execution for Western Union in Romania & Bulgaria, aligning global and regional initiatives with local market needs. Managed multi-channel marketing campaigns, partner relations, and product launches, ensuring business growth and brand visibility in a highly competitive financial services sector. Spearheaded consumer insights-driven marketing, collaborating with business intelligence, creative, media, and PR agencies to optimize campaign effectiveness.

• Developed and executed market plans, aligning the 4Ps of marketing with global and regional strategic imperatives to drive growth in Romania and Bulgaria.
• Strengthened partnerships with key agents (banks, retail chains, sub-agents), organizing strategic workshops, events, and planning sessions to enhance collaboration and performance.
• Led new product development and launch initiatives, successfully introducing financial products tailored to the ROBU sub-region.
• Managed multi-agency collaboration, overseeing creative, PR, media, merchandising, and research agencies to drive consistent brand messaging and consumer engagement.
• Transformed consumer insights into actionable strategies, using data analytics and market research to refine Western Union’s positioning and enhance customer acquisition.

Alpha Bank Romania S.A., headquartered in Bucharest, is a member of the Alpha Bank Group, one of the largest banking and financial groups in Greece. The bank offers a wide range of banking products and services to both individuals and corporate clients, including retail banking, corporate banking, and treasury operations. More info about them, here.

Head of Brand & Communication

Led the Advertising Department of Alpha Bank Romania, driving brand strategy, integrated marketing campaigns, and corporate communication. Managed brand positioning, advertising, and promotional efforts, ensuring consistency with the Alpha Bank Group’s international identity. Spearheaded advertising campaigns, media planning, and loyalty programs, strengthening customer engagement and increasing brand visibility in the competitive banking sector. Served as a key liaison between Alpha Bank Greece and the Romanian market, advocating for local strategic initiatives.

• Developed and executed communication strategies, creating data-driven advertising platforms based on qualitative and quantitative research to enhance brand positioning.
• Led and scaled a high-performing team, managing the Advertising Department and Merchandising Desk,ensuring smooth execution of branding and marketing initiatives.
• Managed large-scale advertising campaigns, overseeing agency briefings, concept development, production, media planning, contract negotiations, and campaign performance tracking.
• Strengthened cross-border collaboration, acting as the primary liaison between Alpha Bank Romania and the Greek International Division, ensuring strategic alignment and securing approval for key marketing projects.
• Designed and launched Alpha Bank’s new Retail Concept, developing branding elements, promotional materials, and loyalty programs to enhance customer acquisition and retention.

Credit Europe Bank N.V., headquartered in Amsterdam, Netherlands, is a part of the FIBA Group. The bank operates with more than 1,100 employees in six countries, offering a range of financial products and services, including corporate lending, retail banking, trade finance, and private banking. It operates 36 branches, 82 ATMs, and around 8,500 point-of-sale terminals, serving approximately 915,000 retail and corporate customers. More about them, here.

Marketing Coordinator

Support role in shaping the marketing strategy and operations of Finansbank Romania (later rebranded as Credit Europe Bank). Worked directly with the Corporate Marketing Vice President, managing strategic marketing initiatives, market research, and business development efforts. Maintained close relationships with branch managers nationwide,ensuring brand consistency, market competitiveness, and customer acquisition growth.

• Coordinated the bank’s marketing activities, aligning branch-level execution with corporate marketing strategies to drive customer acquisition and retention.
• Strengthened collaboration with branch managers, collecting market insights, structuring banking products, and optimizing customer engagement strategies.
• Led competitor analysis and market research, providing data-driven strategic recommendations for the bank’s go-to-market and positioning strategy.
• Developed and presented marketing reports to senior leadership, ensuring transparency and informed decision-making across departments.
• Identified and capitalized on new market opportunities, working closely with relationship managers to promote, negotiate, and structure tailored banking products.