Malina Iorga

I hold a three-dimensional role encompassing three key areas: leading a team of three CRM technical experts; directing internal strategic initiatives; contributing operationally as a digital analytics consultant. I represent the Romanian entity in the group-wide Growth Management function, aligning on strategic initiatives and liaising between the local team and the international organization. One of our most notable projects is the applydata summit in Berlin, where I lead the digital advertising strategy. In 2023, I conceptualized the Amplify & Multiply strategy, which has since been adopted by the board as the standard framework for go-to-market and positioning initiatives. In addition to building annual growth budgets, I designed and directed the implementation of the “thought leadership ambassadors” program, as a key component of the growth strategy. The program builds up thought leaders who will act as amplification agents for our brand and expertise.

Canonical, publisher of Ubuntu

GLOBAL PERFORMANCE MARKETING LEAD & GROWTH ENGINEERING

October 2021 - October 2022•ubuntu.com

Drove the digital pipeline for the entire portfolio of cloud-native and IoT products. Owned go-to-market plans, developed the digital paid media strategy, and led the implementation of multi-channel campaigns globally, supporting revenue pipeline objectives in key territories. The strategy encompassed a range of ad platforms (Meta, LinkedIn, Google, Twitter, Reddit), programmatic and ABM platforms such as N.Rich, and intent data tools such as Bombora. Had one Marketing Assistant under my supervision. Managed a €1M+ annual advertising budget, reducing cost per SQL by 65% while exceeding volume benchmarks by 77%. Through experimentation and an understanding of digital psychology, I increased the conversion rate from MQL to SQL by more than 15% within the first quarter since taking over the performance strategy. Coordinated 6-figure partner campaigns, introducing new standards for collecting and analyzing campaign data. Worked with Sales and Field Marketing to channel feedback and insights from sales conversations into localized global campaigns. Collaboratively built the local demand models and determined the number of SQLs that need to be delivered by marketing to ensure the required pipeline coverage in support of company revenue targets. Worked in tandem with Product Marketing, SalesOps and Growth Engineering to develop and optimize the lead lifecycle spanning Marketo and Salesforce, in alignment with sales processes. Monitored marketing-sourced leads, ensuring they are recorded, scored, followed up on and nurtured. Hiring activities for marketing manager and director roles. Mentored the team and new joiners. Prepared and delivered quarterly business review reports, documented team playbooks, and best practices.

Wazdan

SENIOR DIGITAL MARKETING MANAGER

May 2020 - September 2022•wazdan.com

Reporting into the COO, I led the digital strategy and directed the execution, including acquisition through paid search, display and social campaigns, digital PR, technical and on-page SEO programs, media partnerships, publishers and affiliates. Owned web analytics and reporting, working with the development team to implement fixes, experiments, and optimizations and rolling up to leadership to help inform forward-moving strategies around web and digital priorities. Launched and directed an Account Based Marketing program to complement the regular demand generation activities. Identified and cultivated strategic media and tech partnerships and alliances to accelerate growth and expand market reach. Collaborated with regulatory affairs to ensure marketing materials comply with all applicable regulations. Transitioned into a consulting role, orchestrating agencies and media partners on ads, branding and digital strategies.

Wesrom

DIGITAL MARKETING MANAGER

June 2019 - June 2021•wesrom.com

Independently coordinated client projects from A to Z covering digital strategy, website management, CRO, customer journey and conversion, on-page and technical SEO, campaigns, analysis, reporting and KPIs. Owned the strategy for all paid media campaigns across digital platforms, driving a 2.3X increase in paid advertising conversion rates within the first 3 months of taking over a client’s Google Ads account. (UK-based local business) I achieved a 48% increase in organic traffic to a client's website within the first 2 months of taking over their account, by coording a mix of on-page and technical SEO and CRO strategies. (Canadian retail store) Tracked, measured, analyzed and reported on the effectiveness of all demand creation programs and impact on revenue, making recommendations for future programs and investments. Conducted A/B tests, and offered actionable insights and recommendations to continually optimize and enhance campaign effectiveness. Based on market observations, derived trends and transformed them into innovative marketing activities for clients.

Fujikura Automotive Romania

MBA INTERNSHIP

May 2018 - December 2018

Interned with the accounting team during a financial audit. MBA end of study internship.

Business Intelligence Unit

PR, MEDIA & BUSINESS DEVELOPMENT TRAINEE

August 2017 - September 2017

Interned with New York-based boutique consultancy firm BIU which specializes in providing investment guides for global business opportunities. I conducted market research for a special report on FDI opportunities in Egypt, supporting the business development and editorial teams remotely.

EXL

PR AND COMMUNICATION ASSISTANT

December 2014 - November 2015•exl.com

Liaised between the company and its partners and clients, maintaining communication with stakeholders, addressing and resolving client and partner queries, and ensuring prompt reconciliation.

Sykes

COMMUNICATION AND LINGUISTIC ANALYSIS INTERNSHIP

April 2012 - June 2012•foundever.com/

Evaluated the web content and generated linguistic solutions to increase its quality.