About
Who I am and how I work
I spent 12 years in advertising agencies, from copywriter to creative director. Since 2018 I have run Brand Mentors and worked with entrepreneurs on brand strategy. Since 2024 I have taught applied AI in marketing.
20+
years of experience in communication
12
years in advertising agencies
2017
campaign shortlisted at the Effie Awards
2018
I founded Brand Mentors
Who I am
From copywriting to brand strategy
The campaigns I worked on were Effie Awards 2017 finalists and won bronze at the FIBRA Awards 2017. With Mercury 360 I had nominations at Golden Drum and at ADC Romania.
I founded Brand Mentors in 2018. I am the founder and managing partner of the firm. I work with entrepreneurs on brand strategy, starting from what we know about consumer psychology.
Since 2024 I run around five private AI trainings and workshops a year, for marketing teams inside companies. Groups have between 25 and 35 people, who work on their own products, with prompts and GPT assistants built during the session. The person decides the strategy, and the AI carries it out faster.
At Max Mentor I taught the course “AI and psychology in brand strategy”. On this site I built Explain, a tool that explains any concept in plain words.
Also through Brand Mentors SRL, in 2018 I co-founded, with architect Irina Stoica, the interior design studio SelfDezign. The two meet when a HORECA client wants the brand identity designed together with the space.
I studied communication and public relations at SNSPA, then did a master’s degree in marketing and business communication at ASE.
Career
From 2006 to today
2006–2016
From junior copywriter to group creative director
At Mercury 360 I worked on Coca-Cola, Ursus, Timișoreana, Castrol, Heidi and Dr. Oetker.
2017
Global creative director at Eikon7
Then
Strategic marketing planner at g7
I worked on Pepsi and other brands, in creative and in strategy.
2018
I founded Brand Mentors
2024
AI trainings in marketing
First program: two days with the marketing team of a multinational company. Also in 2024, the course “AI and psychology in brand strategy” at Max Mentor.