Irina Birsanescu

About

CMO @ICONIC21

Big-picture thinker, hands-on doer, and firm believer that marketing should be as engaging as the brands it represents. Always tracking the numbers, always pushing for better, and always up for the next big challenge.

1. CMO

   ICONIC21

   Dec 2024 – Present

   Romania

   - Define and execute a results-driven marketing strategy aligned with business goals. - Drive compelling storytelling, content marketing, and brand positioning. - Oversee digital campaigns and data-driven acquisition strategies. - Build industry presence through social engagement and key partnerships. - Lead high-impact event strategies to strengthen relationships and generate leads. - Enhance the company’s reputation to attract and retain top talent. - Develop efficient processes, optimize workflows, and ensure seamless execution. - Leverage analytics to measure impact, refine strategies, and maximize ROI. - Manage marketing investments with a focus on efficiency and impact. - Drive experimentation & adapt to industry trends (e.g. new channels, new approaches etc.)

2. Head of BD Marketing

   BrainRocket

   Feb 2024 – Dec 2024

   Malta

   Providing the following B2B marketing services for 7 brands within the iGaming and FinTech industries: - Build, lead and mentor a team of marketers across demand gen, content marketing, product marketing, and more. - Collaborate daily with our PR & Events teams, ensuring that their efforts are aligned with the overall strategy. - Maximise amount of inbound leads from our online advertising budget; - Act as a strategic thought partner to our Executive team on all aspects of marketing - Develop and drive implementation of a comprehensive product marketing strategy that covers all the verticals, segments, and geographies where our company is active - Develop and drive the implementation of an Account Based Marketing strategy, working with our content team to ensure we produce relevant information to keep long term potential customers engaged. - Collaborate with sales, product, engineering, and leadership, to drive new business, and be confident in owning a pipeline number. - Be forerunner of bringing new products to the market. - Design cross-functional and cross-channel campaigns. - Be at the forefront of new marketing technologies and strategies to innovate, improve efficiency, and increase results. - Build a scalable Marketing Operations function that enables better data-driven decision making and more efficient execution at scale - Partner with client-facing teams to ensure marketing strategy is aligned with other acquisition and retention initiatives. - Ownership of the full customer journey through all marketing touchpoints. - Manage contractors, vendors, and the overall marketing budget.

3. Aspire Global (Aristocrat)

   Aspire Global

   Oct 2021 – Nov 2023

   Malta

   - Build and execute the company's marketing strategy. - Executing the company’s Advertising plan. - Planning, executing, monitoring and optimising B2B PPC campaigns. - Assist with planning and organizing internal events, employer branding and sustainability initiatives. - Planning and executing events, conferences, and exhibitions. - Leading the execution of marketing programs from start to finish, driving collaboration with the stakeholders and following the internal processes. - Collaborating with the PR agency to successfully carry out the online PR strategy for the company. - Overseeing marketing campaigns. - Tracking the effectiveness of marketing campaigns and reporting the results to the executive team. - Negotiating and liaising with third-party marketing agencies. - Writing and delivering content and social media plans.

4. Marketing Manager

   Pragmatic Play

   Jun 2019 – Jan 2021

   Romania

   - Develop and execute comprehensive marketing strategies to enhance the brand visibility and market share. - Define and maintain the brand identity, ensuring consistency across all marketing channels and materials. - Manage all company social media accounts, coordinating with a PR agency for published content. - Write diverse marketing materials, including brochures, press releases, and editorials, enhancing the company's market presence. - Execute advertising campaigns, assist with SEO, events, merchandise & more

1. SNSPA Bucharest

   Master's Degree, Communication and Advertising

   Sep 2019 – Sep 2021

   Activities and societies: Marketing and branding; Public Relations; Mass media and society; Theory of communication; Advertising; Research methods; Political Communication; Organizational communication; Argumentation theory; Culture and Communication;

2. University of Craiova

   Bachelor's Degree, English Literature

   Sep 2016 – Sep 2019