About
Data-driven, AI-native, commercial leader.
I started my career at Google and Meta in Dublin, advising some of Europe's largest advertisers on measurement, attribution and experimentation. That foundation shapes how I lead: marketing is an investment, and it should be measured like one.
Since then I have led marketing across banking, payments, EdTech and fintech. I drove the digital transformation of group marketing across 13 CEE markets, built a performance organisation during hypergrowth, and as VP led a 34-person global team across 40+ markets, supporting $550M+ in M&A along the way.
Today, AI is at the core of how I run marketing. I have built an AI-powered sales offers workflow tool for our sales team, used AI to scale content production across channels without adding headcount, and built AI-assisted dashboards that give leadership real-time insight. Outside work, I use AI to build my own websites and apps, which today reach more than 350,000 users every month. For me, AI is not a side project: it is how a modern marketing organisation does more, faster, with sharper decisions.
I sit at the leadership table, work closely with sales and product, and report to the board. I care about building teams that perform without me in the room.
The value I bring
Companies bring me in when…
Growth has stalled
I rebuild the acquisition engine around what actually drives revenue.
+320% leads and ~380% revenue growth at GoStudent
Marketing can't prove its value
I bring Google and Meta-grade measurement, so every euro is tied to pipeline and revenue.
€5M+ incremental revenue, reviewed at Board level
You're expanding internationally
I build repeatable go-to-market playbooks and run marketing across many markets at once.
40+ markets at Paysafe, 7 new countries at GoStudent
The brand needs reinventing
I reposition complex products and make the brand a reason buyers choose you.
Global rebrand in 15+ languages; award-winning thought leadership
You need to do more with less
I build AI into content, sales and reporting, so lean teams deliver like large ones.
AI tools for sales, content and dashboards; own AI-built products with 350K+ monthly users
The team needs building
I hire, structure and coach marketing teams, or build the function from zero.
34-person global organisation; marketing functions built from scratch twice
Career
Leadership across five industries.
Head of Marketing
B2B Fintech / Enterprise Software
B2B fintech providing a white-label platform to investment banks and institutional players, with six-figure average contract values.
- Built the marketing function from zero for an enterprise fintech: positioning, messaging, sales enablement, content engine and demand generation. Member of the leadership team, reporting strategy and performance to the board.
- Created an award-winning thought leadership programme (publications, podcast, global webinars), recognised with consecutive SRP Best Educational Initiative awards.
- Designed and built an AI-powered sales offers workflow tool, helping the sales team create and manage offers faster.
- Scaled content production with AI across publications, webinars, podcasts and campaigns, without growing headcount.
- Built AI-assisted data dashboards that give leadership real-time visibility into pipeline and marketing performance.
- Grew the CEO's LinkedIn audience 7x (1K → 7K) and secured podcast, webinar and media placements positioning the leadership team as category experts.
- Reached top SEO rankings for core keywords across multiple markets and launched a strategic partner referral programme delivering a steady stream of qualified pipeline.
- 2021 — 2022Vienna
Vice President Marketing & CRM
Paysafe
NYSE-listed global payments platform behind Skrill, NETELLER and paysafecard, with ~$1.5B revenue, ~3,500 employees and customers in 120 markets.
- Led a 34-person global organisation across B2B, B2C, CRM and Partner Marketing in 40+ markets, owning strategy, OKRs and a multi-million-euro budget. Strategic partner to the division CEO and Group CMO.
- Generated €5M+ in incremental revenue through global CRM lifecycle programmes reviewed at Group Board level, powered by a new Salesforce CRM and Customer Data Platform.
- Led marketing due diligence on three M&A transactions totalling $550M+, advising C-suite and Board on strategic fit, synergies and integration.
- Delivered the global paysafecard rebrand across 40+ markets and 15+ languages, lifting store-locator engagement by 30%.
- Drove a ~20% increase in registrations by leading the global rollout of a new, regulation-driven registration flow across web and apps.
- Took a new account and card product from concept to launch across Product, Engineering, Compliance and Commercial teams. It scaled to 500K users.
- 2020 — 2021Vienna
Head of Performance Marketing
GoStudent
GoStudent is the future of tutoring: its vision is to help students reach their full potential and replace traditional tutoring through innovative online teaching. One of Europe's most valuable EdTech companies, with $700M+ in funding and a $3B+ valuation.
- Built the global performance marketing function in the early hypergrowth phase, hiring and developing the team across search, social, display and video.
- Delivered +320% monthly leads and ~380% revenue growth by scaling acquisition channels, optimising funnels and introducing data-driven growth frameworks.
- Cut cost per lead by 30% with a unified optimisation model combining targeting, messaging and CRO.
- Led expansion into 7 new countries with repeatable go-to-market playbooks and channel infrastructure.
- Built full-funnel, cross-market attribution, KPI systems and budget allocation models, making growth more predictable and ROI-driven.
- 2018 — 2020Vienna
International Lead, Digital Marketing
Raiffeisen Bank International
Raiffeisen Bank International is one of the leading banks in Austria and Central and Eastern Europe, with a network of subsidiary banks across 13 markets and ~46,000 employees.
- Initiated and secured board approval for the digital transformation of group marketing across 13 CEE banks, shaping a €100M+ marketing budget (€35M+ digital). Reported to the Retail Board Member.
- Aligned 100+ marketers in 13 network banks behind one digital acquisition framework: shared KPIs, benchmarks and channel standards.
- Built group-wide automated dashboards giving leadership real-time, cross-market performance visibility.
- Raised digital maturity across the network through CRO audits, best-practice playbooks and regional workshops.
- 2017 — 2018Dublin
Marketing Science Measurement Partner
Meta
Parent company of Facebook, Instagram and WhatsApp.
- Led Marketing Science for digital-native advertisers across CEE, advising enterprise clients in retail, finance, e-commerce, travel and tech on measurement and experimentation.
- Improved client CPA and ROAS by 10–30% and cut wasted spend by up to 20% through Conversion Lift, Brand Lift, A/B and MMM studies.
- Recovered 25–40% of lost ad delivery for clients by diagnosing complex bidding and delivery issues.
- Scaled new measurement programmes to sales teams and advertisers in 18+ markets, with standardised experimentation templates, training and mentoring.
- 2012 — 2017Dublin
Attribution & Mobile Measurement Lead, and earlier roles
Google
Global technology leader. I worked with enterprise advertisers across Google Ads, Analytics and measurement.
- Advised enterprise advertisers and C-suite stakeholders on measurement, attribution and experimentation, improving CPA and ROAS by 20–35% and conversion signal quality by up to 50%.
- Built measurement roadmaps (event architecture, cross-device, offline-to-online) for leaders in retail, travel, finance, tech and gaming. CRO programmes delivered 5–10% conversion uplift.
- Led onboarding and capability building for the EMEA analytics specialist team; delivered 20+ trainings rated up to 4.9/5 and video courses with 500+ sign-ups.
- Progressed from Account Strategist to Technical Product Specialist to Measurement Lead. As Account Strategist, drove 50–65% adoption of growth recommendations against a 20% target.
- Frequent speaker at industry events on analytics, attribution and measurement.
Selected impact
Outcomes, not activity.
EdTech hypergrowth, with ~380% revenue uplift
Three transactions, advising C-suite and Board
New account & card product, launched cross-functionally
Website and customer experience in 15+ languages
Global CRM lifecycle programmes, reviewed at Board level
Across personal websites and apps I built with AI
How I transform marketing
From audit to growth engine in 12 months.
A clear, proven sequence. Adapted to each company, but always measured.
- 01 · First 30 days
Listen & diagnose
Audit the funnel, data, budget, team and agencies. Meet customers, sales and product. Find where marketing leaks revenue.
- 02 · Days 30–90
Align & deliver quick wins
Agree a growth plan, KPIs and budget with the CEO and sales. Fix tracking, cut wasted spend and ship the first wins.
- 03 · Months 3–6
Build the engine
Set up measurement and reporting the board trusts, structure the team, and build AI into content, sales enablement and analytics.
- 04 · Months 6–12
Scale & prove
Double down on what works across channels and markets. Marketing is reported as a revenue driver, not a cost centre.
The outcome: a marketing organisation the board sees as a measurable investment, powered by data and AI, and a team that keeps performing without me in the room.
Expertise
What I bring to the leadership team.
AI-Powered Marketing
Using AI to build tools, products and content at scale. My own AI-built sites and apps reach more than 350,000 monthly users.
Strategy & Leadership
Owning the function end to end: strategy, budget, org design, board reporting and M&A due diligence.
Growth, CRM & Lifecycle
Acquisition and lifecycle engines that scale across markets, built on contribution margin.
Brand & Communications
Rebrands, positioning and thought leadership that make complex products simple.
Measurement & Attribution
Incrementality, attribution and experimentation, from years at Google and Meta.
Client Advisory & Sales
Trusted advisor to enterprise clients at Google and Meta; today I work hand in hand with sales on complex, six-figure deals.
Technical depth
A marketing leader who can go deep into the data and the code.
- Google Analytics subject-matter expert for EMEA at Google, escalating issues to Product and Engineering and influencing product fixes.
- Designed experiments and lift studies (A/B, geo-lift, Conversion Lift, Brand Lift, MMM) for enterprise advertisers at Google and Meta.
- Built measurement architectures: event tracking, cross-device, offline-to-online and full-funnel attribution, improving conversion signal quality by up to 50%.
- Hands-on with SQL and data analysis; built automated dashboards and reporting for 13 banks, a global payments group and a B2B fintech.
- I build software with AI myself: internal tools, websites and apps with 350K+ monthly users.
Measurement & experimentation
- Incrementality
- Geo-lift
- Conversion & Brand Lift
- MMM
- Multi-touch attribution
- A/B & CRO testing
Data & analytics
- SQL
- Google Analytics / GA360
- Google Tag Manager
- Firebase
- Event architecture
- Cross-device
- Dashboards & BI
Martech & CRM
- Salesforce CRM & CDP
- HubSpot
- Marketing automation
- Google, Meta & LinkedIn Ads
- Ahrefs
- Optimizely
AI & building
- ChatGPT
- Claude & Claude Code
- Gemini
- Google Cloud
- GitHub Copilot
- TypeScript
- HTML & CSS
- Git
Recommendations
In the words of people I've worked with.
“I very highly recommend Mihai if you are looking for a self-leading, knowledgeable, reliable and honest person as an addition to your Senior Leadership team.”
“He couples this with a great team mentality that energises, inspires and unites the teams he works with.”
“He is one of those rare individuals who is incredibly technical and able to convey complex mechanisms to people who aren't as well versed.”
“Mihai has a contagious approach in terms of how he gets excited about things and how he's able to pull others behind his goals […]”
“He has helped us with restructuring our […] advertising account, which lead us to scale our advertising efforts without compromising performance.”
“Mihai is a pro in measuring success of digital/mobile advertising. […] His deep knowledge and experience […] make him a valuable and trustworthy partner.”
“Being a subject matter expert and having a passion to teach, Mihai jumped in to the training […] and got very positive feedback (5/5).”
Credentials
Education & more.
Education
- MBA, Transilvania University
- MA, Marketing Policies & Strategies
- BA, Accounting & Management Information Systems
Languages
- English
- German
- Romanian
Speaking
- Industry events and client leadership forums
- Webinars and podcasts
- Marketing effectiveness, attribution, measurement
Recognition
- Consecutive industry awards for educational excellence
Contact
Let's talk.
Growth, marketing, data or AI: if you're working on something ambitious, I'm happy to compare notes. I reply to every message within 24 hours.
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