Curriculum Vitae

MCIM Member of The Chartered Institute of Marketing

adellecocis@gmail.com | London based
 

 

Strategy execution-focused and customer-centric marketing leader, delivering ABX and revenue growth through visionary 360°, end-to-end ownership of marketing channels. Data-driven brand and product marketing strategist bridging business development tactics and market insights, challenging the status quo of your business. Consistently exceeding performance goals in client value and retention, optimising processes to deliver brand-promise through innovative growth methods. Dedicated to mentoring and coaching agile teams, whilst designing streamlined growth systems for scalability. Diversity, equity, and belonging champion. Passionate about innovation, tech for good and future-proofing brands and products. Working seamlessly with the board and attracting large global brands across diverse, complex geographies.
 

Core Strengths: ▪ Growth Marketing ▪ Brand & PR ▪ GTM & Demand Generation ▪ SEM, PPC, SEO ▪ UX/UI Customer Journey ▪ Leadership & Team Building ▪ Storytelling ▪ Revenue Optimization ▪ Resource Planning ▪ Sales Enablement ▪ Product Led Growth ▪ Omni & Multi-Channel ▪ Marketing Mix Modeling ▪ Stakeholder & Investor Management ▪ Rev/Martech Automation & Digital Advancement - Web & Mobile Apps ▪ DEI Advocate

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Technical Skills: ▪ Chat GPT Expert User ▪ SEO/SEM | i.e. Schema Markup, Moz, SemRush, Screaming Frog ▪ PPC | i.e. Google Ads, Bing, LinkedIn Ads, Meta Ads, SpyFu ▪ CRM Marketing automation | i.e. HubSpot, Marketo, ActOn, Dynamics, Salesforce ▪ Email & Survey | i.e. SendGrid, Mailchimp, Pardot, e-Shot, Jango, Typeform ▪ Data analysys | i.e. Power BI, Google BigQuery, Google Analytics/Trends/Search Console, DreamData, ChartMogul ▪ Project management | i.e. Jira, Atlassian, Asana, Slack, Miro, Confluence, Notion ▪ Domain & DNS Admin | i.e. ENOM, NameCheap, NameBright
▪ HTML, CSS, PHP ▪ FlutterFlow, WordPress, Wix, Weebly, Webflow ▪ Design | i.e. Figma, Adobe Creative Suite Proficient - Photoshop, InDesign, InCopy, Illustrator, AutoDesk - AutoCAD, Civil3D, Revit, Lumion ▪ WMS, ERP, POS | i.e. Zonal, Loyverse ▪ Tracking conversion | i.e. CallRail, JustCall, Gong, Ruler Analytics, ResponseTap ▪ Social media | i.e. Brandwatch, Hootsuite, LinkedIn SalesNav ▪ Payments & Carts | i.e. Stripe, SumUp, Shopify, Ecwid

 

ACHIEVEMENTS

 

✓ Led Nestend to its acquisition by Corcentric after a +17% consolidated marketing led growth in sales in less than 1 year, leading it to surpass £100M+ ARR, and helped Corcentric by transferring know-how of marketing the new product in their portfolio to EMEA, APAC and ANZ, then aligned the brand to enable them to sell AR towards NA and LATAM during the first 6 months after aquisition.

✓ Galvanized the marketing department for Polisano, surpassing a £26.6M/Q Gross Profit target and selling £4M/Q pharma stocks despite an image crisis affecting creditors’ trust. I designed new OTC products diversifying their portfolio via best in class CAC/LTV modelling and attribution and launched their first charity as the fifth company of the group.

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✓ Created a successful brand from scratch for Flexebee, adapted to clients' psychology, reduced average web conversion rate time by -50% through a streamlined onboarding process. I designed the growth path for it to be 90% marketing led.

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✓ Boosted Commonplace's MRR by +20% by implementing sustainable growth experiments in new regions and contributing to the development of a new product line. Created a direct mail campaign that resulted in a £200 000/Q revenue stream.

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WORK EXPERIENCE

Gap Year for Technology Innovation                 Career Break                                                           (London N17) 08.2022 - 08.2023 · 1 yr 
 

During a purposeful gap year, I focused on developing a new SaaS technology concept that led to a patent application. Building upon years of experience and a wealth of background knowledge of culture and innovation trends, I devoted this time to crafting an innovative tech product with the potential to reshape societal growth by redefining community interaction.

This ongoing endeavor reflects my dedication to innovation and my commitment to contributing transformative solutions that drive positive change. As this project evolves, I'm excited to contribute my expertise to new opportunities, interested in roles that utilise my full skill set and where I can face new challenges.

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Growth Marketing Director                                 Commonplace – Tech SaaS                                (London SE1/remote) 10.2021 – 2022

PORTFOLIO: General Electrics, TFL, HS2, Landsec, Therme, Welsh Government, DAR, City of London & London Boroughs, AGS Airports, LLDC, City Councils across UK
 

Commonplace went from being 80% sales led to 60% marketing led, as an online engagement platform that allows local authorities and private investors from sectors such as energy, healthcare, infrastructure, etc, to connect with large local communities, hear their voices and make better, more inclusive decisions about urban and rural environments.
 

Stats: 55 employees, present on 5 continents.

• Acting at a global level, I audited the business to help deliver fresh marketing strategies and execution plans for growth. Managed a £800k/y budget with high-impact initiatives delivering a +20% MRR boost, optimizing SEO, driving pipeline growth and funnel.

• Increased engagement and revenue via subscription plans and lead generation to +30% YoY growth. Reviewed the Customer Journey and activated user led UX/UI, acting as a bridge bewteen users and platform development leadership and design. Delivered insight based innovation, digital transformation and product development usability points and proposition.

• Led and upskilled a high-performing team of 4 responsible for demand generation, content and digital, product messaging, PR and communications. Carried out high level market research, competitive analysis, webinar series, email campaigns which resulted in extra £200.000/Q revenue. 

• Managed conversion rate optimization (CRO) for campaigns and web properties via A/B tests, re-targeted and adapted copy and CTAs to boost web traffic to top visited pages that increased conversion rates by 3X. Implemented sustainable growth loops & rapid experiments to penetrate new markets, with multi-channel and pricing strategy across new regions and product lines.

• Adapted Hubspot and CRM auxiliaries to growth marketing practices and revenue tracking. User segmentation SOPs defined for Customer Success, Product & Sales. Conducted competitive analysis and qualitative/quantitative market research to redefine ideal customer profiles (ICPs), to develop highly effective go-to-market (GTM) and growth marketing strategies for brand & product.

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Head of Digital Marketing                                       Flexebee – EduTech SaaS                              (London E15/remote) 09.2019 – 10.2021
PORTFOLIO: BMW, Amazon, NHS, Elsevier, Spire, BlueBird Care, Tesco, Sainsbury’s, DHL, Care UK, Marriott International, JCB.

 

I designed the growth path for Flexebee® to be 90% marketing led, and lay the basis of the marketing department from scratch, resulting in a fast growing, quickly established Top 10 compliance training providers in the UK. Flexebee’s portfolio grew to provide top clients with training and LMS to improve their compliance levels, upskill their staff, reduce turnover, and improve service quality. Flexebee supported businesses during the pandemic via innovative infection control training.
 

Stats: 45 employees, present in the UK only.

• I was head hunted for this role to bring B2B digital advancement and play a pivotal role in driving success. In less than two years I grew revenue from £0 to £3M ARR after aligning marketing and sales with brand psychology, comms & social, to buyer personas’ pain points via powerful storytelling. Key markets included Private Healthcare, Public sector, SMEs and Education.

• Part of the strategic management team, I recruited a very effective marketing team of 7 for the launch of the business. Within 10 months I mentored them to upskill and reduce the team down to 4 members who managed digital marketing, assets and social media strategies including CRM, SEO and PPC highly efficiently and proactively, instilling a natural desire for performance.

• With a self-generated £750k/year budget, I boosted conversions via full SEO and PPC strategy management. Led efficient vertical redesign & cost optimisation on both Google Ads and Microsoft Bing through 20+ PPC accounts for main & satellite brands, designed & delivered a +200 article blog and 175 page website, driving acquisition & retention to +30% MRR.

• Created and fast paced matured a brand that got established amongst its Top10 competitors in less than 1 year with custom ABM strategies. Owned full spectrum of content marketing and engagement across the customer journey across B2B, B2C and B2B2C. Adapted SEM and customer journeys via multivariate testing to increase brand’s traffic by +68X in the first year. Introduced remarketing, nurturing & upselling strategies across the entire client lifecycle contributing to +35% renewals, and customer retention increase via CRO and MMM (Marketing Mix Modelling).

• Implemented Hubspot company-wide, full set up for Sales, Marketing, Accounting & Support – lead nurturing, pipelines, ticketing, automatization, custom properties, integrations. Developed and implemented systems for customer/user feedback, testimonials and improvements. Led data analysis and strategic insight, reporting and strategic recommendations, as well as fact-driven content marketing and PR.
   

 

Head of Marketing                                             Netsend / Corcentric – FinTech SaaS                        (London SW8) 05.2018 – 09.2019

PORTFOLIO: VFNE, 20th Century FOX, NatWest, MTV, Publicis Group, EasyJet, Ralph Lauren, Merck, NewsUK, iTV, Total Gas & Power, Pizza Hut, The Guardian
 
Netsend was 70% sales led and I helped reverse the balance to it being 60% marketing led. Founded in 1994 as fax service and stood at the vanguard of e-invoicing from 2005. VF Corporation, 20th Century Fox and other businesses in FTSE 100 alongside global blue-chip companies in over 50 different countries were depending on Netsend to provide secure online access to their document distribution history, facilitating ease of reporting, performance analysis and proof of delivery amongst a range of other document management functions. Netsend was acquired by the US company Corcentric in 2019 to fill a portfolio gap on Accounts Receivable in their business model and to date continue serving their impressive portfolio under a new name.

Stats: 40 employees, present in 52 countries.

• Led a marketing team of 3 and 4 agencies towards the delivery & success of highly targeted ABM & TTL campaigns that brought enterprise contracts of +17% ARR increase, one notable client won over by marketing being NatWest. Researched and crafted sales and marketing plans at global, country & sector levels, optimising targeting strategy, defining revenue & pipeline targets and key metrics to bring revenue of +£5M from new Enterprise clients via Marketing Mix Modelling (MMM).

• Extended portfolio-wide contract value by 5% after introducing a correct marketing mix via buyer personas and offered a delighting plan for a portfolio of +40 Top 100 FTSE clients. Increased client satisfaction by 20%, improved customer retention by 25%. Increased cross-selling by 15% after I developed content based on ‘wanted experiences and big challenges’ of high-net-worth customers’ Financial departments. Led brand strategy, proposition development & performance marketing across client life cycle.

• Initialised, managed and ran the company’s participation to The E-Commerce Show 2018 & saved £35k by designing and producing a futuristic lightbox arrow stand in-house. Smooth transition from ActOn to Hubspot for full automatization.
   

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Customer Relations Manager                                              Westfield London                                               (London W12) 02-05.2018

PORTFOLIO: Tesla, Apple, Louis Vuitton, Gucci, Rolex, Prada, Chanel, Zara, John Lewis, Sephora, Nike, McDonald's, Microsoft
 

Supported the customer facing team directly in the wake of Westfield Corporation's acquisition by Unibail-Rodamco which coincided with an intense period of expansion for their flagship store in the busy metropole of London: the launch of the biggest shopping mall in Europe with a £600mil expansion. Once the extension was completed, Westfield London White City/Shepherd's Bush's size increased to a total of 2.6 million square feet (240,000 m2), making it the largest shopping centre in Europe.

Stats: 2900 employees, present in 12 countries with 86 shopping centres.

• Helped the team managers with their team restructuration process due to the expansion project of the mall becoming this year The Largest Mall in Europe. Managed and helped the team with regards to marketing operations and Admin tasks.

• Fast paced SOP adaptation and holding two dedicated induction days on upgrading applied best practices in customer service for a concierge team of 45 staff.
   

 

Senior Marketing Manager                                           M  - Business Concept Group                              (EC2 Bank) 05.2016 – 05.2018
PORTFOLIO: Bank of Engalnd, Credit Swisse, Lloyd’s of London, Barclays, Standard Chartered, Aviva, JPMorgan Chase, Schroders, BlackRock, RBS Scotland.

M is a luxury business leisure concept branch of Gaucho offering private spaces for high end meetings and fine dining in London Bank, London Victoria and Canary Wharf. It provides outstanding personalised service to the B2B members of their M Club and their guests with carefully designed areas for conferences and business meetings. M offers a subscription basis but is also open to general business to attract new B2B customers.

Stats: 95 employees, present in 3 Top London locations.

• Raised F&B sales by +26% during the first 8 months through a 360° campaign for the whole chain of 3 restaurants, by applying fresh sales strategies and staff performance improvement. Implemented efficiently a new marketing mix focusing on customer loyalty that led to important budget savings and improved ROI.

• Led a team of 3 marketing and 11 hospitality staff that were trained on specific campaigns to increase sales during events. Created promotions for newly identified busines customer profiles through data research & market analysis. Designed a strategy focused on targetting and attracting new stakeholders and investors. Performed stakeholder management and converted networking leads into investors.

• Created a consistent brand and PR experience for customers. Designed cross-platform campaigns, aligned CRM info with personalised communication to increase engagement via email marketing. Produced creative and in-house design of all social media content and promotional materials & adverts. Large events management & planning up to 500 guests involving logistics, operations and risk management.
   

 

Director of Marketing, Communications & PR                         Polisano Group                                        (Sibiu, RO) 02.2015 – 04.2016

PORTFOLIO: AstraZeneca, B.Braun, Bayer AG, Baxter, Ipsen, Boiron, Gedeon Richter, GSK, KRKA, MSD, Merck, Novartis, Novo Nordisk, Pfizer, Roche, Sandoz, Sanofi.

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Polisano was a Top 3 East Europe pharma group and the oldest private pharmaceutical group of companies offering product import, distribution and drug factory in Romania, as a 20+ year old family owned business. As the first person to bring the group from being 0% digital marketing led to 90% digital marketing led in less than 1 year, I created a full marketing cycle across the 4 pillar companies. I provided close support to shareholders in strategic planning, helped steer the business towards a fully integrated and customer centric service, following an image crisis. I improved the group's relation with their creditors and laid the basis of their next steps in selling the business in the upcoming years to other emerging powerful healthcare providers.

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Stats: 8000 employees, 8 warehouse hubs, 2 hospitals, 5 clinics and 100 pharmacies across the Romanian territory. 

• Led a team of 8 + 3 agencies (i.e. McCann) on brand & redesigned the communication flow of the 4 major companies of the Group (drug factory, private hospital, 100 retail pharmacies chain, national distribution company). Led and designed ATL & BTL TV Ads, media buying & auxiliary media, surpassing a £26.6M/Q Gross Profit target and selling £4M/Q pharma stocks.

• I authored new OTC products, supported the development of new product ranges and successfully launched these across Eastern Europe. Established a new product innovation process which greatly increased success of new product launches – included risk modelling - Mckinsey GE modelling and competitive Blue Ocean. Built and delivered the Polisano Pharmaceuticals Factory ‘New product GTM roadshow’ event series which grew their portfolio of wholesale OTC B2B clients in EE from 50 to +500 in 1 year.

• Launched their first charity as the fifth company in the group, consolidating market position of the brand & customer sentiment.

• Managed a £1mil budget, adapting all PR and strategic marketing projects while delivering integrated cross-platform 360º marketing & PR campaigns. Implemented successful campaigns via Marketing Mix Modelling and PR strategies including digital and extensive international, trade press and national television coverage on and off-line.

• Successfully rebranded the drug factory’s products portfolio (following an image crisis of the trust) which brought the businesses back to their normal KPIs. Conceived new interior design of retail pharmacies and new launch event concept. Designed and delivered the rebranding of the whole national fleet of distribution vehicles. Introduced fidelity cards. Introduced, designed, delivered the headquarter buildings’ facade branding. Design & copy of pharmaceutical drug factory website.

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Marketing Lead/Stakeholders Representative                 DirectPharma Logistics                Contract (Bucharest, RO) 10.2014-02.2015 

​Produced and reviewed all Standard Operating Procedures of the business. Redesigned workflows and enabled efficiency practices to reduce the order processing time. Managed 18 direct reports on behalf of the Shareholders and acted as the partnership contact for all B2B clients. Restructured nationwide coverage for customer satisfaction and strategic portfolio expansion targets. Introduced reverse logistics practices and raised the efficiency of secondary production services by 60%. Updated & created new legal compliance with Goods Distribution Practices & ISO 9001, regarding efficiency, safety regulations and environment.

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Personal Counsellor to HRH Prince Radu & HRH Prince Nicholas
/ Management Consultant
The Royal Household of King Mihai 1st of Romania                                                                              (Bucharest, RO) 10.2012-06.2014

​Coordinated all departments of the Royal Household, including liaising with the Prime Minster and the President of Romania as well as all diplomatic corps in the country and abroad on behalf and for the Royal Family members. Worked on the Royal Protocol and managed Honorary Equerries on various duties that involved Their Royal Highnesses. Managed all PR issues of the Royal Family & organised large events (6000+ guests) in line with Royal Protocol. Delegated to represent the Royal Family at certain events which involved obtaining full security vetting. Managing in detail the daily private and public agenda of the Royal Family members and all aspects related. Responsible for the Royal Archive whilst reducing bureaucracy by 75% in all Royal Household departments.

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EDUCATION
 

MA Marketing Leadership

CIM – The Chartered Institute of Marketing
2021-2023  |  Level 7 – on course
Core modules: Leading Change, Contemporary Challenges, Managing Business Growth, Consultancy.
 

BA Public Relations & Communication

First Class (93%) | SNSPA- National School of Public Relations & Political Studies
2008-2012  |  180 ECTS Level 6
Core modules: Project management, Social research & analysis, Strategic marketing, Data analysis & operations, Image crisis management, Communication philosophy, Sociology, Brand management, Institutional protocol, HR management, PR strategies, Marketing campaigns, Micro & Macroeconomy, Semiotics, Politology, Geopolitics & globalization, Communication ethics & law, Photography techniques, Public image of leaders & institutions, Publicity & advertising, Audiovisual communication, Newspapers drafting, Writing techniques, Mass media in social contexts, HR performance evaluation, Training & development, Anthropology.
 

BSc Urban Planning and Design

Hons (91%) | UAUIM - National University of Architecture and Urbanism “I. Mincu”
2009-2013  |  260 ECTS Level 6
Core modules: Strategic Planning & Mathematical models, Demographic Economy, Social Systems Dynamics, Analysis and impact assessment, Risk and Safety Management, Urbanism Law, Heritage Protection, Sustainable Development, Morphology & Statistics, Mobility Management, Urban & Architecture Design, Structural Engineering, Cadastre, Topography, Vertical & Road Systematisation.

International Baccalaureate

9.53 (95.3%) | The National College of Architecture and Public Works
2004-2008 | 2nd place of +900

                    EARLIER CAREER

 

 

The League of Romanian Students Abroad                    PR & Design Director                                                           · 2011-2015

Thriving online community with a large network of over 6000 members spread worldwide at top univeristies. Organised events remotely in the countries where their memebers were studying, produced logos, promotional materials up to DTP and printing. Managed the website and organisation identity, created a newsletter each month reaching all 10.000 volunteers. Managed the relationship with their business partners (i.e. KPMG, Oracle, JPMorgan) to ensure continuity of projects abroad and home in Romania.

PopSavin Attorneys at Law                                         PR & Marketing Operations Manager                                    · 2014 -2015

Supporting Managing Directors’ in coordinating all PR activities and ATL, book launches, TV and media appearances. Coordinated a range of PR activities and social media efforts to bolster the company's online presence and reputation. Preparing and executing crisis communication plans to address PR issues or challenges that may arise from high profile clients, with no margin for error.

CBRE                                                                                     Marketing and Research Executive                                              · 2014

Completed research work regarding particular aspects of the property market in Bucharest and Improved the marketing department materials by creating various infographics for the customers. Improved IT and Excel skills whilst working on portfolio analysis and investment strategy.

 

District 4 Bucharest Council                                             Urbanist / Construction Site Manager                                         · 2013

Replacing the chief architect for 3 months and coordinating with his supervising all teams that worked on site. Responsible for construction material costs and advice regarding good practices and appropriate products to be used. Prepared documents for appraisal plans and validating the project in the urban area development context.

 

Classical Music Festival “Sergiu Celibidache”                PR  Assistant                                                                                   · 2012

Agenda of 3 months of events that included mastercalsses for the students of the music highshool or students of the National University of Music with renowned artists like Ida Haendel, Mark Mast, Rony Rogoff. Performing last checks of equipment and staff at each event before the guests arrive and managing RSVP’s and follow-ups as well as press relationship.

 

Self employed during university                                       English language private teacher                                      · 2008-2013

Classes held part time on weekdays/fulltime on weekends for students aged 4 to 55 while studying for university. Teaching pro bono for children with no means to afford classes or having difficulties learning.

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GRAWE Insurance                                                                Marketing Assistant                                                           · 2006-2008

 

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ADDITIONAL INFORMATION
 

LANGUAGES:          English – Fluent    |    French – Advanced    |    Italian – Intermediate    |    Romanian – Native

 
CERTIFICATIONS:  
             • HubSpot Certifications: Inbound Marketing · Contextual Marketing – expert level · SEO Marketing

• Semrush Certifications: SEO Toolkit Advanced Users · Advanced Competitive Research · Digital Marketing for       SMBs · Mobile SEO

• LinkedIn Skill Assessments: Google Ads (top 15%) · SEO (top 30%) · AutoCAD (top 5%) · Photoshop (top 5%) ·       WordPress (top 30%)

• Cambridge ESOL CPE Certificate of Proficiency in English.

• 1st prize  at ‘Go4Media’ PR case study competition - League of the Romanian Students abroad (LSRS).
• Social Media Popularity Prize & 1st Mention at ‘CityScapes’ 1 & 2 - University Photography competitions.
• Technical Drawing Qualification Certificate (architecture, cadastre and topography drawing).

 

Personal interests:   travelling, astrophotography, sailing, winter sports, tennis, old books, calligraphy. 

Driving licence: on course