I work with founders and marketing leaders who need a marketing function that matches their company's next stage.
I create the strategy, build the marketing and communications plan, and manage delivery. For media, events and GTM support, I work with The Recursive. For everything else, I bring in the senior specialists the work requires.
What I do
Tech is specific about language. If a startup cannot explain, in plain language, what it does, why it matters and why a buyer or investor should choose it, it can be building the next unicorn and it will not matter.
I create a product value proposition and brand strategy that hold up against real competitors and hard questions. Then I turn them into messaging your team uses consistently across sales, content and communications.
Strategy only matters once it goes to market. I build annual marketing and communications plans around the stage the business is at, then manage the work needed to bring them to life.
Project management has been the backbone of my career for 18 years. I coordinate the plan, specialists, deadlines and delivery, so execution stays tied to strategy.
Being smart and intentional about the business events you add to your calendar comes with research and preparation, on-site connections, and proper follow-up. Easy to say. Most teams skip at least one stage, then write off an event that could have been a highly efficient lead-generation channel.
I prevent that with a decision matrix built through years of testing what produces useful conversations, relevant introductions and follow-up opportunities. My current work spans fintech and health tech events across Europe, from major industry gatherings to smaller, ROI-focused formats.
Going to market brings together positioning, marketing and communications, and events. It also starts with the business: whether it is ready for the move, what the local market will respond to, and what needs to be in place before launch.
I work across the practical part of that process: local market connections, brand ambassadors, consultants, distributors and the ground-level understanding that makes a plan usable. When the business strategy needs deeper work, I bring in senior business strategy and M&A experts.
Selected work
Kardi AI is a Czech medtech company offering MDR Class IIa-certified, AI-analysed long-term ECG monitoring.
I lead the Romanian work within a market-entry programme for Romania and Bulgaria, built around the medical events that matter to cardiologists in the region. The work covers positioning for a new market, event strategy, and relationships with national cardiology societies and their organisers. The aim is a credible, lasting presence in the local cardiology community and a base for commercial growth in 2027.
GlycanAge is a UK-registered biotech built on three decades of glycobiology research out of Zagreb.
I owned the positioning stream of a four-month Recursive engagement, alongside a PR stream around the company’s clinical conference in Dubrovnik.
I built and curated the CEE Health & Medtech Reception at the health.tech global summit in Basel, framed around how health systems turn early signals into clinical action. I developed the programme, speakers and pairings, and placed GlycanAge’s CEO on the panel.
I wrote the founder interview that became a Recursive feature and the closing client report.
Telios Care is a Romanian medtech company that has led the telemedicine market for the last nine years.
I built the product value proposition and the marketing and communications plan, then led campaign creative through implementation.
I worked as an embedded member of the marketing team, advising on day-to-day decisions alongside the strategic work.
DSS is a Sofia-based ServiceNow delivery and IT services company with nine years of enterprise implementation experience. Its positioning still framed it as a service vendor.
I led the strategic diagnosis with the founder, mapped the company against competitors including EPAM, Scalefocus, Accenture and Deloitte Digital, and built a new position around shared ownership and product-backed technical depth: “Solved before it's built.”
I now run the go-to-market across strategy, social, editorial, PR, events and website. The work includes a weekly LinkedIn calendar, a PR campaign around a Recursive roundtable, a messaging audit of dss.bg, and an eight-event European pipeline, each event with an owner, a purpose and a follow-up plan.
Druid is an enterprise AI agent platform that enables companies to build, deploy and operate AI agents that automate complex processes.
I created and delivered the concept for its annual London event as Druid expanded beyond Romania and brought new product features to market. I handled client service and coordinated the project end to end, from the event concept through production and delivery.
Airwallex is a global financial platform for payments, treasury, spend and embedded finance.
I built the full brand strategy for its EU market entry, working across research, positioning and deployment. I also helped turn that strategy into a marketing and communications plan, then coordinated the work needed to bring it to market.
How I work
I work as an external senior marketing lead. I own the strategy and client relationship from the first conversation through delivery and reporting. When the work needs specialist support, I bring in the right people for design, copywriting, media, PR or events, and manage them directly. You have one person accountable for the whole programme.
About
For 17+ years, I have led marketing and communications work from brief to delivery. I built my career in agencies, running campaigns, launches and high-visibility events across pharma, telecom, FMCG, retail and technology.
The work included healthcare brands such as Bayer, Merck, MSD, Novartis, AstraZeneca and Abbott; Vodafone’s multiple business units; and launches for ING Tech and Veranda Mall. I managed teams, budgets, suppliers, production and senior client relationships, often across several projects at once.
That experience is why I do not treat strategy as a deck. I know what happens when it reaches creative teams, media partners, event organisers, sales teams and client stakeholders. Over the last few years, I have taken that experience into B2B tech, fintech, health tech and AI, working with founders and senior teams on positioning, communications planning, PR, media partnerships, lead generation and events across CEE, Europe, the UK and the US.
Today, I work with companies that have outgrown founder-led marketing but do not yet need, or cannot yet justify, a full-time senior hire. I set the position, build the plan and manage the work needed to put it into market, bringing in the right specialists where needed.
Get in touch
If your company is ready to sharpen its position and build a marketing plan for its next stage, let's talk.
