Strategic
A curated collection of his most impactful marketing campaigns, each showcasing his expertise in blending data analysis with creative strategy.
Every project is a testament to Alexandru's passion for driving growth and engagement through smart, data-driven marketing solutions. Dive in to see how he transforms marketing challenges into success stories!
Intuit
Marketing Automation
Sep 2020 - Oct 2023
Intuit, a leader in financial software, faced the challenge of optimizing its performance marketing strategy to target and attract high-value customers. The focus was on using existing customer data to identify and attract individuals similar to current high-revenue or long-term customers.
Challenge:
The goal was to use a Customer Data Platform (CDP) to integrate various data sources, empowering the performance marketing team to create targeted campaigns on Google Search Ads, Facebook, Pinterest, and Google Display Ads. These campaigns aimed to attract customers similar to those with high lifetime value (LTV).
Objective:
My Role:
I was responsible for orchestrating data integration using the CDP, connecting data sources to advertising platforms and ensuring the data was tailored for identifying potential high-value customers.
Integrated customer data from Intuit’s database with the CDP.
Segmented the customer base to focus on those with high LTV.
Utilized segmented data to create lookalike audiences on advertising platforms.
Strategy:
Targeting Efficiency: Improved ad targeting precision, potentially reducing cost-per-acquisition by up to 25%.
Conversion Rates: Higher conversion rates, with an estimated increase of up to 30%, due to more personalized and relevant ad content.
Return on Ad Spend (ROAS): Improved ROAS, potentially increasing by as much as 40% by focusing on the most profitable customer segments.
Hypothesized Results:
Key Learnings:
This project demonstrated the effectiveness of using CDPs for targeted marketing efforts. Key learnings highlighted the importance of accurate data segmentation and the impactful role of CDPs in unifying customer data for precise marketing campaigns.
enlitened
Growth Management
Sep 2019 - Mar 2020
One of the biggest problems in universities is the lack of continuous communication and feedback from the student body to university leaders and decision makers. This often leads to the student body being dissatisfied with the current educational system and the pace of tackling the issues at hand.
Enlitened helps amplify existing student representation systems, putting the student voice for the broader student population right at the heart of university decision making. Given its growth model, Enlitened has all the right criteria to position itself as the industry leader in the student engagement and wellbeing space.
One of the major challenges faced while working with Enlitened was encouraging students to pick up the app and engage by answering a set of questions on a weekly basis. The answers would then generate actionable insights, for university decision makers, on university life and beyond.
Challenge:
Acquisition and engagement of the whole student body of existing university partners
Objective:
Channels:
Email, PPC, events & direct mail
After running a number of experiments using both outbound and inbound campaigns we considered using direct mail as an acquisition channel. The hypothesis we setup for this experiment was that students will engage more with mail rather than email. We depicted this information from student interviews as well as how many emails students receive in a week and how many of those they read. The experiment's success criteria was to acquire student users at a lower cost compared to our PPC efforts using direct mail.
The letter included promotional materials describing the products benefits for both the student body and the university. Additionally, it included instructions on how to fold an origami owl (Enlitened's mascot and logo) out of paper.
The latter was designed as a stress relief mechanism, with visual output, to make it easier for students to share their results on social media, creating a fly wheel effect.
Approach:
The results were outstanding, acquiring the second largest amount of users we have ever acquired in a week, at 1/3 of the original CPA. Not only that, but the campaign generated social buzz reaching over 10.000 potential users on Instagram with user generated content.
Results: