Andreea Cojocariu
Greater Boston
Summary
People and results-focused marketing executive with nearly two decades of expertise in developing and leading high-performing marketing teams. Recognized for a distinctive leadership style that fosters collaboration across marketing functions and drives substantial growth in Annual Recurring Revenue (ARR). Combining creativity with analytical rigor, specializing in crafting data-driven strategies that consistently exceed expectations. Notably, Achieved a remarkable 6x increase in pipeline growth through strategic initiatives.
Overview
9
9
years of professional experience
Work History
Marketing Director
TestFit
11.2023 - 06.2024
- Doubled ACV on new deals
- Doubled Opp to closed won win rate
- Boosted website traffic by 600% by creating integrated social media strategy.
- Boosted product-market with 5x growth in pipeline, new product sign-ups, leads, MQLs, Opportunities
- Managed a small team of early career marketers, teaching and coaching
- Led GTM Marketing strategy and implementation for three product launches
- Implemented the product marketing function to shift from sales lead to product led growth
- Implemented Sales and Customer Success enablement programs
Principal
Cojoy Marketing
07.2023 - 11.2023
- Served as a fractional CMO for clients in Retail, SaaS, Cybersecurity, MSPs, Healthcare, and Financial Services arenas
- Led teams of all sizes as interim marketing leadership for organizations going through a transition or startup mode
- Restructured marketing teams and managed global teams
- Developed and pioneered an organic social media ABM method
- Developed integrated demand-generation efforts to increase revenue across e-mail, social, SEO, SEM, and direct mail
- Identified and implemented innovative digital marketing strategies to drive customer engagement and revenue growth for clients across various industries
- Implemented data-driven marketing strategies to optimize campaign performance and improve ROI for clients
- Provided strategic guidance and leadership to marketing teams, ensuring alignment with overall business objectives
- Collaborated with clients to identify and leverage untapped marketing opportunities in their respective industries, leading to increased market share and brand awareness
- Developed and executed creative and effective guerrilla marketing campaigns to generate buzz and drive customer acquisition in unique and unconventional ways
- Implemented data-driven marketing strategies to optimize campaign performance and improve ROI for clients
- Developed product-led marketing integrated marketing strategies.
VP of Global Marketing
Jitterbit
02.2022 - 01.2023
- Rebuilt the marketing function from the ground up
- Generated 6x growth in pipeline, collectively $104M in ARR
- Partnered with Sales leadership to understand conversion rates and develop optimization next steps
- Responsible for strategic planning for direct B2B for all regions (EMEA, LATAM, APAC, NA)
- Developed and executed data-driven marketing strategies to drive revenue growth across all regions
- Led a cross-functional team to implement a customer segmentation strategy and personalize marketing initiatives to target specific customer segments in each region
- Identified new market opportunities and developed strategic plans to penetrate these markets, resulting in increased revenue and market share
- Implemented a lead generation process to identify and capture potential customers, resulting in increased pipeline growth and revenue opportunities
- Implemented a comprehensive marketing analytics program to track and measure the effectiveness of marketing campaigns and initiatives, providing actionable insights for optimization and continuous improvement
- Provided leadership and strategic direction for the global marketing team, ensuring the alignment of marketing efforts with overall business objectives and the achievement of revenue growth targets
- Reduced Cost per Lead from $5,000 to $500
- Reduced overall average Cost of Acquisition from $16K to $2,200
- Increased MQL to Opportunity conversion from 13% to 89%
- Partnered with Sales leadership to understand conversion rates (MQL to SQL, SQL to opportunity, opportunity to closed won/lost) and develop optimization next steps, resulting in overall conversion increases: MQL to SQL 3% to 25%
- SQL to Opportunity: 20% to 30%
- Opportunity to closed won: 12% to 80%
- Lead to Opportunity: 3% to 15%
- Collaborated with product management and engineering teams to ensure marketing strategies aligned with product roadmap and development plans, resulting in a cohesive and effective go-to-market strategy
- Developed and executed a global content marketing strategy to enhance brand awareness and thought leadership, resulting in increased engagement and conversions
- Developed and executed a comprehensive content marketing strategy to establish thought leadership and drive brand awareness in the industry, resulting in increased website traffic and engagement
- Managed Marketing and Sales operations resulting in cost savings, higher efficiency and ROI
- Implemented a demand generation strategy targeting key verticals and geographies to drive qualified leads and increase pipeline growth
- Developed and implemented a data-driven marketing strategy to optimize marketing campaigns and drive revenue growth
- Identified emerging marketing trends and technologies to stay ahead of the competition and leverage them in marketing strategy.
- Hired and managed employees to maximize productivity while training staff on best practices and protocols.
- Spearheaded cross-functional initiatives across departments to achieve business goals for bottom-line profits.
Head of Digital Marketing and Demand Generation
net2phone
08.2020 - 02.2022
- Developed go-to-market strategies for new products and services resulting in 40% increase in lead volume in the first three (on average)
- Launched new LOB and drove $3 million in net new revenue for this LOB
- Grew net new revenue by 25%
- Increased SQL funnel by 40% YoY with 45% close rate
- Reduced CPL to $150 from $600
- Generated $5 in revenue for a new LOB in the first year
- Increased top-of-the-funnel brand awareness growing social media awareness by 700%
- Managed a $3 Million marketing budget
- Developed net2phone’s first-ever marketing automation program
- Decreased marketing costs through intense vendor negotiation by 40%
- Rebuilt the global marketing team and US direct Sales function
- Built brand recognition for net2phone as a top Unified Communications provider
- Implemented data-driven strategies to optimize digital marketing campaigns and improve ROI, resulting in a 20% increase in conversion rate and a 30% decrease in customer acquisition cost
- Identified and implemented new channels for lead generation to expand net2phone's customer base and increase revenue
- Launched an ABM (Account-Based Marketing) strategies targeting key accounts resulting in a 50% increase in lead quality and a 30% increase in customer retention
- Collaborate with product team to develop marketing strategies for new products and services, resulting in increased lead volume and ARR growth
- Developed and implemented a comprehensive content marketing strategy that increased organic traffic by 50% and improved search engine rankings for key industry keywords
- Managed a team of digital marketers and demand generation specialists to execute marketing strategies and campaigns, ensuring alignment with company goals and objectives
- Developed a lead scoring model to prioritize and qualify leads, resulting in a 30% increase in marketing efficiency and a 20% increase in conversion rate.
Senior Brand and Demand Generation Manager
Earthlink
10.2016 - 01.2019
- Led Earthlink Marketing through the Windstream acquisition and transition once the deal closed
- Managed brand and demand generation go-to-market strategy
- Launched a demand-gen social program resulting in a 20% increase in closed won deals
- Decreased bounce rate from social referrals by 63%
- Reached 80% adoption rate for brand ambassador program
- Improved share of voice on LinkedIn and Twitter by 90%
- Collaborated with cross-functional teams to develop and execute integrated marketing campaigns
- Analyzed competitive landscape and industry trends to identify opportunities for differentiation and growth
- Identified and evaluated potential partnership opportunities to expand brand reach and increase demand generation
- Led the development and execution of strategic marketing plans to drive brand awareness and generate demand for Windstream's products and services.
Digital Marketing Director
DigitalStakeout
01.2015 - 06.2016
- Developed an end-to-end demand-generation strategy for new products and services resulting in $1M in yearly revenue
- Implemented email nurture with over 40% open rates, 10% click-through rate, and 60% conversions from MQL to Opportunity
- Grew website traffic by 70%
- Launched a (new at the time) live-streaming social media lead gen campaign
- Implemented innovative digital marketing campaigns to drive brand awareness and customer engagement, utilizing emerging technologies and platforms
- Implemented data tracking and analytics to measure the success and ROI of digital marketing campaigns (via Pardot and Salesforce)
- Identified and leveraged emerging trends and technologies in the digital marketing field to stay ahead of the competition and drive continuous improvement in campaign effectiveness and ROI
- Developed strategic partnerships with industry influencers and thought leaders to amplify brand reach and establish DigitalStakeout as a trusted authority in the cybersecurity space
- Collaborated with the sales team to develop targeted digital marketing campaigns that align with the company's sales goals and objectives
- Analyzed market data and consumer insights to identify target audiences and develop personalized marketing strategies for maximum impact and conversion rates.
Education
MBA -
University of Phoenix
St. Louis, MOBA -
Southern Illinois University Edwardsville
Edwardsville, ILSkills
- Digital Marketing
- Marketing Strategy
- Go-to Market Strategy
- Strategic Planning
- Brand Building
- ABM
- Paid Media
- Project Management
- Demand Generation
- Product Marketing
- Content Marketing
- Marketing Operations
- SEM
- Media Relations
- Market Analysis
- Marketing Analytics
- CRM Management
- Operations Management
- Market Penetration
- Media Buying
- Cost Management
- Social Media Marketing
- Social Media Strategy
- Content Development
- Budget Management
- Product-led Marketing
- Sales-led Marketing
- Networking
- Project Planning
- Content Creation
- Advertising Campaigns
- Branding
Timeline
Marketing Director
TestFit
11.2023 - 06.2024
Principal
Cojoy Marketing
07.2023 - 11.2023
VP of Global Marketing
Jitterbit
02.2022 - 01.2023
Head of Digital Marketing and Demand Generation
net2phone
08.2020 - 02.2022
Senior Brand and Demand Generation Manager
Earthlink
10.2016 - 01.2019
Digital Marketing Director
DigitalStakeout
01.2015 - 06.2016
MBA -
University of Phoenix
BA -
Southern Illinois University Edwardsville