[ ABOUT ]
The senior call. Without the org chart.
CREDENTIAL
Digital Marketing Strategy
What led me here.
[ THE STORY ]
Hey there, I’m Iulia Smeria.
Truth is, I didn’t start my career with a five-year plan. I started with a question: why do some brands connect with people while others don’t, no matter how much money they spend? Turns out that question can keep you busy for sixteen years.
That took me through consumer goods, IT services, SaaS, and hospitality, working with businesses selling to other businesses and to people like you and me. I’ve built marketing departments from nothing, taken products into new markets, and sat in plenty of rooms where the brief was a blank page, a deadline, and everyone quietly hoping marketing would sort it out.
What stayed with me, more than any campaign, was the people. The founder who couldn’t explain what made them different, even though it was obvious after five minutes of talking to them. The team working hard on the wrong things because nobody had told them what mattered. The moment someone says “oh, that’s it” and you can see the weight come off their shoulders. That’s the part I’m good at, and the part I love.
So I left. Walking away from a stable, senior corporate career took a lot of convincing, mostly of myself. But no matter how many times I second-guessed it, I kept arriving at the same conclusion. I missed the creative work. And I missed the speed.
story
In a small, fast-growing company, an idea can go from a conversation to the real world in days, you see what it changes, and if it doesn’t work, you change course before the next meeting is even on the calendar. I wanted to put my experience to real use for someone who needs it, and to have more say over my days. Eventually I stopped arguing with myself.
I love the creative side of strategy: connecting dots, asking the question that opens things up, finding a way through when everything feels tangled. And I want to know whether it worked. For me, numbers show what I missed and what’s worth doubling down on. Same with AI and new tech: I use it, test it, and keep learning, because the tools change faster than the questions do.
Today I work with founders who are building something and want a strategist in their corner, sometimes for one focused project, sometimes for the long run. I listen to what you’re hoping for, I’m honest about what’s getting in the way, and I help you decide what deserves your attention. Then I stay, because a plan nobody sticks around for is just a nice document.
Sixteen years in, and I'm still curious. That's probably the honest answer.
[ BY THE NUMBERS ]
What I've been trusted with, and what came of it.
$7.5M+
20+
8
7
Managed in annual marketing budgets
Team members led
M&A brands integrated into one voice
Markets served by a global brand & content team I built from scratch
+75%
15X
+30%
-50%
Growth in ecommerce subscribers, in one year
Website traffic, from 2K to 30K visits a month
Increase in customer satisfaction
Cost per lead, cut in half
[ RECOGNITION ]
Not just my word for it.
Digital Marketing Strategy
Harvard Business School Online
Content Strategy Awards
3 Platinum and 5 Gold MarComm Awards
[ What people say ]
The people I've worked with say it better than I can.
Iulia understands that marketing needs to solve business problems, and providing well-defined marketing strategy and clear guidance is part of what she can do very well. I highly recommend Iulia.
Marlena Hij
Head of Content and Solution Marketing
IT SERVICES
Iulia is a rare marketing leader who combines strategic acumen with flawless execution. She built and scaled our global brand presence. Her ability to lead cross-functional global teams, navigate complexity, and deliver significant, measurable impact made her an indispensable part of our success.
Becky Owen
Managing Director
IT SERVICES
She demonstrated strong leadership, strategic thinking, and a calm, solutions-oriented approach to challenges. Iulia was highly effective at leading teams, aligning cross-functional stakeholders, and delivering impactful results.
Marek Gebski
Marketing Director
CPG