I was born in Moldova, moved to Romania, and today I run an American marketing agency from across the Atlantic.
That sentence still raises eyebrows in most rooms, it's part of why I write here.
The arc
I joined ScaledOn in 2016 as a freelancer. I moved through senior marketing, then operations manager, then into the CEO seat, where I've been for the past several years. I didn't found this company; I earned it from the inside. Most of what I've learned about strategy, operations, and people came from the rungs underneath the title.
What I actually do
"CEO" tends to collapse into a single word: lead. Mine doesn't. In any given week I'm working in three modes at once.
Strategist
I build the growth strategies for our clients 7- and 8-figure ecommerce brands, plus high-ticket businesses. We serve clients in vaaripus verticals as home improvement, private aviation, in finance, pets, auto, sports & outdoors, gardening, health, etc. The brands change; the work doesn't: figure out where the business should go, then figure out the next ten moves to get it there.
Operator
ScaledOn delivers paid media, SEO, Amazon, design, web development, data analytics, TV, and AI advertising - across 25+ people in 10+ countries. Running that without breaking things is a discipline. Most of what I know about operations I learned the hard way.
Coach
I spend more time than most CEOs would admit on the people side: time management, priorities, cultural behaviours, AI adoption, hard skills, soft skills, personal growth. The agency is the people. No strategy is worth more than the team that has to execute it.
How we work
Three rules I'm running the company around, and that show up in everything I write here.
Act as a partner. Vendors get briefs and execute them. Partners argue with the brief when the brief is wrong.
Keep testing. No campaign, no team structure, no client process is finished. The brands that compound are the ones that experiment on purpose and adapt.
Care. About the client's business. About the people doing the work. About the outcomes after the invoice clears. It's the unglamorous rule, and the one most agencies quietly skip.
Background and credentials
CEO, ScaledOn - joined 2016 as a freelancer, in the CEO seat for the past several years.
Most of my executive education has come through Transilvania Executive Education and its University of Buckingham partnership - a coherent track across strategy, behavioural science, and culture-change methodology.
- Management Academy graduate (2025) - Transilvania Executive Education, validated by the University of Buckingham (UK).
- Behavioural Economics in Practice - masterclass with Dr. Alin Băiescu, Senior Executive Module Leader at TEE.
- Rapid Mass Engagement - workshop with Frank Devine, founder of Accelerated Improvement, University of Buckingham affiliate, and author of Rapid Mass Engagement (McGraw Hill, 2023).
- Game Theory Applied - workshop with Prof. Giuseppe Attanasi, Full Professor of Economics, Sapienza University of Rome.
Press: Featured in 5+ Clutch.co articles on brand discovery, personalized marketing, product launches, brand parity, and social commerce.
Why this site exists
The honest version: most of the leadership and operator content I want to read doesn't exist. So I'm writing it.
Expect specifics, not slogans. Expect more questions than answers some weeks. Expect notes on processes, AI adoption, hiring across time zones, on decisions that didn't work, on strategy frameworks I actually use, on coaching teams that grow up while you're still figuring out the next move.
If you're an operator who thinks like a founder - or a founder who's becoming an operator - this is for you.
- Iulia