CV

Professional Summary

For the past 17 years I've been helping companies in the consumer, financial and IoT space find their voice, define their place, and raise awareness and demand not only for their persona or product, but their (sometimes very, VERY new) corner of industry as well. I do so hands-on, holistically, and without reserve- as one of my past Executive colleagues puts it,

[dana] is both creative genius and focused tactical doer. (Example: she can write a riveting, fact-based, technically accurate article about the economic potential of IoT (picked up by Venture Beat and strategic to the company at that time), deploy website updates, liaison with analysts, and implement a Marketo campaign... on her own and in one week). Dana has broad experience and success in demand generation and content creation, but has a knack for analytics and research and she's an invaluable partner for higher-level work (positioning, messaging, brand identity etc.). Dana brings spunk, positivity and intelligence to any situation. She is VERY outspoken and she chooses not to filter her words- what she means is what she says is what she does. She is beloved by colleagues. She is unique. She is an asset. The company she chooses to work for (and the executive smart enough to bring her on) will be lucky to have her.

Services

Market Forming Brand & Identity GTM

Thought Leadership Demand Generation Product
Program Design Operations Monitoring & Reporting

PR Product Social Web CONTENT Events

Work Experience

20012 - 2021

Market Evangelista | SQLstream, Inc.

2007 - present

Marketing Lead & Fractional IMC

I collaborate with main stakeholders to design custom go-to-market strategies, Marketing Mixes, write program plans, and establish operations for a variety of clients in New York and the Bay Area; oftentimes I run program and project management from ideation through implementation, and handle the creative process cross-functionally, multi-channel, and startup-style (modest resources/moving goalposts/no existing frameworks).

List of partners includes, but is not limited to: Google, Inc,; Guavus, Inc.; AppDynamics; Darvag Theater; SQLstream, Inc.; Scott Law Firm; Whitegate PR; Perseus Micrologic; Komaaj; ScentXplore; Women for Hire; Primary Capital, LLC; Pro Data, Inc.; Learn That.

Worked with founders and investors to define, position, and promote the SQLstream SaaS suite as the alternative streaming analytics platform on the Fast Data processing market, and a leader in Intelligent Transportation Systems. Activities included:

Market and competitive research resulting in a new hot spot map (new vertical: smart cities), new messaging, dynamic product release schedules, and a new analyst outreach pool.
User behavior research resulting in additional bottom-up targeting and new demand generation programming, increasing the user base x4 and decreasing the sales cycle from 8 to 5 months.
Marketing Mix planning, budgeting, and release schedules.
Scoping, producing, and creating assets for all stages of the marketing funnel:
- webinars, articles, landing pages, intelligence libraries, dynamic web, videos, event materials
- automated email campaigns, web content, social media
- whitepapers, ebooks, industry guides, microsites
- case studies, data sheets, Sales presentations, testimonials, use cases
- announcements, updates, performance reports.
Thought leadership:
- pitched and developed content for speaking engagements (ex.: ITS World Congress, Oracle Open World, etc.)
- prepared application and managed the audit process for industry awards and analyst rankings (result: leader in the Forrester Wave, Datanami Top10 awards, etc.)
- pitched, wrote and published articles for industry media (ex.: Venture Beat, Yahoo News, etc.).
PR: wrote and distributed all releases; built and maintained press lists; wrote statements and and coached leadership for interviews
Content strategy across PR, web, email, social media, and hosted content (partners and external publications).
Operations, resource, and vendor management.
Brand, asset, and workflow integration and partner program design (post-acquisition by Guavus, Inc. and Thales, Inc.).

2008 - 2010

Brand Integration Manager | Liquidnet, Inc.

Worked alongside the CEO, the VP and the product marketing/ sales/ creative/ communications teams to develop and execute global programs that increased member awareness, acquisition, engagement and retention for Liquidnet services.

Initiated and lead the 2009-2010 rebranding exercise resulting in new positioning, audience segmentation and a targeted messaging strategy.
Created and managed an integrated marketing calendar to support key messages and coordinated optimization across multiple channels and 3 continents.
Lead the production of creative deliverables for a multitude of internal clients, driving asset gathering and managing internal and external resources, schedules, budgets, creative reviews and distribution.
Handled the concepting, content creation, exclusive presentation design and cross-team coordination for major internal and industry events.

2007 - 2008

European Relations Manager | Primary Capital, LLC

Researched, synthesized and identified investment opportunities in SE Europe and developed a European deals pipeline by actively raising company profile awareness through local publicity. Designed, produced and updated multilingual advertising, press and IR materials and oversaw the production and distribution process.

2004 - 2006

Research technician | Emerson College

Designed and applied quantitative and qualitative research methods (questionnaires, focus groups, comparative statistics, eye-tracking data collection and analysis) to assess the impact of new products on niche markets.

Education

2004 - 2006

Emerson College

MA | Integrated Marketing Communications

focus: Research Methods, Consumer Behavior
Scholarship recipient

2000 - 2004

University of Bucharest

BA | Advertising & PR

Dean of Students (equiv.) for 4 years
Scholarship recipient

LANGUAGES: English, Romanian, French, Spanish, Italian, Farsi

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