I lead Creative Services across EMEA for HP, where I focus on turning big ideas into scalable, personalized brand experiences that place brands at the heart of culture, conversation, and social change. Here, I partner with leading creative agencies and global consumer brands to create award winning campaigns that transform packaging into a strategic marketing channel, elevate brand storytelling, drive consumer engagement and increased marketing ROI. 

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Over the last decade, I have been directing and designing brand experiences from ideation to execution, leading award-winning 360 marketing campaigns for global consumer brands like Nestle, Mondelez, HP; building brands and delivering high impact digital marketing campaigns for some of the largest B2B businesses in North America. Recent Suchard Sorteo Navideno campaign won the 'Best in Class' Award at PAC Global Awards in Toronto, 2026.

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Graphic design is a passion I enjoy not just as a designer, but also as an educator. I have been teaching a 12 weeks course I created, called ‘Visual Layout and Composition’ at British Columbia Institute of Technology. My course examines the process of coming up with ideas and implementing them in original, meaningful and effective compositions, across web and print applications. As part of my class I provide art direction on projects, helping students find their inner voice and develop their design skills. 

 

My journey as a creative director is a little different than most, having spent the first decade of my career in Big 4 consulting, I led large-scale transformation initiatives across Southeast Asia, shaping HR transformation, operations and technology across seven countries and impacting 800+ professionals.

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Broad knowledge of geographical & business cultures, having lived in SE Asia, United States, Canada and Europe. I speak English, Romanian, Spanish and French.