A skill-first narrative CV
Hello
Hello
I’m Sinziana, a millennial marketer based in Belgium. Like many people in my generation, I started my career in a world that looked completely different from today’s. Since then, I’ve worked through three eras of marketing:
advertising before social media,
digital and growth marketing before large language models,
today’s AI-native workflows
…before I was 40.
In many ways, I find myself in the exact future of work I was writing about years ago when I was marketing automation, machine learning, connected industrial machinery or enterprise software. The tools kept changing. The fundamentals, not so much.
This site is organized around capabilities and context rather than chronology. Also, it is not a portfolio.
I’m Sinziana, a millennial marketer based in Belgium. Like many people in my generation, I started my career in a world that looked completely different from today’s. Since then, I’ve worked through three eras of marketing:
advertising before social media,
digital and growth marketing before large language models,
today’s AI-native workflows
…before I was 40.
In many ways, I find myself in the exact future of work I was writing about years ago when I was marketing automation, machine learning, connected industrial machinery or enterprise software. The tools kept changing. The fundamentals, not so much.
This site is organized around capabilities and context rather than chronology. Also, it is not a portfolio.
Hello
I’m Sinziana, a millennial marketer based in Belgium. Like many people in my generation, I started my career in a world that looked completely different from today’s. Since then, I’ve worked through three eras of marketing:
advertising before social media,
digital and growth marketing before large language models,
today’s AI-native workflows
…before I was 40.
In many ways, I find myself in the exact future of work I was writing about years ago when I was marketing automation, machine learning, connected industrial machinery or enterprise software. The tools kept changing. The fundamentals, not so much.
This site is organized around capabilities and context rather than chronology. Also, it is not a portfolio.
Brand Narratives & Positioning
I was a brand strategist and copywriter long before content marketing even became an industry in itself, crafting product messaging and campaign platforms for FMCG and telecom brands. My B2C brand narratives were competing in crowded, highly competitive markets where differentiation was often the deciding factor. When products looked increasingly similar (think beer and drinking water), the story around them became a strategic asset.
That foundation has shaped how I work today as a marketer. Whether the product is software, industrial technology or e-logistics, I still believe the same principle applies: narrative is strategy, not just funnel decoration.
I was a brand strategist and copywriter long before content marketing even became an industry in itself, crafting product messaging and campaign platforms for FMCG and telecom brands. My B2C brand narratives were competing in crowded, highly competitive markets where differentiation was often the deciding factor. When products looked increasingly similar (think beer and drinking water), the story around them became a strategic asset.
That foundation has shaped how I work today as a marketer. Whether the product is software, industrial technology or e-logistics, I still believe the same principle applies: narrative is strategy, not just funnel decoration.
Brand Narratives & Positioning
I was a brand strategist and copywriter long before content marketing even became an industry in itself, crafting product messaging and campaign platforms for FMCG and telecom brands. My B2C brand narratives were competing in crowded, highly competitive markets where differentiation was often the deciding factor. When products looked increasingly similar (think beer and drinking water), the story around them became a strategic asset.
That foundation has shaped how I work today as a marketer. Whether the product is software, industrial technology or e-logistics, I still believe the same principle applies: narrative is strategy, not just funnel decoration.
As Moonoia’s first marketing hire, I led the development of the company and product identity from the ground up. Drawing on my advertising and branding background, I defined the strategic foundations of both brands: mission, vision, values, positioning, messaging and narrative architecture across different audiences and use cases.
I also coordinated external designers to translate these foundations into a coherent visual identity for both company and its product(s).
As Moonoia’s first marketing hire, I led the development of the company and product identity from the ground up. Drawing on my advertising and branding background, I defined the strategic foundations of both brands: mission, vision, values, positioning, messaging and narrative architecture across different audiences and use cases.
I also coordinated external designers to translate these foundations into a coherent visual identity for both company and its product(s).
Campaigns, Communities & Growth
As a young creative, I spent many years designing engagement programs, building communities and creating campaigns across live, digital and hybrid experiences. Back then, success was measured by whether people joined, returned, contributed, recommended and stayed engaged. I was writing for humans!
Today I'm also writing for bots (SEO, GEO) but think that many of the principles above still sit at the heart of modern growth marketing. Today I design demand generation programs, ABM campaigns and customer journeys, while building the operational infrastructure that makes them scalable: CRM architecture, lifecycle automation, lead management processes, segmentation models, attribution frameworks and reporting systems that connect marketing activity to measurable commercial outcomes.
As a young creative, I spent many years designing engagement programs, building communities and creating campaigns across live, digital and hybrid experiences. Back then, success was measured by whether people joined, returned, contributed, recommended and stayed engaged. I was writing for humans!
Today I'm also writing for bots (SEO, GEO) but think that many of the principles above still sit at the heart of modern growth marketing. Today I design demand generation programs, ABM campaigns and customer journeys, while building the operational infrastructure that makes them scalable: CRM architecture, lifecycle automation, lead management processes, segmentation models, attribution frameworks and reporting systems that connect marketing activity to measurable commercial outcomes.
Campaigns, Communities & Growth
As a young creative, I spent many years designing engagement programs, building communities and creating campaigns across live, digital and hybrid experiences. Back then, success was measured by whether people joined, returned, contributed, recommended and stayed engaged. I was writing for humans!
Today I'm also writing for bots (SEO, GEO) but think that many of the principles above still sit at the heart of modern growth marketing. Today I design demand generation programs, ABM campaigns and customer journeys, while building the operational infrastructure that makes them scalable: CRM architecture, lifecycle automation, lead management processes, segmentation models, attribution frameworks and reporting systems that connect marketing activity to measurable commercial outcomes.
Technology dramatically reduced the cost of producing and distributing content. It did not reduce the cost of earning attention, building trust or creating demand, and it raised the bar for operational precision.
Designing systems that can scale both creativity and accountability is what continues to interest me most.
Technology dramatically reduced the cost of producing and distributing content. It did not reduce the cost of earning attention, building trust or creating demand, and it raised the bar for operational precision.
Designing systems that can scale both creativity and accountability is what continues to interest me most.
AI
Then & Now
I didn't discover AI in 2023. I spent four years marketing it before it was mainstream (2016-2020). I did it with "traditional" tools which feels ironic now, like writing science-fiction at candle light, with a plume.
Today I use generative AI to accelerate research, synthesize market intelligence, analyze performance data, develop campaign hypotheses and support decision-making. It helps me learn faster, identify patterns, challenge assumptions and move from insight to execution more efficiently.
I see AI less as a content tool and more as a force multiplier for research, analysis, judgment and execution.
I didn't discover AI in 2023. I spent four years marketing it before it was mainstream (2016-2020). I did it with "traditional" tools which feels ironic now, like writing science-fiction at candle light, with a plume.
Today I use generative AI to accelerate research, synthesize market intelligence, analyze performance data, develop campaign hypotheses and support decision-making. It helps me learn faster, identify patterns, challenge assumptions and move from insight to execution more efficiently.
I see AI less as a content tool and more as a force multiplier for research, analysis, judgment and execution.
AI
Then & Now
I didn't discover AI in 2023. I spent four years marketing it before it was mainstream (2016-2020). I did it with "traditional" tools which feels ironic now, like writing science-fiction at candle light, with a plume.
Today I use generative AI to accelerate research, synthesize market intelligence, analyze performance data, develop campaign hypotheses and support decision-making. It helps me learn faster, identify patterns, challenge assumptions and move from insight to execution more efficiently.
I see AI less as a content tool and more as a force multiplier for research, analysis, judgment and execution.
Complex Industries & Technical Storytelling
I gravitate toward things that others consider difficult: industrial machinery, IoT, supply chains, PLM, PIM, CAD, CAM & manufacturing software, e-logistics, compliance, customs regulations and international trade. The fun!
I've spent enough time in consumer marketing and went from chocolate and beer to cutting rooms, operations, sustainability programs, spare parts & consumables, university and technical school curricula, and professional services. Along the way, I've worked with developers, factory managers, operations, engineers, accountants, logistics specialists, business leaders, all trying to make sense of it all.
I don't believe in content for content's sake, never did. Content is a means to an end and that end is understanding, trust, demand, growth.
I enjoy turning technical expertise into stories. The common thread was always complexity. I didn't market software, machinery, or services. I marketed Expertise Meets Automation.
I gravitate toward things that others consider difficult: industrial machinery, IoT, supply chains, PLM, PIM, CAD, CAM & manufacturing software, e-logistics, compliance, customs regulations and international trade. The fun!
I've spent enough time in consumer marketing and went from chocolate and beer to cutting rooms, operations, sustainability programs, spare parts & consumables, university and technical school curricula, and professional services. Along the way, I've worked with developers, factory managers, operations, engineers, accountants, logistics specialists, business leaders, all trying to make sense of it all.
I don't believe in content for content's sake, never did. Content is a means to an end and that end is understanding, trust, demand, growth.
I enjoy turning technical expertise into stories. The common thread was always complexity. I didn't market software, machinery, or services. I marketed Expertise Meets Automation.
Complex Industries & Technical Storytelling
I gravitate toward things that others consider difficult: industrial machinery, IoT, supply chains, PLM, PIM, CAD, CAM & manufacturing software, e-logistics, compliance, customs regulations and international trade. The fun!
I've spent enough time in consumer marketing and went from chocolate and beer to cutting rooms, operations, sustainability programs, spare parts & consumables, university and technical school curricula, and professional services. Along the way, I've worked with developers, factory managers, operations, engineers, accountants, logistics specialists, business leaders, all trying to make sense of it all.
I don't believe in content for content's sake, never did. Content is a means to an end and that end is understanding, trust, demand, growth.
I enjoy turning technical expertise into stories. The common thread was always complexity. I didn't market software, machinery, or services. I marketed Expertise Meets Automation.
Building Teams & Marketing Functions
I've built marketing functions, led teams, managed agencies and developed junior talent. What I find most rewarding is helping people develop confidence and judgement while building systems that allow teams to perform consistently.
The roles I'm looking for? Building or growing a marketing function where the product is complex, the audience is specific and marketing is expected to drive real commercial outcomes.
I've built marketing functions, led teams, managed agencies and developed junior talent. What I find most rewarding is helping people develop confidence and judgement while building systems that allow teams to perform consistently.
The roles I'm looking for? Building or growing a marketing function where the product is complex, the audience is specific and marketing is expected to drive real commercial outcomes.
Building Teams & Marketing Functions
I've built marketing functions, led teams, managed agencies and developed junior talent. What I find most rewarding is helping people develop confidence and judgement while building systems that allow teams to perform consistently.
The roles I'm looking for? Building or growing a marketing function where the product is complex, the audience is specific and marketing is expected to drive real commercial outcomes.
Marketing Leadership
Built and scaled marketing functions, processes and growth engines from the ground up as a first marketing hire in a B2B start-up, driving cross-functional collaboration across the business.
Marketing Leadership
Built and scaled marketing functions, processes and growth engines from the ground up as a first marketing hire in a B2B start-up, driving cross-functional collaboration across the business.
Agency Leadership
My advertising career culminated in a Head of Copy role, for which I was specifically recruited, leading creative teams, mentoring junior talent and overseeing campaigns across a diverse portfolio of brands.
Marketing Leadership
Built and scaled marketing functions, processes and growth engines from the ground up as a first marketing hire in a B2B start-up, driving cross-functional collaboration across the business.
Agency Leadership
My advertising career culminated in a Head of Copy role, for which I was specifically recruited, leading creative teams, mentoring junior talent and overseeing campaigns across a diverse portfolio of brands.
Events & Engagement:
From Consumer Brands to Industrial Equipment
Events have run through my entire career, from activations, hospitality platforms and loyalty communities for consumer brands, to webinars, trade shows, customer conferences, factory tours, showroom demos and executive roundtables.
(I was also involved in organizing two experimental music festivals in my 20s and early 30s but all that stuff belongs to a different webpage.)
The fundamentals are again the same: get the right people in the room, give them a genuine reason to be there and make something happen before they leave.
Events have run through my entire career, from activations, hospitality platforms and loyalty communities for consumer brands, to webinars, trade shows, customer conferences, factory tours, showroom demos and executive roundtables.
(I was also involved in organizing two experimental music festivals in my 20s and early 30s but all that stuff belongs to a different webpage.)
The fundamentals are again the same: get the right people in the room, give them a genuine reason to be there and make something happen before they leave.
Events & Engagement:
From Consumer Brands to Industrial Equipment
Events have run through my entire career, from activations, hospitality platforms and loyalty communities for consumer brands, to webinars, trade shows, customer conferences, factory tours, showroom demos and executive roundtables.
(I was also involved in organizing two experimental music festivals in my 20s and early 30s but all that stuff belongs to a different webpage.)
The fundamentals are again the same: get the right people in the room, give them a genuine reason to be there and make something happen before they leave.
Media Production & Creative Growth
I spent several years working alongside creative and audiovisual production studios. One of those studios eventually invited me to help build their commercial operation. Within a year, the projects I originated accounted for roughly 30% of annual revenue.
Beyond the commercial result, I learned how ideas move from brief to screen: estimating budgets, assembling teams, coordinating production partners and guiding projects through production, post-production and delivery.
I spent several years working alongside creative and audiovisual production studios. One of those studios eventually invited me to help build their commercial operation. Within a year, the projects I originated accounted for roughly 30% of annual revenue.
Beyond the commercial result, I learned how ideas move from brief to screen: estimating budgets, assembling teams, coordinating production partners and guiding projects through production, post-production and delivery.
Media Production & Creative Growth
I spent several years working alongside creative and audiovisual production studios. One of those studios eventually invited me to help build their commercial operation. Within a year, the projects I originated accounted for roughly 30% of annual revenue.
Beyond the commercial result, I learned how ideas move from brief to screen: estimating budgets, assembling teams, coordinating production partners and guiding projects through production, post-production and delivery.
Looking Ahead
Looking Ahead
The roles that interest me are related to commercial growth in B2B environments where the product is complex, the audience is specialized and the work is expected to produce results.
I've built marketing functions from scratch, led teams and worked across the full spectrum from positioning and narrative to campaigns, events and revenue enablement. I'm looking for an organization where that breadth is an asset rather than an anomaly, and where marketing is treated as a strategic function. If that's where you are or where you're heading, I'd be glad to talk.