Daniela Matei

Experience

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  Theta

  Mar 2011 - May 2013

  Designer
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  General Petrol Engineering

  May 2013 - May 2015

  Branding Designer | Project Manager

  My main responsibilityes were:- To manage a team of designers in developing for rompetrol individual Identity Manuals for each of the 200 Gas Stations, in order to be used as guides of branding ( derived from The Brand Book and Brand Identity );- To develop and oversee some parts of The Brand Book Manual and Corporate Identity, by cooperating with subcontractors, internal team of designers and architects and the client teams;- Organising and building graphic content;- Define deliverables from Romanian and subcontractor teams;- Schedual deliverables with teams from Romania, Belarus and Poland;- Rebranding for - hei - rompetrol coffee shops chain; Show less

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  GRID studio

  Apr 2015 - Sept 2018

  Founder & Senior Designer

  Branding it is an important key of a company or organisation development because itcan encompass its entire image, involving all the ways in which an organisation interacts with its users or customers.As a branding designer I’m collaborating with teams, business partners, and clients to develop creative ideas and products , based on human centered design.I also oversee marketing initiatives when necessary, to ensure that images and messages appropriately contribute to brand identity, review marketing materials for accuracy and continuity and proofread documents. Show less

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  Lagardere Travel Retail

  Jun 2015 - Aug 2024

  •Leading the marketing team of the Essentials Business Line, overseeing digital marketing, print & in-store, brand, and design.• Fostering collaboration with the International Group Lagardere, by participating as brand specialist in international projects.• Plan, execute, and evaluate marketing campaigns across various channels such as print, digital, social media, and in-store promotions to drive brand awareness and sales.• Develop consistent brand messaging and ensure it is effectively communicated across all touchpoints, including advertising, packaging, website, and social media.• Monitor key performance indicators (KPIs) such as brand awareness, market share, and customer engagement. Prepare regular reports and presentations to communicate results and make data-driven decisions.• Develop and coordinate the implementation of brand strategy for the portfolio brands, messaging, and creative content.• Collaborate with various internal teams such as sales, product development, and creative services to align brand strategies with overall business objectives.• Facilitate team workshops and learning practices, to support growth and develop performance within the marketing team.• Develop and manage the brand's marketing budget, ensuring efficient allocation of resources to achieve maximum ROI.Results: My Inmedio - Franchise brand build and Campaign strategy;Otopeni Airport Retail - Aelia and Sense of Place Brands Consultant;Grew NPS for Inmedio from 10 to 16;Redesigned the Social Media strategy for TE BL brands with growth impact in growing younger audiences and engagement;Development and implementation of the website ;Launched Servicii concept; Show less • Develop and coordinate implementation of brand strategy for the brands of the Essentials division, while ensuring consistency on all channels.• Partner with internal and external teams to develop brand identity, digital media brand campaigns, to increase brand awareness and affinity.• Identify and manage partnerships and collaborations with other brands or influencers to expand brand reach and enhance brand perception.• Developed innovative marketing campaigns based on key objectives.• Research trends in the market, client profiles and conduct competitive analysis.• Stay updated on industry trends, emerging technologies, and consumer insights to drive innovation and keep the brand relevant in the marketplaceResults:Launched a new Brand Platform and Visual Guideline for Inmedio;Launched first integrated campaign for Inmedio brand;Facilitation of 1 Retail Research Project following Design Thinking methodologies – Servicii concept; Show less I worked with brands form the portfolio of the two Business Lines: Inmedio, So!Coffee, 1 Minute, Relay, Juicytude, Neighbourgoods, Hub Convenience, brands from the Lagardere portfolio.My core responsibilities revolved around tackling design challenges to meet organizational objectives and overseeing design initiatives to ensure brand coherence across diverse platforms.My project scope encompassed various facets, including local design endeavors for integration into metro stations, business centers, train stations, and airports. Additionally, I led projects for master concession agreements at airports, involving the seamless integration of multiple brands.I started using facilitation of design thinking workshops, aimed at problem exploration and ideation, incorporating methodologies such as user journey mapping, user persona profiling, as well as conducting quantitative and qualitative client interviews and competitor analysis to identify client pain points.My role necessitated extensive collaboration with cross-functional teams spanning Marketing, Development, Operations, Store Planning, as well as subcontractors. This collaborative approach ensured alignment and synergy across departments, resulting in the successful execution of design projects tailored to meet business objectives and enhance brand consistency.Projects: - Neighbourgoods - Interior design concept and branding coordination;- Juicytude - Concept and branding participation;- Onda Coffee Shop Chain | Bulgaria - Interior design concept and brand guideline ;- Brasov Central Train Station | Master Concession - Project management & branding concept ;- So!Coffee Winter Coffee Cups Design | campaign - Design 2017, Campaign Design 2018;- Inmedio | Brand Book - Design and implementation;- Communication Platform | BI - Ux research; Show less

  • Senior Brand Manager

    Jan 2021 - Aug 2024

  • Brand Manager

    Nov 2019 - Jan 2021

  • Retail & Branding

    Jun 2015 - Nov 2019
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  Hyperfy

  Aug 2024 - Feb 2025

  B2B Marketing Manager

  • Managing all marketing activities and communication channels to promote the brand and products effectively.• Coordinating and mentoring the marketing team, to achieve goals and deliver impactful results.• Developing marketing strategies that enhance brand visibility and generate leads.• Coordinating lead generation and communication campaigns in Salesforce, in close collaboration with the sales and product teams to align marketing efforts with business objectives and product launches.• Building and maintaining a cohesive brand identity, ensuring consistency across all marketing channels and materials, including digital, events and PR.• Collaborating with suppliers and agencies for project proposals and implementations. Show less

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  Exploratist | employee experience agency

  Mar 2025 - now

  Communication Consultant