Hi! I’m Ioana, a Senior Brand Strategist with a passion for the science and mystery of what drives human behaviour.

By framing brands’ contexts with clarity, I create well-argued, visionary strategic approaches that anchor meaning and interestingness at the heart of the brands’ discourse.

Over nearly two decades, I worked and freelanced in advertising, with a venture into music tech.

My work has contributed to a long list of industry accolades, including Effie and Cannes Lions. From within the organisation, I played a key role in developing brand strategy frameworks for the iconic Ableton – more a phenomenon than a brand. I held a TEDx talk on fighting gender inequality by behavioural economics interventions.

I’m a creative dialogue partner who sets the ground for impactful communication. To me, it’s an intentional act of connection, with the power the shape diverse cultural realities.