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 very different from today’s. Since then, I’ve worked through three very different eras of marketing:
advertising before social media,
digital and growth marketing before large language models,
today’s AI-native workflows
…all before 40.
In many ways, I find myself working 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 very different from today’s. Since then, I’ve worked through three very different eras of marketing:
advertising before social media,
digital and growth marketing before large language models,
today’s AI-native workflows
…all before 40.
In many ways, I find myself working 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 very different from today’s. Since then, I’ve worked through three very different eras of marketing:
advertising before social media,
digital and growth marketing before large language models,
today’s AI-native workflows
…all before 40.
In many ways, I find myself working 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 writer long before content marketing became an industry in itself, crafting messaging, campaign platforms and brand narratives for FMCG and telecom brands competing in crowded, highly competitive markets where differentiation was often the deciding factor. When products looked increasingly similar, the story around them became a strategic asset.
That foundation has shaped how I work today as a marketer. Whether the product is AI software, industrial technology or e-logistics infrastructure, I still believe the same principle applies: narrative is strategy, not just funnel decoration.
I was a brand writer long before content marketing became an industry in itself, crafting messaging, campaign platforms and brand narratives for FMCG and telecom brands competing in crowded, highly competitive markets where differentiation was often the deciding factor. When products looked increasingly similar, the story around them became a strategic asset.
That foundation has shaped how I work today as a marketer. Whether the product is AI software, industrial technology or e-logistics infrastructure, I still believe the same principle applies: narrative is strategy, not just funnel decoration.
Brand Narratives & Positioning
I was a brand writer long before content marketing became an industry in itself, crafting messaging, campaign platforms and brand narratives for FMCG and telecom brands competing in crowded, highly competitive markets where differentiation was often the deciding factor. When products looked increasingly similar, the story around them became a strategic asset.
That foundation has shaped how I work today as a marketer. Whether the product is AI software, industrial technology or e-logistics infrastructure, 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 the brand: 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.
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 the brand: 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.
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. Success was measured by whether people joined, returned, contributed, recommended and stayed engaged.
Many of the same principles 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. Success was measured by whether people joined, returned, contributed, recommended and stayed engaged.
Many of the same principles 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. Success was measured by whether people joined, returned, contributed, recommended and stayed engaged.
Many of the same principles 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 marketed it before it was fashionable and now use it as part of modern marketing practice.
Between 2016 and 2020, I spent four years marketing AI-powered software for regulated industries, writing extensively about intelligent automation, machine learning and the future of work.
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 marketed it before it was fashionable and now use it as part of modern marketing practice.
Between 2016 and 2020, I spent four years marketing AI-powered software for regulated industries, writing extensively about intelligent automation, machine learning and the future of work.
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 marketed it before it was fashionable and now use it as part of modern marketing practice.
Between 2016 and 2020, I spent four years marketing AI-powered software for regulated industries, writing extensively about intelligent automation, machine learning and the future of work.
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
As a marketer I gravitate toward things that others consider difficult: industrial machinery, enterprise software, AI, supply chains (PLM), CAD & manufacturing, logistics, compliance, customs regulations and international trade.
I've spent enough time in consumer marketing and went from chocolate and beer to cutting rooms, software platforms, AI systems, cross-border logistics networks, supply chain operations, sustainability programs, spare parts & consumables, university and technical school curricula, and professional services. Along the way, I've worked with developers, factory managers, engineers, accountants, logistics specialists, business leaders trying to make sense of it all.
As a former copywriter, I don't believe in content for content's sake. Content is a means to an end: understanding, trust, demand, growth.
I enjoy turning technical expertise into stories people can understand, trust and buy. The common thread was never the industry but complexity. I didn't market software, machinery, or services. I marketed Expertise Meets Automation. I'd like to keep it that way.
As a marketer I gravitate toward things that others consider difficult: industrial machinery, enterprise software, AI, supply chains (PLM), CAD & manufacturing, logistics, compliance, customs regulations and international trade.
I've spent enough time in consumer marketing and went from chocolate and beer to cutting rooms, software platforms, AI systems, cross-border logistics networks, supply chain operations, sustainability programs, spare parts & consumables, university and technical school curricula, and professional services. Along the way, I've worked with developers, factory managers, engineers, accountants, logistics specialists, business leaders trying to make sense of it all.
As a former copywriter, I don't believe in content for content's sake. Content is a means to an end: understanding, trust, demand, growth.
I enjoy turning technical expertise into stories people can understand, trust and buy. The common thread was never the industry but complexity. I didn't market software, machinery, or services. I marketed Expertise Meets Automation. I'd like to keep it that way.
Complex Industries & Technical Storytelling
As a marketer I gravitate toward things that others consider difficult: industrial machinery, enterprise software, AI, supply chains (PLM), CAD & manufacturing, logistics, compliance, customs regulations and international trade.
I've spent enough time in consumer marketing and went from chocolate and beer to cutting rooms, software platforms, AI systems, cross-border logistics networks, supply chain operations, sustainability programs, spare parts & consumables, university and technical school curricula, and professional services. Along the way, I've worked with developers, factory managers, engineers, accountants, logistics specialists, business leaders trying to make sense of it all.
As a former copywriter, I don't believe in content for content's sake. Content is a means to an end: understanding, trust, demand, growth.
I enjoy turning technical expertise into stories people can understand, trust and buy. The common thread was never the industry but complexity. I didn't market software, machinery, or services. I marketed Expertise Meets Automation. I'd like to keep it that way.
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 shopper activations, hospitality platforms and loyalty communities for consumer brands, to webinars, trade shows, customer conferences, factory tours, showroom demos and executive roundtables.
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 shopper activations, hospitality platforms and loyalty communities for consumer brands, to webinars, trade shows, customer conferences, factory tours, showroom demos and executive roundtables.
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 shopper activations, hospitality platforms and loyalty communities for consumer brands, to webinars, trade shows, customer conferences, factory tours, showroom demos and executive roundtables.
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. As a copywriter I would write scripts for product videos and branded content, becoming increasingly involved in the production side of the business.
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, managing stakeholders, coordinating production partners and guiding projects through production, post-production and delivery. This experience left me with an appreciation for both sides of creative marketing: the quality of the idea and the systems required to make it real.
I spent several years working alongside creative and audiovisual production studios. As a copywriter I would write scripts for product videos and branded content, becoming increasingly involved in the production side of the business.
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, managing stakeholders, coordinating production partners and guiding projects through production, post-production and delivery. This experience left me with an appreciation for both sides of creative marketing: the quality of the idea and the systems required to make it real.
Media Production & Creative Growth
I spent several years working alongside creative and audiovisual production studios. As a copywriter I would write scripts for product videos and branded content, becoming increasingly involved in the production side of the business.
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, managing stakeholders, coordinating production partners and guiding projects through production, post-production and delivery. This experience left me with an appreciation for both sides of creative marketing: the quality of the idea and the systems required to make it real.
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.