+34 678.763.316
Barcelona
Have you ever noticed that your growth only accelerates when you increase ad spend? This is a consequence of missed opportunities with your right customer typology.
My past work as a freelancer includes eCommerce beauty pure players such as XpertBeauty or Parfimo, important European omnichannel players that I worked with for a total of >6 years.
With more than 14 years of commercial and marketing experience in roles where I carried responsibility for revenue and marketplace growth, I developed a system to address the fundamentals: how to differentiate your brand and position it effectively to attract higher-value clients—whether in B2B or B2C e-commerce.
I’m not a typical business developer. I am not a miracle worker for your typical mass-market brand.
I’m not here to add noise.
Many have opinions and will try to sell you ads. I am here to tell you the truth and identify the solution to your problem.
For more information go to book a meeting here.
the BRANDS i WORK WITh
Brands driven by a passion for quality, creativity and creators of experiences.
Also, I collaborate with a marketing agency that is a Google, Meta Partner and do digital demand audits and another agency for SEO. I work only with the best agencies with proven results.
Some articles I wrote that were read on Medium, from interviewing eCommerce experts: https://medium.com/@irinatudorache
Interim CMO (2025): Set premium positioning for a premium and luxury fashion retailer + 3 online stores, lifted ROAS 7 → 10, cut CAC €32 → €26.
E‑commerce & Digital Manager Beauty (2019–2025): As a freelancer, I built Parfimo.ro from zero in Romania, aligned UX + marketing, influencers, scaled online sales to €4M/year, improved cart recovery +30% and improved B2B revenue to 1.5M EUR.
Business Unit Manager Beauty (2017–2018): Reversed decline at eMAG Beauty, drove 65% YoY revenue growth, improved customer loyalty and B2B payment terms by 30 days, optimized category margin, campaigns and pricing for 20,000+ SKUs. My accounts were P&G, Unilever, L'Oreal and I served as a Head of Buying and Commercial Beauty Unit (Cosmetics and Fragrances). eMAG is the largest e-commerce player in S-E Europe, part of Naspers Group.
Category Manager Cosmetics (2015–2017): Created the cosmetics category at Elefant (marketplace), scaled to €4M revenue and up to 12000 unique products, achieved conversion rates up to 12% and stable margins through partnerships and campaigns.
Brand Manager Luxury Beauty (2013–2015): Directed Guerlain Romania retail strategy across 50+ doors, managed new launches, lifted Guerlain in Sephora ranking from 10 → 7, delivered +4% above annual estimated targets.
Marketing Manager Retail Beauty (2010–2013): Expanded Flormar with 18 new stores, trained 100+ advisors, built €2M revenue in year two and heavy PR + influencer marketing.
BUSINESS DEVELOPMENT for Creative Agencies in need of Premiumization
Category architecture product hierarchy, visibility logic, anchor products, assortment gaps, and commercial prioritization.
Sell-through, volume trends, AOV, lifecycle behavior and product performance signals.
What they repurchase, what they avoid, what creates loyalty and churn signals.
Precise friction removal: product pages, cart flow, checkout, microcopy, trust signals, merchandising placement.
covering profit, demand, UX, merchandising, and conversion.
COST: 1950 EUR
one-channel deep analysis of clarity, friction points, trust signals, UX, customer journey and sales conversion blockers.
Positioning consistency, first-impression clarity, value communication, and differentiation analysis.
Patterns, bottlenecks, drop-offs, missed revenue, opportunity areas.
Direct insights into perception, expectations, hesitation points, emotional drivers.
Operator-level alignment sessions to understand internal assumptions and uncover disconnects.
COMPETITOR COMPARISONS
Detailed analysis of competing brands, their value proposition, customer journey strengths and category positioning gaps.
COST: 950 EUR