Strategic Marketing Consultant

Marketing works better whenit starts with the business.Not with the channels.

I help companies make better marketing decisions by connecting business goals, customer understanding, positioning, technology and execution.

Explore my work

Marketing is not a channel plan. It is a business decision system.

Cipriana Stan, Strategic Marketing Consultant

Strategist · Consultant · Entrepreneur

15+
years: in marketing, strategy and business; #3
TOP ADC*RO^†: EXIMTUR campaign, July 2026

† EXIMTUR campaign developed as part of the Brandocracy team.

Before asking what marketing should do,I ask what the business needs to change.

Cipriana Stan making a point during an Executive MBA session

More leads. Better customers. A clearer position. Higher retention. A new market. A stronger proposition. A marketing team that works better.

Different problems require different decisions.

That’s why I don’t start with channels.

I start by understanding the business, the customer and the choices that need to be made. Then we decide where marketing can create the most value, and what needs to happen to make it work.

The order of the work

6 steps

01Business
02Customer
03Choice
04Strategy
05Execution
06Measurement

Upstream decisions govern everything downstream of them.

Different industries require different answers.

My work has taken me across technology, B2B, healthcare, education, travel and consumer businesses.

I don’t bring the same answer to every industry. I bring a disciplined way of finding it.

The context changes.The questions change.The discipline behind the work does not.

Selected contexts

Technology
B2B
Healthcare
Education
Travel
Consumer

Some marketing problems are not marketing problems.

A campaign cannot fix an unclear proposition.

More leads won’t solve a broken sales process.

More content won’t create differentiation.

And AI won’t improve a system that doesn’t know what it is trying to achieve.

01
Strategy & Positioning
When the business needs greater clarity about where to play, who to serve and why customers should choose it.
See the workHide the work
- Marketing strategy
- Market & competitor analysis
- Segmentation
- Positioning
- Value proposition
- Go-to-market
02
Customer & Growth
When growth requires more than increasing media spend.
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- Customer journeys
- Acquisition
- Retention
- Lead generation
- Growth opportunities
- Marketing effectiveness
03
Digital & AI
When technology should improve the way marketing works, not simply add more tools.
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- Digital strategy
- AI-enabled workflows
- Performance
- Measurement
04
Advisory
When the challenge is not another deliverable, but having the right thinking around the table.
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- Strategic advisory
- Marketing sparring
- Workshops
- Team facilitation
- Fractional support

Selected work

Different businesses.Different problems.

The same starting point: understand before acting.

Brandocracy / Team project

Team

Client

The engagement2023

Turning a brand promise into something people could participate in.

Brand and marketing strategy for EXIMTUR, developed as part of the Brandocracy team.

The campaign

Ești pe mâini bune

“Ești pe mâini bune” is one campaign that came out of that work, released in 2026.

Campaign credits, as published

Strategy, creative, slogan, copy, design, animation, edit, AI workflow: Liviu David
Brand consulting, CS, strategic content: Cipriana Stan, Georgiana Iancu, Anca Rarău (Brandocracy)
Production: Liviu David
EXIMTUR team: Lucia Morariu, Cristina Basarab

† Team project. Full credits as published by ADC*RO.

View project

A frame from the EXIMTUR “Dedicații de Călătorie” campaign

Dedicații de Călătorie, the work entered for the month

Recognition

TOP ADC*RO

July 2026

TOP ADC*RO is a monthly ranking of Romanian creative work, judged by a jury from the Art Directors Club Romania. The campaign placed third in July 2026.

02
AI / Technology
Turning complex AI technology into a proposition people can understand, and use.
Marketing strategy, positioning, product marketing and go-to-market for an international AI product, working with a distributed team across the UK, US, India, South Korea and Romania.
My contribution: Positioning · Product marketing · Go-to-market · Customer segmentation · Content strategy
United Kingdom · United States · India · South Korea · Romania
View project emotii.ai
03
Strategy + Entrepreneurship
Strategy is one side of my work. Building is the other.
As CMO & Partner, I work at the intersection of business strategy, marketing strategy and execution.
~300
families
3
own locations
5
cities in the wider network
View project smartrobotx.ro
04
B2B / Strategy
From supplier to strategic business partner.
End-to-end brand and marketing strategy, from market research and positioning to customer strategy, digital and growth.
My contribution: Research · Positioning · Brand strategy · Customer journey · Marketing mix
View project viadan.ro
05
Healthcare
Building marketing around patient decisions, not a list of medical services.
Positioning, patient segmentation, journey design, acquisition and recall strategy.
My contribution: Positioning · Patient segmentation · Journey design · Acquisition · Recall strategy
View project clinicanova.ro

Strategy + Entrepreneurship

Strategy is one side of my work.Building is the other.

Since 2021, I’ve been CMO & Partner at Smart RobotX, where my role sits at the intersection of business strategy, marketing strategy and execution.

Today, nearly 300 families trust us with their children’s technology education across our three own locations in Cluj-Napoca and Alba Iulia, as part of a wider Smart RobotX network present in five cities: Cluj-Napoca, Alba Iulia, Oradea, Satu Mare and Baia Mare.

~300
families: across three own locations; 3
own locations: Cluj-Napoca and Alba Iulia; 5
cities in the network: Cluj, Alba Iulia, Oradea, Satu Mare, Baia Mare; Since 2021
building & growing: as CMO & Partner

A child's hands driving a robot from a tablet at Smart RobotX

My work goes from deciding where and how we grow to figuring out how that growth actually happens.

Deciding where and how we grow

Positioning
Pricing
New locations
New products
Partnerships

Making that growth happen

Customer acquisition
Retention
Customer experience
Community
CRM
AI workflows

I don’t just advise on strategy.I get to test it in a business I’m helping grow.

What customers choose.
What they come back for.
What they recommend.
What scales.
What doesn’t.
And what needs to change.

15+ years of marketing from different sides of the table.

Consulting · Corporate · Entrepreneurship · Education

I’ve worked across B2B, technology, healthcare, education, travel and consumer businesses, from strategy and positioning to digital execution and growth.

Today, my work combines strategic consulting with my role as CMO & Partner at Smart RobotX.

Strategist: Understanding context, markets, customers and positioning.
Consultant: Helping companies turn complexity into clearer strategic choices.
Entrepreneur: Testing strategy inside a business where decisions have real consequences.

Cipriana Stan in discussion during a working session

EarlieriQuest, now Nagarro · The Informal School of ITMore about my experience

Business education that broadened the marketing lens.

My background started in marketing, but over time I deliberately expanded it into business management, innovation and corporate governance, because better marketing decisions require understanding more than marketing.

Executive MBADistinctionUniversity of Buckingham2023–2025
Corporate GovernanceColumbia Business School · Executive Education2025
Leading & Managing InnovationUNC Kenan-Flagler Business School · Executive Education2024
MA, Marketing Strategies & PoliciesBabeș-Bolyai University—