I spent two decades on one professional problem: how to capture attention, hold it, and prove to somebody that it was held. I did that in marketing since 2007, across real estate, media, technology and, more recently, artificial intelligence, inside large engineering organisations and as Chief Marketing Officer of a workplace software company used in more than fifty countries.
Somewhere along the way I became more interested in the other side of it. What happens to people when the friction goes out of their days, and what stops being practised once nothing requires it. That is what I write about now.
I hold an MSc in Ethics Applied in Society, Business and Organizations from the University of Bucharest, and I began my career in journalism. I was President of ABSL Romania, the industry body for the business services sector in Central and Eastern Europe. I currently advise technology companies as a fractional CMO.
I live near Bucharest. I cycle, I fish, and I take photographs, three things that require paying attention to something that will not wait.
I write a newsletter on technology, work and attention, on the same questions the essays above circle: what convenience removed, and what we stopped practising once it did.
The Inbound Marketing Playbook collects what I learned building demand for technology companies: how attention is earned rather than bought, and what that requires in practice.