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Irina Ianculescu

Head of Marketing at Smart Bill


Deep expertise in online marketing for B2B. Experimented all parts of a marketer's job: SEO, Paid Search, Social Media, CRO, Content creation & distribution, Advertising.

Experienced in managing and organizing teams, worked as a consultant with clients of all sizes, as well as an in-house marketer. Certified in Google AdWords and Google Analytics.

I'm a big fan of building programs and processes from scratch - coordinated several website launches and redesigns. 

I enjoy working in multicultural environments and having exposure to diverse people and experiences. Very good knowledge of how to build a powerful online presence in markets such as North America, EMEA.

Passionate about neuromarketing, web psychology, the art of persuasion and what drives our buying decision. Recently I read a lot on ABM (Account-based Marketing) and loving it!

I don't believe in having good marketing, but not a good enough product and getting away with it.

Active learning - one of the most important aspects of everything I do. Into self-development, productivity and motivation.

Love to travel and taking photos.

Work History


Head of Marketing

Smart Bill
  • Responsible with the online go-to-market strategy
  • Overseeing all marketing operations
  • Developing and managing the marketing budget
  • Team management
  • Coaching and mentoring
  • Collaborating with sales to understand lead lifecycle and value
  • Identifying additional business opportunities

Senior Manager, Online Marketing


Tripled the number of solution signups coming from organic sources, increased by 173% the number of leads for NA from paid campaigns, doubled the number of micro-conversions as a result of content promotion campaigns, tripled the engagement on social media, increased by 160% the engagement on the Avangate blog, built many of Avangate's online marketing systems and programs from scratch.

Managed the online marketing team and coordinated all initiatives around: SEO & Website Optimization / CRO, Advertising/PPC, Content Development & Promotion and Social Media.

My main objectives and responsibilities included:

  • Creating the B2B Online Marketing strategy for EMEA and NA
  • Growing the number of leads and MQLs by converting site traffic through calls-to-action, landing pages and lead generation content
  • Performing ongoing analysis on the conversion funnel to understand areas of opportunity
  • Managing both on-page and off-page SEO
  • Managing the SEM initiatives: AdWords, Bing, Yandex, Baidu & advertising on other platforms
  • Measuring the website performance by creating measurement frameworks and maintaining ongoing reporting and analysis
  • Managing the content calendar and distribution of content
  • Managing the company’s social media profiles and presence, including Facebook, Twitter, LinkedIn, and additional relevant channels
  • Monitoring and engaging in relevant social discussions about the brand, competitors and industry on social platforms, Q&A sites etc.
  • Managing the evolution of the Avangate site to ensure it meets conversion goals and represents the brand accurately
  • Managing the backlog, prioritization, and execution of A/B and multivariate tests across the website
  • Collaborating with designers and developers on projects implementation
  • Working with the sales and product teams and identifying new online marketing opportunities and trends
  • People management

Online Marketing Specialist


Established Avangate as a thought leader in the digital commerce industry through dedicated online marketing campaigns ranging from social marketing, brand awareness initiatives, owning relevant keywords from the industry to paid search & sponsored content.

Main responsibilities included:

  • Creating the SEO strategy and coordinating campaigns on Google and Bing: on-page, off-page
  • Technical SEO and website optimization: indexing, accessibility, architecture, links, semantic markup; Search Console, GTM
  • Creating and managing the company's social media presence through a dedicated calendar and content personalization on: Facebook, Twitter, LinkedIn, G+, etc.
  • Monitoring and engaging in relevant discussions about our company, competitors and industry on social platforms and Q&A sites: Quora, Reddit.
  • Conducting complete technical site audits and measuring the performance of the website by creating measurement frameworks and maintaining ongoing reporting and analysis. Tools: Google Analytics, Webmaster Tools, Moz, Screaming Frog, SemRush
  • Analyzing site traffic and website flows; analyzing and reporting campaigns performance; providing recommendations for improvement. Tools: Crazy Egg, GA
  • Running A/B tests and providing recommendations based on results. Tools: Optimizely, GA

Digital Marketing Coordinator

Island Logic Inc.

Managed the marketing and customer service departments.

Online Marketing

  • Planning the online marketing strategy according to the company/clients' objectives for lead generation and micro-conversions
  • New partnerships & alliances
  • Brand management 
  • Market research and competitive analysis
  • Hands-on activities on SEO and copywriting
  • Paid search strategy & managing the AdWords account
  • Social Media strategy & management
  • Affiliate Marketing
  • CRO: website usability, accessibility & optimization
  • GA, Webmaster Tools; reporting
  • Team management

Customer Support

  • Team management
  • Reporting based on number of calls and solved issues
  • Process optimization

Online Marketing Specialist

Abroad Software

Managed the company's digital presence in the online gaming industry, focusing on increasing the number of leads on the German market.

Breakdown of weekly activities:

  • Search Engine Optimization: keyword research & analysis, website indexing & functionality, website navigation & accessibility, link earning
  • Paid search campaigns on Google AdWords: search & display
  • Content creation for the website & landing pages; content distribution
  • Email Marketing: dedicated monthly newsletter for clients
  • Social Media Marketing: managing the company's profiles and presence on Facebook, Linkedin, gaming forums & communities
  • Technical site audits
  • Reporting, data mining, analytics

Collection Specialist for Universal Music Berlin


Ensured all accounts receivable activities are in-line with the client's requirements and improved processes according to the agreed KPIs.

My duties included:

  • Communicating with the client (including other internal departments), travel agents, sales offices or other external parties in relation to processed activities and solving issues
  • Collection activities
  • Improving frameworks and processes
  • Processing accounts receivable transactions; sales report / expense statements and miscellaneous invoices for Universal Music Berlin
  • Processing internal accounting documents (corrections, reclassifications etc.)
  • Controlling the booking of the documents processed in order to assure the accuracy (especially at the end of the month)
  • Communication and cooperation with the supervisor to ensure that requirements are met within agreed deadlines


Bank Analyst, Hamburg German Department

Credit Europe Bank


Sales Operator - German Branch

Call Point New Europe



Bachelor's Degree in German Literature

Foreign Languages Faculty, Bucharest University (Philology and Foreign Languages)



HubSpot Inbound Certification


Google Analytics Academy


Google AdWords Qualified - Search Advertising


Google Analytics Individual Qualification



  • The Modern Marketing Workshop - Seth Godin
  • Digital Commerce Institute
  • The New Business Toolbox: Help Your New Business Do It Right The First Time - Seth Godin
  • Copywriting Basics: Time-Tested Tactics that Prompt Action
  • Social Network Analysis - University of Michigan, Prof. Lada Adamic
  • Project Management Fundamentals (020139)
  • Business Model You (Business Models Inc.)
  • Selling Ideas for Techs
  • TMI Communication Skills Program
  • Protocol and Etiquette Course in Spanish


Problem solving
Go-do attitude
Team player
Fast Learner
I like challenges and hate comfort zones
Open – thinking outside the box
Good communicator
Able to work on multiple projects w/ different teams/departments within the company
Great attention to details
Very Organized 


  • Deep expertise in Search and Inbound Marketing
  • Lead Gen
  • B2B Tech Marketing
  • SEM
  • Social Media
  • Analytics
  • A/B Testing
  • Conversion Rate Optimization
  • HTML
  • Blogging / Copywriting
  • UX / Usability
  • Project Management
  • Digital Commerce
  • Web Psychology


  • English - Proficient 
  • German - Intermediate
  • Spanish - Beginner