I’m Cosmin Ghiurau

Marketing. Digital. Technology.

A Short Introduction

A growth-focused professional with 15+ years of experience envisioning, developing and implementing award-winning strategic marketing plans. An entrepreneurial mindset that spans startups, agencies, and Fortune 100 brands.

Repeated success in full-funnel marketing channels inclusive of traditional, digital, social, and influencer marketing to increase brand awareness, drive engagement, product acquisition, and deliver data-driven ROI.

Possess executive-level communication, insights seeker, data and analytics-driven, and nimble in managing ambiguity. Instrumental in delivering results-driven leadership with a focus on acquiring and building top-performing teams. Demonstrated ability to build and maintain strong relationships with key stakeholders in highly matrixed organizations to ensure business impact.



  • Liberty University

    2017 - 2019

    Master of Business Administration

    Organizational Management, International Business, Marketing

  • College for Creative Studies

    1994 - 1998

    Bachelor of Fine Arts

    Product Design, Design Theory, Human Factors


  • USAA

    2018 - 2020

    Director Marketing, Media & Social

    Focused delivery of an efficient go-to-market process leveraging Agile marketing methodology. Directly manage the performance of multiple paid, owned, and earned media channels such as Programmatic Display, Social Marketing, SEM, Online Radio, OTT, OOH, and Local TV.

    Strategic SEO recommendation to digital storefronts, content, and member community. Utilize data-driven insights from website analytics and bid management tools to manage performance scorecards.

    Currently, lead a results-driven, high performing team of media and digital marketing managers across Enterprise Brand programs related to eligibility, Military Holidays (Memorial Day and Veterans Day) programs.

  • USAA

    2014 - 2018

    Director, Social Marketing

    Established the vision and influenced the adoption of a new marketing channel (social marketing) at USAA. Inclusive of strategy, consumer insights, program planning, process development, performance optimization and campaign execution for multiple product lines in Bank, P&C, Investments, and Enterprise related programs.

  • Successfully grew and managed over 20 go-to-market programs supporting Bank, P&C, Investment products and Enterprise brand campaigns with a high matrix environment.
  • Led YoY growth of performance in multiple product lines by reducing the overall cost per product acquisition by 122% and multimillion-dollar efficiencies.
  • Hired and managed over 10 senior team members with ongoing coaching and development.
  • Radioshack Corp.

    2012 - 2014

    Director, Digital Marketing & Strategy

    Established the strategic direction of digital and social channels within RadioShack for multi-product retail categories. Responsible to drive the web and mobile experience, content marketing, social media paid advertising, online display, OLV, SEM, CRM, and PR integration.

      Led the digital activation for the Ad Age award-winning RadioShack Super Bowl XLVIII TV ad with shares surging 12% following the launch of the ad.
      Directly managed a digital marketing activation that led to $1M+ in online sales for Cyber Monday with a multi-channel digital strategy that resulted in a Twitter industry best in class case study and national media coverage.
      Managed multiple direct reports and over 30 agency (Creative, Media, Production, and PR) resources while establishing a Social Media Center of Excellence for RadioShack Corporation to over 4,300+ Corporate Stores and Dealer Franchisees impacting over 34,000+ field associates.
  • Samsung

    2010 - 2012

    Strategic Marketing Manager

    Led overall social media and content marketing strategy for Samsung Mobile USA. Managed content across Facebook, Twitter, YouTube and influencer marketing. Managed RFP and onboarding of a top digital agency, integration of a social content management tool, and a social sentiment tool to measure paid and earned performance.

    Accountable for developing strategic social marketing and promotional plans leveraging TV, online social channels, mobile marketing, display ads, online content, SEO, and email marketing integration. Co-branded marketing with AT&T, Verizon, Sprint, and T-Mobile.

    Social marketing integration into a $64 million measured media launch of the Galaxy II. Led the innovative pre-sales announcement within the Facebook brand page resulting in national media coverage and record sales of $13.5 billion in mobile units sold.

      Recognized as a Samsung global ambassador for best in class Social Media strategy. Provided social media marketing training for Samsung Corporation global markets in North America, LATAM, EU, and APAC.
      Increased Samsung Mobile USA social media followers from 50K to 3MM+ with an earned media value of $9MM and industry-leading 19% consumer engagement.
      Led the growth of paid and earned media to generate a 600% increase in word-of-mouth marketing with multiple categories of brand influencers.
  • Martin Jay Digital Agency

    2007 - 2009

    Digital Solutions Architect

    Responsible for the program management of a $1.5M technology portfolio. Directly consulted external customers and internal stakeholders to develop business plans, requirements documentation, develop Microsoft Project plans, JIRA management and primary author of RFI and RFP for the organization.

    Direct client relationship management for Digital and Advertising agencies with such brands as Johnson & Johnson, Verizon, GM, Wendy's, Lipton, Upper Deck, Universal Studios, and more.

      Direct management of global resources in Eastern Europe, Latin America, and the US to architect a profitable solution and always meet or exceed deliverables.
      Social Media industry thought leader quoted in various media channels, press releases, blogs, and print media on web-related topics ranging from Emerging Business, Digital Marketing trends.
  • Jumpeye Creative Media Agency

    2001 - 2007

    Founder & CEO

    Led the growth of a digital marketing agency with 35 professionals focusing on custom websites, emerging web technologies in Adobe Flash, custom web solutions and PHP rapid development projects. Set the business development strategy that resulted in a 120% growth within 3 years and managed the setup and launch of multiple offices in Michigan, Atlanta, and Romania.

      Managed all aspects of a start-up inclusive of developing a business plan, investor relationships, new business pitching, and managing the growth of the company.
      Consulted and project managed the development of custom websites and applications such as Mobile Applications (iOS, Android, HTML5 Web-based apps), e-Commerce solutions, CMS solutions, and Software Development.
  • General Motors Corporation

    2000 - 2005

    Digital Designer

    Applied creative design thinking skills within modeling software to develop concept vehicles for GM styling studios. Contributed to the interior styling and modeling for various pre-production vehicles such as the Cadillac Evoq concept that debuted at the 2001 North American International Auto Show and the production 2010 Chevrolet Camaro.

  • Skills

    • Over 15 years of strategic management and people leadership at leading brands and organizations.

      People Management
      Budget Management
      Strategic Planning
      Program Management
    • Strengths in marketing analytical tools such as Campaign tracking, Cross-channel attribution, Marketing mix modeling, Customer segmentation, and PCompetitive analysis .
      Campaign tracking
      Cross-channel attribution
      Marketing mix modeling
      Customer segmentation
      Competitive analysis
    • I have a well-rounded skill set in UI / UX design.

      User Interviews

    Industry Leadership

    • Advisory Board Member

    • ANA Member
      Association of National Advertisers

    • Board Member

    • Minister
      Bethany Church San Antonio


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    Where I Am Based

    Get in Touch

    999 Nathan Road, Mong Kok, Hong Kong

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