Mirela Curiman · Amsterdam · Worldwide
11+ Years | Platform Ownership, CRO & Merchandising | 90+ Markets | Teams of up to 35 people
Senior digital marketing & communications leader with 11+ years of international experience driving scalable, data-led growth for ethical D2C, SaaS and purpose-driven organisations — including Google, Miro, Bosch, Brand van Egmond and Amnesty International.
I own websites and e-commerce as commercial products: global roadmaps, CMS, PIM/DAM and storefront platforms, analytics, A/B testing and merchandising, delivered with IT, Product Owners and agencies across 90+ markets, leading teams of up to 35 people.
I am an engineer first: with a Bachelor of Science in computer science, my background blends software engineering, UX and senior marketing leadership. I translate complex business objectives into clear, scalable execution strategies, align cross-functional teams, and drive measurable impact through data-driven decision-making and experimentation.
I work with brands that actually give a damn, and I build the systems that let their values compound, not just convert. Let’s scale your impact globally.
Featured · Available full-time
Case studies, the full technology stack and how I own websites as commercial products across 90+ markets.
I also consider senior global digital marketing and PR roles: remote, or hybrid in Amsterdam only. Selected freelance projects and strategic collaborations with queer-led, women-led, sustainable and NGO teams remain welcome.
Where to see me next
Sunday, 8 November 2026
Museumplein, Amsterdam
I will be supporting Amnesty International at the Rode Lijn demonstration in Amsterdam. If you are there, come and say hi.
9 to 12 November 2026
Lisbon, Portugal
The best tech conference on the planet
I will be joining and supporting the team with media PR, events, artist care and more.
Follow along on socials. An article about each event will follow on the blog.
Blog
A day with volunteers, activists, staff and supporters from across the Amnesty community in Amsterdam. On the power of showing up, the sense of community and why I do not take it for granted.
Read the articleInteractive tool
Pick the challenge that sounds most like yours and get a short strategic perspective: what might be going wrong, what I would investigate first, which levers I would prioritise, what success looks like, and the KPIs I would measure.
Start with your challenge
Seven challenges · one strategic perspective
Interactive assessment
A 3-minute strategic assessment for purpose-led founders and marketing leaders. Get a personalised archetype, your Ethical Visibility Score, and concrete next steps to align values, voice and growth.
The Visionary Builder
The Ethical Disruptor
The Community Catalyst
The Inclusive Innovator
Four archetypes · one personalised result
Professional summary
“I combine creativity, analytics and empathy to grow engaged, diverse and loyal audiences. I create data-informed, human-centred campaigns that connect and convert.”
Senior global website, e‑commerce and digital marketing owner: 11 years, 90+ markets, teams of up to 35 people, agencies across four continents. Specialising in women‑led, parenting and queer‑led organisations, I translate values into commercial outcomes through two levers: end‑to‑end platform ownership (CMS, PIM/DAM, data architecture, AI‑enabled content and personalisation, analytics, A/B testing, automation) and integrated brand communications (digital marketing, PR and earned media that build durable equity). Available for senior full‑time roles in Amsterdam.
People led in teams at peak
Multi-market leadership across continents
Organic community growth in 6 months
Annual digital budgets stewarded
What I do
End-to-end website product ownership: roadmap, prioritisation, CMS, PIM/DAM and storefront platforms, merchandising and continuous CRO across 90+ markets.
Fractional CMO and end-to-end strategy across acquisition, performance, CRM and CRO — with full P&L ownership across global, multi-market portfolios.
More than 8 years leading and developing global teams — clear ownership, capability building and succession planning, and scalable ways of working tied to e-commerce and business goals.
Global agency, influencer and delivery-partner ecosystems: clear mandates, KPIs and SLAs, sharp briefs, governed budgets and reviews that hold partners to customer experience, conversion and revenue.
A strategic network of best-in-class digital partners: scouting emerging capabilities and technologies, running pitches and RFPs, and keeping global consistency with room for regional markets.
Agency budgets, resource models and commercial terms owned and optimised — transparent fees, tight scope and change control, and measurable return on every partner euro.
Strategic influencer and creator partnerships tied to the wider digital, social and e-commerce strategy, measured on reach, engagement, traffic, conversion and commercial return.
A performance-led delivery culture across external partners: scalable ways of working, early risk resolution and deliverables that hold up on accessibility, SEO and performance.
Brand voice, channel architecture and editorial calendars built for credibility, community and long-term reputation — not vanity metrics.
Calm, consistent day-to-day stewardship of LinkedIn, Instagram and emerging platforms — with inclusive, on-brand storytelling.
Integrated organic + paid campaigns for product launches, advocacy moments and cultural milestones — measurable, on-brand, on-purpose.
Google Ads, Bing and YouTube paid search — multilingual keyword strategy, lean budgets, transparent attribution.
Multilingual UX, international SEO, CRO and content systems built to compound — organic that grows for years.
Editorial-grade brand storytelling and global press relations — Forbes, Vogue, Business Insider, TechCrunch, SPIEGEL.
Voice, narrative and creative direction for queer-led, women-led, sustainability-driven and human-rights organisations.
Calm, ethical AI integration into content, automation and analytics — augmenting craft, never replacing the human in it.
Location-based targeting, local SEO and market-by-market localisation, so every region meets your brand in its own context, language and channels.
The future belongs to brands that lead with purpose and act with conviction. I work with leaders who are brave enough to challenge convention, put people first and turn their beliefs into meaningful action.
Core values
From a first-generation migrant woman fascinated by technology to a senior global marketing leader shaping digital futures — each challenge became a catalyst for growth and purpose.
These values shape how I lead teams, communicate brand purpose, and design marketing ecosystems that are both profitable and meaningful.
Explore the full value systemLifelong learning fuels innovation and keeps me at the frontier of change.
Every campaign starts with understanding real people and their real needs.
I stand for equality, inclusion, diversity and ethical communication.
Combining creativity with data for strategic clarity and measurable outcomes.
Using innovation to empower humans, not replace them.
Striving for sustainability and balance in everything I help build.
Who I partner with
Together we build digital practices that are inclusive by design, climate-conscious by default, and globally credible by craft.
I work with brands that give a damn about what they stand for and build the digital ecosystems, experiences and strategies that turn their values into lasting impact and sustainable growth. Let’s scale what matters.
Let's begin
Free 30-minute intro call. No pitch. Just a calm, honest conversation about where you are, where you're going, and whether we're the right partners to build it together.