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Strategy that ships.
We help companies decide what to build, build it, and take it to market. Two operators with 40+ years leading growth, technology and delivery at PepsiCo, IBM, KPMG, Qualitance and Aurachain.
Bucharest-based. Working with teams across Europe, the US and beyond, remote or on-site.
40 +
years combined senior experience
5 → 200
people: a business scaled to offices in New York, San Francisco, London, Sydney
EUR 7 M
software services line built from zero (100 people)
30 +
brands led regionally, from Pepsi to Lipton
Our founders have led work for
- PepsiCo
- IBM
- IKEA
- Coca-Cola
- Virgin
- Nestlé
- Mercedes-Benz
- ING
- BCR
- News Corp
- OMV Petrom
- AstraZeneca
(01) Why us
Most transformation fails in the gaps.
Strategy is written by one firm, the product is built by another, and marketing finds out at launch. The result is a roadmap nobody owns, technology nobody adopts, and a go-to-market that starts too late. We work across all three, and we’ve run each of them ourselves, at scale.
Operators, not observers.
We have run P&Ls, hired teams of hundreds of people, and owned regional marketing and technology budgets. Our advice comes from having carried the result.
Senior hands, start to finish.
The people you meet are the people who do the work. No handover to a junior team after the pitch.
Human-centred by training.
Design thinking, rapid prototyping and a background in psychology mean we start from how people actually decide and behave: customers and your own teams.
(02) Services
Four ways we help.
Each offer starts from the outcome you need, then we bring the senior people who have delivered it before.
(03) How we work
Start small. Scale when it works.
Five formats, from lowest commitment to highest. Pick the entry point that fits . Most clients start with a diagnostic or a sprint.
Diagnostic
2–3 weeks
Clear view of where growth, product or AI adoption is stuck, and a prioritised plan
Workshop / sprint
1–5 days
A team-wide session that ends in decisions or a tested prototype
Project
1–6 months
A defined outcome delivered: a launch, a roadmap, a redesign, a GTM plan
Fractional leadership
Ongoing, part-time
A senior CMO or delivery lead embedded in your team
Advisory
Monthly retainer
A sounding board for founders and leadership teams
- Discover
- Define
- Prototype
- Deliver
- Enable your team to run it without us
(04) Who we work with
Built for teams at a turning point.
Tech companies and scale-ups going international
You have a strong product but need positioning, pipeline and delivery that hold up in new markets.
Corporates in regulated industries
Banking, insurance, FMCG, public sector. You need AI and digital initiatives to reach production and adoption, not stall in pilots.
Founders and innovation teams
You have an idea or a new business line and need to test it, build it and launch it fast.
- Banking & financial services
- Technology & SaaS
- FMCG
- Automotive
- Telecom
- E-commerce
- Media
(05) Selected work
What we’ve built.
Delivery & Leadership
From 5 people to 200, on four continents
Scaled a Romanian tech services business to offices in New York, San Francisco, London and Sydney
Delivery & Leadership
A EUR 7M software services line, built from zero
100-person multidisciplinary international team, 2017–2020
Growth & GTM
One digital ecosystem for 30+ brands
Regional digital strategy and capability building across the Balkans for PepsiCo (Pepsi, Lay’s, Lipton)
Growth & GTM
Demand generation across EU and Russia
Led IBM’s digital optimisation and lead-gen for Systems & Technology Group
Product & Venture
First non-gaming VR experience in fashion
Built with IKEA Mega
Product & Venture
A start-up from 0 to 30 people
eSports venture built and scaled for a US client
Work led by our founders across their careers.
(06) Founders
The people you’ll work with.
Irina Pocovnicu
Growth, Marketing & Go-to-Market
Irina has spent 20 years building brands and demand across FMCG, technology, banking and automotive. She led digital strategy for 30+ PepsiCo brands across the Balkans, ran demand generation for IBM across the UK, Ireland, EU and Russia, and is CMO of Aurachain, an AI orchestration platform for regulated industries. With a Master’s in Communication and PR and one in Psychology, she brings a rigorous understanding of how customers and teams actually make decisions.
Cristian Pocovnicu
Technology, Product & Delivery
Cristian has spent 20+ years building technology businesses and the teams behind them. As Managing Director at Qualitance he grew a software services line from zero to 100 people and EUR 7M in revenue, and he helped scale the company from 5 to 200 people with offices on four continents. He leads the Software Lighthouse at KPMG and has run design thinking and innovation programmes for IKEA, Virgin, Coca-Cola, ING and BCR.
- Top 10 Managers, Business Magazine
- Technology Company of the Year, ANIS
- 20+ digital industry awards
(08) Contact
Let’s talk about what you’re building.
Tell us where you are and where you want to be. We’ll reply within two working days with a first view on how we can help, or tell you honestly if we’re not the right fit.
- Location Bucharest, Romania
- Working Remote and on-site worldwide
- Email hello@digitalize.ro
- Phone 0741070758