About Irina Toma
Fifteen years of growing businesses online. At every altitude.
I'm a Romanian-born, Amsterdam-based digital leader. Most recently Global Director of Consumer Acquisition & Retention at PUMA. Through digitalholic, I step in as Fractional Chief Digital Officer for consumer brands that need senior ownership of all things digital.
Career
From one channel to 45+ markets.
Swipe or scroll through the timeline. Every step widened the scope.
May 2025 to now
45+ markets
Global Director, Consumer Acquisition and Retention · PUMA, Netherlands and Germany
One cross-regional strategy for every marketing channel, including MarTech, data and teams.
A new, more centralised operating model, drafted, approved and implemented for fast growth.
Centres of excellence launched across every marketing discipline.
A Digital Hub of 20 built in the Netherlands, alongside the US, Spain and Germany.
Feb 2022 to now
The C-suite, for many
Founder and Fractional Chief Digital Officer · digitalholic
Accell Group: centralised digital across 16 brands and set one group operating model.
Alpine: 2x growth in new markets through marketplaces, leading 15+ FTE.
ASICS · Onitsuka Tiger: +30% online D2C and 200k+ in supplier surcharges recovered.
UNICEF: P&L owner of the Virtual Hub, beating revenue targets.
SUPER73: a campaign that doubled conversion rate and revenue per user.
Dec 2019 to Jan 2022
A global function
Digital Marketing and CRM Director, Global · Glanbia, Body&Fit
Built global digital marketing and CRM from scratch: 8 in-house, 20+ agency-side.
Launched 12 new markets across the EU, US and APAC in under 12 months.
€1M+ incremental revenue from RFM, referral and 10+ lifecycle journeys.
Co-created the 5-year D2C vision with McKinsey, adopted by the board.
Jun 2018 to Nov 2019
17 brands, 12 markets
Head of Performance Marketing, Europe · BESTSELLER
40% better budget effectiveness and 10 to 20% ROAS gains on an 8-figure media budget.
Rebuilt the team for full commercial delivery within year one.
A multi-year cross-channel investment roadmap for commercial accountability.
Dec 2017 to May 2018
A whole new brand
Head of Performance Marketing · Suitsupply, Suistudio
Built the team, data infrastructure and agency set-up for the newly launched Suistudio brand.
Launched every paid and organic channel from zero.
Oct 2013 to Nov 2017
European eCom
Jr. SEO Specialist to Sr. eCom Acquisition Manager · PVH, Tommy Hilfiger and Calvin Klein
Promoted three times: from a team of one to 5 specialists, 17 agency FTE and multi-million budgets.
60% higher net ROI and 100% more top-line revenue from paid search.
40% SEO revenue growth through a large-scale domain and URL migration.
Apr 2011 to Oct 2013
Where it started
Trainee and Digital Specialist · Philips, Spotzer Media, Digital Power
Learned search, analytics and web hands-on.
The start of the habit: turning data into growth decisions.
Leadership
How I lead.
I answer for the outcome
Consultants recommend. Owners decide and stand behind it. I bring a leader's accountability to every mandate: one direction, clear priorities and results I put my name under.
Empathy that drives performance
People do their best work when they feel seen and trusted. I build that trust first, then hold everyone, myself included, to ambitious goals.
Built to run without me
Every mandate ends with a self-governing system: the right team, clear ownership, a roadmap and an operating model. On my last day, nothing depends on me.
"A Stoic counts all adversities as mere training."
Seneca, On Providence
Beyond the job title
Languages
Romanian Native
English C2
Spanish B1
French B1
Dutch B1
Education
INSEAD Leading Digital Strategy
University of Amsterdam MSc Marketing, cum laude
Budapest Business School Erasmus exchange
Academy of Economic Studies, Bucharest BSc Business
Off duty
Weight lifting
Psychology
Poetry
Volunteer: Head of Marketing & Membership Growth, LEAN IN Netherlands
Contact
Need senior digital ownership?
Tell me what's stuck. I reply personally.