Self-diagnosis
You might need a digitalholic if…
Digital revenue grows. Margin doesn't.
Your CRM holds millions of customers and no plan for them.
A replatforming is late, and nobody owns it.
Agency fees rise every year. Results don't.
Marketplaces are someone's side project.
The CDO seat has been empty for months.
Two or more sound familiar?
One or two: a digital audit shows where value is leaking and what to fix first. Three or more: you need senior ownership, not another agency.
Track record
Numbers I've put my name under.
45+
Global digital leadership · PUMA
markets in PUMA's acquisition and retention agenda
12
Go-to-market · Body&Fit
webshops launched across EU, US and APAC in under 12 months
€1M+
Lifecycle & retention · Body&Fit
incremental revenue from RFM, referral and 10+ journeys
+30%
D2C growth · Onitsuka Tiger
online D2C growth after a strategy and agency reset
+40%
Performance marketing · BESTSELLER
budget effectiveness across 17 brands in 12 markets
16
Operating model · Accell Group
brands with digital capabilities centralised
Ways to work
Choose your dose.
Microdose
Digital audit
Interviews, a data deep-dive and an industry scan. You get the five levers that will move your P&L.
From €5k
Daily dose · most taken
Fractional CDO
A seat at your leadership table. I own eCom, marketplaces and marketing, and run the team and agencies against clear numbers.
From €2.5k a week · ongoing
Intensive care
Interim & programmes
Cover for an empty seat, or full ownership of one programme: a replatforming, a marketplace launch, a new operating model.
Scoped per mandate
Side effects may include higher margins, calmer board meetings and a team that knows what to do on Monday.
Selected work
Before → after.
Body&Fit · Digital Marketing & CRM Director
Before
A sports-nutrition brand bought to become Glanbia's D2C engine, with no digital marketing team.
After
12 webshops in under 12 months, €1M+ from lifecycle journeys and a team of 8 plus 20 agency-side.
Onitsuka Tiger · eCom Strategy Consultant, ASICS
Before
A digital channel stuck in old agency habits, with a replatforming on the way.
After
+30% online D2C, 200k+ in supplier surcharges recovered and a replatforming with nothing lost.
Accell Group · Head of Digital
Before
16 brands. 16 ways of doing digital.
After
One group operating model, one roadmap to a headless D2C platform and one agency set-up.
Hi, I'm Irina, and I'm a digitalholic.
Tell me what's stuck. I reply personally, with an honest view on whether I can help and the fastest way to start.
About
From Jr. SEO Specialist to global digital leader.
Search at PVH. Performance at Suitsupply and BESTSELLER. A D2C engine built from scratch at Body&Fit. The CDO seat at Alpine, fractional mandates for Accell, ASICS, UNICEF and SUPER73. Most recently: Global Director of Consumer Acquisition & Retention at PUMA, across 45+ markets.
INSEAD-trained, Romanian-born, Amsterdam-based. High standards, real psychological safety.
Irina Toma · Fractional Chief Digital Officer · Amsterdam
digitalholic
dig·i·tal·hol·ic /ˌdɪdʒ.ɪ.təlˈhɒl.ɪk/ noun
A senior leader who owns a brand's digital growth end to end: eCommerce, marketplaces, CRM and the P&L behind them.
"PUMA brought in a digitalholic to run acquisition and retention across 45+ markets."A fractional or interim Chief Digital Officer, hired when the seat is empty or the stakes are high.
"We had a digitalholic two days a week until the new platform was live."informal: Someone who cannot leave a leaking funnel alone.
"Don't show her your conversion rate unless you want it fixed."
Synonyms: growth owner, fractional CDO
Digital, owned at