About Irina Toma
Fifteen years of growing brands online. Still hooked.
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, fast.
Career
From one channel to 45+ markets.
Swipe or scroll through the timeline. Every step widened the scope.
2011 to 2013
One channel
Trainee & Digital Specialist · Philips, Spotzer Media, Digital Power
Search, analytics and web, learned hands-on. Where the habit started.
2013 to 2017
European eCom
Sr. eCom Acquisition Manager · PVH (Tommy Hilfiger & Calvin Klein)
Started as Jr. SEO Specialist, promoted three times in four years. Grew search from a team of one to five. +60% net ROI and 2× top-line revenue from paid search.
2017 to 2018
A whole new brand
Head of Performance Marketing · Suitsupply
Launched every advertising and organic channel for the new SUISTUDIO brand, and built the team and data stack from zero.
2018 to 2019
17 brands, 12 markets
Head of Performance Marketing (Europe) · BESTSELLER
Paid media and SEO with an 8-figure budget. +40% marketing budget effectiveness and 10 to 20% better ROAS.
2019 to 2022
A global function
Digital Marketing & CRM Director (Global) · Glanbia, Body&Fit
Built the function from scratch: 8 in-house, 20+ agency-side, 100% team retention and a best team award. 12 webshops in under 12 months, €1M+ from lifecycle journeys and 10k new customers a year from referral.
2022 to now
The C-suite, for many
Founder & Fractional Chief Digital Officer · digitalholic
Accell Group: one operating model for 16 brands. SUPER73: doubled conversion rate. UNICEF: Virtual Hub P&L, beating targets. Alpine: CDMO, 2× growth in new markets. ASICS · Onitsuka Tiger: +30% online D2C.
2025
45+ markets
Global Director Consumer Acquisition & Retention · PUMA
Paid media, SEO, CRM for 25M+ customers, loyalty and customer service across 45+ markets, plus the global MarTech roadmap and a Digital Hub of around 20 people.
What I own
The whole funnel. Not one channel.
01
Acquire
Paid media, SEO, affiliates, marketplaces, partnerships
+40%
budget effectiveness across 17 brands at BESTSELLER
02
Convert
eCom platforms, CRO, replatforming, D2C
2×
conversion rate from one SUPER73 campaign
03
Retain
CRM, lifecycle journeys, loyalty, customer service
€1M+
incremental revenue from lifecycle at Body&Fit
04
Scale
CDP and data, operating models, teams, agencies
16
brands on one digital operating model at Accell
Leadership
How I lead.
Operator first
I have owned the P&L, not only advised on it. I build the data stack, run the agencies and sit in the weekly numbers.
High standards, real safety
Teams of 20+ across eCom, marketplaces and marketing. I coach first, and I expect people to push back.
Built to hand over
Every mandate ends with a roadmap, a team and an operating model that run without me.
"A Stoic counts all adversities as mere training."
Seneca, On Providence
Beyond the job title
Five languages, one gym habit.
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
Volunteer: Head of Marketing & Membership Growth, LEAN IN Netherlands
Contact
Need senior digital ownership, fast?
Tell me what's stuck. I reply personally within a working day.