Adrian Cosma
Verified Expert in Marketing
Marketing Expert
Bucharest, Romania
Toptal member since November 3, 2026
Adrian is a results-driven performance marketing and digital growth leader with 10+ years of hands-on experience delivering scalable growth across both B2B and B2C environments. He brings a strong track record in performance marketing, business consultancy, SEO, AEO, GEO, PPC, demand generation, and growth strategy, complemented by deep expertise in agile delivery, advanced analytics, and marketing automation.
Project Highlights
Certification Highlights
Expertise
- Content Writing
- Conversion Rate Optimization (CRO)
- Google Ads
- LinkedIn Ads
- Meta Ads
- Pay-per-Click (PPC)
- Performance Marketing
- Social Media
Work Experience
PPC and Performance Marketing Lead
Publicis
- Executed and managed multichannel acquisition campaigns to drive high-quality leads, customer acquisition, and revenue growth.
- Managed and owned PPC budgets of over $500,000 a month, spread across multiple networks, including Google, Meta, Microsoft, LinkedIn, X, and TikTok Ads.
- Designed and executed multichannel demand generation strategies focused on MQL, SQL, and pipeline growth.
- Monitored campaign performance and reallocated budgets across channels, campaigns, and audience segments based on CAC, LTV, ROAS, ROI, lead quality, and pipeline contribution.
- Implemented and improved conversion tracking, attribution models, analytics dashboards, and performance reporting to measure campaign effectiveness and identify growth opportunities.
- Partnered with creative, content, sales, and web development teams to align paid media activity with business objectives, improve landing-page conversion rates, and strengthen lead quality.
- Directed AEO/GEO strategies to improve organic visibility and brand discoverability across AI-powered search engines and LLM-driven discovery experiences.
- Developed AEO-focused content, FAQs, and entity-led content structures to strengthen brand visibility and authority across AI-powered search platforms.
- Drove up to $10 million in annual revenue through optimized Google and Meta Ads strategies.
- Improved team productivity and delivery efficiency by 35% through agile processes and tooling.
Senior SEO Manager
IBM
- Managed the web footprint on dedicated European countries, being accountable for the discoverability of relevant ibm.com pages in internal search as well as external search.
- Oversaw the day-to-day workload of a team of 3 – 5 SEO specialists, assigning priorities across concurrent country-level workstreams, reviewing output quality, and mentoring junior team members to build their technical SEO and content optimization.
- Owned organic search visibility strategy for IBM websites across 10+ European markets, optimizing content for discoverability, traffic, and lead generation.
- Collaborated cross-functionally with content, UX, and web development teams to optimize site architecture, navigation, and on-page SEO, aligning technical SEO with business objectives.
- Developed and implemented SEO best practices, workflows, and scoring frameworks, standardizing processes to scale operations and improve campaign efficiency.
- Drove 30% – 50% YoY growth in organic traffic across multiple European IBM websites by leading SEO strategy, analytics, and performance reporting to senior leadership.
- Increased on-page engagement by 37% and reduced bounce rates by 22% through CRO insights, UX optimization, and A/B testing via Optimizely.
- Mentored and upskilled a team of 3 – 5 SEO specialists, introducing standardized workflows and scoring frameworks that improved delivery consistency and supported the team's expansion into additional markets.
- Optimized content architecture, navigation, and on-page SEO, contributing to a 25% increase in session duration and improved discoverability of high-value content.
Social Media Manager
Euro Web Studio
- Managed and scaled brand presence across key social platforms, including Facebook, LinkedIn, and Twitter.
- Planned and executed content strategies aligned with business and growth objectives.
- Developed and optimized paid social campaigns to drive traffic, engagement, and conversions.
- Monitored campaign performance using analytics tools and optimized based on KPIs, including CTR, CPC, CPA, and engagement rate.
- Collaborated with design and content teams to deliver high-performing creatives and messaging.
- Increased social media engagement by more than 50% through targeted content and campaign optimization.
- Reduced cost per engagement (CPE) by 30% via improved audience targeting and creative testing.
- Generated consistent traffic growth of more than 40% from social channels to website properties.
PPC Expert
Spiru Haret University
- Created end-to-end campaigns across Google, Meta (Facebook/Instagram), LinkedIn, Amazon, Reddit, and Microsoft.
- Collaborated with creative, analytics, and sales teams to refine messaging, conversions, and attribution models, ensuring integrated campaigns that drove measurable business outcomes.
- Implemented A/B testing, audience segmentation, and attribution modeling to continuously improve campaign effectiveness and lead quality.
- Monitored industry trends, platform updates, and competitive activity to proactively adjust paid media strategy and maintain top-performing campaigns.
- Optimized bids, ad copy, and landing pages to reduce CPC by 25% and boost conversion rates by up to 60%, maintaining high-quality lead generation across channels.
- Optimized PPC campaigns resulting in a 25% reduction in CPC across all major platforms, including Google Ads, Meta, and LinkedIn.
B2B Sales Consultant
Vodafone Romania
- Managed B2B customer relationships and supported the acquisition of business clients.
- Identified customer needs and recommended relevant Vodafone products and services.
- Developed consultative selling, negotiation, and customer relationship skills while working toward commercial targets.
- Built a foundation in customer acquisition, sales processes, and commercial outcomes.
Technical Content Writer
iWriter
- Researched and produced technical articles, web content, and educational materials across diverse industries and subject areas.
- Created SEO-optimized content using keyword research, search intent analysis, on-page optimization, and structured headings to improve organic visibility.
- Adapted writing style, tone, and technical depth to meet client requirements, brand guidelines, and target audience expectations.
- Managed multiple writing assignments and deadlines while maintaining consistent quality and meeting content delivery requirements.
Project History
Google Ads and Meta Ads
https://www.publicissapient.com/- 30% — Growth in Pipeline Revenue
- $10 Million — Growth in Annual Revenue
The main challenge was to drive scalable growth and generate measurable business results across digital channels while aligning marketing performance with broader business and revenue objectives. With a $1 million budget and a long-term engagement, the priority was to optimize campaign efficiency, reach relevant audiences, and strengthen demand generation to increase the number of qualified leads.
I led integrated, multichannel performance marketing initiatives across Google Ads and Meta Ads, focusing on continuous campaign optimization, audience targeting, and alignment with business goals. I developed and refined acquisition strategies to improve campaign performance and maximize the value of the advertising investment. In parallel, I launched a comprehensive B2B demand-generation strategy to attract high-intent prospects, improve lead quality, and support pipeline growth.
Up to $10 million in annual revenue was driven through optimized Google Ads and Meta Ads strategies. I also achieved a 30% growth in pipeline revenue within the first 12 months.
Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads, Email Marketing, and Site Optimization
https://joinx.capital/- 35% — Increase in Conversion Rates
- 15% — Increase in Overall Revenue
JoinX Capital needed to improve its digital acquisition performance, increase website conversions, and generate sustainable revenue growth in a competitive prop trading market. The challenge was to coordinate multiple paid acquisition channels and build effective conversion funnels to convert paid traffic into customers while maximizing the return on an $80,000 marketing budget.
I developed and optimized integrated performance marketing campaigns across Google Ads, Meta Ads, LinkedIn Ads, and TikTok Ads. I built and refined conversion funnels using LinkedIn and Meta advertising, implemented retargeting strategies to re-engage potential customers, and optimized email marketing to support lead nurturing and conversions. Additionally, I improved the website layout and user experience to reduce friction throughout the customer journey and increase conversion potential.
I achieved a 35% improvement in conversion rates through website optimization and enhanced acquisition funnels, and a 15% increase in company revenue, driven by integrated LinkedIn and Meta Ads funnels and retargeting strategies.
SEO, AEO, and GEO Management
https://www.ibm.com/us-en- 37% — Increase in On-page Engagement
- 25% — Increase in Session Duration
IBM needed to improve the organic discoverability and usability of a large website comprising more than 100 pages. The challenge was to identify and address SEO opportunities across site architecture, content, technical implementation, and internal linking while ensuring that technical changes were properly reviewed and aligned with SEO best practices.
I directed SEO optimization across the website’s architecture and content ecosystem, focusing on technical SEO, on-page optimization, content structure, navigation, and internal linking. I reviewed the implementation work performed by the technical team to ensure that SEO requirements were correctly addressed. I optimized page structure and content discoverability to create a more intuitive user journey, improve access to relevant information, and strengthen the website’s overall organic search performance.
I achieved a 37% increase in on-page engagement, indicating improved interaction with website content, and a 25% increase in session duration by improving content architecture, navigation, and on-page SEO.
Education
Bachelor's Degree in Marketing
Romanian-American University - Bucharest, Romania
Certifications
Meta Ads Expert
Meta
Google Ads Expert
Skills
Core
Pay-per-Click (PPC), Google Ads, Search Engine Optimization (SEO), A/B Testing, Social Media, Performance Marketing, Audience Targeting, Keyword Research, Digital Marketing, Facebook Ads, Copywriting, Generative Artificial Intelligence (GenAI), Writing & Editing, LinkedIn Ads, TikTok Ads, Conversion Rate Optimization (CRO), Marketing Automation, Sales, AI Marketing, Content Marketing
Platforms & Tools
Looker Studio, Adobe Photoshop, Microsoft 365
Other
Meta Ads, Content Writing, Digital Strategy, Conversion Tracking, SEO Writing, Ebook Writing, Growth Marketing, SEO Copywriting, Writing, AEO, GEO, Jira, Optimizely, Microsoft Excel, Project Management, Business Planning, Demand Generation, Growth Strategy, Lead Scoring, Audience Segmentation, Consultative Selling, Negotiation, Search Intent Analysis, SaaS Sales, Artificial Intelligence (AI), Customer Relationship Management (CRM), CMS, Semantic SEO, Generative Engine Optimization (GEO), Google Maps, PPC Campaign Management
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