Andra Z.

About Andra Z.

VP / Director-Level Growth & Paid Media Leader in FinTech | Driving Customer Acquisition, Brand Strategy, and AI-Driven Marketing TransformationI specialize in building full-funnel marketing strategies across CTV, TV, audio, programmatic, and paid social - powered by analytics, marketing technology, and AI.I bring more than 14 years of experience leading and scaling customer acquisition and brand marketing programs across fintech, SaaS, and enterprise organizations.Today I lead paid media strategy at PNC Bank, where I drive full-funnel marketing initiatives across traditional and digital channels - including TV, CTV, audio, print, paid social, display, programmatic, and OOH. My work focuses on building high-impact marketing programs that increase awareness, drive qualified customer acquisition, and optimize ROI across large-scale media investments. Throughout my career, I have built and executed marketing strategies across the entire funnel - from awareness and consideration to acquisition and conversion. I have managed global teams and agencies, developed multi-million-dollar media strategies, and partnered closely with product, analytics, creative, and executive stakeholders to translate marketing strategy into revenue impact.What differentiates my approach is the combination of marketing leadership, technical depth, and analytical rigor:• Growth & Paid Media Leadership – Designing and executing full-funnel acquisition strategies across search, social, programmatic, and emerging channels to scale customer growth and improve efficiency.• Marketing Technology Expertise – Deep hands-on experience with tracking architecture, GA4, GTM, pixels, and event instrumentation to ensure marketing measurement is accurate and actionable.• Advanced Analytics – Certified data analytics professional with experience in SQL and Python, enabling me to go beyond dashboards and extract insights that drive smarter marketing decisions.• AI-Driven Marketing Innovation – One of the first leaders within PNC Marketing working on AI initiatives, currently helping build AI agents and exploring how AI can transform marketing strategy, operations, and performance.I believe in data-driven execution, structured thinking, and a relentless focus on results. My work sits at the intersection of growth marketing, paid media strategy, marketing technology, analytics, and AI - where data, technology, and creativity combine to build scalable marketing systems that drive real business impact.

Experience

1. Vice President, Paid Media

   PNC

   Apr 2021 — Present

   Own paid media strategy at enterprise scale for one of the largest financial institutions in the U.S, driving full-funnel marketing programs across digital and traditional channels to support customer acquisition, brand growth, and revenue.• Manage multi-million-dollar media investments across CTV, programmatic, TV, audio, and print.• Develop audience-first, full-funnel media strategies aligned with customer acquisition, brand, and product growth objectives• Partner cross-functionally with Product, Analytics, Finance, and Creative to align media strategy with business priorities• Lead performance optimization through attribution, marginal CAC analysis, and test-and-learn experimentation frameworks• Own campaign performance analysis and translate data into actionable insights to improve efficiency, targeting, and ROI• Manage and mentor internal team members and agency partners, driving accountability, innovation, and execution excellence• Contribute to AI initiatives within Marketing, exploring how AI enhances media strategy, optimization, and decision-making

Education

• Udacity

  Nanodegree, Programming for Data Science with Python

  2020 — 2020

• Harvard University

  FinTech

• Udacity

  Nanodegree, Digital Marketing

  2017 — 2018

• Academia de Studii Economice din București

  Bachelor of Science - BS, Economics

  2008 — 2011

• Academia de Studii Economice din București

  Master of Business Administration (MBA), Marketing/Marketing Management, General

  2011 — 2013

• University of Bucharest

  Doctor of Law - JD, Law

  2009 — 2013

• Cornell University

  Marketing AI

• Udacity

  Nanodegree, Business Analytics

  2018 — 2019