Adela Mincea
$0M+
Marketing budgets managed across global markets
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Markets across Europe, the Middle East, Asia, and North America
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Years in commercial and performance strategy
I audit the whole system. Not just the ads pointing at it.
Twelve years managing marketing budgets across three continents. Luxury brands in Dubai. Performance agencies in London. In-house for a global e-commerce operation in Hong Kong. Long enough to see the same pattern repeated in every market: dashboards showing one thing, P&Ls showing another. Businesses scaling spend on a model that wasn't holding.
I came back to Romania in 2023 and started DAFE Digital to do this differently. Most marketing problems get misdiagnosed before any money is spent. The constraint is rarely the ads, it's what the ads point at. I built the audit practice first because fixing the wrong thing is the most expensive thing a business can do.
“The constraint is rarely the ads. It's what the ads point at.”
What people say.
The path that shaped the approach.
Luxury resort marketing serving high-value international clientele. Positioning discipline and premium audience management.
Luxury and corporate marketing, including European brand launches and global activations. Structured brand and commercial system exposure.
Performance marketing agency environment managing multi-market acquisition strategy across Europe and North America.
Regional performance leadership across Asian markets, adapting acquisition systems to diverse commercial contexts.
In-house performance leadership for global e-commerce operations, overseeing revenue accountability and capital allocation.
Returned after 12 years abroad and founded DAFE Digital. Built the audit practice first, because the most expensive mistake a business can make is fixing the wrong thing.
Running a focused independent practice combining paid media execution, commercial diagnostics, and AI-enabled analysis. Small portfolio, deep accountability.
Clear expectations before collaboration.
What I do
- Diagnose before recommending action
- Address structural weaknesses directly
- Maintain a focused client portfolio for depth and accountability
- Deliver structured, implementable analysis
Spend follows structure. Not the other way around.
Throwing more budget at an unclear diagnosis is how businesses end up with the same results at higher cost.
The diagnostics I run find the actual constraint. Whether it sits in the campaigns, the page, the offer, or the economics behind it.
Growth must be financially sustainable. Pricing logic, contribution margin, and acquisition cost tolerance determine whether expansion is responsible.
A weak offer requires continuous tactical compensation. A strong offer improves conversion efficiency and capital productivity.
Marketing amplifies demand. It does not manufacture it. When urgency or market pull is weak, scaling becomes disproportionately expensive.
Strategy, messaging, funnel structure, and measurement must operate as an integrated system. Without structural alignment, growth does not compound.
How I work with businesses.
Find what's actually broken
Structured audits across landing pages, paid media, customer intelligence, and commercial economics. If the constraint is upstream of your ads, the audit will find it.
Run the ads when the model holds
Paid media management (Google Ads, Meta, LinkedIn) for businesses whose commercial foundation is already sound. Execution tied to acquisition economics. Not campaign activity for its own sake.
Build the internal capability
Marketing economics and performance training for in-house teams. Paid media strategy, conversion logic, and economic fundamentals, so the team can think commercially, not just tactically.
The role
What a marketing economist actually does — defined, compared, and explained.
Whether it's the ads or what they depend on, find out first.
The fastest way to waste budget is to fix the wrong thing. If performance isn't where it should be, the starting point is an audit. Not more spend.