Conversion Copywriter for Innovators: USPs, Messaging, Sales Enablement
Roxana helps founders and innovators articulate what their work truly means for their customers — translating ideas into messaging that sells. For 17 years she has been shaping the communication identity of her clients' products, services, and personas, after years working in-house for a film studio, a media conglomerate, and UNICEF (for whom she still writes today).
Clients describe her as someone who steps into the world of a brand or idea, interprets what's inside, and brings out exactly what's needed — turning unclear, early-stage thinking into clear, sellable messaging. Success, for Roxana, means clients leaving with crisp clarity about their own mission, stronger communication and messaging, a wider audience, and measurably higher conversion across their website, emails, and signature content.
2014 – present
Becoming Words is a business identity studio for thought leaders and innovators, helping entrepreneurs turn early-stage ideas into market-shaking messages. Her email masterclasses have powered up B2B conversion rates by 15% within two hours of sending.
2013 – 2014
Responsible for the overall implementation of a 5M EUR project — budgeting, planning, execution and delivery, as well as reporting to financiers on communication, training, counselling, media representation and advocacy.
2010 – 2013
Responsible for the generation and implementation of corporate partnerships. Pitched and signed the flagship partnership, expanded and managed the corporate partnerships portfolio.
2008 – 2010
Coordinated group campaigns and communications, including the award-winning ecological program Code Green, the country's largest humanitarian effort at the time, in association with UNICEF and OMV Petrom.
2005 – 2008
Managed all inbound new business enquiries, including the London and Los Angeles offices, qualifying potential opportunities, actioning next steps, and pitching.
Roxana has practiced aikido, a contemporary Japanese martial art, for 20 years and is the first 4-Dan woman aikidoka in Aikikai Romania. Together with her brother, she teaches aikido for both adults and children at Hakken Dojo.
"Roxana is able to turn any hidden, million-plus-value, undefined idea, from a fuzzy cloud-like animal, into market-shaking words."
"It wasn't the first time good ideas were twinkling in my head at midnight. But this time, we went from ideation to implementation in less than 4 months. We realized the entire message and the campaign should be about our values and strengths, commonly shared with our partners. It was a perfect match between my team and Roxana. With Becoming Words, our campaign converted at 30%. Half of the results came in within two hours from sending, on a Friday afternoon."
"Becoming Words is an inspired choice, because it delivers what it promises. Roxana succeeded, in a very short time, in understanding our business model, our priorities and objectives, and helped us translate them creatively and insightfully into 'becoming words.' I am impressed with her capacity to deliver top quality creative and strategic content in only a few hours."