Self-diagnosis
You might need a digitalholic if…
Your team isn't playing in the league it could and should.
Your targets keep being missed.
You have no clear long-term vision or roadmap.
You don't know how to integrate AI into your business.
Your supplier ecosystem doesn't run like a well-oiled machine.
Two or more sound familiar?
One or two: a digital audit shows where value is leaking and what to fix first. Three or more: you need senior ownership, not another agency.
Track record
Numbers I've put my name under.
45+
Global digital leadership · PUMA
markets in PUMA's acquisition and retention agenda
12
Go-to-market · Body&Fit
webshops launched across EU, US and APAC in under 12 months
€1M+
Lifecycle & retention · Body&Fit
incremental revenue from RFM, referral and 10+ journeys
+30%
D2C growth · Onitsuka Tiger
online D2C growth after a strategy and agency reset
+40%
Performance marketing · BESTSELLER
budget effectiveness across 17 brands in 12 markets
16
Operating model · Accell Group
brands with digital capabilities centralised
Ways to work
The right amount of digitalholic.
A first look
Digital audit
Interviews, a data deep-dive and an industry scan. You get the five levers that will move your P&L.
From €5,000
A seat at the table · most chosen
Fractional CDO
A seat at your leadership table. I own eCom, marketplaces and marketing, and run the team and agencies against clear numbers.
From €2,500 a week · ongoing
Full ownership
Interim & programmes
Cover for an empty seat, or full ownership of one programme: a replatforming, a marketplace launch, a new operating model.
Scoped per mandate
One to one
Leadership coaching
Leading at every altitude is hard, and nobody trains you for it. We work on your digital calls and your leadership, with the honest feedback people stop giving you once you're senior.
Quoted on demand
Selected work
Before → after.
PUMA · Global Director Consumer Acquisition & Retention
Before
45+ markets, each running its own acquisition and CRM playbook.
After
A new centralised operating model: one common agenda, a new Digital Hub in the Netherlands and a global MarTech roadmap.
Onitsuka Tiger · eCom Strategy Consultant, ASICS
Before
A digital channel stuck in old agency habits, with a replatforming on the way.
After
+30% online D2C, 200k+ in supplier surcharges recovered and a replatforming with nothing lost.
Alpine · Chief Digital & Marketing Officer
Before
Strong at home, stalling in new markets.
After
2× growth in new markets through marketplaces, with digital and marketing under one leader.
UNICEF · P&L owner, Virtual Hub
Before
A new digital fundraising hub with ambitious targets and no single owner.
After
Full P&L ownership of the Virtual Hub, beating its revenue targets.
Body&Fit · Digital Marketing & CRM Director
Before
Glanbia's D2C ambition, with no team, no stack and one home market.
After
New markets launched across the EU, US and APAC in under 12 months, run by a team of 8 plus 20 agency-side.
Tommy Hilfiger & Calvin Klein · Sr. eCom Acquisition Manager, PVH
Before
Paid search for two global brands, run on autopilot.
After
+60% net ROI and 2× top-line revenue from paid search across Europe.
Point of view.
Leadership
Leading at every altitude
Layers are going, spans are widening and "hands-on" no longer means SQL and campaign builds. If you've never actually operated, you're in a difficult spot to lead anything.
AI
AI is a stress test for your fundamentals
Layer AI onto a setup that was never clean and it multiplies the noise. It feels like leverage, but it's a stress test of the boring parts you never fixed.
Growth
Incrementality is a measurement model problem
You can't test your way to the truth when marketplaces and wholesale are only partly visible. Start with your north star KPI, because ROAS isn't the truth.
Hi, I'm Irina, and I'm a digitalholic.
Tell me what's stuck. I reply personally, with an honest view on whether I can help and the fastest way to start.
About
Passionate about strategy, driven by growth.
I grew up in fashion eCommerce. At PVH, Suitsupply and BESTSELLER I learned growth one search term, one campaign and one budget line at a time, rising from Jr. SEO Specialist to running performance across 17 brands.
Then I went wide. As a fractional leader I moved across e-bikes, sportswear, hearing protection and humanitarian work, as strategist, interim CDO and hands-on fixer. At PUMA it all came together: owning a global Digital Hub and one agenda for 45+ markets.
The way I lead hasn't changed: deep in the numbers, quick to decide, built on trust. I want teams safe enough to challenge me and stretched enough to surprise themselves. INSEAD-trained, Romanian-born, Amsterdam-based.
Irina Toma · Fractional Chief Digital Officer · Amsterdam
digitalholic
dig·i·tal·hol·ic /ˌdɪdʒ.ɪ.təlˈhɒl.ɪk/ noun
A senior leader who owns a company's digital growth end to end: eCommerce, marketplaces, digital marketing, product management and the P&L behind them.
"PUMA brought in a digitalholic to run acquisition and retention across 45+ markets."A fractional or interim Chief Digital Officer, hired when the seat is empty or the stakes are high.
"We had a digitalholic take over the eCommerce team until we found the right permanent leader."informal: Someone who cannot leave a leaking funnel alone.
"Don't show her your conversion rate unless you want it fixed."
Synonyms: Chief Growth Officer, Chief Digital Officer
Digital, owned at