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We live in a world that tends to specialize us. The good news is that it’s up to YOU to be DIFFERENT. So that’s what I did:)

In almost 10 years of work experience, I ended up working in six industries, four business models, mixing corporate with entrepreneurship and changing roles from different areas of marketing to product management and, since two years, coaching and learning.

I am what some people  may call – a „poly-math”.

What is amazing about this cross-disciplinarity is that I gained knowledge in so many areas and I was able to drive innovation and transformation.

What is not so cool is that because I didn’t have a clear and linear career path, I sometimes looked as „the one who does many things.. and nothing in-depth”, or „flaky”.

But, as time passed I learned how to combat this last thing with three super-easy techniques, that I share with you below:

1. Find your TRUE passion to connect the DOTS of everything you do.

Mine is- Creating New Concepts that can support GROWTH and Transformation. And being able to connect the dots from so many areas is exactly what I need.

2. Enjoy the advantages of  being an OUTSIDER.

When you are not a in-depth expert in one discipline, even if working in it, you may feel rejected at the beginning. But being an outsider is exactly what makes you special. Because you can come up with disruptive solutions that are sometimes GAME-CHANGING.

When I took over the Learning Leader role in IBM I knew almost nothing about skills building. Therefor, I capitalized on the things I knew from marketing and branding, until I learnt everything I needed.

In this was I manage to create a brand for IBM Branding and get a lot of people involved in education and that led to a change of the Organizational Culture.

I manage to change Education – that was the main objective of my role- due to the blessing of being an outsider:)  And of course, meantime I built a strong expertise in learning and coaching.

3. Be comfortable with the unknown.

As a poly-math, you often need to work on ideas that might not make complete sense at the moment you start. And also, you might be able to do things you don’t know how to do. And this is a G-R-E-A-T way of continuously learn! This is a gift you should be grateful for everyday!

In conclusion being a poly-math it is a true blessing to me!

I devote my life to ideas. I have fun while creating them and I love to bring people together around them.

Hope you also find these three tactics helpful and I look forward to read your comments!

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People often ask me: „Why should I reach out to a branding expert instead of building the personal brand on my own?”

I believe there are several reasons to do this, so let’s go through them one by one.

1. Just how well do you know yourself? And how objective can you be?

It takes a lot to be able to be brutally honest about yourself and, moreover, the fact that we are talking about ourselves is usually the first blockage in the face of being objective. The expert comes in and, through coaching sessions, specific techniques and self-paced exercises, helps you discover yourself, whether we’re talking about your values or objectives. An expert is not emotionally attached which makes it much easier to discover the USP (unique selling proposition) your personal brand will have.

      2.Taking the best out of feedback.

We hear this very often: feedback is a free education to excellence, but do you know how to gather feedback? Are you asking all the right questions? And even more so, are you able to discover your „blind spots”? It’s not easy to take in feedback and it’s even more difficult to realize what are the key pain points. Through my Personal Branding Express Makeover, my customers receive a consolidated feedback, where I focus on the key blind spots which will help them in building their personal brand and show the areas where they need to improve.

       3. It’s all about using the right words.

I’ve kept this for last but it might as well be the first reason why you should work with a branding expert when you’re thinking about building a powerful personal brand and taking your life and business to the next level. The Personal Branding Express Makeover will shed light on the personal brand you might even be hiding from yourself. You’ll get a strategy and a brand story which will guide you step by step and you’ll finally have your brand voice in writing – delivered by a branding expert.
So, tell me, what’s your superpower?

Drop me a message and you’ll get a free introductory coaching session, where we’ll discuss your action plan step by step.



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Our Story

We’ve reached a point where 9 out of every 10 business purchases are measurably influenced by digital channels. That’s the reality of 2018. Despite this, studies point to how our ability as marketers to influence the way people buy is seemingly limited: on average, purchase decisions are 57% complete by the time a buyer even tries contacting a supplier!

Webutic is a startup I founded along with a friend and co-worker that was soon scooped up by Activ Promotion a competing advertising company. Where friendship managed to span different time zones (my now former co-worker had to relocate) and our business was eventually taken up almost exclusively by myself.

And that taught me a few things. Luckily for me, it taught me the right things. Having someone 57% nurtured by the time they talk to you is testament to how important digital has become. It means the content you’ve developed and your online presence have managed to sustain a credible and predictable path for people to find you.

I won’t dive into details, but what I can say to lighten the numeric load I started off with is this: it’s because so many people are digitally nurtured, and because digital plays such a big role in purchase decisions, that companies today can’t afford to not have a rock-solid strategy for digital. Let me expand on that.

It’s our job as marketers to adapt our strategies around what our target audiences are telling us. And through Webutic, we put together customized high-expert teams and work with our clients to develop marketing strategies in line with 2020 and beyond business environment.

How, and more importantly why is that?

Well, numbers themselves aren’t biased, but I’ve found that it’s all too easy to misinterpret them. My peers often boast that they offer 75% or 80% buyer success rates on account of their nurture plans, all the while leaving out the leads they alienated and lost. Much as some might like to believe, marketing isn’t yet a precise science – they’re some art left in it still.

So I ensure you that you shouldn’t rest on your laurels just because you run a marketing department that knows all the industry buzzwords – marketing and digital are very much living organisms that change drastically in extremely short time-frames.

What I speak to isn’t a trade secret – but it takes years to understand, and more to master.


I’ve spent more than 500 hours to date coaching people in topics such as marketing, advertising and public relations – and have sprinkled things like digital business strategy and digital transformation throughout. And I’ve found that a once secondary concern (i.e. digital) has since become the primary medium through which companies:

  • Develop their growth leavers
  • Construct high-quality sales pipelines
  • Experiment with new products and services
  • Create and maintain the most important element of all: people’s loyalty

Since starting my own company, I’ve been working on what I call the ‘Brain and Bytes’ model of marketing. If you want to discuss more about how I can support your business, drop me a line and I will detail what client journeys look like today, and how business strategies must adapt to digital to even hope to survive in today’s broader European economy.

I sincerely look forward to hearing from you.

Maria Cristina

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