You're here for one of three reasons: someone passed my name along, you found something I wrote, or you're doing due diligence before a conversation. All three are fine. 20+ years in marketing. 3 CMO tracks. Financial services, fintech, software, DACH B2B. Currently CMO. I find where a brand is lying to itself. Say it plainly. Fix it. Founder of Aah, Monster! — where I apply the same thinking to the person running the company. If there's a fit, you'll know after three minutes on this page.
↓ scroll
Hardboiled.
Allergic to BS.
If you got here from a recommendation, a post, or a search — you want to know if the substance matches the signal.
It does. Here's the short version.
In my 20+ years of direct experience in marketing, PR, communications and brand building across financial services, fintech, software, and DACH B2B — I've personally built marketing functions from nothing and rebuilt ones that were bleeding deals in silence.
Cynical enough to tell you when your positioning is garbage.
Experienced enough to fix it.
Not a coach. Not a framework seller. A working CMO with a track record
and zero patience for credentials that don't do anything.
According to Forrester's 2023 B2B Marketing Report, 63% of enterprise deals stall due to unclear positioning — not product quality. That's the gap I work in. LinkedIn's 2023 B2B Thought Leadership study found that companies with active executive voices see 2× higher engagement on corporate content and significantly more qualified inbound.
Brand architecture.
Applied.
Direct.
Async. No fluff.
Through Aah, Monster! I work with C-suite executives and founders who need a brand that holds up under scrutiny. No calls. No workshops. No fluff. Written deliverables, straight feedback, outputs you can act on. The same brand architecture thinking that built real company brands — applied to the person running the company. If you have a brand problem, you know where to find me.
Junior professionals. People who want a logo and call it a brand. Anyone looking for a yes-man. If your positioning is broken, I'll say so — and then fix it.
Marketing strategy and brand positioning. Day job: CMO at a B2B software consultancy. Side work: personal branding for C-suite and founders through aah.monster. Also building software products.
Yes, through aah.monster. I work with C-suite and founders on personal brand positioning, LinkedIn strategy, and messaging. Async only — no calls. Based on 20+ years of hands-on marketing experience.
Financial services, fintech, B2B software, communications. According to 15+ years of direct experience: these are the sectors where brand is most often confused with logo, and positioning is most often confused with tagline.
Written deliverables only. No calls, no meetings, no Zoom. Every engagement starts with a written brief and ends with a document you can actually use. Turnaround: 48-72 hours for audits, 5 days for positioning work.
Bucharest, Romania. Working primarily with DACH and international clients. Reachable at adrian@peticila.ro.