Hello,
My Name Is Ada

I am a Digital marketing executive with 15 years of experience in Omnichannel Marketing and Advertising.

Pharma Marketing Professional & PhD Student:

Today, I am blending my professional expertise with a personal mission to drive innovation and change in healthcare, focusing on patient-centered marketing strategies and digital transformation.

About Me

Hello, my name is Ada Mircea.

In my current role as Omnichannel Manager and Product Lead at Moderna, I work on two products that I believe are at the forefront of healthcare innovation. What drives me every day is not just the marketing strategy itself but the profound impact these products can have on people’s lives. My role gives me the opportunity to blend my passion for digital innovation with my core belief in the transformative power of healthcare.

At the heart of my work is a commitment to connecting healthcare professionals and patients with the tools, information, and treatments they need—through thoughtful, well-crafted marketing campaigns that emphasize clarity, accuracy, and compassion.

What fuels my work:

Belief in mRNA innovation: The promise of mRNA technology to change how we approach healthcare is something I deeply believe in, and I am proud to play a part in its growth.
Patient and HCP Engagement: Creating campaigns that genuinely speak to both patients and healthcare professionals is a driving force in my work.
Digital Transformation: I am constantly exploring how digital tools can improve the way we communicate and engage in the healthcare space, making the complex understandable and accessible.

I have lived and worked in Switzerland since 2016. My experience is global, having worked in six countries, managing international campaigns across different fields and geographies.

From Tech Providers to Agencies to Pharma: A Purpose-Driven Career

My path to pharma marketing didn’t happen by chance. I started my career in marketing with brands. Agency, then directly with technology providers in programmatic advertising with Google, and then back to the agency, working with a diverse range of brands. Over time, I realized I wanted a more purpose-driven mission in healthcare. The decision to focus on pharma marketing was deeply personal, driven by my core values and a belief that healthcare is where impactful communication can make a difference.

Agency Experience:
Working in agencies taught me the art of crafting multi-channel campaigns that reach diverse audiences. Whether it was technology, consumer goods, or healthcare, I learned how to adapt strategies quickly and effectively to meet each client’s needs.
Technology and Innovation:
My work with tech brands gave me a firsthand understanding of how digital tools and analytics can transform marketing. These insights now help me push the boundaries of traditional healthcare marketing, incorporating digital transformation to serve both patients and healthcare professionals better.
Pharma Marketing:
When I transitioned to pharma, I found a space where my professional expertise and personal values aligned perfectly. Pharma marketing allows me to use my skills to contribute to a cause I believe in improving patient outcomes through clear, engaging, and compliant communication.

These experiences have shaped my ability to drive thoughtful, creative, and patient-centered strategies that resonate in the healthcare space.

It is vital to keep learning, so I am studying for a Ph.D. in Digital Marketing in Pharma.

My Academic Journey as a PhD Student in Pharma Marketing

As a PhD student at the Academy of Economic Studies, my research is focused on exploring how digital transformation can enhance marketing within the pharmaceutical sector. I’m currently in the second year of study, moving toward becoming a candidate, and I am excited to dive even deeper into the complex challenges that the healthcare industry faces in terms of advanced omnichannel marketing strategies.

Current Research Focus:

The role of digital marketing in patient engagement.
How Technology Can Foster Better Connections Between Healthcare Professionals and Patients.
Exploring different sustainability avenues in the digital space in the pharmaceutical industry.
Strategies for balancing regulatory compliance with innovative marketing in pharma.

Pursuing this PhD is a natural extension of my work, allowing me to bring research-backed insights into my professional life and apply them in meaningful ways.

Learning from My Career & Lessons That Drive Me Forward

Each step in my career has reinforced important lessons that I carry with me as I continue to navigate the world of pharma marketing:

Adaptability: My early work in agencies gave me the flexibility to pivot quickly and manage complex client needs, a skill I now apply to the ever-changing demands of the healthcare sector.
Embracing Innovation: My time working with technology companies instilled in me the power of digital innovation to create more personalized and effective marketing. Today, I harness these tools to enhance pharma marketing campaigns.
Value-Driven Collaboration: Throughout my career, I’ve had the chance to work with diverse teams, and this collaboration has taught me how to align various stakeholders toward a common goal—whether it’s launching a new product or refining a long-term strategy.

These experiences have prepared me to lead impactful, thoughtful marketing efforts that truly make a difference in the healthcare space.

At Moderna, I’m constantly reminded of the potential that our work holds. The ability to connect patients and healthcare professionals with cutting-edge treatments is what motivates and engages me. It’s all about ensuring that the right people get the right information at the right time, all while keeping patient well-being at the forefront.

If you are curious to know more about me and my earlier life and career choices, please explore the sections below:

Early Choices in Education

The path we choose for our education is not always obvious. When asked what I wanted to become, I was not one of those children who could answer clearly: a doctor/ a lawyer, or an artist. I have changed my mind many times, saying, “maybe I will become an ice skater, a businesswoman, a circus acrobat, a painter, or a writer.”

I was often told I had a gift for languages, so my first high school choice was philology. Toward the beginning of the second semester of the first year, though, I started becoming anxious about the potential career realities this pursuit could offer me.

An old friend, already in the first year of university, was attending the Academy of Economic Studies in Bucharest- one of the best universities in the country. When the opportunity came, I participated in several classes and loved them.

Everything was logical; everything had a firm root in the world around me and completely clicked. I had to change paths. Therefore I decided to apply to the Economic College for the remaining three years. This decision would give me the background to apply to the Academy of Economic Studies later.

I wanted to attend the same Faculty: International Economic Relations. I never regretted this change, and I applied to the International Economic Relations faculty and was accepted. I was the first generation to graduate from the Bologna System, and I decided to continue my education with a Master’s in Project Management.

It was the first year the Master’s program was launched- a new and modern view of the world. Two faculties collaborated to deliver the program: The Cybernetic faculty and the Management Faculty. It was the best of both worlds as it gave me an insight into actual use cases and real PM tools such as Primavera and Microsoft Project.

I loved working on different projects and the dissertation. It was all so real and practical for many aspects of life. The professors were also passionate, which played a significant role in my achievements.

As a shy person, I attended the Master of Arts. The program was called “The art of acting. New ways of Expression” It was also a novel program run by two famous artists in Romania: Geo Saizescu- a film director, and Eusebiu Stefanescu, a known actor. I was privileged to get in and happy to combine several programs as part of my studies. It was incredibly challenging and tiring running from one university to the other, and I gave up quite a few student get-togethers to be able to attend most courses and exams and not feel run down, but it paid off.

At 23, I had two Master’s degrees and vast opportunities. I decided to move and work in different countries, continuing to learn and pass the digital marketing certifications valid for the platforms I was utilizing. When life brought me to Dublin, Ireland, and Google via Accenture, I continued learning using the internal portal of free courses and certifications like JavaScript or Agile.

I also joined a Digital Marketing program at the National University of Ireland. This program helped me see the entire digital marketing funnel within the Marketing domain. After finishing the certificate, I moved to Switzerland and focused on improving my German skills to integrate.

After completing a number of online Harvard Business classes, I decided to continue my education by pursuing a Ph.D. at the Bucharest University of Economic Studies, which is still ongoing.

Areas of Expertise

STRATEGIC LEADERSHIP & MARKETING OPS
Project Management, Product & Portfolio Management: Leading product launches and lifecycle management for complex, high-impact products, driving both brand awareness and market penetration on a global scale.
Global Omnichannel Marketing Strategy: Expertise in planning and executing cross-regional, data-driven marketing strategies that align with global objectives and enhance engagement across multiple touchpoints.
Market Expansion & Revenue Growth: Demonstrated success in driving market expansion, optimizing and delivering consistent ROI through targeted marketing initiatives and innovative digital solutions.
Cross-Functional Leadership: Skilled in leading and aligning multi-disciplinary teams (medical, commercial, regulatory) to execute seamless marketing campaigns and initiatives in highly regulated environments.

DATA DRIVEN MARKETING & TECHNICAL EXPERTISE
Advanced Marketing Analytics & Insights: Leveraging data analytics to drive decision-making, optimize campaign performance, and enhance market positioning across diverse regions.
Search Engine Optimization (SEO) & Search Engine Marketing (SEM): Expertise in optimizing search strategies to boost visibility, customer acquisition, and long-term brand equity.
Digital Transformation & Automation: Championing digital tools and automation to improve marketing efficiency, streamline operations, and enhance the overall customer experience.
Programmatic Advertising & Media Buying: Deep knowledge in managing high-performance, programmatic campaigns that integrate rich media and personalized experiences.

OPERATIONAL EXCELLENCE & LEADERSHIP
Global Team Leadership & Development: Proven experience in mentoring and leading diverse teams across geographies, fostering a culture of high performance, innovation, and collaboration.
Campaign & Brand Management: End-to-end management of global campaigns, ensuring consistency in brand messaging and alignment with regional market dynamics.
Business Transformation & Change Management: Expertise in driving organizational transformation through innovative marketing solutions that support business goals and future-proof the brand.
Stakeholder Engagement & Alignment: Effective in building strong relationships with internal and external stakeholders, ensuring that marketing efforts are aligned with corporate objectives and market needs.

Career/ Projects

My global marketing experience translates, on one side, into having lived and worked in different European countries and conducting marketing strategies from inception to completion across various digital channels. I am an expert in Search, Social Media, Programmatic, Advanced tracking & Analytics, and I implemented a complete media buying structure twice in the past five years.

In my previous and present roles, I worked with teams and companies from across the globe, small and big, and in various fields, from e-comm to insurance & finance to over-the-counter medicines.

I have spoken English and French since childhood and, later, studied Spanish and German. As the situations require, I can naturally adapt my communication to people working on different internal teams, clients, and C-executives.

I like to train the people on my team and motivate them by example, and I have successfully practiced my Leadership skills in the past eight years in various ways.

Hobbies

Art

My favorite relaxation mode is painting and photography, but I also enjoy sculpting and any form of creation that involves using my hands and imagination. The exercise reminds me of the joy of thinking outside the box and expanding creativity.

I had 2 small painting exhibitions in Bucharest and in Dublin.

Singing

Pop with Jazz, Country or R&B influences and I am not shy to rap either! I also write my own music and love to hang out with other music lovers with extraordinary talents, like Cosmin Lupu and Mira Botocan (Meerah) – Feel Dare Sing.

You can listen to my music on YouTube or Spotify or your favorite streaming service. Just type: “Adara Dawn”.

Discover more on: Adara Dawn’s Website!

Volleyball

I play volleyball since high-school where I was the team lead for my team. Then continues after a break in Dublin (Garda Volleyball) and in Switzerland where I played with a few teams in Zurich and Altendorf: including VBC Swissair, Volley Triemli, Latino Friends, City Volley. I played with Hobby Teams, Liga 5 and Liga 4 teams and mixed teams C and B levels.

Hello, My Name Is Ada