Alina Sisianu
Summary
Experienced fundraising strategist and marcoms professional with a passion for driving positive change. Self-motivated, with a track record in developing and scaling innovative fundraising strategies. Skilled in team leadership and change management, product innovations, and driving revenue growth. I combine strategic thinking with a hands-on approach to deliver results. I am passionate about inspiring people to support causes that will change the world, and eager to bring my skills to a cause that aligns my passion with professional impact.
Overview
12
12
years of professional experience
2015
2015
years of post-secondary education
Work history
Global Product & Marketing Director
Generosity Path
2025.10 - 2026.03
- Responsible for leading the global Product and Marketing function, overseeing brand, marketing strategy and product development
- Achievements include launching regional expansion strategies, reiterating the product to support the expansion plans, and implementing AI tools to support global translations.
Fundraising Strategy Consultant (contract)
Care International UK
2025.11 - 2026.07
- Responsible for the development of CARE International 5-year fundraising and marketing strategy, aimed at improving financial sustainability and long-term growth across individual giving, philanthropy, legacies, digital, corporate and trust & foundations.
- Achievements include launching a new turnaround strategy, focusing on culture change, income diversification and operational efficiencies. I led a collaborative strategy development process involving the whole fundraising department, finance and programmes. New strategy reduced cross-team duplication by about 40% through new governance, structure and process alignment across teams.
- Identified new growth opportunities and revenue diversification strategies, increasing forecasted voluntary income by 4m in 5 years.
- Introduced CARE’s first innovation sprint model, aiming to deliver 4 new donor propositions tested and 2 scaled within the next year.
- Developed a KPI and performance framework now used by leadership to assess ROI across all fundraising and supporter channels.
- Facilitated cross-functional workshop that engaged team members across individual giving, legacy, corporates, major giving and trust and foundations streams, resulting in a single vision and a shared ownership of the growth strategy.
Head of Marketing and Comms
World Vision UK
2021.06 - 2025.02
- Responsible for acquisition of new supporters, with a focus on regular givers, brand marketing and growth, digital marketing, product innovation, go-to-market, fundraising and advocacy campaigns, PR, crisis comms management and Martech. Budget expenditure of £2.5m, team of 22 FTE.
- Achievements include turning declining acquisitions into 30% YoY growth across a diversified channel mix whilst reducing costs.
- Supported senior leadership to successfully pivot to online and multi-channel acquisition during COVID, including turning our in-house face-to-face team into a profitable in-house telemarketing team.
- Launched a multichannel lead generation programme (digital, email, SMS and TM) resulting in 1200 leads a week, converting an additional 1000 regular givers a year.
- Mapped and optimised supporter journeys for one-off givers, introduced upsell and cross-sell strategies that significantly increased lifetime value for this audience.
- Scaled, restructured and developed the team from 12 to a high-performing team of 22.
- Led the UK strategic planning for Aseez - an award-nominated influencer campaign supporting World Vision’s Enough movement; using bold storytelling to highlight food inequality, resulting in 8.6M+ viewers with 40% watching every second of the video.
- Led the brand partnership with Maro Itoje, launching ‘The Pearl Fund’ to support education in Ghana and connect new audiences to the World Vision mission.
- Launched ‘Raising Changemakers’ podcast with Carrie Grant, using real stories to connect with parents and young people on girls’ issues, education and hunger.
- Oversaw CRM and Martech integration across supporter journeys, ensuring readiness for full migration to Dynamics 365.
Digital Marketing Manager
World Vision UK
2019.03 - 2021.06
- Responsible for development and implementation of the digital marketing strategy and day-to-day optimisation, direct management of our Google ads and Meta campaigns, website rebuild, SEO and CRO (conversion rate optimisation) implementation, content marketing, email marketing and data analytics.
- Achievements include launching a new website, driving a 4x increase in one-off donations and an 82% increase in regular giving.
- Developed and executed a new content and search engine optimisation strategy, working closely with the dev team to implement technical fixes; boosted rankings to number one for key terms and increased web traffic by 157%.
- Audited and redesigned the email journey, generating a 25% increase in donations from email.
- Directly managed Google ads and Meta, tested new content and targeting methods to generate a 89% uplift in conversions.
- Crafted and executed social media campaigns using impact stories, resulting in 37% increase in engagement.
Digital Analyst
World Vision UK
2018.04 - 2019.03
- Responsible for leading the digital analytics and reporting function to improve campaign and website performance. Developed & tracked key performance metrics, analysed digital marketing channels, creating automated dashboards and key insights to inform decision making.
- Achievements include developing an attribution model to measure performance beyond last click measurement, resulting in improved forecasting accuracy for senior management.
- Led a comprehensive website audit to identify performance gaps and technical issues and developed a business case for a new website.
- New data layer implementation working and Google Tag Manager set up, plus ongoing management.
- Created data studio dashboards to support leadership with decision-making and campaign leads with optimisations
Insights Manager
Pauley Creative B2B marketing agency
2015.01 - 2018.04
- Responsible for managing research projects, CRM data analysis, Google Ads management, SEO and Google Analytics
- Achievements include increased Google Ads conversion for Celotex by 30%
- Improved rankings for Glazing vision for the top 5 keywords, moving them from 3rd place to first place on Google.
- Led qualitative research for Artex to develop their personas, identifying key pain points, needs, wants and where Artex can provide value.
Education
MSc - Strategic Marketing
Cranfield School of Management
Bachelor of Business Administration - Business Management & Economics
ULIM
/2005 - /2009
Skills
Fundraising strategy
Brand & Comms strategy
Digital Marketing
Product innovation
Lead gen
Data & Insights
Timeline
Fundraising Strategy Consultant (contract)
Care International UK
2025.11 - 2026.07
Global Product & Marketing Director
Generosity Path
2025.10 - 2026.03
Head of Marketing and Comms
World Vision UK
2021.06 - 2025.02
Digital Marketing Manager
World Vision UK
2019.03 - 2021.06
Digital Analyst
World Vision UK
2018.04 - 2019.03
Insights Manager
Pauley Creative B2B marketing agency
2015.01 - 2018.04
Bachelor of Business Administration - Business Management & Economics
ULIM
/2005 - /2009
MSc - Strategic Marketing
Cranfield School of Management