“Cristina consistently combined strategic thinking with a hands-on approach across email marketing, paid media, social media, and website optimisation. One of her most impressive achievements was growing our email marketing revenue by 132% over two years, through testing, data-led decision-making, and a strong understanding of audience behaviour. Cristina led our paid search and our in-house paid social activity, managing budgets, performance and external agencies, and making sure campaigns across Google, Microsoft, Meta, and TikTok were aligned with wider communications and fundraising goals. Cristina also thought carefully about user experience. She delivered meaningful improvements to our website and digital user journeys, creating and optimising key sections and setting up online petitions that supported engagement and fundraising outcomes. Alongside this, Cristina brought a great deal of creative energy to the role.”