Demand Generation Director
Data-driven digital marketing leader with a proven track record in international growth, full-funnel performance, and scalable revenue programs across Europe and global markets.
Profile Overview
As a Demand Generation Director–level marketer, Alex Costin combines over 17 years of SEO expertise with more than 12 years of SEM leadership to design and execute high-impact acquisition engines that consistently exceed ROI targets across multiple sectors and regions.
Fluent in English, French, Italian, Spanish, German, Russian, Chinese and other languages, Alex is able to research, localize, and activate demand programs that resonate in diverse markets, connecting strategic messaging with measurable commercial outcomes.
The career history spans start-ups, scale-ups, public sector organizations, non-profits, ecommerce brands, entertainment venues, financial services, and international corporations, always focused on measurable growth and marketing efficiency.
Core Leadership Highlights
- Architected full-funnel digital strategies from awareness to revenue.
- Drove organic rankings from lower SERP positions to top 1–2 results.
- Reduced PPC costs by up to 90% while improving lead quality.
- Managed digital operations for large-scale government-backed initiatives.
- Trained and mentored teams across SEO, SEM, social, and analytics.
- Created multi-market campaigns spanning EU, UK, USA and global regions.
Demand Strategy and Market Research
Alex began building digital strategies in 2007 by creating the first online presence and brand identity for a local construction company, pioneering early web demand in a traditional segment and driving continuous business growth through a strong online footprint.
Over subsequent roles, Alex refined an unconventional research approach that combines deep market analysis, audience behaviour insights, and competitor SWOT evaluations, then transforms those insights into practical growth roadmaps for leadership teams and stakeholders.
Every program starts with detailed research into opportunities, threats, and emerging trends, translating them into prioritized action plans, campaign roadmaps, and channel strategies that make performance targets clear, achievable, and trackable.
Global Digital Programs and Operations
As Digital Operations Manager for a UK government-backed national event, Alex oversaw daily activities for cross-functional digital teams, aligning content, social, creative, and photography workstreams to deliver seamless user experiences and consistent campaign outputs.
Responsibilities included operational leadership, performance monitoring, cross-team collaboration, training and mentorship, quality assurance, and continuous process improvement, ensuring that digital properties met benchmarks for availability, usability, and audience engagement.
This operational foundation supports a Demand Generation Director profile that unites strategic planning with on-the-ground execution, balancing innovation with governance to keep complex programs on time, on brief, and on budget.
360° Digital Marketing and Revenue Growth
For nearly a decade, Alex has acted as a 360 digital marketing expert at TuneMyWebsite, working directly with business owners to translate commercial goals into integrated acquisition and retention strategies that tie web design, SEO, SEM, social, and analytics into one growth engine.
This work involved creating brands from the ground up, designing high-performance websites, engineering content architectures, deploying multichannel campaigns, and building granular reporting frameworks that help leaders see how each channel contributes to pipeline and revenue.
Across European markets, Alex consistently delivered high-impact outcomes, such as first-page and first-position rankings achieved in record time, maximum landing page quality scores, and sharply reduced paid media costs without sacrificing volume or lead quality.
SEO Excellence and Organic Demand Creation
With more than 17 years of SEO specialization, Alex conducts rigorous technical and content audits, restructures site architectures, and defines content strategies designed to elevate key pages from lower rankings to prominent organic visibility that sustains long-term demand.
Roles such as SEO Specialist at Dunster House involved identifying high-value growth areas, optimizing priority landing pages, and building targeted backlink campaigns that lifted pages from ninth place to first and second positions on critical commercial keywords.
By combining on-page optimisation, off-page authority building, and cross-functional training, Alex ensures that organizations embed organic best practices, turning websites into always-on acquisition assets rather than static brand brochures.
Performance Marketing and Paid Media Leadership
Over more than 12 years in SEM and performance marketing, Alex has managed Google Ads, Microsoft Advertising, and other paid platforms for brands ranging from local start-ups to large insurance providers with seven-figure monthly budgets, always focused on incremental ROI.
As a certified partner across Google Marketing Platform, Microsoft Advertising, and Adobe Experience Cloud, Alex created performance frameworks that raised quality scores, improved ad relevance, and greatly reduced cost per click, sometimes cutting expenditure to a fraction of competitor averages.
Success stories include transforming underperforming campaigns into lean, high-yield programs and uncovering issues such as bot traffic and poor template-based experiences, then replacing them with refined strategies and high-quality landing journeys.
B2B, B2C, and Multi-Sector Results
Career highlights span tourism, coworking, health insurance, finance, ecommerce, events, public sector, education, and non-profit, consistently demonstrating the ability to tailor demand engines to different sales cycles, price points, and stakeholder structures.
Examples include lifting weekly leads from around 20 to roughly 600 for a travel and experiences provider, growing ecommerce sales by multiples for manufacturers and charities, and building digital programs that rapidly outranked dominant competitors and established brands in search results.
For each organisation, Alex focused on setting clear objectives, aligning with leadership expectations, and designing measurable campaigns that showed tangible movement in leads, conversion rates, and revenue within realistic timeframes.
Team Leadership, Training, and Enablement
Throughout the career path, Alex has repeatedly taken responsibility for training colleagues and teams, from mentoring junior marketers and volunteers to coaching agency staff, government bodies, and municipal teams on SEO, SEM, social, and analytics best practices.
Experience includes conducting remote and in-person workshops, designing repeatable playbooks, and embedding operating procedures that make organisations self-sufficient, ensuring that growth continues beyond any single consultant or project phase.
This emphasis on enablement fits the expectations of a senior leader responsible for developing high-performing teams that can execute complex campaigns, interpret data, and adjust tactics without constant external direction.
Content, Creative, and Experience Design
Alex is also an accomplished content creator, graphic designer, and photographer, capable of shaping brand identities, crafting persuasive copy, and producing high-quality visual assets that support campaigns across web, social, and email channels.
Hands-on skills include HTML, CSS, Drupal, Bootstrap, and Adobe Creative Cloud, enabling the design and optimisation of fast, responsive, search-friendly websites that align technical performance with brand storytelling and conversion best practices.
Experience in ecommerce photography, studio shoots, and still life imagery strengthens the ability to deliver conversion-boosting creative that is consistent from ad impression all the way through landing page and checkout flows.
Analytics, Measurement, and Continuous Optimisation
A strong analytical mindset underpins every initiative, with experience in Google Analytics, Google Tag Manager, and enterprise measurement platforms used to build dashboards, track real-time performance, and identify bottlenecks across funnels and channels.
As a performance specialist, Alex regularly reports to key stakeholders, translating complex data into accessible insights and clear recommendations for next steps, highlighting quick wins alongside longer-term optimisation themes.
This commitment to measurement ensures that demand programs evolve dynamically, aligning budgets and creative focus with the most profitable audiences, messages, and experiences over time.
Languages, Education, and Credentials
Alex studied Multimedia Computing in Coventry, alongside foreign language degrees in Bucharest and an International Baccalaureate in Constanta, building a foundation that merges technical literacy with advanced communication skills across multiple languages.
Professional qualifications from Google, Microsoft, and Adobe during 2016–2021 confirm a long-standing commitment to staying current with evolving advertising platforms, analytics suites, and integrated marketing ecosystems.
Combined with extensive real-world experience, this academic and certification background supports a senior leadership profile capable of directing complex, multi-channel growth organisations with clarity and confidence.