Cristiana Spataru is a Senior Consultant at AAR, specialising in marketing operating models and the role they play in shaping future-fit marketing organisations. Since joining AAR in 2024, she has worked with CMOs and marketing leaders to define how marketing should contribute to business growth, and how the operating model needs to evolve to support that ambition.
Her work sits at the intersection of marketing strategy and operating model design, helping organisations articulate a clear vision for marketing and translate that into a model that works in practice. This includes defining the role of marketing within the wider business, aligning to product and commercial priorities, and ensuring the organisation is set up to deliver against them.
Cristiana advises on organisation design, ways of working, agency and partner models, and governance, with a focus on how these elements come together to enable a coherent marketing operating model. She works alongside AAR’s broader team of specialists to bring together expertise across people, process, partners and platforms, supporting more complex transformation programmes end to end.
She helps organisations address challenges such as unclear positioning of marketing within the business, fragmented delivery across teams and partners, and operating models that struggle to keep pace with increasing complexity and AI-driven change. Her focus is on ensuring that marketing is not only aligned to business priorities, but also structured and governed in a way that allows it to deliver consistently.
Her perspective reflects the broader shift in the industry, where marketing is becoming more integrated with product and commercial functions, and where AI and technology are reshaping how organisations operate. Cristiana works with organisations to shape the marketing operating models required for this next phase of change.
