One brand.
Four human contexts.

Mihaela built and led eharmony’s in-house multimedia content function from the ground up across four markets. The remit connected content strategy with the practical ability to produce the work.

A shared brand does not mean every audience needs the same execution. Mihaela developed content strategies across paid and organic social, campaigns, PR and partnerships, adapting storytelling to each market’s culture and audience.

The strategic task was to connect the brand with the human experiences behind dating and relationships, while working across different teams, contexts and channels.

Her contribution combined strategic planning with directing, filming and editing. She coordinated with marketing, PR and partnership colleagues, bringing in freelance support as demand grew.

The in-house function replaced external agency production. Mihaela maintained delivery through acquisition and restructuring, taking on wider responsibilities as the Australian office closed and US activity paused.

More than three years of in-house experience across four markets, spanning paid, organic, campaign, PR and partnership content. The eBabies campaign secured broadcast, print and social coverage.

This is Mihaela’s experience before Mirad Studios, rather than a Mirad client engagement. The transferable capability is the connection between brand thinking, cross-market judgement and hands-on delivery.