Iulia Balan has fifteen years of global B2B marketing and communications experience, eleven of which have been in major financial services organisations. As the head of product and account-based marketing at State Street, Iulia is responsible for developing client-centric value propositions and taking them to market through targeted campaigns.
Iulia has been with State Street since 2011 and has played a key role in bringing sales and marketing closer together around client needs. She also helped create a framework for the consistent delivery of award-winning marketing programs and campaigns globally, including the Most Innovative Product Award by CorpComms Magazine for State Street’s ClientView tool – an iPad app meant to help client-facing teams to get a better understanding of client needs. A good amount of her time at State Street has been focused on developing client acquisition and retention strategies meant to improve the client experience. Iulia introduced the company’s first client experience programme based on net promoter system methodology, which resulted in a 26 point increase in NPS after the first 12 months.
Prior to joining State Street, Iulia worked for ING Commercial Banking in Amsterdam in a number of marketing roles focused on the European market. Iulia has been a B2B Marketing awards judge and has an Executive MBA with Imperial College Business School with a focus on Innovation and Design Thinking.