Irina Leca

At Global Nest Portugal, I lead the development of new and undervalued buildings in prime and emerging markets across Portugal, with a focus on structuring projects that balance strong investor participation with institutional-grade execution. Core Activities: • Project Sourcing & Structuring – Identify and acquire assets with high redevelopment potential in locations such as Lisbon and Figueira da Foz. Structure transactions with clear equity commitments, secured financing, and defined exit strategies. • Development & Execution – Oversee architectural design, licensing, construction, and project management, working with trusted contractors and advisors to deliver projects on time and within budget. • Capital Formation – Combine sponsor equity with subordinated co-investment and senior financing from banks and private credit institutions, ensuring transparent governance and aligned interests. • Track Record – Raised over €2.5M in co-investments since 2023, successfully funding multiple residential redevelopment projects and establishing a pipeline of larger-scale opportunities. Focus: Delivering well-structured, risk-managed residential projects with strong fundamentals, attractive exit strategies, and alignment between sponsor, investors, and lenders.

As a seasoned marketing leader with over 15 years of experience, I specialize in helping tech startups achieve scalable growth and operational excellence. My role at Unicorn Bytes involves: • Strategic Marketing Leadership: Crafting and executing marketing strategies that drive growth and enhance brand presence. • Growth and Performance Marketing: Utilizing data-driven insights to optimize marketing campaigns and increase ROI. • Go-to-Market Strategy: Guiding startups from product development to market launch, ensuring successful entry and growth in competitive markets. • Mentorship and Training: Empowering technical founders and marketing teams with the skills and knowledge needed for long-term success. • Cross-functional Collaboration: Working closely with product, sales, and engineering teams to align marketing initiatives with business goals. Leveraging my extensive background at leading tech companies like Google and Fitbit, I bring a wealth of knowledge and proven success to every project. My commitment is to drive impactful results that propel startups towards their growth milestones.

Core role: Responsible for designing and implementing marketing programs (Startups, Retail, Travel, Exports, Thought Leadership) aimed to accelerate Google's B2B business in Portugal, by driving product adoption and improving the digital maturity of Portuguese clients. Managing the vendors and the budget while assuring that the quotes are negotiated, the briefs are clear and the agencies are delivering on time and at the quality expected. Results: - increased Google Ads business in Portugal by designing and delivering 9 successful marketing programs in 7 month, with 20 online and 5 in person events, 8.8 CSAT on average and on track on achieving yearly Action Revenue targets - empowering C-level executives with the right business insights and data by working cross-functionally to put together & pitch the Portuguese Marketing Narrative, an internal B2B business case around the Startups ecosystem in Portugal - significantly strengthened the collaboration between Google Portugal and local VCs by partnering with Google Cloud team to deliver a comprehensive VC engagement plan in H1 including portfolio reviews and organizing a VC networking event with 5 most important local VCs; generated exclusive sponsoring opportunities for Google through the Startups engagement plan, like: Entrepreneurship Award & Demo Day by Startup Lisboa, TV Program, WebSummit Google, etc. We also generated 40 new business leads for NBS and Google Ads & Cloud Offers are now popularized through the VCs channels.

Responsible for planning and executing Fitbit's marketing strategy in Central and Eastern Europe, according to market specifics, through data-driven marketing activities. Accountable for the marketing opex, managing vendors and delivering against yearly targets & KPIs. Responsible for a consistent brand experience at each stage of the customer journey. Key Achievements: - increased Fitbit’s brand awareness with 150% MoM and increased sales with 180% YoY in key markets by conceiving and delivering an integrated marketing strategy tailored to specifics on each country (TV, OOH, channel, digital, PR) - increased sale-out with 30% MoM in selected channels by partnering with our retailers and sales team to design and launch cutting edge e-commerce campaigns for key retail moments - successfully positioned our products with the right message for each customer segment through hands on management, A/B testing & optimization of our lead generation campaigns (SEM, Social, Display, YouTube) - successfully launched 2 new products throughout the year by planning and managing Fitbit’s PR activities in the region, including: in person & virtual PR event, product reviews programs, influencer marketing, sponsorships, native articles and co-marketing activities with brands like: Gardena, Citadele Bank, Credit Agricole.

Core role: Mentoring pre-seed and seed tech startups and assisting them on different topics, including: business & product strategy, go-to-market plans, positioning and messaging, advertising & PR, team recruiting, fundraising, etc. Working independently or with various accelerators, like: Google for Startups (EMEA), Demium (Portugal), Techcelerator(Romania), Intema (Russia), European Startup Universe (Romania), Aspire (Romania) etc. Results: - created a personal network of over 35 VCs, accelerators and business angels by regularly engaging in 1:1 virtual coffees and participating to industry & networking events - gained a deep understanding on the startup ecosystem and needs, by engaging with over 70 startups from various industries and in various maturity stages - contributed to securing the pre-seed investment for startups like: Coingrig (Fintech/Blockchain/Crypto), Renderistic (Proptech), NewTowner (Social)

Responsible for planning and executing product launches & key retail moments in Central Europe, according to each market specifics. Develop Fitbit’s positioning strategy in CE by actively collecting user feedback from local press, partners & customers and conducting competitive & market analysis, while aligning with EMEA goals and strategies. Develop and implement Premium's 2021 launch, Fitbit’s first consumer service subscription, by working closely with the product marketing & data science teams to understand what drives user retention in EMEA. Key Achievements - increased Fitbit’s brand awareness with 20% MoM and increased sales in with 160% YoY in key markets by designing and driving an integrated PR & digital marketing campaign to introduce Fitbit in the region - increased sale-out with 20% MoM in selected channels by partnering with sales team to offer incentive programs and deliver co-marketing digital campaigns tagging our partners - delivered the sales plan for the most profitable products in our portfolio by conducting A/B tests on specific messaging, customer audiences and digital ads placements that helped successfully positioning our products with the right message for each customer segment - delivered a minimum 4* rating at etail across focus products in key markets by designing and implementing a customer reviews program - assured a premium presence at e-tail in 5 countries by working with channel partners to adopt our custom made power pages and etail listing assets special designed to increase conversion - developed a short term growth strategy for Premium, Fitbit's subscription service, by defining testable hypothesis and multivariate experiments designed to increase the trial activation rate with 25% and trial to paid rate with 20% through quick and easy to implement UI/UX changes

Bring up my son until he was old enough to start nursery school. Took advantage of time away from day to day work duties to focus on my studies, graduating an MBA program and maintaining and enhancing my skill set. That included getting involved as advisor in new tech startups, where I continued to use my product management and product growth expertise.

Responsible for managing the brand reputation in over 50 countries in: Eastern Europe, South Africa & Middle East, through above and below the line strategies. Key Achievements - increased Fitbit Brand Awareness in the region with 40% YoY and increased sales turnover with 50% YoY in key markets by working closely with external and internal contributors on planning and delivering product launches & key retail moments on all marketing activities (PR, social media, digital, traditional media, retail/channel) - responsible from concept to completion of www.fitbitads.com as our main digital advertising platform in the region, in 17 languages, tagging more than 80 retailers, with outstanding results (0.5% average CTR on Google Ads & 70% average YouTube view rate) - grew Facebook & Instagram communities in MEA by 350% and delivered over 700 performance campaigns for eCommerce Key Accounts in less than 1 year by establishing and coordinating an in-house social & digital performance team - increased conversion rates with 25% vs EMEA benchmark by running various A/B testing experiments on Google & Facebook ads on audiences, marketing assets, key features & messaging