Roxana is a co-founder of Social Cooks, leading branding, product, influencer & community. She builds brands that resonate – pairing creative brand-building with the agency's hard performance standards.
SASSYCLASSY was her idea: in 2014, aged 18, during her gap year after school. After internships in the film industry, the plan for her own fashion label took shape – and after a conversation with her father, himself a fashion producer, the Skype call with her brothers happened that same evening. Shortly after, the brand was founded in a childhood bedroom, learning by doing: from packing parcels to customer service.
While building the brand she studied International Media and Communication at the University of Nottingham – then joined LinkedIn at its EMEA headquarters in Dublin, onboarding new advertisers on the Marketing Solutions team and learning first-hand how platforms, content and communities really work.
In 2021 she returned full-time and took over SASSYCLASSY's influencer marketing – with a seven-figure annual budget and an established network of brand ambassadors. Since co-founding Social Cooks, she brings exactly this blend of brand, community and performance to every client project.
She has spoken on stage at TextilWirtschaft's TW Summit; in 2022 TextilWirtschaft dedicated a cover story to the three siblings (“The data machine trio”) and regularly interviews Roxana about the brand. In 2022 the trio made the OMR50.