Roxana Irimia

"she’s the marketing roxstar" | Head of Marketing @ lempire | click FOLLOW to save hours of Marketing, Copywriting and Branding research

Sharing insights on marketing, GTM, product marketing, copywriting, personal branding, and pipeline growth straight from what I build, test, and ship in real life.

No fluff. No BS. Just proven, sharp strategies from 10 years in SaaS - from working in content, product marketing, to leading marketing at lemlist ($0 → $30M ARR, bootstrapped), and now scaling global marketing at Chili Piper ($40M+ ARR).

Head of Marketing

Leading the marketing team at lempire, $20M+ in ARR, $150M valuation, bootstrapped.

Suite of products helping people grow their businesses.

→ Book meetings with 17%+ of your prospects [Powered by AI]
www.lemlist.com

→ Keep your emails away from spam
www.lemwarm.com

→ Your personalized scheduling tool
www.lemcal.com

→ Build your personal brand on LinkedIn in 10min a day
www.taplio.com

→ Build your personal brand on Twitter
www.tweethunter.com

How often do you hear “Claude” mentioned in meetings these days? By now, Claude feels like everyone’s French cousin living abroad - the one people call whenever they need help.

Roxana Irimia 

VP Marketing at Chili Piper 🌶️ | ex-Head of Marketing at lemlist | “she’s the marketing roxstar” | FOLLOW to save hours of Marketing, Content, Product Marketing and Branding research

Marketers who chase volume → get replaced by AI 
Marketers who develop judgment → become irreplaceable

AI can already handle most of the execution: writing copy, building reports, scheduling campaigns, producing content at scale.

But it can't:

→ know which message lands with this specific buyer 
→ spot the strategic shift before the data catches up 
→ make the call when there's no clear answer

If you want to stay valuable as a marketer in 2026:

1. Get closer to revenue 

Know which campaigns create pipeline, not just leads.

2. Talk to customers every week 

Use their words, not yours, to describe the problem.

3. Develop a point of view 

Pick a position and defend it, AI can't do that.

4. Make decisions faster than you're comfortable with  

Judgment is a muscle, the only way to build it is to use it.

Spent 3 days with 100 CMOs, VPs, Heads of Marketing at Exit Five’s retreat. 

Everyone wants to use AI, meet expectations, drive more pipeline, prove impact, juggle strategy and execution, keep the CEO happy… while also dreaming about buying land, moving to a farm and raising goats.

Great time to be a marketer. 😀

Moe Choice

Three years of therapy…

Condensed into a carousel 

Because attention spans are now six seconds

You’re welcome

Swipe through and save yourself about £15k and several uncomfortable conversations about your childhood


Peace ✌️


PS — If this accidentally causes personal growth, please remain calm

That was not the intention

_______________________________

is mentoring solopreneurs to $15k+ months

3 years of therapy

For just $250 a year, I get to live ANYWHERE I choose (And you can too)

In 2020 I decided I wanted a location-independent life

As a Leadership Coach

It was important that I had access to stable internet

And the privacy to take on coaching calls

Most Digital Nomad setups didn't cut it for me

I came across a global housesitting community

Where you get to live in people's houses

While looking after their pets

Yes

I get free rent to hang out with dogs

I love dogs (and don't mind cats)
I love meeting great people
I love exploring new places
And I love travel

All I needed was a passport, a plane ticket
And the ability to fit my life into two suitcases

So 2020 was about building my reputation as a Leadership Consultant

And 2021 was about getting rid of most of my stuff

And 2022 was about building my reputation as a trusted house sitter

In 2024:

• I spent $250 on membership
• About $5,000 on airline tickets
• And less than $1,000 on other transport

I got to:

• Meet incredible people
• Live in wild places
• Experience seriously cool communities

As of today I have:

• Lived in 60+ cities
• Made life-long friends
• Added $350,000 to my wealth

It's not for everyone, but it gives me what I want


Peace ✌️


PS — This was in Switzerland on the border of France

PPS — The dog judged my French accent

Honestly? Fair
________________

Their offer may be shit, but that's not the real problem

The real problem was my due diligence

Even shitter!

So here's how I fixed it:

1- Ask them what the exact outcome will be
2- Ask them how long it will take them to get you there
3- Ask them the MAXIMUM it will cost you to get you there

Then

4- Ask them to introduce you to 3 people who got there
5- And three people who did NOT

Then

6- Ask them what conditions are needed to get you there i.e. What they want/need from you

And finally

7- Ask them what happens if these conditions are met...AND the outcome is NOT achieved

If ALL answers are favourable, they are worth the "punt"


Capeesh? 🤌


PPS - Sports stadiums = worst "due diligence" ever

_______________________________

They took Ayahuasca…and they're still cùnts 

You can sit in the jungle 
You can purge your demons into a bucket 

You can cry under the stars while a shaman bangs a drum 

And if you were a cùnt before you went… 

You'll probably still be a cùnt when you get back 

There's a strange belief right now that transformation comes from experiences 

Ayahuasca Retreats
Ice baths
Breathwork
Jungle ceremonies
"Alignment" weekends in Bali 

People fly halfway around the world hoping a ceremony will fix what's wrong with them 

Real change isn't mystical 
It's boring

It's looking at the way you treat people 

The stories you tell yourself 
The habits you repeat 
The ego you protect 

And asking the one question most people would rather avoid 
"Why am I the problem here?" 

Most people would rather fly to Peruthan sit in their own bullshit 

Because the inward journey? 
That's the one that actually hurts

So where do you start?

Three questions that cost nothing and require no passport

1. Who have I been avoiding a hard conversation with?
2. What pattern do I keep repeating and pretending I don't see?
3. Where am I blaming circumstances for something I control?

Sit with those longer than any ceremony

That's the real retreat


Peace ✌️


PS — Ayahuasca often makes people violently throw up 
Which means the jungle has better comment moderation than most social media platforms

_______________________________

"I don't want to change my offer in case I lose clients"

What clients?

If you had thousands of leads coming in every day
all wanting different things…

Fine
Don't change your offer

But you don't

You don't have the problem of too much demand
You have the problem of no demand

So this idea that you might lose a client
because you say the wrong thing…

Forget it

You can't lose a client that doesn't exist

Most people are protecting a hypothetical customer

A person who isn't in their inbox
Isn't on a sales call
Isn't buying anything
Isn't real

They're holding onto an offer that nobody is responding to
because they're afraid to adjust it

Stubbornness doesn't pay the bills
Feedback does

And right now the market is giving you feedback

Silence


Peace ✌️


PS — You can't scare away imaginary clients

They're not real

_______________________________

You don't need to sell someone on a vision they already believe in

When someone truly has a vision for what they want…

You don't need to convince them
You don't need to motivate them
You don't need to sell them on why it matters

They already know

Your job isn't persuasion
Your job is alignment
You connect with the vision

Then you help them get there

That's the difference between pushing someone…
and partnering with someone

The first one is exhausting
The second one is powerful


Capeesh? 🤌


PS — If your vision is blurry, try squinting
Works for business plans and restaurant menus
_______________________________

Post. Wait. Pray.

That's not a Linkedin strategy. That's a lottery ticket

Then they wonder why they're still stuck at $2k months

Six-figure solopreneurs do something different

They start conversations
Lots of them

But here's the problem…
Most outreach on Linkedin is painfully awkward

Long connection notes
Fake compliments
A pitch in message #2

No wonder people hate it

So I built a simple model for my clients

CACA

Connect
Acknowledge
Compliment
Advance the conversation

No copy-paste templates
No "hope this finds you well" energy

Just a simple structure that turns conversations into clients

I break the whole thing down in the video

Watch it


Capeesh 🤌


PS — Better to break down the process than break down yourself

PPS — Yes, CACA means poop in Spanish

And yes, most people's outreach is exactly that

_______________________________

If you're not closing sales…
You probably don’t have a sales problem

Most solopreneurs think they need to improve

Pitching
Persuasion
Closing techniques

But usually the real issue is earlier

They’re talking to the wrong people

When you’re speaking to the right buyer

The conversation feels easy

They already understand the problem

They already want the outcome

Your job isn’t convincing
Your job is clarifying the path

The right client rarely needs to be pushed

They need to be shown


Peace ✌️


PS — I tried pushing a pull door once

We don’t talk about it

_______________________________

Shut the fùck up and I'll show you how

This happens on calls all the time

Someone says

"I want to make $15k a month on LinkedIn."

Great

"Do you know how?"

No

And five minutes later they're telling me what the strategy should be

That's like going to the doctor and saying

"Something's wrong with me…
but I've already decided what the prescription is."

If you want the outcome…

Stop talking
Start listening

The person helping you only has value if they know something you don't

Otherwise it's just two confused people agreeing with each other

That's not progress

That's a support group


Peace ✌️


PS — If you go to a mechanic and tell them how to fix the engine, don't be surprised if they hand you the wrench


_______________________________

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The Battle

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