Early foundations

I started out with a solid scientific foundation: a BSc and MSc in Environmental Science, followed by several years in research and consultancy. I worked on environmental impact assessments and biodiversity projects across Europe, from monitoring Natura 2000 sites to marine research and citizen science.

🔑 What I gained: analytical thinking, research synthesis, systems perspective and the ability to translate technical data into insights for decision-makers.

But alongside my studies, I was also an entrepreneur. What began as a student hobby making DIY cosmetics turned into Jovis Cosmetics, one of Romania’s very first natural handmade cosmetics brands. Throughout my 20's, I built a thriving business with an online shop, a nationwide retailer network and thousands of loyal customers. Jovis was featured widely in national media (online, print, TV) and ran for over a decade.

🔑 What I gained: the full spectrum of business skills, from product development and branding to digital marketing, e-commerce and media relations. More importantly, Jovis taught me resilience, adaptability and how to turn an idea into reality.

From science to storytelling

For a long time, my “science career” and my “business & marketing career” felt like two separate tracks. Then came a pivotal experience at the EU’s Joint Research Centre. There, I applied my digital communications skills to talk to the public about science and realised I loved communicating research far more than producing it!

It also struck me how crucial this work is: science doesn’t exist in a vacuum. If it stays locked in reports and journals, it risks never reaching the people who need it most: decision-makers shaping policy and citizens whose daily lives are affected. Bridging that gap is essential and I discovered I had the skills and passion to do it.

It was the moment things clicked: I didn’t have to choose between science and storytelling. My strength was at their intersection.

Strategic communications

That discovery led to 8+ years in climate communications and campaigning, working across international organisations such as the European Climate Foundation, the Global Strategic Communications Council and the Meliore Foundation. Over those years I learned how to use communications as a strategic lever for change, shaping narratives, influencing decision-makers and mobilising communities.

Highlights:

• Partnered with dozens of climate organisations to design and deliver campaigns, report launches and events

• Engaged with global science-policy platforms including the IPCC and IPBES

• Led winning campaigns across climate, energy, food systems and nature

• Managed a team of international campaigners and budgets of $350,000+

🔑 What I gained: strategic thinking, campaigning, project management and stakeholder relationships, leadership, cross-cultural collaboration and the ability to distill complexity into narratives that move people.

Reviving heritage, building opportunity

Alongside my international work, I never lost sight of where I come from. In 2022, I restored my grandparents’ house in a small Danube village in Romania and opened La Grisha, a family gastropub serving traditional fish-based dishes from my Russian-Lipovan heritage.

What started as a personal project became a driver of local tourism and rural development:

• Thousands of visitors each year, transforming a little-known area into a destination

• New business for local producers we source from: fishermen, beekeepers, farmers, bakers, artisans

• Recognition as “Custodian of Creative Tradition” in 2025

• Coverage across national media and invitations to present La Grisha at conferences as a best practice case study (Slow Food Romania, National Gastronomy forums)

• Nominated for the "Best Concept-Restaurant Award" at the Horeca Women's Gala 2025

🔑 What I gained: community engagement, cultural preservation, rural development, sustainable tourism and the ability to design initiatives that strengthen and uplift communities.

Building my own consultancy

Now, I’m taking everything I’ve learned over 12+ years in the environmental sector and using it to build a practice of my own.

I work independently with environmental and mission-driven organisations on strategy and communications, helping them think beyond visibility to how they can build real influence and ultimately drive change.

Beyond individual client work, I also want to contribute to the bigger conversation about how our sector approaches strategy, communications and the challenges we face – so I’m sharing what I’m learning, exploring new approaches and developing useful resources and tools that others can use.

Grounding the global in local

My path has many threads in it, but each of them connects to the same purpose: bridging vision with grounded action in the face of the environmental crisis.

The different things I build keep me grounded. They remind me that change isn’t only measured in tons of CO₂ or new legislation, but also in small, tangible moments: a meal savoured, a tradition revived, a community strengthened.

For me, the long game is about weaving global urgency with local impact. It’s why I embrace multiple paths and why I bring the same curiosity, focus and commitment to every project.

Ioana Matei

I build strategic influence through communications. Got a challenge or an idea? Let's talk.

hello@ioanamatei.info
LinkedIn

Based in Romania, working globally.