Data isn’t the goal – clarity is: the story of a modern data specialist

We know that data talks, but we’re also interested in who’s making it say something relevant. Meet Cosmin Cîrnu – the Data Visualization & Robotic Process Automation Manager who turns complexity into clarity, and finds inspiration in gardening, Brâncuși, and problem-solving.
The interview is part of our series on Data Intelligence professionals – the team that transforms numbers into meaningful insights.

The role

Explaining what he does without slipping into technical jargon, he puts it like this:

“Our clients and colleagues run campaigns that generate huge amounts of data. We help them turn that data into something they can actually use – interactive dashboards and automated reports that give them a clear overview with just one click. Instead of wasting time reprocessing data each time, they can just explore, analyze, and decide.”

It’s a dynamic, solution-oriented space where efficiency meets design thinking – and where “data playgrounds” replace outdated, time-consuming processes.

What he loves, and why it works

What makes the job exciting is that no two days are alike.

“New challenges and new needs show up constantly – from different agencies within Publicis Group to a broad mix of clients. That keeps the work fresh and forces us to stay sharp.”

The variety of clients means the work is never one-size-fits-all. Instead, it requires listening, adapting, and translating technical tools into real business solutions – skills that are more mindset than method.

On data, AI, and the disappearing distance between us

The impact of data and technology in everyday life? “Huge,” he says.
From AI-generated content to online learning communities to cross-border collaboration, he describes a world where access beats location, and where know-how can be shared, adapted, and scaled in real time.

“It’s like we’ve invented teleportation. Geography isn’t the barrier it used to be.”

Advice for beginners: focus on needs, not just tools

When asked what he’d tell someone just starting out in the field, his response is rooted in clarity and purpose:

“Start with the basics – Power BI, Excel, etc. – but don’t stop there. Understand the real business needs behind the data. Learn how to think in terms of outcomes, not just outputs. The tools are just the beginning.
As Brâncuși said: ‘I didn’t want to sculpt the bird. I wanted to sculpt the flight.’

Once you truly understand your needs, continuous development and the constant search for solutions to any challenge become part of your daily routine. Innovation will follow naturally, and before you know it, you’ll become a trendsetter.”

Proud moments (and big wins)

Some of the most rewarding projects he’s worked on include automated reporting for global, turning weeks of manual work into a few hours of smart automation.
In one standout case, a network-wide report used across multiple countries was redesigned and optimized by his team – saving days of work on the input side and delivering a more dynamic output. That version was then shared back across markets as the new standard.

Outside of work: strategy, still – just in different forms

When he’s not working with data, you’ll find him playing chess, reading, gardening, or being a dad of two. He’s also passionate about tennis, travel, and managing a small orchard just outside Bucharest.

“All of it helps,” he says. “It keeps me thinking outside the box. It gives me energy to handle challenges better.”

Final Thought

He may not always realize how much his work shapes strategy from behind the scenes – but the impact is clear: when data becomes accessible, intuitive, and responsive, people make better decisions. And in a world full of complexity, people like him are the ones helping the rest of us see clearly.

Kudos and good luck, Cosmin!

Photos @personal archive