About Cristina Jojatu: Co-founder & Head of content at Milk & Cookies Studio

I am Cristina Tupița, co-founder of Milk & Cookies Studio and head of content. Every word we put out for B2B tech companies needs to drive clarity, build trust, and support real pipeline, instead of vanity metrics.

I moved from pure creative and branding work into the space where strategy, content, and growth overlap. Now I lead content for full funnels: positioning, narrative, long form articles, landing pages, email sequences, and social content for B2B digital marketing and sales.

How I ended working in B2B digital marketing content

I like taking brands apart and putting them back together in a cleaner, sharper form. This “deconstruct and rebuild” approach is how I work with content today.

B2B tech and SaaS felt like the right playground. Complex products, long sales cycles, multiple stakeholders: you cannot hide behind pretty words. You either explain things clearly and persuasively, or you lose the opportunity.

From content for the sake of content to content that converts

I started like many content people: writing articles, social posts, and campaign copy because “we need something out this week.” It did the job, but it did not answer the real question: what is this piece supposed to do for the business.

Now I refuse to write anything without a clear role in the funnel. Every asset needs a job: attract, qualify, nurture, convert, retain, or educate. If we cannot define the job, we do not create the content.

Ethical B2B digital marketing

I care about how we sell, not only how much we sell. Ethical B2B marketing means honest claims, realistic outcomes, and respecting the time and attention of the people reading our work.

I avoid manipulative tricks, fake urgency, and empty thought leadership. Good marketing should help buyers make better decisions, not pressure them into bad ones.

Creating brands that are sustainable

I want brands that hold up over years, not weeks. Build a clear narrative, solid messaging, and reusable content systems that grow with the company.

In practice: brand platforms that scale, content pillars that do not collapse after three posts, and templates that teams can use without diluting the idea.

Content for people and content for machines

Modern content has two audiences: humans and machines. Humans need clarity, structure, and a reason to care. Machines need clean architecture, semantic cues, and consistency. Both matter if you want demand and lead generation to work long term.

My job is to write so humans feel understood and search engines can understand the context. Not “SEO versus story” but story that is easy to find, easy to scan, and easy to act on.

Against AI slop and lazy marketing

I like AI as a tool. I do not like AI slop: generic, lifeless content shipped at volume to tick boxes. Buyers can tell. Teams can tell. Algorithms are starting to tell too.

I push for fewer, better pieces grounded in real expertise, customer language, and specific use cases. If a sentence could sit on any competitor’s website and still make sense, it does not belong in our work.

Builder and strategist

As head of content, I live in two modes: thinking and building. Strategy is where we decide what to say, to whom, and why. Execution is where we stress test the strategy in real channels, with real numbers.

I like systems: content ops, workflows, approval flows, templates, and libraries that keep quality high without slowing everything down. Good content is not a clever line. It is a repeatable way of creating and distributing ideas that support revenue.

the person behind the system

When I am not in Figma, Docs, or Notion, you will find me drawing letters, experimenting with hand lettering, or reading fantasy books. This mix of structure and imagination keeps me sane and feeds the way I think about brands and stories.

I like quiet routines, good stories, and small details most people overlook. All of this shows up in my work: simple language, careful structure, and content that respects the humans on the other side of the screen.

#WITHLOVE,

Cristina Jojatu, Co-founder at Milk & Cookies Studio