People & potential
What drives meWhat I love most is the moment someone lands in the right role and starts to bloom. That is why I do this work: not to fill seats, but to find the place where someone actually looks forward to Monday morning.
About me
A few words about me
I hire people, not résumés — and I let AI handle the rest.
I'm Irina Buburuzan and, at EKO GROUP, I work on two things that seem different but lean on each other: people and artificial intelligence. As Director HR & AI Lead Specialist, I build teams — I look for the right people, care for the culture they belong to, and give them room to grow — while also leading our AI-powered lead generation system.
I believe good technology does not replace people; it gives them time. I let algorithms do the repetitive work — searching, filtering, prioritizing — so the team can focus on what truly matters: the relationships, the decisions, and the people behind the numbers. That is what I try to do every day: keep technology in the service of people, not the other way around.
I hire people, not résumés — and I let AI handle the rest.
My values
The principles I lead by
People first, processes second
I always start from the person: what motivates them, where they fit, how they can grow. Processes come after, to support people — not the other way around.
Responsible technology
I use AI as a tool, with measure and transparency. I automate what is repetitive and keep the important decisions where they belong — with people.
Curiosity & learning
I ask, I read, I test. Recruitment and AI change fast, so I would rather stay curious and keep learning than rely on "the way it has always been done".
Passions & hobbies
Away from the desk
A few passions that inspire me and keep me balanced, beyond the work.
AI with judgment
Technology serving peopleI am fascinated by how much AI can take off our plate, when used with measure. I play with new tools, test them, and keep only what truly helps the team — the rest stays a nice toy.
Always learning
Everyday curiosityI read a lot about the psychology of work and how healthy teams and cultures form. I think the day I have nothing left to learn in a field about people is the day I have not really understood people at all.
My venues
Generare Lead-uri cu AI & Recrutare & Employer Branding
Venues I lead, together with the EKO GROUP team.
Generare Lead-uri cu AI People + algorithms
Led by Irina Buburuzan
Generare Lead-uri cu AI
People + algorithms
I lead the system through which EKO GROUP finds the right clients: an in-house app that identifies companies, extracts the relevant contacts and prioritizes leads. AI does the searching; the team and I handle qualification — that is how we reach up to 90% qualified leads from LinkedIn.
- In-house proprietary app
- Up to 90% qualified leads
- B2B leads ready to contact
- A human in the loop, at every step
EKO GROUP · București Visit
Recrutare & Employer Branding Culture & talent
Led by Irina Buburuzan
Recrutare & Employer Branding
Culture & talent
I look after the EKO GROUP team end to end: strategic recruitment based on cultural fit, onboarding designed with care, and the day-to-day work of nurturing company culture. I look for people worth building something long-term with, not just a checked-off vacancy.
- Hiring for cultural fit
- Employer branding on LinkedIn
- Structured onboarding
- Constant care for culture
EKO GROUP · București Visit
A few numbers
EKO GROUP in numbers
1.822
clients alongside us
1.000+
in-house press websites
146+
indoor DOOH locations
59M
digital impressions per month
100.000+
poles in Bucharest & Ilfov
90%
qualified leads from LinkedIn
Let's get to know each other
If you're working on a team, a culture or a lead-generation process that matters, I'd be glad to talk. A short conversation, no strings attached.
Let's talk