theMarketer Acquires Conectoo from Conversion Marketing
The Romanian company theMarketer, one of the leading players in the automated marketing technology and customer data market, is acquiring the email marketing platform Conectoo from Conversion Marketing SRL, a company within the eMAG Group. The transaction is part of the company’s strategy to expand and strengthen its position in both local and international markets.
Through this acquisition, theMarketer aims to accelerate its market share growth by integrating Conectoo’s client portfolio and expanding its commercial and operational capabilities. At the same time, the company is reinforcing its leadership position in its segment, continuing the strong growth momentum it has maintained in recent years. The transaction is subject to the fulfillment of certain conditions agreed upon by the parties, with completion expected once these conditions have been met.
In the coming period, theMarketer plans to diversify its portfolio and expand its operations through additional acquisitions at both local and international levels. The company is already in advanced discussions regarding potential transactions that support its accelerated growth strategy.
“This acquisition marks an important step in our strategy to expand our portfolio and strengthen our position in the enterprise segment,” said Rareș Bănescu, Founder of theMarketer.
About theMarketer
theMarketer is a Customer Data Platform that combines email marketing with loyalty programs to transform occasional shoppers into loyal customers and support sustainable business growth.
The theMarketer platform was launched in 2023 and is currently used by more than 5000 brands across 16 countries.
Q&A
- What is the main strategic objective of this acquisition?
The strategic objective of this acquisition is to strengthen theMarketer’s position as the market leader in Romania, following three years of accelerated growth and continuous expansion of its solutions and customer portfolio.
By acquiring Conectoo, theMarketer aims to enhance its technological expertise and increase its presence in the enterprise segment, where demand for modern, scalable solutions tailored to complex organizational needs continues to grow.
- What concrete impact or benefits will the acquisition of Conectoo have on theMarketer (market share, customers, projected growth, etc.)?
The acquisition of Conectoo will have a direct impact on theMarketer’s growth strategy by expanding its customer portfolio and further strengthening its market position.
This acquisition represents an important milestone in achieving theMarketer’s goal of doubling its revenue in 2026 through access to new technological capabilities, cross-selling opportunities, and a stronger presence in the enterprise segment.
- What types of clients are included in Conectoo’s portfolio?
Conectoo’s clients are highly aligned with theMarketer’s customer profile, with a strong presence in the banking and enterprise retail sectors, including eMAG.
theMarketer will make every effort to ensure a seamless transition for these clients, providing continuity, dedicated support, and an optimal migration process.
At the same time, clients will benefit from comprehensive support in running their campaigns and achieving outstanding results through access to theMarketer’s expertise, resources, and integrated solutions.
- Is there a differentiating or innovative element that makes this transaction significant for the industry?
The differentiating element of this transaction lies in the integration of a well-established and market-validated email marketing solution into a broader digital services ecosystem.
The acquisition marks an important step in the consolidation of the local market at a time when clients—particularly enterprise organizations—are increasingly seeking integrated, scalable solutions capable of supporting complex campaigns with measurable results.
For the industry, the transaction signals a shift from standalone solutions to integrated platforms and services that can provide continuity, expertise, and greater development capacity.
- When will the integration process be fully completed?
The integration process is already underway, and we are actively communicating with Conectoo’s clients to better understand their specific needs and provide the most suitable solutions for their businesses.
We expect the entire integration process to take approximately six months, during which our objective is to ensure a gradual transition, dedicated support, and operational continuity for all clients.
- What growth did theMarketer achieve in 2025? What about revenue?
In 2025, theMarketer recorded significant growth, doubling its revenue compared to the previous year. This performance was also supported by an 80% increase in its customer portfolio, confirming the company’s accelerated development and strengthened market position.
This growth was driven by the expansion of its solutions portfolio, the acquisition of new customers, and the development of the company’s presence in international markets.
- What are theMarketer’s objectives for the coming years?
Our objectives for the coming years focus on strengthening our position as the largest email marketing platform in Romania and accelerating our regional expansion, with the ambition of becoming a market leader in at least two additional countries.
theMarketer aims to become the go-to platform for any business seeking to communicate effectively with its community through relevant, measurable campaigns tailored to today’s consumer expectations.
At the same time, we will invest significant efforts in educating the market about email marketing through specialized materials, guides, practical resources, and initiatives dedicated to marketing professionals. Our goal is to contribute to increasing the digital maturity of companies and fostering a better understanding of how email marketing can strengthen relationships between brands and their communities.
