Ruxandra-Irina Popescu is a Professor at the Faculty of Administration and Public Management, Bucharest University of Economic Studies. She specializes in urban management, urban marketing, cultural policy, and branding in the public and nonprofit sectors. Her research examines how cities and cultural organizations use marketing and strategic management tools to foster sustainable development and civic engagement. She is an active contributor to academic and policy debates on public value creation and institutional innovation in urban settings. ORCID: 0000-0002-7644-5423