Marketing that ships, from someone who knows how to get shit done.

Growth marketing for AI engineering, in Sofia.

2nd hire during the pre-seed phase of this AI SaaS startup. Owned many marketing functions and helped take the company from €150k to €1.1M ARR (633% growth) through Bulgaria's largest seed round (€4.5M from True Ventures).

Here's what that actually looked like:

• →Drove revenue as the backbone of the GTM team — managed demand gen, paid media (€50k budget, <€300 CPL), SEO (60k monthly visitors), content, and sales enablement through 4 strategic pivots (PLG → SLG → Sales-assisted PLG → back to PLG). Directly influenced the pipeline.
• →AI-native 2-person marketing team operating at 5x efficiency — produced 50+ video assets, ran a webinar program (300 avg signups, 50–100 live attendees, closed 5 deals), and executed a full rebrand launch that hit 2M+ impressions on a low budget. Output equivalent to a 10+ person function.
• →Owned critical infrastructure and cost optimization — led a WordPress → Webflow migration (redesigned 500+ pages), implemented HubSpot CRM, built lead-gen tools via vibe coding (10k+ signups), and brought paid media in-house to save costs while improving performance.
• →Worked cross-functionally to establish scalable processes — coordinated with product launches and feature releases, managed external agencies, built repeatable workflows for webinars/content/campaigns, and created playbooks on AI adoption.

The role was a masterclass in doing more with less — and I loved every chaotic minute of it.

Brought on to establish the GTM foundation for a 10-person B2B SaaS targeting European manufacturing plants.

Short stint, but I learned a lot:

• →Executed 6 industry trade shows across Europe in 6 months — established brand presence in Europe, and learned that local-language campaigns crush English-only approaches (a critical insight for any company expanding regionally).
• →Built a content engine generating 3k+ monthly organic visitors through an industry-specific blog strategy.
• →Made a tough call — identified an underperforming agency, replaced them with a better fit, and improved content localization and campaign performance by 25%.

The role wasn't the right long-term fit, but it validated that I'm best in fast-moving, AI-native environments where I can build 0→1 engines.

First “Head of Marketing” title. Led the marketing function for a wellness app transitioning from B2C to B2B, working directly with investors and accelerators (BEYOND Academy, Start Up Wise Guys).

What I shipped:

• →2,000% organic traffic growth (100 → 2,500 clicks/month) in 6 months through SEO optimization and content strategy.
• →$1.50 CPI on Meta ads for the US market (50% below industry benchmark) while scaling acquisition. Maintained $2 CPR.
• →16% improvement in app retention through optimized onboarding; 15% increase in return rates via email funnel optimization.
• →20% boost in organic downloads through ASO strategy; managed social media and influencer partnerships.
• →Led the brand design uplift and repositioning for the B2B pivot. Secured PR placements in Bloomberg, Capital, Forbes and The Recursive at zero cost.

This was where I learned how to work with investors, manage a full marketing function, and navigate a major strategic pivot.

Side hustle while working full-time at 365 Data Science and RelaxifyApp. Took on freelance gigs to experiment with new tactics and stay sharp.

Mostly small stuff:

• →Ad campaigns (Google, Meta, LinkedIn)
• →Social media management and content creation
• →Influencer outreach
• →Product and market research

Managed paid acquisition and social media for a global EdTech platform with millions of users.

Highlights:

• →Brought paid media in-house from an agency — achieved 10% more sales with a lower budget on the first campaign, then delivered 20–60% sales increases on subsequent campaigns. Saved €100k+ annually in agency fees.
• →Executed the most successful remarketing campaign to date: 1.1k annual subscriptions at <$50 CPA during the platform relaunch.
• →Grew Instagram 120% and Facebook 100% YoY — increased engagement rates from <2% to 8–15% through improved tone and content formats. Drove a 15% revenue increase from social channels.
• →Contributed to a product rebrand that hit 250k+ users in the first month post-launch. Improved landing pages using Unbounce and Hotjar data.

This was my first in-house marketing role, and it taught me how to scale paid media efficiently and work with product teams.

My agency years. Managed 20+ client accounts across 60+ campaigns for brands including Samsung, Sony, Phoenix Pharma (Nyda), Legrand, Kotanyi, GSK and Mall of Sofia.

Some wins:

• →300% sales increase and complete sell-out for Legrand's smart home product launch through strategic PR and digital media placements.
• →3M+ impressions and 250% YoY footfall increase for Mall of Sofia's Halloween campaign through viral content strategy.
• →Built an e-commerce store from zero that's still operating profitably today. Drove 421% organic growth and improved conversion rate from 1.25% → 2.45% for Gift Come True.
• →Delivered 20+ multichannel campaigns, 6 brand/product launches, and 100+ paid ad campaigns across pharma, tech, retail and e-commerce verticals.

This is where I learned the fundamentals: how to manage clients, execute across channels, and deliver results on tight deadlines.

This is where I learned how big companies (Coca-Cola, AB InBev, Nintendo) do market research before launching campaigns. I wasn't doing marketing yet, but I was learning the foundations: how to analyze consumer behavior, structure research, and communicate findings.

What I did:

• →Supervised and trained new team members on research methodologies
• →Managed multi-vendor projects for US/Canada markets (AMS region)
• →Handled client and panel partner communication
• →Quality control for survey data and research outputs