Lead local marketing and employer branding strategy for Papa Johns Bulgaria during a phase of active market development and store expansion. Own integrated B2C campaign planning, local brand activation, CRM and app communication, promotional strategy, customer engagement and employer brand visibility. Act as the local marketing partner connecting global brand standards with Bulgarian market reality, customer behavior, operational priorities and commercial objectives, with a focus on brand growth, customer acquisition and repeat purchase. ● Developed and executed monthly promotional campaigns across digital, social, email, app, in-store and partner channels, driving an average 140% sales uplift for featured products. ● Built locally relevant campaign concepts and messaging aligned with Papa Johns global brand identity while adapting offers, communication and channel mix to Bulgarian consumer behavior. ● Managed customer engagement initiatives across CRM, Loyalty Plant app, email marketing and local promotional mechanics to support repeat purchase, retention and product visibility. ● Coordinated agencies, delivery aggregators, technology partners and internal stakeholders to ensure campaign delivery, operational alignment and consistent brand execution. ● Supported market expansion through local opening campaigns, store visibility initiatives and area-specific marketing activations designed to build awareness and customer acquisition. ● Developed employer branding and recruitment marketing initiatives to support frontline hiring, employee referrals and local talent visibility during business growth. ● Monitored campaign performance, customer feedback, competitive offers and local market dynamics to recommend commercial improvements and support data-informed decision-making. ● Contributed to B2B corporate ordering initiatives, partner discount structures and customer acquisition opportunities beyond standard consumer campaigns, supporting broader commercial growth potential.

Led regional employer brand, recruitment marketing and talent market positioning across multiple CEE and Southern European markets, supporting business expansion, hiring growth and local market credibility. Developed integrated communication strategies, market-specific brand narratives, digital campaigns, event concepts and stakeholder engagement plans. Partnered with regional leadership, HR, recruitment, communications and external vendors to align brand visibility with business and growth priorities. ● Directed employer branding strategy across Bulgaria, Romania, Türkiye and Western / Southern Europe, ensuring alignment between global brand standards and local market needs. ● Led and mentored a distributed team of 4–6 professionals, setting priorities, campaign direction and performance expectations across regional markets. ● Supported the establishment and growth of the Türkiye branch by building a 360-degree employer branding and recruitment marketing approach that contributed to reaching almost 200 employees within two years. ● Built and grew the Türkiye LinkedIn presence to 3,000+ followers organically through market-specific content, employee advocacy and targeted communication. ● Improved brand awareness in Italy by developing a LinkedIn presence that attracted 16,000+ followers and supported recognition as an employer of choice with a 96% Great Place to Work score. ● Managed regional budgets, agency relationships and vendor coordination to optimise resource allocation, campaign quality and measurable impact. ● Acted as a strategic advisor to local and regional leadership on employer brand positioning, market perception, communication priorities and talent attraction challenges.

Managed regional employer branding and communication initiatives across Central Europe and Bulgaria, supporting talent acquisition, local brand awareness and internal engagement. Developed local campaign plans, coordinated events and communication activities, and ensured consistent execution of global employer brand guidelines across different markets. ● Managed employer branding operations across Poland, Romania and Bulgaria, aligning local activities with regional business and recruitment priorities. ● Led a team of 5–7 direct reports across the region, ensuring operational delivery, campaign quality and alignment with annual corporate KPIs. ● Worked cross-functionally with HR, recruitment, business leaders and communications teams to support hiring needs through structured marketing and employer brand activities.

Led the local marketing and communication strategy for Luxoft Bulgaria during market establishment and brand-building phase. Focused on positioning the company as a credible technology employer, increasing local visibility, supporting recruitment demand and adapting global communication standards to the Bulgarian market. ● Launched and positioned Luxoft Bulgaria in the local market through integrated marketing, communication, event and recruitment marketing initiatives, supporting the company’s local market establishment and early-stage growth. ● Built local brand awareness among IT professionals by combining digital advertising, social media, BTL activations, industry events and targeted content. ● Supported recruitment pipeline development through market-specific campaigns designed to attract qualified technology talent. ● Managed local marketing budget allocation to maximize campaign impact and ensure efficient use of resources. ● Developed local stakeholder relationships with media, industry communities, event partners and internal business teams. ● Ensured consistent implementation of global brand guidelines while adapting communication to local market dynamics and audience expectations.

Managed local marketing strategy, brand activation and retail communication for a portfolio of international fashion, lifestyle and sports brands, including NIKE, Converse, UGG, Juicy Couture, Folli Follie, Women’Secret, Dockers, Helly Hansen and Ralph Lauren Polo Jeans. Adapted global brand directions to the Bulgarian market, ensuring relevant local execution across retail, media, PR, events, visual communication and agency coordination. ● Localised global marketing strategies for multiple international brands, adapting messaging, campaign execution and retail communication to Bulgarian consumer behavior. ● Planned and executed brand launches, retail activations, seasonal campaigns and promotional initiatives to strengthen market presence and customer engagement. ● Coordinated media, advertising agencies, stylists, retail teams and external partners to ensure consistent brand presentation across channels. ● Managed marketing budgets and campaign priorities across a diverse brand portfolio, balancing premium brand standards with local commercial objectives.