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Resume

Startup
Experience

2021 - 2024

Growth Lead @ loveelectric

A diverse car leasing project that combines B2B, D2C and B2B2C routes to market.

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From 0 to hundreds of cars sold per month in less than 6 months since inception.

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Skillsets:  Paid Search, JTBD Interviews, Paid Social, CRO, Email automations, CRM integration, SEO, Viral Campaigns, Lead Gen, Lead scoring & Offline conversions.

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Growth Team Size: 5 + external freelancers

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2020 - 2023

Growth Lead @ Boring Money

A DIY Investors Hub with 1M+ visitors / year

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Grew affiliate revenue from comparison tables for different financial products (ISA, LISA, SIPPs) by more than 10X within 18mo of project start. 

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Skillsets: Paid Search, JTBD Interviews, Automations, Partnership management, SEO, CRM Integrations.

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Growth Team Size: 3 + large content team

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2020 - 2022

CMO @ EverUp

A money app: Premium Bonds on Steroids + Debit Card + Crypto

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More than 70% of new users were coming from referral campaigns within 1 year of introducing the referral scheme. It became the most cost-efficient channel for acquisition.

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Skillsets: Viral campaigns, Gamification, JTBD interviews, Paid Social, Automations, Intercom integration and utilisation, Activation, Monetisation, 2 Crowdfunding rounds

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Growth Team Size: 2

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2021 - 2022

Interim Head of Growth @ MoneyDashboard

One of the most popular budgeting apps in the UK.

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I was responsible for core acquisition & retention KPIs during the due diligence phase before the company got acquired by Clearscore. Still there was space for quick maneuvers - we got thousands of new users with a single blog article. find out how

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Skillset: Paid Performance, Retention, Gamification, SEO, Data modelling, Due Diligence

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2017 - 2020

Head of Digital Marketing @ MOOLA

A Digital Wealth Manager. The company was acquired by a FTSE-250 company JLT and then Mercer in 2018.

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We did big campaigns with MoneySavingExpert and MoneySuperMarket. According to the MSE these were the best performing campaigns in this industry until that point.  We got 1,000+ investors depositing more than £1000 within 16 hours of the campaign going live.

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Skillset: Paid Search, Paid Social, Gamification, SEO, Automation, Partnerships, JTBD Interviews, CRM Integration, Events, Due Diligence

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Growth Team: 1 with 3 levels of compliance

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2017 - 2019

Head of Digital Marketing @ Onedox

A household admin app that allowed users to connect all their accounts in one place.

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From 0 to 60K+ users within 18 months. Very high retention. 

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Skillset: Paid Search, Automation, Retention, Monetisation, Paid Social, Referrals,  2 Crowdfunding Rounds

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Growth Team: 2

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2016 - 2018

Head of Digital Marketing @ Squirrel

One of the first budgeting apps in the UK which launched ahead of its time.

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Improved conversion by 2X within 12 months of project start. We did 2 crazy crowdfunding campaigns which raised more than £1mln each.

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Skillset: Paid Search, Paid Social, Activation, Retention, Monetisation, SEO, Influencer Marketing, Referrals

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Growth Team: 2

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2015 - 2016

Co-Founder @ MyFutureNow

A pension consolidation service. The company was acquired by L&G in 2019.

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Tested different routes to market during pre-PMF phase and decided to switch to B2B-only route to market in 2016.

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Skillset: Pre-PMF acquisition, Fundraising, Product, JTBD Interviews, CRM Integration, Salesforce

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Growth Team: 2

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2012 - 2015

Co-Founder @ iNVEZZ

A marketplace for DYI investment products. The company was acquired in 2017 by Investoo Group.

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We built a traffic engine that was generating 300,000 visits /mo with £0 ad spent before we even had the product ready. And the best part it was driven by content. find out how

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Skillset: 24/7/365 Founder, Product, Google News, SEO.

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Growth Team Size: 3 + 12 Journalists + 2 editors

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2007 - 2012

Founder @ MyClicks

A digital marketing agency heavily focused on PPC and SEO.

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I guess I was lucky at the time. This was the first thing straight after the first job. Got to the right industry at the right time by accident. Fast forward 20 months - we were managing budgets millions of pounds for gaming clients with a team of 12 people.

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Skillset: 24/7/365 Founder, Paid Search, SEO, Content, Client Relationship

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Marketing Team: 12 people in Sofia & London

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Projects lasting less than 6-months not included.

Education

Others

2019

Harvard Business School| Competing on Business Analytics & Big Data

2018

Stanford Business School  | Innovative Marketing for Strategic Advantage

2000 - 2004

Technical University Sofia | Computer Science |  Bachelor's Degree

Accelerators:

  • 2022 - Startup Core Strengths - London

  • 2018 - Fintech Innovation Lab - London

  • 2016 - Octopus Labs - London

  • 2015 - Startup Bootcamp - Insurtech - London

  • 2012 - Progressive PPC Lab - Tel Aviv

Skills
& Expertise

  • Growth Leadership: Experiment Roadmaps, Routines, Growth Process, Ideation & Testing

  • Paid Search Marketing: Hands on since 2006. Still remains a great channel if you can get your costs right.

  • JTBD Framework: The best source of ideas for all-things-growth.

  • Paid Social: Managed budgets of £100K+. Great for app promotion and leadgen.

  • SEO & Google News - please get your PMF right before jumping on SEO. Otherwise managed SEO on scale during my agency times with Myclicks.

  • Conversion Rate Optimisation - From Analysis to Iterations & Testing

  • Conversion Tracking & Analytics: GA4, Mixpanel, Offline Conversions, Google Tag Manager

  • CRM Setup and Utilisation: Salesforce, Hubspot, Intercom

  • Email marketing: All platforms +  Automations with connectors like Zapier

  • Crowdfunding - I've been through 7 different campaigns of crowdfunding with different teams. No crowdfunding campaigns are the same.

  • Virality: Good Referral Programme = Incentives + Gamification + Clear Value Exchange + Adequate Product

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