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Deyana is a senior Digital and Marketing leader with 15+ years of global experience driving transformation and growth for world- renowned brands including Trafalgar, Contiki, Hilton Worldwide, and British Airways. She has led large international teams across matrix organisations, launched award-winning digital products, and overseen multimillion-pound ecommerce, CRM, automation, and brand marketing projects . Her work has consistently driven ROI uplift, operational scale, and customer loyalty. Renowned for delivering high-impact growth strategies across digital ecosystems, she combines creative vision with commercial acumen to craft exceptional user experiences and measurable business outcomes. A compelling storyteller and brand architect, Deyana excels at connecting brands with audiences through content, campaigns, and customer journeys that convert.…Deyana is a senior Digital and Marketing leader with 15+ years of global experience driving transformation and growth for world- renowned brands including Trafalgar, Contiki, Hilton Worldwide, and British Airways. She has led large international teams across matrix organisations, launched award-winning digital products, and overseen multimillion-pound ecommerce, CRM, automation, and brand marketing projects . Her work has consistently driven ROI uplift, operational scale, and customer loyalty. Renowned for delivering high-impact growth strategies across digital ecosystems, she combines creative vision with commercial acumen to craft exceptional user experiences and measurable business outcomes. A compelling storyteller and brand architect, Deyana excels at connecting brands with audiences through content, campaigns, and customer journeys that convert.

Dejana Petrova

Digital Marketer, Content Creator, Brand Strategist, +2

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Deyana is a senior Digital and Marketing leader with 15+ years of global experience driving transformation and growth for world- renowned brands including Trafalgar, Contiki, Hilton Worldwide, and British Airways. She has led large international teams across matrix organisations, launched award-winning digital products, and overseen multimillion-pound ecommerce, CRM, automation, and brand marketing projects . Her work has consistently driven ROI uplift, operational scale, and customer loyalty. Renowned for delivering high-impact growth strategies across digital ecosystems, she combines creative vision with commercial acumen to craft exceptional user experiences and measurable business outcomes. A compelling storyteller and brand architect, Deyana excels at connecting brands with audiences through content, campaigns, and customer journeys that convert.…Deyana is a senior Digital and Marketing leader with 15+ years of global experience driving transformation and growth for world- renowned brands including Trafalgar, Contiki, Hilton Worldwide, and British Airways. She has led large international teams across matrix organisations, launched award-winning digital products, and overseen multimillion-pound ecommerce, CRM, automation, and brand marketing projects . Her work has consistently driven ROI uplift, operational scale, and customer loyalty. Renowned for delivering high-impact growth strategies across digital ecosystems, she combines creative vision with commercial acumen to craft exceptional user experiences and measurable business outcomes. A compelling storyteller and brand architect, Deyana excels at connecting brands with audiences through content, campaigns, and customer journeys that convert.

Available to hire

Deyana is a senior Digital and Marketing leader with 15+ years of global experience driving transformation and growth for world-
renowned brands including Trafalgar, Contiki, Hilton Worldwide, and British Airways.
She has led large international teams across matrix organisations, launched award-winning digital products, and overseen
multimillion-pound ecommerce, CRM, automation, and brand marketing projects . Her work has consistently driven ROI uplift,
operational scale, and customer loyalty.
Renowned for delivering high-impact growth strategies across digital ecosystems, she combines creative vision with commercial
acumen to craft exceptional user experiences and measurable business outcomes. A compelling storyteller and brand architect,
Deyana excels at connecting brands with audiences through content, campaigns, and customer journeys that convert.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Bulgarian

Fluent

Work Experience

Director, Digital and Technology at Contiki, The Travel Corporation

April 2, 2019 - April 30, 2019

Led global digital and technology initiatives for Contiki's travel brands (including Trafalgar, Contiki, Hilton Worldwide, and British Airways). Drove ROI, operational scale and customer loyalty; launched award-winning digital products across CRM, automation and branding projects; migrated Contiki.com to a modern platform, enabling personalization and cross-channel campaigns; established end-to-end customer experiences and multi-story storytelling across campaigns; led cross-functional teams and delivered high-impact growth.

Digital Operations Lead at Debay Enterprise (client: British Airways)

December 31, 2013 - September 26, 2025

Led digital operations for a major client, focusing on CRM, e-commerce and online customer journeys; delivered data-driven improvements, enhanced lead generation pipelines and cross-channel experiences.

E-commerce and Digital Manager at Hilton Worldwide

June 30, 2014 - September 26, 2025

Directed e-commerce and digital marketing initiatives for Hilton Worldwide; established global digital channels, improved conversion rates and supported regional campaigns.

VP, Digital at Trafalgar Travel

May 1, 2019 - March 1, 2023

Led the global digital efforts for TTC Tour Brands, focused on shifting channel share to digital direct· · Led the creation of multiple story telling campaigns during COVID, winning a number of awards for travel in a time of no travel · Increased overall customer retention through focusing on a global content strategy across social and blogs, doubling the following and increasing traffic by +200 ·Led the overall digital product and content strategy across all tours for the brands, looking to tell the destination, traveller and tour directors stories throughout the years ·Led robust data projects in partnership with Salesforce to increase data matching rates, enrich customer profiles and enhance behavioural data analytics to achieve better retention rates and increase customer loyalty · Pioneered the overall change management towards digital direct within the global business and focus on cross channel, holistic, end to end customer first experience, leading to an increase in repeat rate · Led a personalisation program for CRM combining content and technology to increase Open rates by 150% and Click Through Rates by 100%, leading to increased leads pipeline and sales · Led the global paid media efforts and increased leads by 50%, as well as the conversions and CTR by 200% · Increased the focus of digital direct as the cheapest cost of sale channel for the business and enhanced conversion rate by 50% leading to a better profit margin · Board level reporting on quarterly results and strategic digital focus for the future

GROWTH, PRODUCT AND DIGITAL CONSULTANT at itsdeyana.com - digital consultancy

April 3, 2023 - Present

· Supporting a number of brands across real estate, hospitality, digital agency, ecommerce and more with their digital, growth, product and ecommerce needs · Large scale transformation projects across CRM set up and migrations, ecommerce platforms set up and migrations, digital acquisition channel assessment and optimisation, team change management and transition leadership Clients: August Collection, Oxygen Active Parks, Bitcashier, SGT Autotransport, Perspective Unity, App Furever, Reactiviti