I am an experienced marketing strategist and data analyst with a diverse portfolio, having collaborated with major organizations such as HSBC, PwC, ASOS, Farfetch, Hermès and Peloton. I specialize in developing brand strategies, managing product portfolios, and conducting comprehensive market research. At HSBC, I played a key role in the development of an Employee Benefits app, overseeing product development and collaborating closely with the product owner and marketing team. I contributed to the strategic planning and design of the app, which integrates multiple employee perks with HSBC’s ecosystem, such as mortgages and wellness features. I conducted in-depth market research and developed reward schemes to optimize user engagement. Beyond corporate projects, I’ve worked with Westminster Council on a sustainability initiative, and my academic background includes an MSc in Strategic Marketing from Imperial College London and a BSc in Management Science from University College London. Proficient in Python, R, SQL, GA4, and Tableau, I bring a data-driven approach to all my marketing initiatives, alongside expertise in agile methodologies and design thinking.…I am an experienced marketing strategist and data analyst with a diverse portfolio, having collaborated with major organizations such as HSBC, PwC, ASOS, Farfetch, Hermès and Peloton. I specialize in developing brand strategies, managing product portfolios, and conducting comprehensive market research. At HSBC, I played a key role in the development of an Employee Benefits app, overseeing product development and collaborating closely with the product owner and marketing team. I contributed to the strategic planning and design of the app, which integrates multiple employee perks with HSBC’s ecosystem, such as mortgages and wellness features. I conducted in-depth market research and developed reward schemes to optimize user engagement. Beyond corporate projects, I’ve worked with Westminster Council on a sustainability initiative, and my academic background includes an MSc in Strategic Marketing from Imperial College London and a BSc in Management Science from University College London. Proficient in Python, R, SQL, GA4, and Tableau, I bring a data-driven approach to all my marketing initiatives, alongside expertise in agile methodologies and design thinking.WWW…
I am an experienced marketing strategist and data analyst with a diverse portfolio, having collaborated with major organizations such as HSBC, PwC, ASOS, Farfetch, Hermès and Peloton. I specialize in developing brand strategies, managing product portfolios, and conducting comprehensive market research. At HSBC, I played a key role in the development of an Employee Benefits app, overseeing product development and collaborating closely with the product owner and marketing team. I contributed to the strategic planning and design of the app, which integrates multiple employee perks with HSBC’s ecosystem, such as mortgages and wellness features. I conducted in-depth market research and developed reward schemes to optimize user engagement. Beyond corporate projects, I’ve worked with Westminster Council on a sustainability initiative, and my academic background includes an MSc in Strategic Marketing from Imperial College London and a BSc in Management Science from University College London. Proficient in Python, R, SQL, GA4, and Tableau, I bring a data-driven approach to all my marketing initiatives, alongside expertise in agile methodologies and design thinking.…I am an experienced marketing strategist and data analyst with a diverse portfolio, having collaborated with major organizations such as HSBC, PwC, ASOS, Farfetch, Hermès and Peloton. I specialize in developing brand strategies, managing product portfolios, and conducting comprehensive market research. At HSBC, I played a key role in the development of an Employee Benefits app, overseeing product development and collaborating closely with the product owner and marketing team. I contributed to the strategic planning and design of the app, which integrates multiple employee perks with HSBC’s ecosystem, such as mortgages and wellness features. I conducted in-depth market research and developed reward schemes to optimize user engagement. Beyond corporate projects, I’ve worked with Westminster Council on a sustainability initiative, and my academic background includes an MSc in Strategic Marketing from Imperial College London and a BSc in Management Science from University College London. Proficient in Python, R, SQL, GA4, and Tableau, I bring a data-driven approach to all my marketing initiatives, alongside expertise in agile methodologies and design thinking.WWWW…
Available to hire
I am an experienced marketing strategist and data analyst with a diverse portfolio, having collaborated with major organizations such as HSBC, PwC, ASOS, Farfetch, Hermès and Peloton. I specialize in developing brand strategies, managing product portfolios, and conducting comprehensive market research.
At HSBC, I played a key role in the development of an Employee Benefits app, overseeing product development and collaborating closely with the product owner and marketing team. I contributed to the strategic planning and design of the app, which integrates multiple employee perks with HSBC’s ecosystem, such as mortgages and wellness features. I conducted in-depth market research and developed reward schemes to optimize user engagement.
Beyond corporate projects, I’ve worked with Westminster Council on a sustainability initiative, and my academic background includes an MSc in Strategic Marketing from Imperial College London and a BSc in Management Science from University College London.
Proficient in Python, R, SQL, GA4, and Tableau, I bring a data-driven approach to all my marketing initiatives, alongside expertise in agile methodologies and design thinking.
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Language
English
Fluent
Bulgarian
Fluent
French
Advanced
Work Experience
Education
Bachelor of Science at UCL
September 28, 2024 - June 30, 2023Data Analytics, Management, Decision Making, Product, Technology and Operations Management, Mathematics, Statistics, Advanced Finance, Investment Finance
Master of Science at Imperial College Business School
September 28, 2024 - August 30, 2024Marketing, Marketing Analytics, Branding, Digital Marketing, Strategic Marketing, Marketing Strategy, Consumer Behaviour, Machine Learning, Entrepreneurship, Product Design, Finance, CRM, Customer Life Time Value
Qualifications
Industry Experience
Financial Services
Influencer Marketing Strategy for Hermès
n this project, I explored how Hermès, a luxury fashion brand, could use influencer marketing to engage with Gen Z customers and achieve a 20% revenue growth target by 2024. I took a deep dive into the luxury fashion industry, analyzing competitors and consumer behavior, and proposed actionable recommendations for leveraging influencers and brand ambassadors.
My Role and Contribution:
I began by analyzing the luxury fashion market, identifying Gen Z as a critical customer group due to their high disposable income and reliance on social media for purchase decisions. To understand the potential impact of influencer marketing, I compared Hermès' strategies with competitors like Chanel and Louis Vuitton, both of which have successfully used influencers to drive engagement and sales. I noted that Hermès' lack of a dedicated marketing department was limiting its ability to attract this key demographic.
I developed hypotheses to test the effectiveness of influencer marketing for Hermès, including whether Gen Z luxury purchases are influenced by seeing products promoted by influencers. These hypotheses formed the foundation of a data-driven approach to evaluate marketing strategies.
Using frameworks such as the 4 Ps of marketing, STP, I analyzed Hermès’ product mix, pricing strategy, distribution channels, promotional tactics and positioning. I recommended introducing influencer marketing campaigns and partnering with brand ambassadors who align with Hermès’ values of craftsmanship and exclusivity.
Furthermore, I conducted some primary market research, speaking to existing and potential target customers, creating a target customer persona based on the findings and based on a survey I created and distributed to over 150 individuals. Using external research and my findings, I split the target customers into different categories, which I explored further.
I later used statistical analysis to validate my hypotheses, providing data visualisation and matching validity criteria. I also included payoffs (a concept from economics) to detect the increase/decrease of likelihood of purchase following a marketing campaign, for individuals who shop rarely vs often from the brand.
Purpose:
The goal of this project was to identify a strategy for Hermès to attract younger customers and offset the revenue slowdown in its leather goods segment. I aimed to help Hermès bridge the gap between its traditional branding and modern consumer preferences.
Outcome:
My analysis led to a set of strategic recommendations, including launching influencer collaborations, using social media to amplify brand visibility, and leveraging storytelling to resonate with Gen Z. I also proposed metrics to measure the success of these campaigns, such as social media engagement rates and revenue growth. Additionally, I provided a list of risks, and how influencers should be selected. This project demonstrated how Hermès could modernize its marketing approach while staying true to its heritage.…n this project, I explored how Hermès, a luxury fashion brand, could use influencer marketing to engage with Gen Z customers and achieve a 20% revenue growth target by 2024. I took a deep dive into the luxury fashion industry, analyzing competitors and consumer behavior, and proposed actionable recommendations for leveraging influencers and brand ambassadors.
My Role and Contribution:
I began by analyzing the luxury fashion market, identifying Gen Z as a critical customer group due to their high disposable income and reliance on social media for purchase decisions. To understand the potential impact of influencer marketing, I compared Hermès' strategies with competitors like Chanel and Louis Vuitton, both of which have successfully used influencers to drive engagement and sales. I noted that Hermès' lack of a dedicated marketing department was limiting its ability to attract this key demographic.
I developed hypotheses to test the effectiveness of influencer marketing for Hermès, including whether Gen Z luxury purchases are influenced by seeing products promoted by influencers. These hypotheses formed the foundation of a data-driven approach to evaluate marketing strategies.
Using frameworks such as the 4 Ps of marketing, STP, I analyzed Hermès’ product mix, pricing strategy, distribution channels, promotional tactics and positioning. I recommended introducing influencer marketing campaigns and partnering with brand ambassadors who align with Hermès’ values of craftsmanship and exclusivity.
Furthermore, I conducted some primary market research, speaking to existing and potential target customers, creating a target customer persona based on the findings and based on a survey I created and distributed to over 150 individuals. Using external research and my findings, I split the target customers into different categories, which I explored further.
I later used statistical analysis to validate my hypotheses, providing data visualisation and matching validity criteria. I also included payoffs (a concept from economics) to detect the increase/decrease of likelihood of purchase following a marketing campaign, for individuals who shop rarely vs often from the brand.
Purpose:
The goal of this project was to identify a strategy for Hermès to attract younger customers and offset the revenue slowdown in its leather goods segment. I aimed to help Hermès bridge the gap between its traditional branding and modern consumer preferences.
Outcome:
My analysis led to a set of strategic recommendations, including launching influencer collaborations, using social media to amplify brand visibility, and leveraging storytelling to resonate with Gen Z. I also proposed metrics to measure the success of these campaigns, such as social media engagement rates and revenue growth. Additionally, I provided a list of risks, and how influencers should be selected. This project demonstrated how Hermès could modernize its marketing approach while staying true to its heritage.WW…
Predictive Analytics for Hotel Booking Cancellations
Project Objective:
I led a data analytics initiative to develop predictive models for analyzing hotel booking cancellation patterns, enabling hotels to optimize revenue management and resource allocation. This project combined advanced data preparation techniques with sophisticated machine learning models.
Frameworks and Methodologies Applied:
To ensure robust insights and predictions, I employed the following approaches:
Data Preprocessing: Addressed missing values, removed multicollinearity, and transformed categorical variables into numerical formats for model readiness.
Predictive Modeling:
Implemented and compared Logistic Regression, Regression Trees, and XGBoost models, fine-tuning hyperparameters for optimal performance.
Ensemble Learning:
Designed weighted average and stacking ensemble models, culminating in the Stacker Model XGBoost, which achieved the highest Brier Skill Score (BSS) of 0.43694.
Key Insights and Contributions:
Data-Driven Insights: Identified key predictors of cancellations, including deposit type, lead time, and room demand, providing actionable insights for overbooking strategies.
Model Performance: Demonstrated the superiority of ensemble models, particularly stacking techniques, in accurately predicting cancellation probabilities.
Operational Recommendations: Suggested tailored offers for high-risk customers and adjusted booking policies based on predictive insights, mitigating revenue losses.
Impact and Recommendations:This project delivered actionable outcomes for hotel managers:
Enabled precise overbooking calculations, minimizing the risk of unoccupied rooms.
Recommended dynamic pricing strategies for high-cancellation periods, enhancing profitability.
Advocated for continuous model improvements through feature engineering and advanced tuning.…Project Objective:
I led a data analytics initiative to develop predictive models for analyzing hotel booking cancellation patterns, enabling hotels to optimize revenue management and resource allocation. This project combined advanced data preparation techniques with sophisticated machine learning models.
Frameworks and Methodologies Applied:
To ensure robust insights and predictions, I employed the following approaches:
Data Preprocessing: Addressed missing values, removed multicollinearity, and transformed categorical variables into numerical formats for model readiness.
Predictive Modeling:
Implemented and compared Logistic Regression, Regression Trees, and XGBoost models, fine-tuning hyperparameters for optimal performance.
Ensemble Learning:
Designed weighted average and stacking ensemble models, culminating in the Stacker Model XGBoost, which achieved the highest Brier Skill Score (BSS) of 0.43694.
Key Insights and Contributions:
Data-Driven Insights: Identified key predictors of cancellations, including deposit type, lead time, and room demand, providing actionable insights for overbooking strategies.
Model Performance: Demonstrated the superiority of ensemble models, particularly stacking techniques, in accurately predicting cancellation probabilities.
Operational Recommendations: Suggested tailored offers for high-risk customers and adjusted booking policies based on predictive insights, mitigating revenue losses.
Impact and Recommendations:This project delivered actionable outcomes for hotel managers:
Enabled precise overbooking calculations, minimizing the risk of unoccupied rooms.
Recommended dynamic pricing strategies for high-cancellation periods, enhancing profitability.
Advocated for continuous model improvements through feature engineering and advanced tuning.WW…
Bank of America: Design Thinking Initiative
Project Objective:
I led an analysis of Bank of America’s "Keep the Change" initiative, which leveraged design thinking to solve a critical challenge: increasing customer engagement and promoting savings among specific target groups. This project aimed to evaluate the efficacy of the initiative and identify key success factors for applying design thinking in financial services.
I utilized design thinking as a structured, iterative process to guide this analysis, emphasizing user-centric problem-solving:
Empathy Stage: Conducted qualitative research, including interviews with target demographics, to identify challenges faced by customers, particularly mothers managing tight budgets.
Ideation and Prototyping: Brainstormed innovative solutions, resulting in the "Keep the Change" program, which rounds up debit card transactions to the nearest dollar and transfers the difference to savings accounts.
Testing and Iteration: Designed and executed surveys with 1,600 participants, refining features such as overdraft protection and matched savings incentives based on feedback.
Key Insights and Contributions:
Customer-Centric Innovation: By focusing on behavioral insights—e.g., consumers’ tendency to round up transactions in checkbooks—the initiative resonated strongly with the target audience.
Results-Driven Strategy: The program generated exceptional outcomes, enrolling over 12 million customers and facilitating over $2 billion in collective savings within its first few years.
Scalability and Differentiation: The initiative not only attracted 60% of new customers but also fostered loyalty, with 99% of enrollees continuing to use the service.
Impact and Recommendations:
I demonstrated how design thinking can drive tangible business results, offering recommendations for future applications:
Expand the program’s demographic reach through targeted marketing campaigns.
Develop complementary tools, such as goal-based savings features, to further enhance customer engagement.
Institutionalize design thinking processes within Bank of America to foster ongoing innovation.
designthinking strategy consulting banking bankofamerica boa analysis research productdevelopment…Project Objective:
I led an analysis of Bank of America’s "Keep the Change" initiative, which leveraged design thinking to solve a critical challenge: increasing customer engagement and promoting savings among specific target groups. This project aimed to evaluate the efficacy of the initiative and identify key success factors for applying design thinking in financial services.
I utilized design thinking as a structured, iterative process to guide this analysis, emphasizing user-centric problem-solving:
Empathy Stage: Conducted qualitative research, including interviews with target demographics, to identify challenges faced by customers, particularly mothers managing tight budgets.
Ideation and Prototyping: Brainstormed innovative solutions, resulting in the "Keep the Change" program, which rounds up debit card transactions to the nearest dollar and transfers the difference to savings accounts.
Testing and Iteration: Designed and executed surveys with 1,600 participants, refining features such as overdraft protection and matched savings incentives based on feedback.
Key Insights and Contributions:
Customer-Centric Innovation: By focusing on behavioral insights—e.g., consumers’ tendency to round up transactions in checkbooks—the initiative resonated strongly with the target audience.
Results-Driven Strategy: The program generated exceptional outcomes, enrolling over 12 million customers and facilitating over $2 billion in collective savings within its first few years.
Scalability and Differentiation: The initiative not only attracted 60% of new customers but also fostered loyalty, with 99% of enrollees continuing to use the service.
Impact and Recommendations:
I demonstrated how design thinking can drive tangible business results, offering recommendations for future applications:
Expand the program’s demographic reach through targeted marketing campaigns.
Develop complementary tools, such as goal-based savings features, to further enhance customer engagement.
Institutionalize design thinking processes within Bank of America to foster ongoing innovation.
designthinking strategy consulting banking bankofamerica boa analysis research productdevelopmentWW…
Farfetch Case Study
Project Overview
In this project, I conducted a strategic case analysis of Farfetch, an online luxury fashion retailer. My aim was to evaluate its sustainability goals, competitive strategies, and overall market positioning. This study was particularly relevant as the luxury retail sector is one of the fastest-growing industries, with increasing customer demand for online and sustainable fashion.
What I did:
I applied PESTEL analysis to assess external factors such as regulatory trends, economic conditions, and technological advancements influencing Farfetch’s operations.
Using VRIN/VRIO frameworks, I evaluated Farfetch’s internal resources, including its AI/ML technology, partnerships with over 1,300 boutiques, and its financial performance.
Conducted strategic group analysis to benchmark Farfetch’s sustainability initiatives against its competitors.
Reviewed Farfetch’s four sustainability pillars: positively cleaner, circular, conscious, and inclusive, and connected these goals to its long-term strategy.
Purpose:
The goal was to identify how Farfetch’s innovative business model and sustainability efforts could enhance its competitive advantage while addressing challenges such as geopolitical constraints, inflation, and customer behavior shifts.
End Results:
I concluded that Farfetch’s sustainability-focused strategy was well-aligned with changing consumer preferences and market demands. However, I identified potential risks, such as losing customers due to its exclusive focus on sustainable products. My analysis provided actionable insights into how Farfetch could optimize its technology and partnerships to further strengthen its market position.
strategy fashion marketing consulting farfetch management analysis…Project Overview
In this project, I conducted a strategic case analysis of Farfetch, an online luxury fashion retailer. My aim was to evaluate its sustainability goals, competitive strategies, and overall market positioning. This study was particularly relevant as the luxury retail sector is one of the fastest-growing industries, with increasing customer demand for online and sustainable fashion.
What I did:
I applied PESTEL analysis to assess external factors such as regulatory trends, economic conditions, and technological advancements influencing Farfetch’s operations.
Using VRIN/VRIO frameworks, I evaluated Farfetch’s internal resources, including its AI/ML technology, partnerships with over 1,300 boutiques, and its financial performance.
Conducted strategic group analysis to benchmark Farfetch’s sustainability initiatives against its competitors.
Reviewed Farfetch’s four sustainability pillars: positively cleaner, circular, conscious, and inclusive, and connected these goals to its long-term strategy.
Purpose:
The goal was to identify how Farfetch’s innovative business model and sustainability efforts could enhance its competitive advantage while addressing challenges such as geopolitical constraints, inflation, and customer behavior shifts.
End Results:
I concluded that Farfetch’s sustainability-focused strategy was well-aligned with changing consumer preferences and market demands. However, I identified potential risks, such as losing customers due to its exclusive focus on sustainable products. My analysis provided actionable insights into how Farfetch could optimize its technology and partnerships to further strengthen its market position.
strategy fashion marketing consulting farfetch management analysisWW…
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