Marketing Director · Brand Strategist
Your product is far too good to look this cheap.
I build positioning that lets you stop compromising on price and makes your competitors irrelevant.
Selected work
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About
A brand is more than a look.
My name is Ivelina Teneva - marketing director and brand strategist, with project experience across international companies, premium services and ambitious businesses.
Meta strategy · Optimisation · Results
Content · Social media · Target audience
Market entry · PR · Campaign
OOH activations · Positioning · BTL activity
Services
How I help
Brand positioning
The answer to “why you”. Who you are for, what problem you solve, and how you say it in one sentence people remember.
Without a clear position every ad costs more, because you explain everything from scratch. With a clear position people compare you on value, not on price.
Visual identity
The system that makes the brand recognisable everywhere: logo, colours, typography, social media templates and materials.
A mismatched look reads as uncertain and costs you trust before the first conversation. A consistent one raises perceived value and defends your price.
Creative direction
One person accountable for making the photos, the video, the website, the ads and the events look and sound like one brand, rather than five separate contractors.
You usually have a designer, an agency and a photographer, but nobody holding the overall direction. Creative direction is the difference between “we have content” and “we have a brand”.
Campaigns
A concept that ties the business goal to the creative: what we run, where, with what messages, and how we measure the result.
Advertising “by feel” eats the budget. A campaign with a clear idea brings the cost per result down and builds on itself, instead of starting from zero every month.
Social media strategy
Building the whole architecture of your channels - which platforms, which content pillars, which formats and which tone of voice will bring you results.
Collecting likes does not pay salaries. Random posts without a clear funnel do not sell. You need a system that turns the algorithm into your tool.
Performance advertising
Managing ad budgets with a focus on scaling and measurable return (ROAS). From creative testing through to sales optimisation.
Anyone can press the "Boost" button. But the difference between a spent budget and an invested one is the strategy that turns cold traffic into profit.
If your marketing mostly reports likes and impressions, you are paying for vanity. Strategy has to deliver measurable ROI.
“The campaign reached 150,000 people and generated 2,000 likes. The budget is gone...”
“The campaign generated €30,000 in revenue at an average ROAS of 6.0. Let's increase the budget!”
Most agencies sell you the first. I build systems that deliver the second.
Straight talk
What you won't hear from me
The convenient lies in marketing, and a short conversation I have often.
Results
The results in numbers
Brand strategy is not decoration, it is measurable. A sample of the Meta Ads (Facebook and Instagram) accounts I have managed, across different verticals: e-commerce, publishing, home products, car accessories.
| Business goal / Campaign | Purchases | ROAS | Spend |
|---|---|---|---|
| Scaling a best-selling productE-commerce, international market | 2,108 | 5.46 | €7,324 |
| Entering the Greek marketPublishing | 1,547 | 5.21 | €5,768 |
| New product launchHome improvement | 1,017 | 3.43 | €5,734 |
| Black Friday promotionE-commerce, international market | 547 | 10.44 | €1,111 |
| Always-on sales funnelCar accessories | 368 | 7.17 | €1,007 |
| New product launchCar accessories | 314 | 10.55 | €628 |
| Sample total: 4 countries, 40+ campaigns and 260+ ad sets | ~€300,000 revenue | ||
Data from Meta Ads Manager, 7-day click / 1-day view attribution.
Experience
How I got here
Marketing Director
Elana BeautyA complete 360° strategy for premium aesthetic clinics. Managing a six-figure annual budget that brings performance marketing, brand positioning and event management together into one profitable ecosystem.
Digital Marketing Manager
M3 Communications GroupMultichannel campaigns for Samsung, Citroën, BTL Industries and EcoPharm.
Branding Strategist
ProCredit BankA full repositioning and the build of the bank's new brand image. Creating strategic corporate presentations and materials that helped close B2B contracts worth six figures and above.
Account Manager
Field TeamManaging large-scale campaigns for Coca-Cola, LG, Converse, Starbucks and Nesquik with budgets of up to €100,000. Full control of the processes and leadership of cross-functional teams of 10+ specialists.
Supervisor
Smart CommunicationsStrategy and delivery of event marketing and direct sales. Full management of a large-scale charity initiative with well-known figures taking part, which raised over BGN 40,000.
Advertising
& Graphic Design
New Bulgarian University, 2020 - 2024Grade average 6.00 out of 6.00, the top mark on the Bulgarian scale. Certificates: Google Analytics, UX/UI Design, AI in Creative Environments.
Contact
Get in touch
If you have a product, a service or an idea with potential that has not yet been built into a brand, write to me. Tell me where you are and where you want to get to, and I will tell you honestly what can be done.
- define the angle
- sharpen the message
- position the brand
- build the story