I spent 15+ years figuring out why businesses waste money on advertising — and what to do instead. The answer is almost always the same: the foundation is broken. Fix the foundation, everything else follows.
Most businesses don't have a marketing problem. They have a measurement problem. Once you know what's actually working, growing becomes a lot less expensive.
Four chapters that shaped how I think about marketing, business and what it really takes to grow.
I left Bulgaria with an economics degree and a question nobody around me could fully answer: why do businesses invest in marketing without understanding what it's actually doing? London gave me the framework. An MA in Strategic Marketing Communication at the University of Greenwich taught me how brands build trust — and how data exposes the ones that don't.
Back home, I joined a digital performance agency managing ecommerce clients across five European markets. PPC campaigns on Google and Facebook, affiliate networks, CPA negotiation, fraud monitoring — the kind of work that teaches you that paid acquisition is a science, not a budget-burning exercise. Every euro had to earn its place.
Financial services is where digital marketing gets serious. At Benchmark Finance, I ran multi-channel campaigns where every click had to earn trust before it could earn a conversion. I built the performance reporting framework connecting digital acquisition to TV and outdoor activity — turning siloed channel data into one coherent business story.
At 1ForFit, scale became real. I led the entire marketing operation across Google, Meta, TikTok and Bing — 180+ international markets, a team of 50 specialists, and over $20M in annual ad spend. We used AI to predict customer lifetime value, built subscription-first growth loops and partnered with athletes reaching 21M+ followers. Nothing went untested. Every strategy was earned from data.
After 10+ years building and scaling marketing systems for products used by millions — I launched KirovAds. One purpose: close the gap between what your marketing looks like it's doing and what it's actually doing. Tracking first. Strategy second. Results always.
Not a generalist. Not a platform rep. A specialist who has done the work across every major channel — and knows which one is lying to you.
Active participant in traditional Bulgarian folk dance for 15+ years, performing at international competitions and cultural festivals across Europe. Passionate about travel, cultural exchange, and reading about leadership, entrepreneurship, and self-development. If you're wondering why someone with an agricultural economics degree ended up in marketing — so am I, and it turned out to be the best thing that ever happened.