Valchanova.me

Started as a personal blog, focused on marketing, growth and digital strategy, Valchanova.me was born out of the passion for sharing my knowledge and experience with digital professionals.

Now it's the hub for my consulting practice. I work with brands on markets all over the globe and I help them build meaningful relationships with stakeholders and scale them through digital channels.

Marketing, Growth, and Digital Strategy Consulting:
- Working with brands in industries from e-commerce to SaaS, from fitness to luxury design.
- Building digital strategies through hands-on customer research, data-driven persona building, and competitive auditing.
- Content marketing planning - building roadmaps and day-to-day team consulting about content production, distribution, and measurement.
- Performance marketing - creating strategies and managing budgets in paid channels from Google Ads and Facebook Ads to Quora and Reddit.
- Copywriting, landing page optimization, and CRO.
- Growth marketing - going beyond customer acquisition to activation, retention, and more.

Public Speaking & Training:
- An accredited lecturer at New Bulgarian University and Software University, guest speaker at Sofia University, having taught more than 2,000 students on Content Marketing, Marketing Analytics, and Gamification.
- Participated in more than 10 international events as a speaker on topics including measurement, content marketing, growth, and more.

Publishing:
- 300,000 readers accumulated through 10 years of content publishing.
- One of the top 20 blogs in Bulgaria, second most authoritative marketing blog (2010).
- Featured as a 'Must Read' on GrowthHackers.com.

Digital Marketing Strategist, Trainer, and Public Speaker

Ratio.bg

Responsible for all communication-related issues, including social media management, blogger relations, media relations, promotion of events, sponsorship proposals, etc.

Bragging rights:
- Led the full development of the event brand from 180 to 750 guests per conference
- Organized more than 50 events in different formats
- Overdelivered on guest expectations with an event NPS of 85 for the latest Ratio Science Forum
- Secured partnerships and sponsorships with national and international companies

Founder and Communications Manager

GrowthMentor

I'm dedicating some of my time to mentor founders, growth, and marketing leads through GrowthMentor, a curated platform of invite-only startup and growth marketing mentors.

I've so far had more than a 350 insightful discussions with companies in varied industries and sizes. Looking forward to talking with many more.

Check out my profile at the link below 👇

Mentor

Hypergrowth

I work to bring expert-led content to growth marketers and startup founders who can benefit from it. If you're curious about my work, check out the Hypergrowth Blog and our interview series Hypergrowth Talks.

Head Of Content

Enhancv

Enhancv helps you highlight your achievements, attitude, and personality to stand out and feel proud. The company has been featured at Forbes, Business Insider, Inc. Magazine, Lifehacker, The Hill.

Bragging rights:
- Optimized performance advertising efficiency and brought down CAC 3-fold in 6 months.
- Led the implementation of a full measurement strategy and implementing the data-driven approach for the whole team.
- Set up and led the first growth experimentation process in the company.
- Planned and executed an extensive customer research project through the Jobs-to-be-done methodology and implemented the findings in a product repositioning at the end of 2017 (team effort together with Enhancv's CMO and Art Director).

Digital Strategist

New Bulgarian University

Lecturer of Gamification in the Master's Department of New Bulgarian University.
Gaming elements, gamification strategy, and tactics, gamification mechanics, successful gamification implementation.

Already taught 3 years of students, undergoing a Master's Degree in New Media and Communications.

Lecturer - Gamification

Wishio

Creating and optimising the overall marketing strategy of the Wishio brand, including choice of channels, setting KPIs and conducting ongoing performance measurement. Managing an internal marketing and design team, as well as third parties for SEO, PPC and social media marketing. Keeping an active role in creating marketing campaigns, content marketing, promotion set-up and co-marketing campaign discussions with suppliers.

- Led the first marketing campaigns establishing the brand and reached some 150 000 targeted users through paid and organic channels.
- For 4 months served as project manager for the whole Wishio team of 8 people, analyzing company performance and keeping track of all major projects within the organization.

Marketing and Project Manager

Innologica Ltd.

Worked on the communication and marketing strategy of the content reader Inoreader. Developed an overall strategy with different consumer engagement and community building activities, including email marketing automation flows, media outreach to leading tech bloggers, content marketing and advertising management.

Product Marketing Manager

Ozone.bg

Developed the overall marketing strategy, marketing actions and programs for the company brand and specific product lines. Created the social media presence strategy and social media communications policy, determining the use of social media tactics so as strategic goals are met. Advertising planning and management, PR and blogger relations.

Managed all marketing budgets and did general oversight of a team of 5 content managers and 1 designer.

Bragging rights:
- developed the largest expansion of the site's target audience in overall history
- oversaw the transformation from a niche gaming brand to an entertainment and leisure brand with broader appeal
- created marketing campaigns leading the expansion of the company portfolio from 3 to 14 product categories with much larger and diverse target audience
- organized more than 20 events, such as gaming launches, product promotions and festival participations, including the largest gaming launch party in Bulgaria to date with 600+ guests

Head of Marketing

ASBIS

Worked for leading world tech brands like Dell, Razer and ASUS, developed locally the presence of ASBIS' private brands Canyon and Prestigio.

Bragging rights:
- led the establishment of Canyon as a lifestyle tech brand for teens and tweens, including the launch of 5 limited edition series
- introduced a local collaboration between Prestigio e-readers and famous Bulgarian authors
- created partnerships with off-road and drift stars to promote Prestigio GPS
- worked on community building activities with gamers for Razer, including many gaming competitions, product launch events and blogger outreach activities
- managed full year marketing budgets for Dell and ASUS and led all retailer co-campaigns

Marketing Coordinator

Content Strategist & Brand Messaging Craftswoman 💡 I help brands build meaningful relationships with the people who matter. ✨ Sharing strategic ways to create value-packed content and stellar brand messaging.

As a digital marketing strategist, I help brands build meaningful relationships with stakeholders and scale them through digital channels. I run Valchanova.me, a hub for my consulting practice and a blog on marketing, digital strategy, and growth.

My core competencies include strategic research and planning, content marketing, brand messaging, and copywriting. I have worked with brands in various industries, from e-commerce to SaaS, from business services to luxury design. I have also trained more than 2,000 students and spoken at conferences across Europe. In my spare time, I organize popular science events with Ratio, fueling the passion for science in those who don't know they have it yet.

I aim to share my knowledge and experience with digital professionals and inspire them to create impactful and engaging marketing campaigns. I am passionate about words which is the building block of both content marketing, brand messaging, and copywriting. You can easily get in touch by contacting me at v@valchanova.me. Read more at https://valchanova.me.

Vassilena Valchanova

This one isn't mine. And that makes me even happier. 😅

I talk about structure. And systems. And planning. And strategic discipline. And saying No. And then I talk about them again. And again.

Sometimes it feels like I'm alone in that corner.

Thankfully, Adriana Tica is in the same club.

She posted this in her latest newsletter—right as I was writing about the exact same thing on Friday.

If you want to learn how to build a content system by saying No more often—so you can say Yes only to what actually moves your business—join us for a practical live session: https://luma.com/zgti70mf

Let's get that content plan ready for 2026!

2026 is coming. Are you building a content system—or just feeding the hamster wheel?

​The content that actually drives results doesn't come from doing more. It comes from strategic discipline—knowing exactly which pieces are worth creating, how they connect to business outcomes, and how to make them work harder.

​This is exactly what we’ll focus on in this strategy-first session with Adriana Tica.

➡️ Watch us live on LinkedIn or sign up through the event page to get the recording and additional materials: https://luma.com/zgti70mf

​With 18+ years in marketing, Adriana has built her brand on one principle: strategy beats gimmicks. Through her Strategic AF newsletter and consulting work, she helps founders and solopreneurs create content that gets results—not just likes. And she’ll share with us insights on building content systems that scale into 2026 and beyond.

​You'll learn:
→ ​How to translate business goals into content goals that actually map to revenue
→ ​How to decide what content is worth creating
→ Smart distribution and repurposing principles to make content work harder
→ How to free yourself from algorithm dependency
→ How to measure and optimize your content performance

​Plus: Deep dives on newsletters and original research

​Adriana will share why newsletters are your strategic advantage, how to grow one, and how to make it drive revenue. She'll also break down her recent State of Solopreneurship Report—not just the key insights, but the business case, process, and results from creating original research as a content strategy.

​Sign up to join live and ask questions—or get the recording if you can't attend.

Building a Content System for 2026 with Adriana Tica

Counting down the days to Friday for a great event! Just like last year, I'll be meeting fellow peers at Hyperscience's office in Sofia for the mini-conference of Women in Marketing - Bulgaria 🇧🇬.

If you're into events that provide practical value, you can check out the program below. If you're into events for the networking, you can check out the photos below.

If you can't come and join us live, there are virtual tickets available.

If you're based in Bulgaria and looking for a community you can feel at home in, apply – it's totally free and totally worth it.

Damn. It's December 1, and I still don't have a solid marketing plan for 2026.
And honestly? Most of us don't. So if you're in the same boat, I've got a bit of news.

The good news: there's still time. The bad news: not a lot of it.

You could spend the next few weeks trying to figure everything out on your own. Or you could use a structured guide that connects the dots for you.

Which is why you may find one of my courses to be a good solution to your dwindling-days-of-2025 issue.

Both courses are up to 50% off—but only until midnight tonight.

👉 Strategic Content & Messaging helps you build a marketing system that actually works—strategic, designed to outlast algorithm changes, and, most importantly right now, modular. You can start with the sections that solve your biggest challenge straight away.

👉 Personal Branding Blueprint gets you from "I should probably work on my brand" to having a clear positioning, voice, and content plan. Most people complete it in 4 weeks and already start implementing in week 1.

Now, these two won't hand you all the answers. They still require work. But they give you a roadmap so you can figure things out yourself—because you know your brand better than anyone. You just need a bit of support to get there.

If you start now, you'll hit January 2nd with a plan already in place while everyone else is still recovering from New Year's and finally circling back 🙄

Links are in the comments. Not sure if this is the right thing for you? Drop your questions below or DM me.

Leave it to me to turn a touristy brewery tour into a positioning lesson. 😅 But a recent trip to Dublin gave me the perfect thing to share.

The third floor of the Guinness Storehouse is all about the brand's marketing approach. And it reveals something I knew but never really thought about:

Guinness built their entire brand around the one thing most beer companies would try to fix. A proper pour takes a 💩-ton of time!

While everyone orders lagers and gets served immediately, Guinness drinkers wait. And wait. 

💡 And that became their story.

They didn't hide it. They made it ceremonial and built it into culture. They turned patience into a premium signal.

Most marketers I know are tiptoeing around something about their product. A feature that doesn't fit category expectations. Something that feels like a disadvantage.

What Guinness figured out was dead simple: find the cultural context that makes your product truth valuable—"disadvantages" included.

In their case, they tapped into our collective exhaustion with rushed everything (yes, that was a thing before AI, too).

Every market has invisible lanes everyone competes in. Fast delivery. Lower prices. More features. But which one could you actually break—not for the sake of being contrarian, but because your product truth requires it?

Your biggest differentiator might be the thing you're currently hiding.
What product truth have you been avoiding in your marketing?

You know the "there are two wolves" parable? Well, turns out it's valid in brand design, too 😅

Sarah Hart ✤ shared the interesting push and pull between:
👉 the von Restorff effect, thanks to which a distinctive visual brand stands out and gets etched in your customer's mind,
and
👉 the Bandwagon effect that makes us subconsciously crave to blend in with the pack and just drown in the sea of sameness of our industry.

In our live session this week, she shared practical ways to leverage von Restorff and fight against your subconscious conformist when designing for your brand. 

If you missed it, don't fret—check out below ⬇️

Some problems are hard. Some just require brandy – and an eye for the overlooked.

The team at Eleven Madison Park refused to accept "how things are done" in restaurants. They questioned an awkward moment in every diner's experience.

Which is what we need more of in marketing.

We're too busy benchmarking competitors to notice overlooked opportunities. We analyze what everyone else is doing, then compete to do it slightly better. 

That's not strategy. That's settling for crowded spaces and incremental improvements.

The real opportunities are the overlooked moments your audience experiences but your competitors ignore.

Stop watching your competitors. Start watching your customers.

Brandy and Marketing

Lumos

I lead all of our product marketing initiatives from product launches, sales enablement and training, to competitive intel. Highlights include:

• Built the GTM for new category of SaaS App Management, which included driving P&M for multiple audiences (IT, Finance, Compliance), webpage copy, sales enablement, and customer comms
• Created sales enablement program which included weekly trainings, competitor battle cards, case studies, one-pagers, sales decks, sales playbooks; led to increase in win rate
• Managed cross-functional relationships with marketing, sales, product, CS, and exec leadership for three tier 1 launches, and systemized the GTM motion to decrease end-to-end launch time by 20%
• Partnered with product management and inform product strategy; led to prioritization of spend management features in roadmap and increased win rate against top competitor

Senior Product Marketing Manager

Writer Unblocked

B2B SaaS has never been more competitive. That's why building a strong founder and company brand has never become more important. 

I help founders build their personal brand alongside their company's through:
- Positioning & Messaging Support
- Sales Enablement
- Product Launch and GTM support
- Linkedin Ghostwriting
- Content/Blog Copywriting
- Email Newsletter Copywriting

Founder, Product Marketing and Content Strategist

Zapier

I led our upmarket initiative for product marketing. Responsibilities included building out our sales enablement strategy from scratch, owning positioning and messaging, competitive intelligence, and advocating for upmarket features with our product team. Highlights include:

• Developed personas, messaging, and positioning to inform upmarket marketing programs and sales collateral 
• Built out sales enablement strategy from scratch and created library of 10+ case studies, 1-pagers, pitch deck, and battle cards for top 3 competitors to help sales close more deals
• Created sales education program with buy-in from marketing, product, and support to educate sales, product advocates, customer success, and partnerships are educated on P&M of new products and features
• Own upmarket competitive intelligence program and keep track of top 5 competitors to inform sales on competitive positioning as well as product on roadmap planning

Secureframe

Forbes' Next Billion Dollar Startups 2022

I was the first marketing hire and employee 16 at Secureframe, and was tasked with building out our product marketing foundation. Some highlights below:

• Led GTM strategy for new product lines (HIPAA, ISO 27001, PCI) by building P&M and overseeing various acquisition channels (website copy, email, social and paid media, PR, sales); led to increase in new revenue
• Managed comp intel and voice of customer program to gather industry trends to inform product strategy; led to rebranding company as one-stop compliance platform and decrease loss rate against top competitor
• Drove 5 cross-functional launches and company announcements, end-to-end, with senior stakeholders across sales, marketing, product, and C-suite; standardized launch process to decrease launch time by 20%
• Created 30+ customer-facing collateral for sales including team trainings, case studies, whitepapers, one-pagers, pitch decks, playbooks, demos, battle cards, FAQs, and partner blogs; increased win rate

Product Marketing Manager (1st Marketing Hire)

Transfix

Forbes' Next Billion Dollar Startups 2018

Sole PMM, lead all GTM efforts for digital brokerage and SaaS product offerings across multiple channels (press, email, web, in-product, social, paid media), product launches, positioning and messaging, sales enablement (case studies, blogs, whitepapers, 1-pagers, trainings, customer demoes), competitive intelligence, lifecycle marketing, email marketing, content marketing and customer marketing

Highlights include:
• Led GTM efforts for new SaaS products by developing positioning and messaging and managing acquisition channels (email, social media, paid media, press, sales); achieved 150% of Q4 acquisition goal within 3 weeks 
• Conduct competitive intelligence reports and present findings to exec and product team to influence roadmap
• Created 30+ sales and product enablement materials across team trainings, case studies, sales cadences, whitepapers, 1-pagers and FAQs to support sales with prospecting and closing deals, and educate customers
• Oversaw marketing reporting across sign-up page, weekly customer emails, and SaaS product usage to identify emerging trends and provide lifecycle recommendations to improve customer adoption
• Having my sales team call me a rockstar

Lead Product Marketing Manager

On Deck

Selected as one of 100 participants out of thousands of applications for a top tech talent fellowship. Alums include former C-suite execs, directors and VPs at Khan Academy, Flexport, Google, Crunchbase, Lyft, Uber, Postmates, Foursquare, and Eventbrite.

Fellow, ODF2 + OD50-1

Crunchbase

•	Led and supported 8 GTMs by working cross-functionally with marketing, product, comms, customer success and sales to collect assets, support channels with appropriate messaging and audience selection, and meet deadlines
•	Launched product enablement program to support product team with product strategy and roadmap by providing weekly competitor intelligence reports, customer feedback reports, onboarding for new PMs, and P&M resources
•	Created positioning and messaging for Crunchbase Data across sales, investor, and researcher personas
•	Conducted competitive research on 80+ competitors across products, features and use cases and conducted 16 persona interviews to inform product positioning, messaging, and go-to-market strategy for new products 
•	Supported sales enablement to create 10 competitors’ kill sheets and 1-pagers

Associate Product Marketing Manager

Rothy's

Forbes' Next Billion Dollar Startups 2019

•	Conducted competitive research for international and category expansion, and presented research to senior management to guide overall GTM strategy for new launches
•	Managed Rothy’s Ambassador program through providing 19 ambassadors proper messaging and marketing material to help them put shoes on feet and drive $60,000 in additional revenue
•	Oversaw coordination of partnerships with ESPNw, Breast Cancer Research Foundation, Donor’s Choose and Exxpedition to ensure successful brand activation and increased awareness of Rothy’s
•	Organized IRL brand activations such as a mobile truck to drive $10,000 in revenue and reduce returned inventory

Brand Marketer

Slack

• Led Slack Administrator care package initiative by partnering with sales, customer success, and analytics to identify target audience, messaging and package items; delivered 400 boxes resulting in increased positive sentiment and feature adoption
• Created marketing assets for user education (ICYMI blog post, infographics, webinars, in-product messaging) viewed by 100,000+ customers which led to increased user engagement, adoption of features, and brand awareness
• Developed content for HR Station and Product Wall for Frontiers (Slack’s annual 1,000+ attendee conference), which included writing 8 take-away postcards, 50+ slide library, researching 5 user stories, and producing 20+ use cases 
• Operationalized processes for ICYMI blog posts and use-case infographics leading to 25% decrease in production time

Product Marketing

Morgan Stanley

I spent some time in finance but learned it wasn't my thing. Below are some of my highlights in my short-lived finance career:
• Developed expertise in fixed income products to aid analysts with 50 client calls a day
• Created chart book presentation as result of 123 customer feedback surveys which resulted in establishment of standardized
presentation to be used by sales people during road shows
• Conducted vendor risk management analyses on 250+ vendors via excel (VLOOKUP, pivot tables, IF statements) to highlight 41 vendor risk threats; outlined and communicated remediation process to analysts and managing directors

Wealth Management

“If you build it, they will come” - said every misguided tech company. Unfortunately, it doesn’t quite work that way. So what do you do?

The answer is marketing (and I might be a little biased towards product marketing).

I’ve been fortunate enough to work at some of the top tech companies like Slack and Zapier, to fast-growing startups like Secureframe and Lumos. I have experience with:
✅ Leading 21+ GTM and product launches for early, mid-stage, and late-stage B2B startups (including building product launch playbooks from scratch)
✅ Managing positioning and messaging for tier 1 product lines to tier 3 feature updates
✅ Owning sales enablement including sales trainings, case studies, email cadences, white papers, 1-pagers, battle cards, sales decks
✅ Creating competitor intelligence programs to inform sales messaging and executive strategy
✅ Working cross-functionally with product, marketing, sales, customer success, and the executive team to manage stakeholder expectations and get buy-in for product launches
✅ Building over 200+ marketing assets across landing pages, blog posts, in-product messaging, webinars, marketing emails, sales collateral, user education and more

Highlights of my career include:
⭐️ Owning the P&M, strategy and launch of a company-wide rebrand
⭐️ Hitting 150% of quarterly acquisition goal within 3 weeks of a product launch
⭐️ Managing the end-to-end product launch process from beta to launch for multiple products with million dollar revenue lines
⭐️ Having my sales team call me a rockstar and getting constant appreciation DMs for the collateral I built to help them close more deals

Industries of interest include B2B SaaS, future of work, workplace productivity, and AI (but always open to new industries and ideas).

Outside of work, you’ll find me traveling (40 countries to date), exploring the sights and sounds of NYC, making a mean Korean chicken wings, working out to burn off said wings, mentoring/coaching folks through negotiations, and hosting dinner parties and storytelling open mics to help strangers become friends.

Feel free to reach out over DM or samaneezm@gmail.com I always love connecting with new people (but please tell me why you want to connect!)

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