Katy Andreeva

Back2Bulgaria Podcast

Curious about life in Bulgaria? Our podcast is a collection of real stories from Bulgarians. From daily living to creating change, our guests offer insights on:
- The realities of living in Bulgaria and how it compares to life abroad.
- Personal stories of impact and how individuals contribute to their communities here.
- The reasons behind choosing Bulgaria as a home.
- The challenges and opportunities found in Bulgaria.

Hear from guests like: 
Anes Malkanova, who talks about her coffee business journey 
Antonia Dimitrova, transforming lives through art after moving from Miami to Sofia 
Bogdan Rizov shares his transition from student to impactful co-founder
Hristomir Hristov discusses entrepreneurship and mentorship after returning from the UK & France

Tune In and Share Your Story
Listen on Spotify, YouTube, or Apple Podcasts to get a slice of Bulgarian life and inspiration. If you have a story to share about returning to or deciding to stay in Bulgaria, we’d love to hear from you. Your journey could inspire others to see Bulgaria in a new light.

Podcast Host

ЗаВръщане в България

We got this idea back in 2018 and we’re finally making it a reality!  More Bulgarians living abroad are thinking about coming back home. But, it's not easy. They often run into problems and don't get much help or information when they start thinking about returning.

That's where we come in. We want to make it easier for Bulgarians abroad to integrate smoothly and inspire contribution to the country's development. Here's how we're doing it: 

1. Creating a go-to place for all the useful tips and information you need about coming back to Bulgaria. This way, you won't feel lost or alone in figuring things out.

2. Building a community where everyone helps each other out and are comfortable giving more than they take. It's a place to meet new friends who also believe in Bulgaria’s potential, share advice, and work together on projects that make Bulgaria a better place.

3. Initiating a think tank to implement out-of-the-box solutions for municipal challenges across Bulgaria connected to improving social, cultural, educational, healthcare, and economic landscapes. Together, we hope to make Bulgaria not just a place to live but a place to thrive. 

We're all about helping Bulgarians abroad come home smoothly and with a bunch of support waiting for them. It's all about making it easier and helping them lead a successful meaningful life in Bulgaria

Co-Founder

Instruqt

Instruqt offers the simplest path to create interactive demos, workshops, and training that mirror real product experiences. Enabling software companies to educate and sell to modern buyers and users with an authentic, immersive experience. Companies like Hashicorp, MongoDB, Red Hat, Okta, Datadog, and others use Instruqt to generate millions in the pipeline. Since launching in 2018, Instruqt has hosted more than 1.6 million training and sales demos, built by more than 2,000 active content creators to more than a million engaged prospects and customers 


After three years of experience with social media and content marketing and the team looking for new avenues for growth, I have the opportunity to level up and combine all my knowledge and skills to contribute to our new GTM approach and goals to reach exponential growth. Ultimately my work contributed to the company retrieving €15 million series A investment in 2023

My main responsibilities include running experiments across the funnel, improving conversion rate, and working cross-department to collaborate on new initiatives.
- Worked with an agency and team to put complete a full re-vamp of our brand.
- Build website redesign from wireframes created by an external branding agency
- Create dynamic landing page copy for PPC campaigns
- Step up, grow, and optimize PPC channels for growth
- Create and execute strategy and creatives for organic and paid social media
- Run A/B testing experiments for design, messaging, funnels
- Prepare and run LinkedIn Live Sessions via Restream
- Edit videos from Live Sessions to upload to Youtube/LinkedIn/Twitter and use for video marketing
- Generate visual reports via HubSpot, Google Analytics, Databox, and Google Studio
- Design automated e-mail marketing flows
- Initiate social selling strategy
- Work with the sales team on sales outreach via cold e-mail and LinkedIn outreach
- Edit and optimize blogs for SEO
- Design, source, and order brand merch for EMEA events and customers

Growth Marketer

I had the opportunity to build the company website and plan, create, and share valuable content to generate demand. In 2019, I took a course for growth marketing to further refine my skills and mindset in marketing.

- Grow traffic via organic and social channels
- Design visual marketing and sales assets
- Create keyword strategy for SEO
- Experiment with design and messaging
- Generate leads via webinars
- Get leads via e-mail marketing
- Design marketing funnels
- Implement marketing automation
- Grow LinkedIn channel
- Collaborate with product and sales teams

Demand Generation / Content Marketer

I started as a content specialist at Instruqt. What does that mean? Well, your guess would have been as good as mine. But after a month, I realized that my objective, along with my then marketing manager, was to find the market gap, come up with a pitch, and test the market. 

There was a two-pronged approach: Go to events and create content to build the first website.

Event Marketing

At this time, event marketing was a higher priority for the management and investors. I can confidently say, my main focus the first six months was understanding our target audience and testing our proposition to the market (the traditional way with a twist of guerilla marketing). 

I would attend these global IT conferences and events, where I had the opportunity to meet our target audience face to face, ask them questions, and demo the product (without a booth). 

Content Creation

When I wasn't attending a conference, I focused on creating content for social media and blogs to grow website traffic based on the direction given by the marketing manager.  

I have always been an advocate for video content, as you will see in my previous experience at Etergo as a content and social media marketer. During this time, I created scripts for explainer and interview-style videos. I would use the video content to curate blogs.

- Find the market gap
- Create a marketing message
- Create scripts for videos
- Convert video content into blogs
- Test the market via event and digital marketing
- Grow twitter channel

Event Marketer / Content Specialist

Deliveroo

When people needed it most, I zoomed to the rescue - delivering delicious food right to their doorsteps on my trusty bike! 😁

Food Whisperer

Etergo

I owned the company's digital landscape, managing our social channels and hubs. I developed content strategies that fused brand values with consumer insights to create new experiences. 
- channel management of digital content hubs and all supporting social channels 
- designing content marketing strategies and set short-term goals
- crafting new experiences against brand values, purpose, positioning and personality
- analyzing competitors and consumers in order to propose brand opportunities
- optimizing content considering SEO and Google Analytics
- A/B testing (website, e-mails, content)
- creating and maintaining monthly content calendar 
- pitching content ideas to brand manager
- analyzing metric analytics to evaluate and optimize content performance
- creating and ensuring TOV guidelines were met 
- planning, coordinating, and creating visual assets 
- writing creative briefs, presentations and additional project material
- creating compelling copy for social media posts, blog posts, website, and e-mails.
- Temporary Scrum Master
My main focus for preparing copy at Etergo was to break down complex engineering ideas and create content that would be relatable to a wider audience with the aim to drive brand awareness, engagement, and conversions to the company website.

Social Media and Content Marketer

As a content creation expert, I have the ability to bring concepts and photoshoots together seamlessly. My talent for combining SEO copywriting with engaging blogs & YouTube videos makes me stand out from the crowd! Plus, my in-depth knowledge of social media platforms helps me build relationships online through influencer marketing - significant when it comes to communication. Furthermore, having extensive experience working with Adobe Creative Suite & Final Cut Pro software allows me confidence that any digital project will be completed successfully and on point!

Freelance Content Creator

Bulgarian Youth Conference

I oversaw the entire planning process for a youth conference to create an enjoyable experience. Starting from scratch, I generated awareness of this special event and devised creative social advertisements to draw attention. My excellent budgeting skills enabled me to secure noteworthy speakers and venues that fit within our fiscal constraints while putting together a detailed itinerary showcasing all we had in store!

Founder/Event Organizor

Sarpino's USA

Running a pizzeria is no easy feat – it requires superior organizational skills and excellent customer service. As the assistant manager of this restaurant, I ramped up operations by streamlining inventory with Excel spreadsheets, crafting perfect doughs for the pies and prepping top-notch ingredients to order. In addition to keeping track of orders over the phone and maintaining flawless pizza deliveries, I made sure things kept running smoothly by managing employees' duties while training new workers along the way!

Assistant Manager

Growth Marketer 🍋 at Instruqt | Helping software companies grow | Content. Brand. Growth. | A perceptive ENFJ-A 🙌

Hi there! Being a Bulgarian born and raised abroad, I love Bulgaria and am curious to see what can happen when Bulgarians in Bulgaria who recognize its beauty and potential start connecting, communicating, and collaborating. 

Over the past six years, I've helped tech startups enter their markets, build their brands, and discover growth strategies. This experience has taught me a lot about starting and scaling businesses and building a healthy team culture.

In 2023, my sister and I took the discussions we ended up talking about a lot with anyone - family, friends, strangers - the past years and turned it into something tangible by finally launching our idea "ЗаВръщане в България." Our mission? To make the return process for Bulgarians coming home easier and inspire Bulgarians to see the potential of Bulgaria and work together in Bulgaria to create their vision/idea by providing practical guides & resources, building a like-minded community, and initiating a think tank for impactful projects across Bulgaria.

We also host the "Back2Bulgaria Podcast," diving into the lives, dreams, and reality of Bulgarians who lived abroad or chose to stay here and are making a difference. Our guests share personal stories that highlight their journey to Bulgaria:  Starting from life abroad to why live in Bulgaria and the opportunities they see. You can find us on all the major podcast platforms.

Connect with me if you're interested in sharing life experiences, favorite coffee spots☕️ , your Bulgarian dream, or how we can work together.

The way people learn and buy software has changed. Instruqt is the next-generation hands-on virtual IT labs platform. We help boost software adoption, improve software training and usage with a differentiated learning experience. If people understand the context where your technology is relevant to their problems, they will engage, and that’s how adoption happens.

Companies like Google Cloud, Hashicorp, Puppet, and Red Hat use Instruqt to showcase the values of their products at workshops, demos, POCs, self-paced tutorials on real environments, real technology. By letting their customers test-drive their technology using guided scenarios, sales grow and usage increase.

After three years of experience with social media and content marketing and the team looking for new avenues for growth, I have the opportunity to level up and combine all my knowledge and skills to contribute to our new GTM approach and goals to reach exponential growth.

My main duties include running experiments across the funnel, improving conversion rate, and working cross-department to collaborate on new initiatives.

- Worked with an agency and team to put together a full re-vamp of our brand.
- Build website redesign from wireframes created by an external branding agency.
- Create dynamic landing page copy
- Step up, grow, and optimize PPC channels for growth
- Create and execute strategy and creatives for organic and paid social media
- Run A/B testing experiments for design, messaging, funnels
- Prepare and run LinkedIn Live Sessions via Restream
- Edit videos from Live Sessions to upload to Youtube/LinkedIn/Twitter and use for video marketing
- Generate visual reports via HubSpot, Google Analytics, Databox, and Google Studio
- Design automated e-mail marketing flows
- Initiate social selling strategy
- Work with the sales team on sales outreach via cold e-mail and LinkedIn outreach
- Edit and optimize blogs for SEO
- Design, source, and order brand merch for EMEA events and customers

Taplio

Katherina Andreeva's Linkedin Analytics

Katy Andreeva

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