Ivaylo Georgiev
Profile
Ivaylo Georgiev is a marketing professional with broad, hands-on experience across B2B and B2C, traditional and digital channels. His career spans sales, campaign and event management, media programming, and on-air presenting—giving him the perspective on how brands connect with people in different settings.
His marketing skills are grounded in a solid academic foundation, having earned a Bachelor’s degree in Marketing supported by research activities and practical projects that brought theory into practice. Later, during his Master’s in Business Administration, he completed an innovative program where real-life scenarios were explored through the GRID framework. In this model is all about the balance between people and results. This experience shaped his leadership style and became a guiding principle in how he approaches both strategy and execution.
- BUSINESS ADMINISTRATION
Master’s Degree, Varna Free University
Major fields of study: Business Leadership – GRID Seminar, Leadership of the Innovations, Management and Entrepreneurship, Digital Entrepreneurship, Teamwork and creativity, Media and Journalism, Resolving Conflicts
- MARKETING
Bachelor’s Degree, University of Economics – Varna
Major fields of study: Marketing Fundamentals, Consumer behavior, Marketing research, Trademark, Marketing ethics, Distribution channels, Interactive marketing, Market analysis, Marketing Management, International Marketing
- Courses & Diplomas
“Dynamic Leadership”, Toastmasters International, 04.2021
“Lecturer at eBay Export Revival”, Plovdiv, 09.2019
“Creating and Managing of Digital Content Master Class”, Varna Free University, 06.2018
“Technical SEO Master Class”, Varna Free University, 06.2018
“Google Analytics Conference Vienna”, Austria, 23.03.2015
“Digital Entrepreneurship”, Varna Free University, 03.2014
“From Vision to Action. From Action to Success.”, VW Workshop, 04.2014
“Business Leadership and Entrepreneurship Master Class”, 05.2014
Project management is another strong part of his work. He starts with mapping the flow—where things are, where they should go, and how to get there. This clear structure helps him track results and keep teams aligned. The same approach has guided him in leading developers to deliver web platforms and software solutions that move seamlessly from idea to reality.
- “Digital Storytelling for NGOs – 2021” funded by by MitOst e.V.
- Coordinator and host of Startup Europe Week 2019, Varna
- First place with the team Memofy on Varna Startup Weekend 2018
- “2022 Award of the Municipality of Varna for high school student performances in the field of humanities”
He has built expertise in go-to-market planning, product launches, and performance-driven campaigns, always combining strategy with practical execution. He creates messaging that lowers risk for buyers, simplifies complex choices, and speaks directly to the human behind every decision. From brand-building initiatives to enabling sales with the right tools, Ivaylo focuses on clarity, trust, and measurable impact.
- Product Marketing Manager
04.2024 – present: ZigZag Global, Portugal
Connects product, marketing, sales, and customers by defining positioning, messaging, and go-to-market strategies. Ensures the product’s value is clearly communicated through research, storytelling, and sales enablement. Drives adoption, differentiation, and growth by aligning customer needs with business goals, while planning, executing, and measuring the impact of initiatives. Collaborates with external service providers on design, content, and other resources in line with budget and OKRs.
- Product Owner
03.2020 – 04.2024: ZigZag Global, Bulgaria
Prioritises the team’s backlog in collaboration with internal stakeholders and a SCRUM development team. Sets clear priorities, aligns with the wider business strategy, and translates requirements into well-defined user stories and acceptance criteria. Maximises feature value for both customers and the company by overseeing progress, ensuring timely and high-quality delivery, and addressing cross-functional dependencies across the platform. Committed to continuous improvement through regular feedback, process refinement, and collaborative problem-solving.
- Project Manager
04.2018 – 12.2019: E-Motive BG, Bulgaria
Collaborated with the Business Development team to design and implement a strategy introducing Bulgarian businesses to eBay’s ‘High Potential Markets’ initiative, working closely with Account Managers in Israel to align outcomes with stakeholder expectations. Organised the ‘Export Revival’ event in Plovdiv, coordinating workshops for 50 local businesses over five weekends in partnership with a PR agency. Led an in-house start-up project for an online parcel delivery platform integrated with eBay and Amazon stores, managing budget, delivery timelines, market research, and success measurement through cash flow and KPIs.
- Consultant Project Manager
04.2018 – 03.2019: The Municipality of Varna, Bulgaria
Led the development of Varna.bg municipality’s new website, introducing a citizen reporting feature for urban issues. Conducted comparative analysis of municipal sites across Bulgaria and Europe to design a clear project blueprint and schedule. Coordinated the complete administrative body to align on a unified structure of presentation and delivery dates, while working with the internal team to ensure accurate content and required functionality. Authored project guidelines, managed QA, and coordinated with an outsourced development team.
- Lecturer in Digital Marketing Course
10.2017 – 12.2018: Educational center NetIt Varna, Bulgaria
Prepared and delivered training content on digital marketing tools in line with the approved programme. Covered key areas including marketing communications foundations, audience behaviour in digital environments (channels, messages, and formats), and growth strategies through PPC, email, SEO, and viral campaigns. Introduced tracking and reporting tools for key metrics and guided trainees in designing customer lifecycles to support sustainable marketing performance. Highlighted the differences between B2C and B2B approaches for various types of products and market contexts.
- Freelance Marketing Consultant
08.2016 – present: Studio Georgievi, Bulgaria
Worked as a freelancer supporting clients across diverse business verticals with marketing strategy, campaign execution, and customer engagement. Applied expertise in B2C and B2B approaches, digital channels, and performance tracking to help businesses gain a deeper understanding of their target audiences — how they act, how to communicate with them, and how to drive conversion and growth. Trained company staff on platforms, campaign management, and strategic planning, enabling teams to embrace new knowledge and apply it effectively in practice. Achieved measurable results including improved ROI, increased audience reach, stronger customer engagement, and higher adoption of digital marketing practices within client teams. Led transformation projects that delivered new points of sale through online stores and marketplaces, expanding revenue channels and customer access.
- Marketing Manager
11.2015 – 03.2018: Dental Studio Venelinov, Bulgaria
Planned and delivered marketing, educational projects, and partnership initiatives in the health sector with a focus on B2C service marketing. Applied a personalised approach to build trust and lasting relationships with customers and partners, while running campaigns across traditional and digital media to reach, promote, and convert target audience segments. Tracked performance against key B2C KPIs including customer acquisition, engagement, retention, conversion rates, and ROI to optimise outcomes and inform future initiatives.
- Key Account Manager – Procter & Gamble Division
05.2015 – 10.2015: Orbico, Bulgaria
Developing and maintaining relationships with key clients, serving as the primary point of contact for all account-related matters to improve customer satisfaction and retention. Also negotiating contracts and service level agreements, and monitoring key performance indicators.
- Marketing Intern
05.2015 – 10.2015: Volkswagen – Versicherungsdienst GmbH, Austria
Supported the marketing team in launching a new service for car owners and conducted research to identify market opportunities through digital channels.
Collaboration has always been central to Ivaylo’s way of working. He believes strong outcomes come from creating space for people to contribute their strengths while keeping everyone connected to a shared goal.
At the heart of his work is a belief that marketing should bring simplicity and value. By blending proven fundamentals with creative thinking, he helps teams align around shared goals and deliver outcomes people can feel and trust. Just as important, he sees strategy as the art of making sustainable decisions—choices that support scalability and allow growth to happen without unnecessary friction.
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