Jasmin
Ivanova

Building demand generation from nothing

• Scoped and managed the company's first multi-channel paid campaign across LinkedIn Ads, email, and SEO, briefing and directing the agency on Google Ads, approving all creative, and overseeing targeting and budget decisions throughout, generating 231 landing page visits, 4 attributed leads, and approximately £135,000 in pipeline value within three months
• Identified wasted spend in the LinkedIn Ads audience early and restructured targeting toward senior procurement and operations decision-makers; CTRs reached 2.7–6.6% against a platform average of 0.4%
• Directed a two-send Mailchimp programme producing 26.6% open rate and 5.5% CTR on the testimonial send, both above B2B sector benchmarks

Growing LinkedIn from zero without paid promotion

• Built Wilkie's LinkedIn content strategy from zero, developing brand voice, editorial logic, and a 14-week calendar, achieving 867% impressions growth in 30 days and up to 212% engagement rate on carousels, without paid promotion or internal amplification
• Built organic engagement without briefing any internal staff to engage — performance data reflects authentic content quality, not internal amplification
• Produced 10+ LinkedIn carousels across aerospace, defence, composites, and filtration sectors including the F-15 ejection seat fabric series, peel ply failure story, and PFAS regulatory timeline, all performing significantly above B2B benchmarks

Giving the sales team its first pipeline visibility

• Designed and built the initial Monday.com CRM structure and trained the sales team on the system, establishing pipeline visibility for the first time; the system has since been developed further by the sales team and now tracks approximately 20 enquiries per week at an average value of £33,949, with a weekly pipeline of £678,977 under active commercial management
• Built lead source attribution linking marketing to pipeline in GA4 and Monday.com, with revenue-attributed reporting presented to the board monthly

Producing every piece of branded collateral independently

• Rewrote brand guidelines and produced a 20-slide sales presentation, three product catalogues including the PVC-coated textiles ranges across sports and leisure, defence, and industrial applications, and a full company icon suite, all designed independently in Canva and Adobe Creative Cloud
• Shot and edited 50+ product and factory photographs, building the company's first original visual asset library for use across digital and print
• Developed a 9-month SEO roadmap with three long-form articles live, and identified AI visibility as an emerging acquisition gap before most B2B manufacturers had considered it
• Managed Techtextil Frankfurt (April 2026) end-to-end and is currently planning Filtech Cologne (June–July 2026)
• Designed a print and digital belting brochure (10 copies printed via the print agency) and a filtration 1-pager for digital/email distribution — every piece designed print-ready as standard
• Built a customer-facing company presentation deck from scratch in Canva, exported as PowerPoint for Microsoft Teams compatibility — this established the standard company template. Also designed the company letterhead and meeting agenda document.
• Worked with a specialist print agency on a suite of product catalogues with physical fabric samples inside — designed all layouts in Canva, built product application symbols from scratch using available graphics and custom-built elements, and refined all content through multiple rounds; catalogue production planned for summer/autumn 2026. The same agency also printed 10 copies of the belting brochure.
• Approved the design of 110 branded Christmas calendars, single-handedly packaged each one with stamps and handwritten notes from the sales team, and posted them all to key customers before the Christmas holidays

International delegation and stakeholder visit management

• Planned and coordinated a high-priority UK–China international business visit end-to-end, covering itinerary research, venue booking, cross-department scheduling, and day-of coordination under commercially sensitive conditions
• Designed bespoke Canva postcards featuring Edinburgh Castle as a memento of the visit, laminated each card individually, and prepared six fully assembled gift sets including whisky and glass sets — selecting bags, tissue paper, ribbons, and custom Canva-designed labels printed, laminated, and hand-finished with punched holes and ribbon ties
• Prepared and refined all presentation decks used during senior leadership meetings, improving formatting, messaging consistency, and visual quality for external stakeholder use
• Researched and built a full visitor itinerary covering sightseeing, restaurant recommendations, and a whisky tour — presented to the delegation as part of the visitor experience

• Identified low newsletter engagement as a format and targeting problem rather than a content one; overhauled the communications strategy using Salesforce audience data and Camtasia for visual content, growing the audience from 1,200 to 8,000+ recipients (477–487% growth) and boosting CTR by 50%
• Presented the advocacy programme vision to global audiences to address declining participation and drove attendance up 200–300% across international markets
• Built three bespoke Salesforce dashboards for international sales teams to surface customer advocacy data, contributing to an 11% increase in advocate retention and 50+ renewals worldwide
• Designed and delivered a comprehensive intern onboarding guide and mentored five new team members, reducing ramp-up time within the first month