Jasmin Ivanova

Demand generation

• The company had never run a paid campaign. I scoped the first one — briefing the agency, approving all creative, and owning every targeting and budget decision across LinkedIn Ads, email, and SEO. 231 landing page visits, 4 attributed leads, £135,000 in pipeline within three months.
• Identified wasted spend in the LinkedIn Ads audience early in the campaign and restructured targeting toward senior procurement and operations decision-makers, trading impression volume for lead quality. CTRs reached 2.7–6.6% against a platform average of 0.4%.
• Directed a two-send Mailchimp programme alongside the campaign, writing both emails and managing deliverability. The testimonial send achieved a 26.6% open rate and 5.5% CTR — both above B2B sector benchmarks.

Organic LinkedIn strategy

• I built Wilkie's LinkedIn strategy from scratch — brand voice, editorial guidelines, and a 14-week content calendar, all produced independently. No internal staff were briefed to engage, so every number reflects genuine external interest. 867% growth in impressions within 30 days. Carousels reached 212% engagement rate against a 2–5% B2B benchmark.
• Produced 10+ technical storytelling carousels across aerospace, defence, filtration, energy, and industrial sectors to build credibility with engineering and procurement audiences. The strongest engagement signal came when a sector-adjacent user tagged four additional industry contacts into a thread without any prompt — organic distribution that paid reach cannot replicate.

CRM and pipeline attribution

• The sales team had no pipeline visibility. I designed and implemented Monday.com from scratch, trained the team, and handed it over. The system now tracks approximately 20 enquiries per week at an average order value of £33,949 — £678,977 in weekly pipeline under active commercial management.
• I built lead source attribution across GA4 and Monday.com, connecting campaign spend to pipeline for the first time. Marketing performance has been reported to the board monthly with full commercial context ever since.

Brand, content, and collateral

• There was no brand collateral when I joined. I rewrote the brand guidelines and produced the full suite independently in Canva and Adobe Creative Cloud — standard presentation deck (Canva to PowerPoint, now the company template), sector brochures, PVC-coated textiles catalogues across defence, sports and leisure, and industrial, filtration 1-pager, product symbol suite, email signatures, letterhead, and meeting templates. Every piece is in active sales use. Also personally oversaw and fulfilled a 110-unit branded Christmas calendar send to key customers.
• I shot and edited 50+ product and factory photographs in Adobe Lightroom — the company's first original visual library. Used across the website, LinkedIn, and all print collateral.
• Working with an external design agency on a suite of physical product catalogues with fabric samples — refining their layouts, supplying product symbols, and cleaning the catalogue data. Production Q3 2026.

International stakeholder visit

• I coordinated a high-priority UK–China international visit end-to-end — venue, scheduling, presentation preparation, and day-of logistics across marketing, operations, and senior leadership. No external coordinator involved.
• I designed and hand-finished Edinburgh Castle memento postcards in Canva — printed, laminated, and ribbon-finished individually. Assembled six branded gift sets including custom-labelled whisky sets, and built a full visitor itinerary. Every element designed, sourced, and finished personally.

• The global advocacy newsletter had low engagement and the root cause had been misdiagnosed as a content quality problem. I identified it as an audience targeting and format issue, rebuilt segmentation using Salesforce data, and introduced Camtasia visual content. Result: audience grew from 1,200 to 8,000+ subscribers — 487% growth — and CTR increased by 50%.
• I developed and presented a revised advocacy vision to reverse declining participation. Event attendance increased 200–300% across international markets.
• International sales teams lacked visibility of customer advocacy data, limiting their ability to retain and renew accounts. I built three custom Salesforce dashboards to surface this information in their day-to-day workflow. Advocate retention improved by 11%, contributing to 50+ contract renewals worldwide.