Jasmin Ivanova

Demand generation and campaign strategy

• The company had never run a paid campaign. I designed the demand generation strategy — selecting the channel mix, setting audience parameters, and owning the brief — then directed the agency through execution. 231 landing page visits, 4 attributed leads, £135,000 in pipeline within three months.
• Identified wasted spend early and directed the agency to restructure LinkedIn Ads 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.

Content marketing and organic LinkedIn

• I built a content marketing strategy for a B2B audience with no prior channel presence — brand voice, editorial guidelines, sector-specific messaging, and a 14-week calendar, all produced independently. No internal amplification. 867% growth in impressions within 30 days. Carousels reached 212% engagement rate against a 2–5% B2B benchmark.
• Developed 10+ technical content pieces across five industrial sectors, written to build credibility with engineering and procurement decision-makers. The strongest signal: a sector-adjacent user tagged four additional industry contacts into a thread without any prompt — the kind of organic distribution that reflects genuine strategic positioning.

Pipeline attribution and revenue reporting

• The business had no way to connect marketing activity to revenue. I built the pipeline infrastructure from scratch in Monday.com — campaign tracking, lead attribution, and commercial reporting — and trained the sales team on it. The system now tracks a substantial volume of enquiries weekly, with significant pipeline under active commercial management.
• I built full lead source attribution across GA4 and Monday.com — every marketing channel tracked to pipeline and revenue. Marketing's commercial contribution has been reported to the board monthly since, with full attribution data.

Brand strategy and content production

• 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, misdiagnosed as a content problem. I identified it as an audience segmentation and format issue, rebuilt the targeting using Salesforce data, and restructured the content approach. 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.
• Sales teams had no visibility of advocacy data at the account level, which was limiting retention. I built three Salesforce dashboards to surface this directly in their workflow, connecting advocacy activity to renewal pipeline. Advocate retention improved by 11%, contributing to 50+ contract renewals worldwide.