Jasmin Ivanova

Demand generation and campaign strategy

• The company had never run a paid campaign. I designed the demand generation strategy (channel mix, audience parameters, and brief) and directed the agency through execution. £135,000 in attributed pipeline within three months, with multiple qualified leads generated.
• 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 the LinkedIn content strategy from scratch, with no existing channel presence: brand voice, editorial guidelines, sector-specific messaging, and a 14-week calendar, all written independently. No internal staff were briefed to engage, so every number reflects genuine external reach. 867% growth in impressions within 30 days. Carousels reached 212% engagement rate against a 2–5% B2B benchmark.
• Produced 10+ technical content pieces across five industrial sectors to build credibility with engineering and procurement decision-makers. An external user tagged four additional industry contacts into a thread without any prompt, which is the kind of organic reach that only happens when the content is genuinely useful to the audience.

Pipeline attribution and revenue reporting

• The business had no way to connect marketing activity to revenue. I designed and built Monday.com CRM from scratch, covering campaign tracking, lead attribution, and commercial reporting, and trained the sales team. The system now gives the business real-time pipeline visibility, with marketing activity attributed to revenue for the first time.
• I built full lead source attribution across GA4 and Monday.com, tracking every marketing channel to pipeline and revenue. Marketing's commercial contribution has been reported to the board monthly 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 the design and fulfilment of a branded Christmas calendar send to key customers.
• I shot and edited 50+ product and factory photographs in Adobe Lightroom, giving the company its first original visual library. Now used across the website, LinkedIn, and all print collateral.
• Leading the content and design direction for a suite of physical product catalogues with fabric samples, in partnership with an external design agency: refining layouts, supplying a custom product symbol suite, and structuring all catalogue data. Production Q3 2026.

International stakeholder visit

• I coordinated a high-priority international delegation visit end-to-end, covering venue, scheduling, presentation preparation, and day-of logistics across marketing, operations, and senior leadership. No external coordinator involved.
• I designed and produced all physical materials in-house: Edinburgh Castle memento postcards (designed in Canva, printed, laminated, and hand-finished), six branded whisky gift sets with custom-printed labels, and a full visitor itinerary covering Edinburgh. Every element sourced and finished personally, with no outsourcing.

• The global advocacy newsletter had low engagement. I identified an audience segmentation and format opportunity, 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 programme vision to global markets to drive event participation. Attendance increased 200–300% across international markets.
• Sales teams needed better visibility of advocacy data at the account level to support 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.