Vassilena Valchanova — Digital Marketing Strategist

Vassilena is a marketing consultant, trainer, and speaker. She has close to 15 years of experience in marketing strategy, content marketing, growth, and measurement. She has worked with companies in different industries, mainly in the consumer electronics, ecommerce, and SaaS fields. She has worked with brands such as LG Electronics, DELL, Razer, Ozone.bg, and Enhancv.

In her spare time, she organizes popular science events with Ratio, teaches content marketing and growth at SoftUni, and authors a blog on digital strategy and growth.

Vassilena holds an MA in International Communications from Leeds Beckett University, as well as a number of certifications, including Google Analytics and Google Ads Individual Qualification, Hubspot Inbound certification, and certifications from Growth Tribe Academy, Content Marketing Institute University, and Copyhackers.

Check out this three-question growth marketing interview with Vassilena!

What does an ordinary workday look like for you?

I’m at my most productive in the mornings, so this is usually when I focus on “deep work” — working on client strategies, doing in-depth analysis or CRO recommendations, writing long-form content. I’m usually at my desk by 8am and try to finish with these tasks by noon.

Then I take a longer lunch break and I’m back at my desk by 2pm. The afternoons are reserved for client calls, mentorship sessions, email or administrative tasks. Connecting with people brings my energy levels back up, and low-focus tasks are the best addition to my afternoon coffee 🙂

I generally do my best to finish all work tasks by 5-6pm and then I try to decompress by reading, cooking, or going out for a walk.


What are some of your favorite marketing tools or resources?

It’s not necessarily a marketing resource, but I love Inoreader. It’s an RSS-based content reader that helps me stay on top of news and also do large-scale content curation. I wrote about the way I use it some time back.

When it comes to learning and reading, I’ve been a huge fan of Zest. It is a great library of up-to-date marketing content.

CoSchedule has been a true revelation. I’ve known about the platform’s existence, but I started using it only recently and I’ve already implemented it for a couple of clients.

Finally, I need to give a shout out to MailerLite. In an age where all email marketing tools are becoming clunky all-in-one platforms, these guys are keeping it simple and tight.

What is the best piece of marketing advice you’ve ever received?

You can’t do great marketing unless you understand your customers well.

To that end, I start every project with a deep dive into buyer personas and customer development. I generally rely a lot on analytics and quantitative data, but for this specific type of tasks I prefer to add some customer interviews in the mix. I’m a huge fan of the Jobs to be Done framework.

I find that a mix of Jobs and standard demographic and interest-based data will result in a very robust and true-to-life customer profile. And when you know who you’re talking to, creating the right content and building the right acquisition strategy is that much easier.

That’s a wrap! Know a marketer who we should interview next? Tell us here.

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