Vassilena Valchanova

Digital Strategist

Sofia, Bulgaria (+02:00 UTC)Englishfrom Sofia, Bulgaria
Venting Frustration

Marketing can be a bit lonely. Need to talk to someone friendly and unbiased? I might help you not just vent off, but also find a workable solution to resolve conflict and achieve your goals. I'm also pretty familiar with both burnout and impostor syndrome, so we can make it more personal, too.

Product Market Fit

Over the years, and with lots of trial and error, I've developed a framework that covers the first steps of achieving product market fit. This starts with detailed audience analysis and building data-driven buyer personas. It's not just the numbers you can find online - but also conducting interviews and surveys to get to your customer's Why. I use this as a basis for creating a value proposition that aligns your offer with your potential users' pains.

Conversion Rate Optimisation

We start with a detailed funnel review to pinpoint drop-off points in the customer journey. I can help you with copy review and heuristic usability analysis of your site. We can form hypotheses and develop experiments for conversion rate optimization, together with the actual experiment design and measurement setup. Nothing is off the table – from landing page design to complex checkout flow updates.

Content Marketing

I can help you with building your strategy across different topics, formats, and channels. To arrive at the final plan, we need to audit your existing content, the content of your key competitors, and research the topics your audience cares about. This process can also include adding specific planning and editorial calendar building, as well as setting up success metrics and a process for regular review.

Mentor Toolkit
10 years of experience

I've been a long time Buffer user and it can do wonders for small teams that want to scale content production on social media. An NGO's whole content process relies on a Trello + Buffer Zapier integration which lets us be consistent with content, although we work solely with volunteer content creators.

5 years of experience

Hotjar is one of the first things we install with new clients - I use it to get some behavioral data and see how we can improve landing pages. Recently, we got a 3x increase in conversion rate on a client landing page based on insights from Hotjar alone.

5 years of experience

Another great landing page builder, I've used Instapages with clients that need some standard functionalities and need a simpler tool to do that. You can leave your developers at peace and get landing pages out quicker.

4 years of experience

The beauty of Quora is that it gives you very detailed targeting options - something indispensable for niche businesses. I've found it especially helpful as a way of promoting content that then serves as a qualification method for new visitors.

5 years of experience

Unbounce is my favorite landing page builder as it provides even more options to do advanced stuff like adding scripts to your pages. It provides a lot of options for quick and dirty A/B testing of landing pages, so you can see what sticks and improve your user journey.

4 years of experience

The business platform works better when you have a high CLV to cover the expense. Clicks aren't cheap, but they can get you a highly qualified audience - especially if you're in B2B or provide business-oriented services.

4 years of experience

I've done quite a lot of tests on Twitter and while it lacks the expansive reach of Facebook, it's still a great tool to get people to your content. Click campaigns have done wonders for attracting cheap traffic to a site, which we qualify and remarket to in other channels later. There are a lot of other possibilities with Twitter, as well.

10 years of experience

If it's an ad format and it's on Facebook, then I've probably done it. I follow closely the newest developments on the platform and help my clients promote content, get leads, and acquire conversions through Facebook.

8 years of experience

I work on Google Ads projects for quite a few clients and we cover the full spectrum from awareness building to intent-driven campaigns to remarketing. I still prefer Search campaigns, but I have my fair share of GDN and video campaigns, too.

3 years of experience

Intercom is a favorite company of mine and their tools are well thought out and very helpful. I've created onboarding and retention flows for customers, worked on re-engagement campaigns and set up ways for triaging support requests.

Google Analytics
8 years of experience

I'm a data nerd and although Google Analytics falls short for some projects, it's still the best tool to start measuring. I've worked on the technical setup and troubleshooting, as well as the day to day use of GA to uncover insights. And I love it!

2 years of experience

I started using Ahrefs recently but it's a tool that has become a part of my daily work stack. I use it to discover content opportunities and build detailed content plans for clients - as well as to do a basic health check on technical SEO.

Google Data Studio
4 years of experience

I'm a great fan of Data Studio as you can easily create charts that bring data to life and keep your team on the same page. I use it extensively with clients to prepare reports and funnel dashboards that reveal what's working and what needs improvement.

Bare Metrics
3 years of experience

Baremetrics is an indispensable tool for a SaaS business in order to understand key growth metrics. I have used it over the past couple of years to follow the growth of SaaS businesses, so I have a good idea where it can be helpful and where it falls short.

8 years of experience

I have worked with Mailchimp on a number of projects with clients, not just sending one-offs, but creating automation flows based on different behavioral triggers.

Digital Strategist

Enhancv helps you highlight your achievements, attitude, and personality to stand out and feel proud. The company has been featured at Forbes, Business Insider, Inc. Magazine, Lifehacker, The Hill. Led the implementation of a full measurement strategy and implementing the data-driven approach for the whole team. Set up and led the first growth experimentation process in the company. Planned and executed an extensive customer research project through the Jobs-to-be-done methodology and implemented the findings in a product repositioning at the end of 2017 (team effort together with Enhancv's CMO and Art Director).

Marketing & Communications Manager

Worked on the communication and marketing strategy of the content reader Inoreader. Developed a product tour presenting key features to new users. Communicated the launch of 4 key new platform features. Created content that showcases features through everyday use cases close to the target audience. During my time with the company, the user base scaled to 300,000 users.

Marketing Manager
Sofia, Bulgaria

Developed the overall marketing strategy, marketing actions, and programs for the biggest leisure product e-tailer in Bulgaria. Managed all marketing budgets and a team of 5 content managers and 1 designer. Led the transformation from a niche gaming brand to an entertainment and leisure brand with broader appeal. Created marketing campaigns leading the expansion of the company portfolio from 3 to 14 product categories with a much larger and diverse target audience.

My best written content
Reviews (4)
Carlos Courtney
2 sessions
11 Nov 2019

I implemented what Vassilena recommended for Facebook campaigns and started seeing results pretty quickly! She's a great mentor. I highly recommend booking a call with her.

Jonathan Strutt
1 session
7 Oct 2019

Vassilena gave lots of great and actionable tips on improving content marketing ROI. Her expertise was clear and I feel much more comfortable about my project after our meeting. I also now have actionable steps to take that I can monitor and report on, thanks to her. I'm confident that our meeting will give our content a big boost! I highly recommend anyone struggling with content marketing to talk with Vassilena, as I'm sure she can help you.

Meet Chopra
1 session
11 Sep 2019

I had a really nice session on content marketing, specially blogging. I also got some good pointers for my landing page. I'm more clear on the question I had. A nice session and a great mentor :)

Mark Patchett
1 session
10 Sep 2019

Vassy is an extremely knowledgeable marketer. She had some great ideas that put a fresh perspective on my approach. Thanks!