Kiril Filipov

Main responsibilities: • Responsible for the overall marketing strategy and execution of Rakuten Viber in the CEE region (12 markets); • Create and execute digital marketing strategy in various formats to increase marketing KPIs; • Manage go-to-market marketing activities related to new feature/product launches for the consumers; • Manage marketing budgets working with digital, performance, creative & PR agencies; • Perform data analysis on marketing metrics, deliver insights and relevant recommendations.

Initiative in Germany that connects experienced advertising and marketing professionals with mentees for a coaching session

Responsible for the pricing, promotion strategy and optimization of the product portfolio (over 4000 products) in 4 markets. Key achievements: • Developed reporting process and templates; • Improved the utilization of the marketing operations team (10 people) with 15%; • Achieved growth with 30% YTD in orders for the last three months through optimization in the proposition and planning of the promo campaigns. The changes were based on seasonality & price elasticity calculations and research.

Responsible for the development of the ideal annual advertising plan, ensuring international and local learnings, taking best practices into consideration. Key achievements • Established brand architecture and positioning for the Bulgarian market; • Achieved 150% YTD growth in new customers for the period; • Successful rebranding in April ’22 and transfer of 80% of the user base to the new platform.

Key achievements: • Led the two biggest accounts of the agency – Philips & Heineken; • Launched “OneBlade” and several other innovations for Philips; • Created brand positioning and architecture for 3 new beer brands. Led the launch; • Won approx. 50 creative and marketing awards for creativity and effectiveness with the respective brands