Stefy Krushkelova

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The Women in Marketing – Bulgaria team had the pleasure and privilege to ask Stefy some questions about her career, thoughts on the marketing industry, and herself. Here’s what she replied.

Как започнахте кариерата си в маркетинга?

Strategically. I started my career at 18 as a PR intern at APRA Porter Novelli, then continued within one of the business structures at Nestlé. That worked as a trampoline. The rest is history. I am proud that my professional path has not been linear. I chose to listen to my instincts and follow what felt right, which allowed me to build a broader, more diverse experience and knowledge base. That journey shaped me into a well-rounded professional rather than a narrowly defined one, and that is something I truly value about myself.

Какъв съвет бихте дали на жените, които тепърва започват кариера в маркетинга в България?

I would tell them three main things:

• First, don’t fall in love with tactics, fall in love with thinking. Platforms, trends and tools change all the time. If you understand how people think, make decisions, build trust and respond to information, you will always stay relevant.

• Second, seek real value, not just visibility. Likes, reach and ego metrics are not a career. The ability to create real business impact through growth, revenue, sustainability and trust is what builds long-term professional credibility.

• Third, don’t try to fit into someone else’s model. The industry often pushes “correct” images and templates of success. Your strongest advantage is your authenticity, clarity of thought and your own perspective.

And one more important thing.

Don’t rush. Building a career is not a sprint, it’s a marathon. Invest in knowledge, skills, environment and networking. Reputation is built slowly, but it pays off for a long time.

Откъде черпите вдъхновение, за да бъдете това, което сте професионално?

My dream of who I would like to become.

Има ли промяна, която бихте искали да видите в маркетинг индустрията в България?

Yes. I would like to see more humanity and authenticity, more real colors and less ego. More professionalism, stronger business ethics and morals and real respect for people for who they truly are, not pressure to perform roles, pretend, or reshape themselves just to be accepted.

Fair compensation and genuine appreciation of work are essential. Marketing is not a hobby, it is a profession with responsibility and real impact.

And finally, I would like to see clearer standards and ethical regulations around open pitching processes with new clients, especially when it comes to respecting the time, expertise and work invested in strategies, concepts and presentations. That work has value and deserves to be recognized and paid for.

Кой беше най-предизвикателният аспект от кариерата ви до сега и как го преодоляхте?

Shifting from a corporate job to digital nomad.

Имали ли сте ментор, който е изиграл решаваща роля в кариерата ви? Как те повлияха на професионалното ви развитие?

No.

Защо станахте част от Women in Marketing - Bulgaria и как виждате своя принос за мисията на общността?

I spent a long time looking for a business community of marketing professionals that reflected my values and understanding of what such a space should be. After founding my company and starting to sell my services, I experienced firsthand how difficult it can be to navigate the business world as a young woman. I came across Women in Marketing Bulgaria by chance, and it turned out to be exactly what I had been looking for. A community of professional, inspiring women who are open to sharing knowledge and experience, supporting one another, and having meaningful, substance-driven conversations. I see myself as that kind of person as well, and I feel I fit naturally into this ecosystem. My contribution is grounded in building value through knowledge-sharing, honest dialogue, strategic thinking and long-term community-oriented growth.

Кои тенденции или развития в индустрията намирате за най-вълнуващи или най-предизвикателни в момента?

The aggressive entry of AI into business feels more like a challenge than excitement to me. It is a challenge because we still do not fully understand how, when, and to what extent AI should be used. As someone deeply interested in science and technology, I see how chaotic and unstructured adoption can easily lead to negative consequences rather than progress. I view it as a collective experiment, but for many, it will be a detour that eventually leads back to the starting point. At the same time, I find it exciting that this saturation is pushing people to seek what is real, authentic and human again. This shift is where I naturally thrive as a people-centered digital marketer.

Извън работата, какви хобита или дейности ви доставят радост и презареждат вашата креативност?

Outside of work, I am inspired and recharged by very simple, accessible things: life itself, nature and human psychology. Creativity does not always come from complexity. It comes from observation, curiosity and allowing yourself to be amazed. When you stay present and attentive, the dots start connecting on their own.

Има ли урок, научен от Вас досега, който Ви е повлиял както в личен, така и в професионален план?

I will put it this way… The answer to a question unasked is always NO. So it is always better to ask. You never know where opportunities will come from or what doors a simple question might open.

Има ли някакви специфични предизвикателства, с които сте се сблъсквали като жена в маркетинга и как сте ги преодолели?

Yes, I have faced challenges as a woman in marketing, but many of them reflect the broader challenges women face in business in general. It can be difficult when a young, confident and ambitious woman builds a business. Stereotypes and biases are strong and they are often the first traps people fall into. I believe these barriers can be addressed over time through open, direct communication, consistency and professionalism.

Another challenge is the increasing presence of unprofessional actors in the industry. I have noticed that many businesses rely more on personal references than on seeking real professionals for their marketing projects. Often, they prefer to do things themselves rather than invest in proper expertise, or they invest time and budgets into broken systems packaged in big promises and loud positioning. This leads to disappointment and distrust, which makes it harder for those of us who work with integrity and high standards to build credibility. Eventually, your name starts working for you, but the beginning is always the hardest part.

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It was an absolute pleasure getting to know Stefy better and welcoming her as a Community Member to Women in Marketing – Bulgaria.

Ако сте член на общността Жени в Маркетинг - България и искате да бъдете представени под формата на интервю, моля попълнете формата за запитване.

Ако все още не сте член на общността, но бихте искали да бъдете, запишете се тук.