{"id":2836,"date":"2026-07-23T10:24:16","date_gmt":"2026-07-23T07:24:16","guid":{"rendered":"https:\/\/www.womeninmarketing.bg\/?post_type=tribe_events&#038;p=2836"},"modified":"2026-07-23T10:26:35","modified_gmt":"2026-07-23T07:26:35","slug":"community-workshop-11-from-corporate-to-consumer-procredit-b2b-to-b2c","status":"publish","type":"tribe_events","link":"https:\/\/www.womeninmarketing.bg\/bg\/event\/community-workshop-11-from-corporate-to-consumer-procredit-b2b-to-b2c\/","title":{"rendered":"Community Workshop #11: From Corporate to Consumer: ProCredit Bank\u2019s B2B to B2C Brand Reposition Strategy"},"content":{"rendered":"<figure class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2240\" height=\"1260\" src=\"https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Community Workshop #11: From Corporate to Consumer \u2014 ProCredit Bank&#039;s B2B to B2C Brand Reposition Strategy, with Yana Durzheva\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11.png 2240w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-300x169.png 300w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-1024x576.png 1024w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-768x432.png 768w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-100x56.png 100w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-1536x864.png 1536w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-2048x1152.png 2048w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-18x10.png 18w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/07\/wcw11-600x338.png 600w\" sizes=\"auto, (max-width: 2240px) 100vw, 2240px\" \/><\/figure>\n\n<div  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href=\"https:\/\/www.google.com\/calendar\/event?action=TEMPLATE&#038;dates=20261105T190000\/20261105T200000&#038;text=Community%20Workshop%20%2311%3A%20From%20Corporate%20to%20Consumer%3A%20ProCredit%20Bank%E2%80%99s%20B2B%20to%20B2C%20Brand%20Reposition%20Strategy&#038;details=%3Cdiv+class%3D%22wp-block-uagb-container+uagb-block-b11c9e11+alignfull+uagb-is-root-container%22%3E%3Cdiv+class%3D%22uagb-container-inner-blocks-wrap%22%3E%3Ch2+class%3D%22wp-block-heading+has-background-color+has-text-color+has-link-color%22%3EAbout+this+session%3C%2Fh2%3E%3Cp%3EHow+does+a+bank+known+for+corporate+and+enterprise+clients+earn+a+place+in+everyday+consumers%27+lives%3F+In+this+workshop%2C+Yana+Durzheva+takes+%3Ca+href%3D%22https%3A%2F%2Fwww.womeninmarketing.bg%2Fsponsors%2Fprocredit-bank%2F%22%3EProCredit+Bank%3C%2Fa%3E+as+a+live+case+study+and+walks+through+how+her+team+executed+a+marketing+strategy+to+reposition+the+brand+%E2%80%94+from+an+Enterprise+%2F+Corporate+%28B2B%29+reputation+to+an+Individual+Consumer+%28B2C%29+focus.+Expect+the+real+strategy+behind+the+pivot%2C+the+trade-offs+along+the+way%2C+and+what+actually+moved+the+needle.%3C%2Fp%3E+%3Cp%3E%3Cstrong%3EFormat%3A%3C%2Fstrong%3E+a+30-minute+talk+followed+by+a+15-minute+live+Q%26amp%3BA.%3C%2Fp%3E+%3Cp%3E%3Cstrong%3ESuitable+for%3A%3C%2Fstrong%3E+Marketers%2C+brand+and+CRM+managers%2C+and+founders+working+on+brand+repositi%3C%2Fp%3E%3C%2Fdiv%3E%3C%2Fdiv%3E+%28View+Full+%D1%81%D1%8A%D0%B1%D0%B8%D1%82%D0%B8%D0%B5+Description+Here%3A+https%3A%2F%2Fwww.womeninmarketing.bg%2Fbg%2Fevent%2Fcommunity-workshop-11-from-corporate-to-consumer-procredit-b2b-to-b2c%2F%29&#038;trp=false&#038;ctz=Europe\/Sofia&#038;sprop=website:https:\/\/www.womeninmarketing.bg\/bg\" class=\"tribe-events-c-subscribe-dropdown__list-item-link\" target=\"_blank\" rel=\"noopener noreferrer nofollow noindex\">\n\t\t\t\t\t\t\t\t\t\tGoogle \u041a\u0430\u043b\u0435\u043d\u0434\u0430\u0440\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"tribe-events-c-subscribe-dropdown__list-item tribe-events-c-subscribe-dropdown__list-item--ical\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\thref=\"\"\n\t\t\t\t\t\t\t\t\t\tclass=\"tribe-events-c-subscribe-dropdown__list-item-link\"\n\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\trel=\"noopener noreferrer nofollow noindex\"\n\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\ti\u041a\u0430\u043b\u0435\u043d\u0434\u0430\u0440\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"tribe-events-c-subscribe-dropdown__list-item tribe-events-c-subscribe-dropdown__list-item--outlook-365\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\thref=\"\"\n\t\t\t\t\t\t\t\t\t\tclass=\"tribe-events-c-subscribe-dropdown__list-item-link\"\n\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\trel=\"noopener noreferrer nofollow noindex\"\n\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\tOutlook 365\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li class=\"tribe-events-c-subscribe-dropdown__list-item tribe-events-c-subscribe-dropdown__list-item--outlook-live\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\thref=\"\"\n\t\t\t\t\t\t\t\t\t\tclass=\"tribe-events-c-subscribe-dropdown__list-item-link\"\n\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\trel=\"noopener noreferrer nofollow noindex\"\n\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\tOutlook Live\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-b11c9e11 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading has-background-color has-text-color has-link-color wp-elements-fbad67da23f311b02384390609117247\">\u041e\u0442\u043d\u043e\u0441\u043d\u043e \u0442\u0430\u0437\u0438 \u0441\u0435\u0441\u0438\u044f<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">How does a bank known for corporate and enterprise clients earn a place in everyday consumers&#8217; lives? In this workshop, Yana Durzheva takes <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/sponsors\/procredit-bank\/\">\u041f\u0440\u043e\u041a\u0440\u0435\u0434\u0438\u0442 \u0411\u0430\u043d\u043a<\/a> as a live case study and walks through how her team executed a marketing strategy to reposition the brand \u2014 from an Enterprise \/ Corporate (B2B) reputation to an Individual Consumer (B2C) focus. Expect the real strategy behind the pivot, the trade-offs along the way, and what actually moved the needle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Format:<\/strong> a 30-minute talk followed by a 15-minute live Q&amp;A.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Suitable for:<\/strong> Marketers, brand and CRM managers, and founders working on brand repositioning, category expansion, or moving a B2B brand toward B2C audiences \u2014 and anyone curious how an established bank rebuilds trust with everyday consumers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Language:<\/strong> \u0431\u044a\u043b\u0433\u0430\u0440\u0441\u043a\u0438<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What we&#8217;ll cover:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The starting point<\/strong> \u2014 why ProCredit was perceived as an Enterprise \/ Corporate (B2B) bank, and what that meant for reaching individual consumers<\/li>\n\n\n\n<li><strong>Setting the new positioning<\/strong> \u2014 defining the B2C audience, the promise, and the brand story (&#8220;One other bank&#8221;) that would carry the pivot<\/li>\n\n\n\n<li><strong>Executing the strategy<\/strong> \u2014 the channels, campaigns, and CRM\/lifecycle work that turned positioning into acquisition, activation, and retention<\/li>\n\n\n\n<li><strong>Balancing data and creativity<\/strong> \u2014 how simple, transparent, fully-digital propositions were designed for modern consumers<\/li>\n\n\n\n<li><strong>What worked and what didn&#8217;t<\/strong> \u2014 the trade-offs, internal alignment, and hard-won lessons of repositioning an established brand<\/li>\n\n\n\n<li><strong>Results and takeaways<\/strong> \u2014 how the team measured the shift, and what other marketers can borrow for their own B2B-to-B2C moves<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What participants will take away:<\/strong> a practical view of how to reposition an established B2B brand for B2C audiences \u2014 from defining the new positioning to executing across channels and CRM, and measuring whether the pivot is actually working.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u041e\u0442\u043d\u043e\u0441\u043d\u043e \u043e\u0440\u0430\u0442\u043e\u0440\u0430<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Yana Durzheva is the Head of Retail Marketing at ProCredit Bank Bulgaria, where she leads a team responsible for acquisition, activation, and retention, with a strong focus on digital transformation, CRM, and customer experience. Her work sits at the intersection of data and creativity \u2014 designing simple, transparent, and fully digital banking solutions tailored to modern clients, and turning ProCredit&#8217;s &#8220;One other bank&#8221; positioning into meaningful campaigns and long-term customer relationships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her career has been shaped by a deep interest in understanding people and building marketing strategies that truly resonate. Over the years she has developed expertise in digital marketing, performance, and customer lifecycle management, taking on increasingly strategic and leadership responsibilities. Today she works closely with cross-functional teams across markets including Bulgaria and Greece, aligning local initiatives with the broader group vision.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She strongly believes that marketing should go beyond selling \u2014 it should create trust, deliver value, and build lasting connections.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Our community partner<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This workshop is brought to you together with <a href=\"https:\/\/www.womeninmarketing.bg\/bg\/sponsors\/procredit-bank\/\"><strong>\u041f\u0440\u043e\u041a\u0440\u0435\u0434\u0438\u0442 \u0411\u0430\u043d\u043a<\/strong><\/a>, a proud Women in Marketing \u2013 Bulgaria community partner.<\/p>\n\n\n\n<figure class=\"wp-block-image size-medium is-resized\"><a href=\"https:\/\/www.womeninmarketing.bg\/bg\/sponsors\/procredit-bank\/\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"66\" src=\"https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378-300x66.png\" alt=\"ProCredit Bank\" class=\"wp-image-2511\" style=\"width:300px\" srcset=\"https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378-300x66.png 300w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378-768x169.png 768w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378-100x22.png 100w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378-18x4.png 18w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378-600x132.png 600w, https:\/\/www.womeninmarketing.bg\/wp-content\/uploads\/2026\/04\/1775543725378.png 979w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/figure>\n<\/div><\/div>\n\n\n<div  class=\"tribe-block tribe-block__organizer__details tribe-clearfix\" >\n\t<div 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