Community Workshop #11: From Corporate to Consumer: ProCredit Bank’s B2B to B2C Brand Reposition Strategy

About this session

How does a bank known for corporate and enterprise clients earn a place in everyday consumers’ lives? In this workshop, Yana Durzheva takes ProCredit Bank as a live case study and walks through how her team executed a marketing strategy to reposition the brand — 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.

Format: a 30-minute talk followed by a 15-minute live Q&A.

Suitable for: Marketers, brand and CRM managers, and founders working on brand repositioning, category expansion, or moving a B2B brand toward B2C audiences — and anyone curious how an established bank rebuilds trust with everyday consumers.

Language: Bulgarian

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What we’ll cover:

• The starting point — why ProCredit was perceived as an Enterprise / Corporate (B2B) bank, and what that meant for reaching individual consumers
• Setting the new positioning — defining the B2C audience, the promise, and the brand story (“One other bank”) that would carry the pivot
• Executing the strategy — the channels, campaigns, and CRM/lifecycle work that turned positioning into acquisition, activation, and retention
• Balancing data and creativity — how simple, transparent, fully-digital propositions were designed for modern consumers
• What worked and what didn’t — the trade-offs, internal alignment, and hard-won lessons of repositioning an established brand
• Results and takeaways — how the team measured the shift, and what other marketers can borrow for their own B2B-to-B2C moves

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What participants will take away: a practical view of how to reposition an established B2B brand for B2C audiences — from defining the new positioning to executing across channels and CRM, and measuring whether the pivot is actually working.

About the speaker

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 — designing simple, transparent, and fully digital banking solutions tailored to modern clients, and turning ProCredit’s “One other bank” positioning into meaningful campaigns and long-term customer relationships.

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.

She strongly believes that marketing should go beyond selling — it should create trust, deliver value, and build lasting connections.

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Our community partner

This workshop is brought to you together with ProCredit Bank, a proud Women in Marketing – Bulgaria community partner.