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.

How did you start your career in marketing?

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.

What advice would you give to women who are just starting a career in marketing in Bulgaria?

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.

Where do you draw inspiration from to be who you are professionally?

My dream of who I would like to become.

Is there a change you would like to see in the marketing industry in Bulgaria?

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.

What has been the most challenging aspect of your career so far and how did you overcome it?

Shifting from a corporate job to digital nomad.

Have you had a mentor who played a crucial role in your career? How did they influence your professional development?

No.

Why did you become part of Women in Marketing – Bulgaria and how do you see your contribution to the mission of the community?

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.

What trends or developments in the industry do you find most exciting or challenging at the moment?

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.

Outside of work, what hobbies or activities bring you joy and recharge your creativity?

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.

Is there a lesson you’ve learned so far that has impacted you both personally and professionally?

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.

Are there any specific challenges you’ve faced as a woman in marketing and how did you overcome them?

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.

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