Svetla Mihaylova

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Svetla works on a freelance basis as a MarTech & Marketing Automation Consultant, and is also the Marketing Manager of MentorMate.

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The Women in Marketing – Bulgaria team had the pleasure and privilege to ask Svetla 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?

My career in marketing started completely informally. In 2012, I started a cosmetics blog. Along with the blog, I did my first email campaigns, paid campaigns, partnerships, and collaborations, although I’m sure I didn’t call them that at the time. 🙂

I just loved experimenting and seeing what brought me more comments and visits.

Thanks to this experience, I was hired as a copywriter in a financial institution, and that’s where my formal experience in a marketing team began. Since then, I’ve gone through almost every marketing role – content, social networks, paid advertising, email, video, communications, events, automation, ops, and team leadership.

In recent years, I’ve specialized in something in the middle between content, processes, and automation – my favorite thing is writing email workflows for a company new to me, and drawing diagrams. But I still deal with strategies and people, of course.

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

Ask a lot of questions. Don’t cheat on yourself. Find a supportive environment and a mentor. If it’s hard, then you’re on the right track.

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

My inspiration comes from people, from feeling connected to them. I love communication in all forms, even with people I don’t like, because they make me think about why.

What are the marketing resources and tools you can’t live without?

N8n and some custom bot trained for a specific client. Lately, HubSpot, Google Docs, and spreadsheets for everything! And my notebook, I love writing on paper the most 🙂

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

To give more freedom and trust to marketing people. And to have an understanding that marketing is not sales and vice versa.

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

Definitely the transition from expert to manager. It took me months to get used to the idea that I have to let people make mistakes in order to learn. And that my way is not necessarily the only right way.

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

There are many people from whom I have learned, some with good, some with not so good examples. However, I have rarely met true mentors.

Kristina Goryalova (one of my old leads) was by my side for most of the beginning of my career, always believing in me, but also not allowing me to be satisfied with mediocre results.

My first marketing manager, Nikola, taught me to stay calm in any situation. And my last manager, Brady Swanson, taught me to have the courage to make decisions and believe in them.

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

I’ve always needed a community like this. A place where we can talk about marketing, exchange ideas, share tactics, and sometimes just complain when something isn’t working. 🙂

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

This is to have a process before we automate. Many companies I work with do not have a process, but they want everything to be automated or optimized through AI.

It often turns out that people on the team do not even have the same opinion on how to sell, and they also have different views on what their duties are.

I am one of those people who join teams to understand where there is a need for organization. And once the basic things are clear to us – I think about where and what makes sense to automate.

What advice do you have for young professionals who are aspiring to be better marketers? What does it take to succeed in this industry?

Marketers are a bit like programmers; we have to read constantly to keep up. So that’s one thing. Two, don’t be afraid to go to events, you can often learn something new there or meet your next client or a cool colleague to work with.

How do you envision your role in the future?

As a combination of marketing systems, processes, and people management.

How would you like to be remembered in the industry?

As the chick who sings fiercely, has a coffee tour, and loves processes and automation. And in no case, does not like too many tables and lines.

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

To sing (I have a metal band), to show people around my favorite specialty coffee shops (I have a coffee tour), to cook fancy desserts, and to have great conversations with people.

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

No matter how much you push it, if it’s not right the time, it won’t happen. And that if something is for you, it’ll find you another way.

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

To trust myself more and jump, even when I don’t feel 100% ready.

Is there a person, concept, or lesson that has influenced you to become a better marketing leader?

Concept: That we are all different, but also the same.

Lesson: The courage to start speaking on stage, despite my fear of public speaking.

What are the key moments in your career that have contributed to your success?

I describe myself as curious for a living, maybe that’s what has always kept me in shape 🙂

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

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