Hristina Dimitrova-Ignatova

The Women in Marketing – Bulgaria team had the pleasure and privilege to ask Hristina 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 started at university in Scotland. Then we had an internship opportunity, I definitely fell in love with marketing and the creative part.

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

To succeed in marketing you need to be patient, inquisitive and confident. To learn every day, about the new in marketing.

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

Google Analytics!

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

I wish there were more opportunities for professional development and a wider variety of engaging products in our field. It’s crucial to share experiences, as knowing you’re not alone in facing challenges can be incredibly reassuring. For instance, many marketers struggle to secure the right budget for their campaigns, which can limit creativity. Additionally, those starting their careers often find it hard to identify the right role.

Networking is essential for overcoming these hurdles. Building connections in the industry can provide valuable insights and support. I believe our community should actively foster this environment by organizing regular initiatives and events. These gatherings not only facilitate knowledge sharing but also create a sense of belonging, helping individuals feel connected as they navigate their professional journeys. By supporting one another, we can empower each member to thrive and grow together in their careers.

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

Throughout my marketing, one of the most challenging aspects has been navigating the impact of a negative work environment on my creativity and productivity. Marketing is a dynamic field that thrives on innovation and collaboration, and when the atmosphere is toxic or overly competitive, it can ‘kill’ ideas and lead to burnout.

To overcome this challenge, I focused on creating a supportive network both within and outside my organization. I sought out mentors and peers who could provide guidance and encouragement, which helped me maintain perspective and resilience. Additionally, I prioritized open communication with my team, fostering a culture of trust and collaboration where everyone felt valued.

I also learned the importance of setting boundaries to protect my mental health, ensuring that I dedicated time to recharge and reflect. By actively seeking balance and surrounding myself with positive influences, I was able to navigate these difficulties and emerge stronger, ultimately enhancing my effectiveness as a marketer and leader.

What has been the most successful moment, project or achievement of your career so far and how did you achieve it?

During my position as a Head of Marketing at a small Bulgarian IT company, I won the first Stevie Business Award in 2023. I represented the company during the official ceremony in Rome and it was the only Bulgarian company at these awards. This is a huge recognition and it exposed me to an amazing networking environment with professionals from over the world.  It was also a great PR and media opportunity, as I gave an interview for the Bulgarian National Television. This achievement actually happened for a second time in 2024, when I won the second Stevie Award as a Head of Marketing.

This achievement was a result of the great team work, but also of the amazing client projects that the company won due to all the marketing efforts and campaigns that I and the team put effort in.

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

I want to tell more people about my experience, share common campaigns and challenges.

How would you like to be remembered in the industry?

Creative and analytical and, of course, an ambitious lady who makes her mark in marketing.

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

Zumba and traveling with loved ones.

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

Finding the right balance between personal and professional life is crucial, especially in the marketing field. Unlike traditional 9-to-5 jobs, marketing demands a continuous commitment to learning and skill development, as the landscape evolves rapidly. Without setting clear boundaries, it’s easy to let work consume your entire day, leading to burnout and diminishing returns.

When personal time is neglected, it negatively impacts productivity and stifles creativity, both of which are essential for successful marketing. Creativity fuels innovative campaigns, while data and metrics provide the necessary insights for effective strategy. Striking a healthy balance allows you to recharge, gain fresh perspectives, and ultimately produce more impactful work. By prioritizing personal time alongside professional development, marketers can sustain their passion and maintain the innovative edge required to thrive in such a dynamic industry. This approach not only enhances individual performance but also contributes positively to overall team dynamics and outcomes.

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

At university in Scotland I had great professors, most of all so creative that they made me want to push myself every day.

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

As an experienced marketer with 7+ years in the industry, my leadership role in a small Bulgarian IT company has been both exhilarating and deeply rewarding. Taking on this position was a significant step in my career, filled with excitement yet accompanied by a profound sense of responsibility. For the first time, I had the opportunity to train, manage, and lead my own team, a transition that was both challenging and transformative.

In this role, I quickly recognized the importance of fostering an environment where creativity and collaboration could flourish. Leading a team allowed me to share my knowledge and expertise while learning from the unique perspectives of my colleagues. Witnessing their growth and development has been one of the most fulfilling aspects of my career. It’s truly inspiring to see team members evolve, take on new challenges, and succeed. Their achievements not only reflect my leadership but also fuel my passion for what I do.

This experience has taught me that effective leadership is about empowering others, creating opportunities for learning, and building a supportive culture. As I guided my team, I emphasized the importance of continuous learning and adaptability in the ever-changing tech landscape. This approach has contributed to our collective success, as we’ve been able to innovate and respond effectively to market demands.

Ultimately, my role as a leader has reinforced my belief that fostering talent and nurturing a positive work environment are crucial to achieving remarkable results. This journey has not only enriched my professional life but has also solidified my commitment to the marketing field, as I continue to inspire and be inspired by those around me.

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

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