Atanas Atanasov

About

12+ yrs of Brand, Marketing and People Management in Telecoms, FMCG, and Retail. Entrepreneur at heart, full-stack marketer by experience.

Experience

Telenor

May 2019 – Mar 2021

Sofia, Bulgaria

Head of Brand and Marketing Communications

Overseeing the brand and marketing communication team, reporting directly to the CCO. • Successfully met all 2020 targets, despite significant budget cuts and team downsizing by restructuring the team and redesigned internal processes to drive operational efficiency and high performance. • Sustained #1 position for Brand Preference and Brand NPS (Net Promoter Score - the company key indicator for customer loyalty and brand strength); • Achieved the highest Advertising Awareness ratings with a budget almost 2 times smaller VS. main competitor (as measured by Share of Spend) through effective media mix that included digital, ATL, BTL, and PR stunts. • Attained the #1 position in Advertising Likeability MoM through 2020 via consistent messaging, insightful and effective campaigns which successfully engaged the target audience. • Generated 1.5+ million impressions, including getting covered in prime-time national TV news twice; created over 100k+ EUR Advertising and PR Value with zero media investments through a teaser campaign and successful PR stunt (also becoming the most awarded campaign at the Bulgarian IAB MIXX Awards with three "golds" and one "bronze").

Carlsberg

Aug 2018 – May 2019

Sofia, Bulgaria

Marketing Manager Local Power Brands

Strengthened the 2 biggest brands in the company portfolio (80% of the P&L) by developing an aligned brand strategy and marketing activities. • Sustained the #1 market share of Pirinsko and boosted it to an all-time high (>25% market share) by guiding and enabling the brand team. • Initiated and managed the execution of the “Shumensko Local Pride Program” which engaged employees of the brewery and boosted brand advocacy in the local region. • In recognition of unprecedented success, I was recruited to further expand the programme into a global marketing campaign that can be localized in any Carlsberg Group locales.

Lidl

Sep 2014 – Aug 2018

Sofia, Bulgaria

Deputy Marketing Manager

Designed and spearheaded the brand repositioning from a "hard discounter" to a "smart discounter;" instrumental in driving a positive shift in perception to LIDL being seen as a reputable store to both middle class and affluent shoppers too. • Spearheaded the Brand Marketing team; increased the Grill product group sales between 90% and 300% YoY for three consecutive years by identifying a market niche opportunity and developing an integrated marketing platform. • The Coca Cola Company recognized the potential of the insight and the “Grill Master" platform and approached Lidl with a proposal to join the platform as a partner one year after it was launched. • Managed 4 strategic projects that increased product sales by ~20%; one key project was awarded a gold prize at the annual FARA - the biggest advertising creativity festival in Bulgaria (the first gold ever won by a food retailer). • Awarded Effie's most effective advertiser in Bulgaria in 2016 (the world standard for advertising effectiveness). • Recognized internally in Lidl Group as the market that has delivered the most effective advertising campaigns in 2016 surpassing DE, Netherlands, UK, Sweden, Norway, and the other 23 Lidl locales. • Achieved the targeted Net Promoter Score growth and delivered on the ambitious Customer Perception shift through brand repositioning efforts, driving customer satisfaction, retention, referrals and loyalty levels.

Knoway (full-service creative agency)

Jun 2011 – Aug 2014

Sofia, Bulgaria

Client Service Director

Supervised and guided the client service team, personally handled all key issues across the client portfolio, and delivered seamless client service. • Managed campaigns for clients such as Samsung, Mondelēz, Diageo, Air France, and KLM which received numerous awards at the annual “Bulgarian Web Awards”. The agency earned the “Best Web Advertising Agency” award in 2013, 2014, and 2015 (a record streak).

Skapto

Nov 2013 – Dec 2013

Sofia, Bulgaria

Co-founder

Co-founded one of the first premium burger joints in Bulgaria. A business that has now grown to 7 locations in the two biggest cities in Bulgaria, becoming the largest premium-burger chain in the country.

Education

American University in Bulgaria

Aug 2005 – May 2009

Bachelor, Business Administration

Skills

Languages