Windows, Ubuntu, SAP
TEODORA GANCHEVA
Passionate about Communication
Sofia
Work Preference
Summary
Visionary marketer with proven track record in building and managing strong brands, crafting sharp long term strategies, and leading cross-functional teams across Southeast Europe. A growth driver through innovation, communications, and consumer-centric marketing initiatives. Full marketing mix expertise, budget accountability, and a talent for energizing organizations through purpose-led leadership and high-performing cultures
Overview
17
17
years of professional experience
3
3
Certification
Work History
Freelancer
Self-employeed
Sofia
12.2024 - Current
- Design and execute integrated communication strategies across corporate, brand, and digital channels to drive brand positioning, stakeholder engagement, and business growth
- Develop compelling content and campaigns spanning internal communications, crisis management, media relations, and influencer partnerships, ensuring consistent brand narratives that resonate with diverse audiences
- Lead cross-functional communication initiatives including social media strategy, employer branding, content creation, and public affairs advocacy, delivering measurable results in brand visibility and reputation management
- Partner with organizations to build communication frameworks, optimize media mix planning, and establish agency relationships that enhance creative execution and strategic impact across multiple markets
Corporate Affairs Manager & EU Affairs Coordinator
Nestlé East European Market / Nestlé Bulgaria
S
01.2023 - 07.2024
- Designed and executed internal comms strategies fostering trust,
transparency, and inclusion.
- Developed Nestlé's annual employer communication plan to
boost engagement and value alignment.
- Advocated Nestlé's interests in EU-level public policy and
regulations.
- Integrated employee voices into external narratives, enhancing
brand authenticity and credibility.
- Led crisis management efforts, responding swiftly to mitigate
negative impacts on corporate image.
Marketing Communication Manager - South East Market
Nestlé East European Market
01.2022 - 02.2023
- Leading the development of a comprehensive and holistic
communication strategy for all Nestlé brands and categories, in
order to promote the category and corporate brands, and to
contribute to achieving short-term and long-term value, volume
growth, market share, and profit targets.
- Deliver the best Nestlé creative expertise to the process of
creative strategy, concept, and execution development for more
than 25 categories and 4 corporate brands.
- Owned the influencer marketing process, collaborating with
agencies, stakeholders, and partners.
- Led the development of integrated social media and digital
strategies, optimizing copy, assets, and media planning.
- Develop and lead a proactive Capability Building framework
introduction, refreshment, and version update plan for all
involved internal and external stakeholders, and assure its
modus operandi.
- Leading a process of establishing, maintaining, and further
developing relationships with agencies in the direction of
Nestlé's interests.
Head of Media- East European Market
Nestlé East European Market
Sofia
04.2019 - 01.2022
- Created and implemented a regional Paid Media strategy across
11 markets.
- Managed integrated (offline and online) media planning and
buying with global and local partners.
- Collaborated with the e-commerce team to align paid media,
content creation, and SEO strategies, supporting brand e-shop
visibility.
- Fostered media innovation and led strategic partnerships with
digital platforms, agencies, and organisations.
Media Manager
Nestle Bulgaria
Sofia
11.2015 - 03.2019
- Oversaw full media mix including SEO, SEM, and paid media
integration.
- Monitored emerging trends and introduced innovative media
approaches.
- Implemented owned media channels and digital-first thinking
across brand planning.
General Services Manager
Nestle Bulgaria
Sofia
10.2008 - 10.2015
- Management of internal activities/processes, development of
SOPs, Contingency plans.
- Total MOGEs Administrative Budget planning
- Annual negotiations, Bidding processes leading
Education
BBA - Marketing
Marketing And Management Collège
Sofia, Bulgaria01-2004
Skills
- Employer Branding Strategy & Execution
- Recruitment Marketing & Talent Campaigns
- Storytelling & EVP Communication
- Content Creation (Video, Blog, Social)
- Paid Media, SEO & Corporate Site Optimization
- Cross-Functional Team Collaboration
- Digital Campaign Analytics & Optimization
- Event Activation (Webinars, Hackathons, Meetups)
- Budget Ownership & Cost-Effective Planning
- Agency Leadership & Performance Management
- Internal Communication & Change Engagement
- Reputation management
- Crisis management
- Internal communications
- Media relations
- Corporate communications
- Public affairs
- Teamwork and collaboration
- Team leadership
- Creative thinking
- Decision-making
Certification
- Coaching & Mentoring Program - Certified
- Leading Assertiveness in Communication - Certified
- E-Business Academy - Marketing Module
Personal Information
Yoga enthusiast and mindfulness advocate, passionate about balancing high-energy work with inner focus. Explorer at heart-love discovering new places with my kids while nurturing curiosity and adventure. Currently learning to grow my own food through gardening, driven by sustainability. Volunteering has become a tradition I share with my children-together we plant trees, support families in need, and help clean our local communities. These experiences ground my values in purpose, empathy, and connection-principles I bring into every branding (and personal) story I build.
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
" The best marketing doesn't feel like marketing "
Tom Fishburne
Software
Languages
English
Advanced (C1)
Russian
Elementary (A2)
German
Beginner (A1)
Interests
Equal parts cinephile, bookworm, and art enthusiast I find inspiration in music, fashion, and film—always curious about the stories people tell and the ways they express themselves
Timeline
Freelancer
Self-employeed
12.2024 - Current
Corporate Affairs Manager & EU Affairs Coordinator
Nestlé East European Market / Nestlé Bulgaria
01.2023 - 07.2024
Marketing Communication Manager - South East Market
Nestlé East European Market
01.2022 - 02.2023
Head of Media- East European Market
Nestlé East European Market
04.2019 - 01.2022
Media Manager
Nestle Bulgaria
11.2015 - 03.2019
General Services Manager
Nestle Bulgaria
10.2008 - 10.2015
BBA - Marketing
Marketing And Management Collège