Boyana Ivanova

At Tide, I led the go-to-market strategy and customer engagement campaigns for SME credit products, including the launch of Merchant Cash Advance - one of Tide’s most successful lending product to date, achieving 900% YoY growth in the credit space. I collaborated cross-functionally with product, data, compliance, and external partners to develop positioning, lifecycle messaging, and multi-channel campaigns. I also created internal playbooks and enablement tools, and used performance data and customer insights to continuously optimise adoption and engagement.

At Vitality, I owned the customer lifecycle journey across onboarding, engagement, and retention. I delivered multi-channel campaigns that improved self-service usage and reduced call centre volumes by 12%. Working closely with product, CRM, and compliance teams, I created targeted communications, supported key partnerships and used customer behaviour data to drive continual optimisation of lifecycle marketing and overall member experience.

At KPMG, I led integrated marketing campaigns across the public sector and financial services, generating over £20m in pipeline revenue through a single flagship campaign. I developed GTM strategies, messaging, and content for complex propositions, including ERP solutions for policing. During a secondment to the Management Consulting team, I supported a major operational transformation programme in government. I also created thought leadership, managed agency relationships, and collaborated across product, sales, and sector teams to deliver high-impact campaigns.