Irina Lazova Email & Phone Number

Sofia, Bulgaria

In Answear BG I was responsible for defining and executing the successful Bulgarian market launch, raising high performing operational teams in-house as well as training external suppliers. For the past year and half my particular focus was on building awareness with minimum budget through the identification of suitable partners, opportunities and local-relevant strategies, while always remained focused on growing sales. My day to day responsibilities include:• Identifying and driving regular off and online initiatives to grow Answear Bulgaria business • Defining key-local partners, such as but not limited to PR, Media and Production Agencies, Bloggers and Celebrities • Fully responsibility of the annual offline and media budget, ensuring it meets and outruns the given KPI’s• Work closely with central Marketing teams (including SEM and SEO) to define and monitor marketing strategies and performance • Accomplishing various analyses on weekly, quarter, annual and campaign base to identify our own winning campaigns and partnerships, as well as the competitors’ ones • Outside the regular marketing tasks, proactively monitoring and suggestion of trends and new tools implementation in logistic, UX, payments, buying

Planet-club is a leading nation-wide club chain including bars, restaurants, and nightclubs with 4 branches located in Sofia, Plovdiv, Varna, and St. Vlas • Idea generator and A to Z executor of 20+ entertainment event concepts, applying cross-industries successful partnership• Closing numerous successful media deals at zero cost with BTV media group, Communicorp Group Limited, MGB, Attica Media group, Simbali Outdoor, and others• Managing 5-digits monthly budgets dispatched over 4 venues, including digital and traditional media (outdoor, radio, print advertising)• Working daily on the social media strategy of each club, across all channels; increasing target KPI's significantly • Opened up, trained and managed two positions new to the marketing team on a payroll, directly managing 20+ employees, briefing and supervising 10+ external suppliers and freelancers• Launched 15+ successful campaigns, which reached their KPIs

Sofia

Hired to wider the DigitalK: a leading SEE tech conference audience, through successfully delivering international key-industry figures from fashion and tech• Responsible for increasing the local awareness through Social media strategy and media partnerships• Organizing at minimal cost special VIP events, cocktails, and retreats, while ensuring the presence of all Key-speakers and the right amount of media coverage afterward• Successfully closed 4 sponsorship deals to fund the event

London, United Kingdom

The Marketing Coordinator Role at LCC undertakes a range of marketing, promotional and recruitments activities with focus on events management, as well as workshops and trainings.In this role I am required to successfully liaise with internal and external stakeholders, staff management, as well as effectively negotiating with various College teams where I always try to take a joined up approach and foster a positive culture of collaboration.Great part of the role is the College and specific courses promotion, where I work with the wider communication team to create newsletters, update external directories and the University web site. I also act as a mediator to the applicants, ensuring their positive experience and using CRM ( Sales Force) in order to manage and maintain long-term relationship with anyone, expressed interest in LCC.

London

Through the Design internship position I gained coherent and complete understanding of design development process, required to build a strong consistent collection. Due to the innovative, yet craft character of the brand; I was involved in looking for experimental techniques and solutions, especially in textile and fabric manipulation. As a designer assistant, I was required to give a hand in all brand activities, related to the upcoming A/W14 collection, including textile experimentation, design research and ideas, helping with patterns, samples production, technical drawings and producing mood, color boards and print materials, such a events invitations.

London, United Kingdom

Research and resource fabrics and all components from various haberdasheries in London and worldwide ; Organizing the production room; Assisting with sample packs for production; Dealing with manufactories and suppliers; Collecting cloth and organizing fabrics; Cutting and garment construction; Documentation of patterns ; working with Zedonk; Acting as FOH during London Fashion Week.

As an Event Manager at Planet, a nationwide chain of high-end nightclubs, I was responsible for events conception, monthly program selection, plus VIP events and openings. My job was facilitated by the well-established and maintained contact list and the club's positive reputation with its partners. Generating ideas which were presented and sold to brands such as Philip Morris, Moët & Chandon, Jack Daniels, Finlandia among others, was one of the many highlights of this role, which is something I found came naturally to me. At that time I was also responsible for the club social media and brand strategy, including producing POSM materials, working with media, briefing staff and external suppliers, developing new partnerships.

Working on an agency side with large international clients including Heineken, Kraft Foods, and Interamerican required excellent campaign planning and effective execution within the given deadlines• Full operational involvement with daily reports to clients, ad-hoc tasks, day-to-day work with media-planning and creative teams across agency, as well as contractors• Liaison with external suppliers to progress jobs; chasing designers to fit in the deadlines; organizing video shooting and photo-sessions with the in-house team, as well as external production housesThe role developed my ability to quickly research and understand different businesses' nature; to analyze trends and current market situation using data and other forms of research and to effectively shape future strategy working across agency team and external suppliers.

Sofia

As a PR and Event Executive I was involved in any aspect of the business from developing PR and events strategies; writing internal briefs; deliver presentation and pitch to the clients to the actual execution of the campaign. The event and production profile of the agency gave me the opportunity to gain not only strategic, but hands-on experience as well. I often had to supervise suppliers on set, to attend and coordinate each aspect of the event and to follow with clear and effective marketing report. Analyzing results, media monitoring and working directly with external media teams were among mine responsibilities. At that time, I worked for clients such as Mazda, First Investment Bank, Bansko Resort to name a few.

Former brand ambassador, I was soon promoted to Supervisor position. In this role I was responsible for both – on trade and off trade activities of Jim Beam promotional team. I established excellent relationship with numerous of venues, which have become long partnerships for the brand. My role required communicating the brand activities not only to the internal promotion team, but all external venues’ members of staff. I worked closely with the brand manager, to ensure the key message is delivered successfully and to report back clients’ feedback and teams performance.

San Diego, California

During my first bachelors' degree, I used Work&Travel Student program to gain some international experience. The role of Front of staff for the luxurious Catamaran Resort Spa hotel, gave me my first insight into customer-centered business, which later paved my way into marketing and promotion. Although hotel management doesn't look relevant to fashion and general marekting, the principles of excellent customer service are the same, regardless the business field.

Ba Fashion Design And Marketing, Fashion/Apparel Design

Activities and Societies: Student AmbassadorFashion Design and Marketing course develops designing and garment making skills.

Bachelors, Public Relation

Activities and Societies: Tennis ClubThe four years course I completed, provides strong foundation in media and communications.