Vanya Babanin
Marketing & Kommunikationsmanager
Experience
Global Director Marketing and Communications
Monbat Group (Monbat AD)
Led marketing initiatives for products and services whilst administering group's global brand portfolio. Designed entire new CI and implemented across all brand touch points (digital and offline, corporate and product), whilst creating CI/CD guidelines, including use cases, brand voice, all relevant brand elements, and training managers. Acted as member of sustainability council, advisor to business group, as well as heading employer branding and internal communications programs by collaborating with Global HR Director, IR Director and Sales Directors. Supported all 70+ markets communications, product launches and business narrative.
- Orchestrated exceptional leadership capabilities to develop and empower a diverse workforce comprising employees and freelancers, while effectively collaborating with agencies to establish and implement robust marketing, public relations, and branding strategies, all accomplished within a budgetary allocation of €900K.
- Restructured/rebranded company's global portfolio of more than 20 groups, companies, facilities, and product brands across 70+ markets.
- Strong media and IR executive visibility plans, overseeing speaking and interview engagements for the C-Suite and Members of the Board of Directors.
- Led effective go-to-market communication plans worldwide for the German Li-Ion battery company EAS Batteries and four the Italian engineering company STC Italy.
- Prepared company for emergencies and unexpected events to preserve reputation, brand equity, and minimize damage by effectively overseeing various crisis communications operations.
External lecturer for brand management and advertising strategies
New Bulgarian University
Lecturer for Brand Management and Advertising Strategies in the Master's programme: design and implementation of course content, exercises and exams.
- A master's thesis on the cooperation between brands and influencers, under my academic supervision, received international recognition.
Reputation and Brand Management Consultant/ Agency Managing Director
Babanin.eu (B-Freemployee EOOD)
Engage stakeholders by monitoring current/upcoming brand and comm initiatives. Direct various rebranding strategy processes, including maintaining transformation/change communications. Proven track record in effective resources management and providing strategic advice. Deliver exceptional consultancy by collaborating with major industries, such as production, automotive, wholesale, retail, technology, human resources, risk management, insurance, wellness, BPO, and consulting. Manage multiple operations of agency whilst initiating innovative tactics to offer outstanding results. Maintain network of experts and senior managers in establishing dedicated teams to lead individualized projects.
- Attained stakeholder's acceptance by implementing change communication strategy for business transformation. Effective issue management that resulted in retained brand image, risk mitigation and business continuity.
- Aligned internal and external resources and processes to organise and execute a high-profile launch event and communication for a factory opening, incl. participation of the state president, the minister of economy, the city mayor, multiple C-level leaders, representatives of the German Embassy and trade chambers.
- Designed internal content creation processes at Marsh, Mercer, and other Marsh&McLennon brands by devising Gantt chart and modified RACID matrix model to maximise the synergy of the resources available.
Head of Marketing and Corporate Communications
Mercedes-Benz Bulgaria and Group / Balkan Star
Strategic and operational supervision of all marketing and communication divisions across the automobile group. Ensured smooth flow of organisational operations, encompassing corporate/product promotion, issue management, staff/crisis communications, CSR, and public/media relations. Designed and carried out robust business valuation projects and led cross-functional marketing programmes. Involved in implementing various employee focused programs and IT-tools for internal communications. Organised more than 50 events, road shows and fair participation.
- Streamlined organisational communication and marketing activities by applying matrix structure. Implemented the four-eyes principle and assigned professionals based on expertise to attain coordinated resource allocation and higher quality marketing/communication services for internal customers.
- Executed highly engaging communication programs for presenting core product brands, such as Mercedes-Benz, Jeep, Setra, and Mitsubishi and used the image leverage to develop the corporate brand in parallel across the group's key markets (Bulgaria, Kosovo, North Macedonia and Azerbajdzjan).
- Developed and designed all performance indicators to ensure current assessment of state of affairs and comparison with intended objectives for business development leading the senior leadership project. Managed working groups with respective leaders to work on detailed planning for each improvement program.
- Led the projects for Internal Culture and Code of Ethics (incl. Trainings), external manufacturer-aligned communication and reporting following the EU retail sector regulations and the anti-monopoly legislation.