About

Work Experience

• Founder, Merim.bg

  Jan, 2023 - Dec, 20253 years

  Merim.bg is a price fairness platform where users, retailers, and brands converge. Led the end-to-end strategic design and execution of the platform, delivering an innovative consumer research tool that provides deep insights into competitive dynamics and shopper behavior.

  • Led complex strategic initiatives from strategy design to operational execution, building a direct-to-consumer platform that tracks over 3,000 stores and 60,000 products.

  • Managed cross-functional operational roadmaps, turning strategic ambitions for brand and portfolio optimization into execution frameworks.

  • Developed a next-generation market research panel, tracking industry trends, consumer behavior shifts, and digital fan/consumer engagement.

• Market Research Manager, Zalando SE / Zalando Marketing Services

  May, 2019 - Aug, 20223 years 3 months

  Served as both an analytical consultant for major external fashion/beauty brands and an internal strategy partner for Zalando's core digital platform. Supported brand growth and marketing strategy by translating business objectives into research roadmaps and identifying high-potential target audiences.

  • Acted as a trusted strategic sparring partner to senior stakeholders by owning the insights roadmap for key global accounts (Adidas, PVH, HUGO, G-Star).

  • Drove the delivery of cross-functional strategic marketing initiatives, including the launch of a major Beauty Marketing Campaign across DE, FR, and IT, validated through rigorous quantitative testing.

  • Built and deployed the Zalando Brand Monitor across all markets to track competitive dynamics and secure long-term commercial value.

  • Converted complex insights from beauty, packaging, and brand studies into clear, compelling, executive-ready recommendations.

  • Managed Zalando 'zTypes' customer segmentation, enabling precise digital audience targeting, customer lifecycle analysis, and consumer behavior tracking.

• Research Consultant, Nielsen

  Mar, 2017 - Apr, 20192 years 1 month

  Responsible for conducting media strategy, audience research, and brand valuation for top-tier media planning agencies and global brands. Focused heavily on media efficiency, broadcast evaluation, and translating research into commercial recommendations.

  • Delivered audience measurement, consumer journey mapping, and media strategy insights for global FMCG brands and media owners.

  • Prepared executive-ready strategic scenarios and communication evaluations to maximize commercial and broadcast value.

  • Managed and coordinated multidisciplinary teams, external partners, and clients to deploy analytical tools like Commspoint Influence (media planning software) and Brandpoint (brand driver and valuation modeling).

  • Evaluated media efficiency and marketing analytics to inform cross-channel investments.

• Research Consultant, Wakoopa

  Apr, 2016 - Sep, 20165 months

  Data science project exploring the potential of passive metering technologies and behavioral data in the field of digital market research and technology shifts.

• Research Executive, GfK

  Jun, 2011 - Aug, 20143 years 2 months

  Responsible for setting clear standards in questionnaire design, project management, and data processing. Communicated findings and feasibility assessments to non-technical stakeholders and clients. Gained extensive experience in multi-country brand tracking, supporting senior decision-making.

• Technical Research Consultant, GMI | MAP Marketing Research

  Jul, 2007 - Sep, 20103 years 2 months

  Technical consultant for GMI's data collection platform. Consulted end clients and external agencies on digital research execution, panel management, data analysis, and quality assurance.

Projects Experience

• Opinify

  Sep, 2024 - Dec, 20251 year 3 months

  Opinify broadens the user case of "Probah" - making the platform industry agnostic. An analytical platform for research, analysis and reporting, driving direct-to-consumer digital insights.

  • SaaS

  • Consumer and Business Facing apps

• Probah

  Sep, 2022 - Dec, 20231 year 3 months

  Analytical platform for research, analysis and reporting. Aided companies and brands with portfolio optimization problems, specifically revenue growth optimization for retailers.

  • Revenue growth optimization

  • Portfolio Optimization

  • Data-driven decision making

Skills

Education

Publications

Interests