Stella Ivanova

Audience: B2B/ B2D Tactics: Product positioning & messaging, competitive intelligence, sales enablement, product-led growth, developer persona mapping Orchestrated the full product launch program from zero — sequencing brand foundation, developer relations partnerships, beta launch, and sales enablement across product, design, and engineering teams, with clear milestone tracking Designed and executed a complete product launch strategy, including a beta program with 300+ qualified testers, Developer Relations, and strategic positioning across 15+ dev communities Acted as liaison between Product, Content, and Engineering teams on CLI and Web UI optimization, ensuring intuitive user onboarding flows aligned with customer needs Developed use cases focused on customer pain/gain analysis, creating content across documentation, blogs, and guides that improved time-to-first-value by 3x and reduced activation time by 45% Built technical content and developer engagement programs, creating sales enablement materials - pitch decks, battlecards, demos

Audience: B2B/ Enterprise Tactics: ABM, PLG, multi-channel GTM orchestration, pipeline-driven marketing Built the marketing operations function from scratch, establishing efficiency-driven processes, structured intake workflows, and cross-team coordination standards aligned with pipeline and business goals Orchestrated a fully integrated multi-channel launch program across PR, paid media, social, events, and agency execution Designed and executed an ABM-driven webinar program that secured 4 new enterprise accounts with 400K+ TVS, outperforming all competing campaigns and becoming the company's primary lead-generation motion Implemented a full-funnel analytics dashboard to surface execution health, capacity data, and pipeline performance — enabling leadership to make confident prioritization and resource decisions

Audience: B2C/ B2B/ Enterprise Tactics: Positioning & messaging, GTM execution, A/B testing pipeline, ABM, competitive analysis Launched the Lace platform to 30k+ active users with an average CAC of $2.5, owning positioning, messaging, and GTM execution Managed and scaled a 4-person marketing team, introducing standups, retros, sprint reviews, clear RACI structures, and bandwidth visibility to enable consistent execution across initiatives Designed a funnel analytics framework that boosted conversions by 30% and established cross- team accountability for tracking and reporting on growth-related goals Built and executed а testing pipeline for positioning, messaging, and value propositions, running A/B tests across buyer segments to optimize conversion signals Developed and executed ABM campaigns driving enterprise adoption of the Identity Wallet, securing partnerships with UNHCR, NASA, and expanding market Defined a product-led growth strategy for a privacy-first analytics solution, unlocking new revenue opportunities through funnel analysis, ad integrations, and strategic partnerships

Audience: B2B/ Enterprise Tactics: Developer tools positioning, sales enablement, buyer persona development Launched Telerik UI for Blazor, owning messaging, positioning, and persona-driven GTM strategy, and generated $600K+ in first-year revenue despite zero initial forecasts Developed buyer & user personas through interviews, surveys, and analytics, enabling clearer targeting and improving campaign CR performance by an estimated 25% Created the full sales enablement foundation — pitch decks, battle cards, competitive teardowns, objection-handling guides, and one-pagers, partnering with CRO to A/B test value propositions, and sharpening pitch effectiveness across audience segments Produced website copy, release communications, announcement emails, and paid ads while delivering competitive intelligence and persona-based walkthroughs to AEs Led SEO and content optimizations, increasing site visits by 15% on average and driving up to 4x growth on previously under-optimized pages

Audience: CPO/ CTO/ PM Tactics: Developer tools positioning, sales enablement, branding Designed and implemented unified brand strategy for B2B SaaS product, establishing cohesive brand identity aligned with buyer personas and market positioning. Defined brand guidelines and value proposition framework establishing tone of voice, messaging standards, and visual guidelines to resonate with technical and business audiences. Led website redesign and brand asset revamp based on customer research, interviews, and user testing, introducing demo and success story sections to build trust and market positioning as strategic partner.