Hristina
Tsankova
Strategic thinking across marketing, communication and business
I started in advertising, but over time I began to see strategy as more than a role. It is a way of thinking - understanding people, finding direction and turning ideas into communication that serves a purpose.
Преди всяка добра идея стои ясно разбиране.
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About me
I’m Hristina - a marketing and communications professional who likes to understand what sits behind an idea.
I started by creating social media content, but gradually realised I was interested in more than how a post, message or campaign looks. I became more curious about why it should exist in the first place - who it is for, what it should change and what role the brand can play in that conversation.
I enjoy asking questions, finding the logic between different pieces of information and making complex ideas easier to understand. To me, that is what strong strategy does: it makes communication clear, relevant and human.
Curiosity is where every strong strategy begins.
Video Introduction
❤ click to get to know me
What does strategy mean to me?
For me, strategy starts with the right questions. What is the real problem? Who are we speaking to? What does that person already think, feel or need? And what meaningful role can the brand play in their life?
It helps us understand why an idea should exist before deciding what it should look like.
Good strategy brings order to complexity, removes what is unnecessary and gives communication a clear direction - so it can be relevant, understandable and genuinely useful to people.
Working Process
01
Context
I explore the brand, market, competition and wider environment in which the communication needs to work.
02
Audience
I look at how people think, choose and respond, and what motivations or barriers shape their behaviour.
03
Problem
I define what the communication actually needs to solve before moving to ideas.
04
Insight
I identify the human truth that can give the idea relevance and meaning.
05
Direction
I define the core message, tone, role of the brand and most relevant communication channels.
06
Idea
I translate the strategy into a creative concept, content and practical communication materials.
Projects
The projects below were developed in an academic context and were not commercially implemented. They are presented to demonstrate how I approach research, strategy, creative development and problem-solving, with my individual contribution clearly outlined in each case study. For my professional experience, scroll down to my Creative Resume.
My Toolkit
The tools I use to turn information into direction - and direction into action.
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Strategic Thinking
I understand the context, audience and problem before searching for an idea.
- Brand Positioning
- Audience Analysis
- Consumer Insights
- Competitive Analysis
- Communication Strategy
- Creative Briefs
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Creative Thinking
I translate strategy into ideas, messages and content.
- Campaign Concepts
- Storytelling
- Digital Channel Ideas
- Messaging
- Cross-Channel Adaptation
- Execution Guidelines
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Practical Execution
I organise ideas so they can work across real channels, timelines and deliverables.
- Cross-Channel Campaign
- Planning & Coordination
- Influencer and UGC
- Coordination
- Email Content and Campaign
- Presentations and Budgeting
- Reporting and Analysis
Creative Resume
My path in advertising began with curiosity about people - what makes them notice, believe, choose and recognise themselves in a brand.
At New Bulgarian University, I built a foundation in advertising and marketing, while practical experience showed me how ideas work beyond presentations - through content, campaigns, coordination and execution.
Today, I see myself as an early-career marketing and communications professional working between analysis and action - where research becomes direction, ideas become clear communication and plans become real work.
A brief look at my journey so far.
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