Marketing · Branding · Communication

VassilenaRankova

Someone’s calling…

International Business student with a strong focus on marketing and communication, combining strategic thinking, creativity and an international perspective.

Brand Strategy Digital Marketing Content & Social Media CRM & Email Marketing
Available now — 6-month internship Download CV

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About me

Clear, engaging, aesthetically strong.

I'm an International Business student with a strong focus on marketing and communication, combining strategic thinking, creativity and an international perspective.

I have experience working on brand concepts, social media content and campaign ideas across different industries — from consumer tech to wine and food subscription — always with a focus on creating clear, engaging and aesthetically strong communication.

I'm currently looking for a marketing or communication internship (6 months) where I can contribute creatively and grow within a strong brand or agency environment. Freelance collaborations are welcome too.

Download CV (PDF)

VASSILENA_RANKOVA_file2026
Double degreeInternational Business and Economics — Avans University of Applied Sciences (NL) & Università Cattolica del Sacro Cuore (IT)
CurrentlyFinal year in Italy, following Business Management courses at master's level
AvailabilityImmediately, for a 6-month internship
FocusBrand strategy · Digital marketing · Content & social · CRM & email
ToolboxCanva · CapCut · Figma · Meta · HubSpot · ActiveCampaign · Excel · Tableau
LanguagesBulgarian · English · Spanish · French · Italian
Based inOpen to relocation across Europe

real_work_file · 2023/2026

Real work

Professional experience and projects I actually worked on — social content, campaign strategy and CRM for real brands and real audiences.

Content_&_Social · 01

Domaine Boyar

Content & Social

Instagram StoriesUGC-style visualsCampaign & event formats
UGC-style visualsInstagram stories ReelsCampaign posts

Context

Social content for Domaine Boyar's wine and drinks brands — Quantum, Frutino and international labels such as Turtle House — built as a recognisable content system rather than one-off posts: product-led stories, interactive formats (a monthly wine horoscope) and event formats like the Paradiso Mediterraneo brunch with Kitch.

My role

Concept, design and copy across the whole system — from story templates to campaign and event announcements.

Instagram story — Dive into the world of Quantum Sauvignon Blanc
Quantum · story
Instagram story — corkscrew workout for Quantum lovers
Quantum · interactive
Turtle House Sauvignon Blanc visual with floral illustration
Turtle House · post
Frutino story — 10 AM coffee, 10 PM Frutino
Frutino · story
3.1Kaccounts reached
+200story interactions
+100profile visits
+50engaged accounts

Campaigns · 02

Flexcast

powered by Samsung

ResearchAudience insightsSocial-first strategy
ResearchAudience insights Social strategyInfluencer marketing

Challenge

Samsung Bulgaria's Flexcast had strong branded content, but the format needed stronger engagement, shorter social touchpoints and a clearer connection with digital audiences. My research (survey, N = 100) showed season 1 clearly outperformed season 2 — 78% of respondents had not watched S2.

Season 3 recommendations

  • AI personalisation — tailor topics, clips and recommendations
  • Influencer strategy — creators the audience feels close to, not only big names
  • Social-first content — episodes cut into TikTok/Reels highlights and Q&As
  • Community building — a dedicated Flexcast Instagram/TikTok presence
Key insight Flexcast could move from passive viewing to active audience participation through short-form, influencer-led and AI-informed content.
Flexcast podcast — episode stills and vertical social clips

CRM_&_Email_Marketing · 03

Degusta Box

Taste the Unexpected

Campaign conceptEmail copywritingCRM strategy
Campaign conceptEmail copywriting SegmentationA/B testing

Challenge

Develop an email campaign that makes Degusta Box feel like more than a subscription — a monthly moment of surprise, discovery and value.

My role

Campaign concept, subject lines, preheader, value-focused copy, layout direction, audience segmentation (new / returning / high / low engagement) and A/B testing strategy — measured on open rate, CTR, CTOR and conversion.

A/B testing plan

  • Subject line — curiosity vs value
  • Greeting — generic vs personalised
  • CTA — direct vs emotional
  • Hero image — full box vs close-up
Taste the Unexpected — Degusta Box email design with hero image and CTA
Core idea Position the monthly box as a small discovery ritual that brings new flavours and brands into everyday life.

And now, the thinking…

Concept lab

Strategic exercises on brands I admire. Everything below is a self-initiated mock-up — my own positioning, campaigns and recommendations, not real work commissioned by these brands.

Concept work Mock-up projects for portfolio purposes only. Not affiliated with, commissioned or endorsed by Sandro, Glossier, Mugler or any brand shown. Figures are illustrative estimates based on publicly available data.

Concept 01 · Mock-up

Sandro

Brand Repositioning Strategy

ParisFashionMid-Luxury
ParisFashionMid-luxury

The no-man's-land problem

Sandro is known. It is not felt. Too expensive to compete with mass market, too accessible to command the gravity of true luxury — high awareness, low emotional resonance, and a 35–50 core customer aging without a younger successor. Consideration among 25–34s: –18% vs 2019.

Positioning

Parisian by conviction, not cliché. Four pillars anchor every touchpoint — from campaign to customer service to social copy.

ConvictionA point of view, expressed consistently.
CraftMade to last, not trend-chasing.
CultureLiterature, architecture, cinema — not trend-adjacent.
CommunityLoyal women, not a demographic.

12 months, 3 movements

Identity resetMonths 1–3 — tone of voice, partnership audit, archive series
La Femme CertaineMonths 4–7 — OOH, editorial, short film, Paris pop-up
The Sandro WomanMonths 8–12 — community portraits, ambassadors, perception audit
Campaign concept — La Femme Certaine Portraits of real women — not models — photographed in their own environments. The clothes are present. They are not the point.
La Femme Certaine — Nadia, painter, in her studio Black lace vest styled for Nadia's portrait
Nadia · Painter
La Femme Certaine — Édith, lawyer, in her office Black tuxedo blazer styled for Édith's portrait
Édith · Lawyer
La Femme Certaine — Camille, bookseller, after closing Light blue knitted dress styled for Camille's portrait
Camille · Bookseller
La Femme Certaine — Lea, architect, presenting plans Checked grey blazer styled for Lea's portrait
Lea · Architect

Wardrobe: Sandro pieces used for mock-up styling purposes only.

How we know it's working

Brand perception is primary. Revenue follows culture. Measured at 3, 6 and 12 months.

MetricBaseline12-mo targetMeasured by
Brand resonance scoreEmotional affinity, women 26–40, Paris / London / NYC4.0 / 106.5 / 10Quant survey (n=500 per market)
Unprompted brand recallNaming Sandro among admired French fashion brands11%22%Brand tracker @ 6 + 12mo
Editorial media valueEarned tier-1 placements, not paid partnerships€180k€540kPR agency monthly report
Content save rateImpressions resulting in saves — proxy for desirability1.2%3.8%Instagram Insights monthly
New audience acquisitionFollowers aged 26–34 acquired organically—+45kSocial analytics quarterly
Full-price sell-throughSeasonal units sold at full price58%72%Commercial team monthly

Figures are illustrative estimates based on publicly available brand data.

Concept 02 · Mock-up

Glossier.

From Everyone To Someone

BeautyCommunityDigital
BeautyCommunityDigital

The product didn't change. The conversation did.

Glossier was built on a radical idea — ask your community what they want, then make it. Scaling broke that relationship: engagement fell from 4.2% (2018) to 0.9% (2024) and organic mentions dropped 62%. Not because growth is wrong — because the communication stopped feeling personal.

Three ways to rebuild

  • Radical transparency on Instagram — what's really in the products
  • Show how it's made on TikTok — chemists, no script
  • Bring Glossier back to people — pink vending machines where the Glossier woman actually is
Glossier Instagram grid, 2019 era — community-built feed at 4.2% engagement
2019 · 4.2% engagement · community built this brand
Glossier Instagram grid, 2024 era — polished feed at 0.9% engagement
2024 · 0.9% engagement · community went quiet
Concept mock-up — Glossier pink vending machine in a pilates studio
OOH concept · pilates & yoga studios (AI mock-up)
Concept mock-up — Glossier pink vending machine in a wellness café
OOH concept · wellness cafés (AI mock-up)
Three promises to the community Community first — contributors credited by name. Radical transparency — changes announced before they happen. Sustainability accountability — real numbers, no greenwashing.

How we know it's working

Community health is primary. Reach is secondary. We do not optimise for follower count.

MetricBaseline12-mo targetMeasured by
Engagement rateInstagram + TikTok, weighted by platform0.9%3.4%Native analytics monthly
Organic UGC volumeUnsponsored posts tagging Glossier4.2k/mo18k/moSocial listening monthly
Save rate — InstagramImpressions resulting in saves1.1%4.2%Instagram Insights monthly
Sustainability sentimentPositive mentions about Glossier sustainability28% pos65% posSocial listening monthly
Overall sentimentPositive vs negative mentions, all platforms61% pos82% posSocial listening monthly
TikTok completion rateViewers watching to the end34%58%TikTok Analytics weekly

Figures are illustrative estimates based on publicly available brand data.

Concept 03 · Mock-up

Mugler ×

Gstaad Guy

Nothing Goes À La Poubelle

FragranceInfluencer marketingInstagram · TikTok
FragranceInfluencer marketingInstagram · TikTok

The insight

Mugler's Angel has built a cult following through surrealist, cinematic content — perfume as art, bottle as sculpture. Gstaad Guy has built 2M+ followers playing the impossibly particular luxury obsessive. Both worlds run on the same logic: absurdist theatre taken completely seriously.

The content

Instagram Reel — 60 seconds, cinematic, one line of dialogue. TikTok — same video, faster cut. Caption: "The only thing that didn't go à la poubelle."

The concept A formal dinner table, impeccably set. Gstaad Guy replaces everything — tablecloth, candles, wine glass. Nothing meets the standard. Then a white-gloved waiter places the Angel Eau de Parfum at the centre of the table. A long pause. "This stays."
Gstaad Guy seated in a wood-panelled study
The character
Storyboard frame — the waiter places the parfum at the centre of the table
The moment
Angel Eau de Parfum presented on a silver platter by a white-gloved hand
The reveal

Someone's calling…

Your next intern.

If you're building a brand, a campaign or a community and need someone who thinks in strategy and executes in content — let's talk.

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