Sofia Bogunovic
Verified Expert in Marketing
Marketing Expert
Madrid, Spain
Toptal member since February 19, 2024
Sofia is a marketing and communications expert with six years of experience crafting brand and content strategies for TravelPerk, IE University, and JTI. She specializes in building thought leadership strategies to position companies as leading experts in their fields and integrating that into a cohesive marketing communications strategy. Sofia is skilled with generative AI technologies for content creation and is proficient in a full suite of marketing tools, thriving in creative environments.
Expertise
- Content
- Content Management
- Copywriting
- Corporate Branding
- Organic Content Marketing
- Public Relations (PR)
- Thought Leadership
- Writing & Editing
Work Experience
Marketing and Communications Lead
Self-employed
- Launched the Marketing department for a French Series A startup in the apps space, building an organic lead generation funnel and increasing inbound leads by 200% in two quarters.
- Led full content strategy implementation and web content development via Webflow, incorporating content research, content audits, and copy editing to ensure high-quality, error-free content.
- Worked with a disruptive AI startup in the maritime sustainability space to implement brand strategy and drive education across the sector via content management, including blog, long-form, and whitepapers and speaking opportunities at major events.
- Ran the thought leadership strategy for three clients simultaneously, working in tech and sustainability. Managed content creation, including content research, quality control, copywriting, editing, ghostwriting, and distribution strategies for all.
- Developed a 2-year organic, inbound content marketing plan for a tech startup. Based distribution on organic social media and SEO and implemented top-to-bottom-of-the-funnel flows for different personas, including leads, press, and investors.
Brand Content Manager
TravelPerk
- Owned the company's long-term multimedia brand content and content marketing strategy by creating articles, white papers, guides, infographics, and case studies. My strategy increased blog traffic by 500% in one year with continuous YoY growth.
- Spearheaded the full scope of project management for all brand content, overseeing publication calendars for the company blog, press releases, social media on Hootsuite, and events. I managed 10+ external collaborators and three team members.
- Recognized as "the voice of TravelPerk." Created and implemented the corporate branding, messaging, and tone of voice. Worked with the leadership team to embed these messages and ways of speaking at the highest level, including corporate communications.
- Led a brand messaging overhaul after the global pandemic to re-educate companies on the need for business travel post-COVID. I published three weekly content pieces, which accounted for 40% of overall web traffic, or around 70,000 views per year.
- Raised TravelPerk's visibility internationally by arranging and managing features in the global press like Forbes, FT, and Raconteur and using speaking opportunities at SaaStr, Turing Fest, and SaaStock. I prepared all the content and speeches.
- Built the internal and external corporate communications strategy surrounding major company events, including two funding rounds, namely Series D and D2, three company acquisitions, and five large-scale product launches.
- Managed media relations, focusing on press, social media, content creation, and crisis communication and management.
Brand and Content Specialist
IE Business School
- Launched IE INsights (Ie.edu/insights/), the university's first-ever thought leadership publication that showcased the expertise and knowledge of our pool of professors. Led content creation and curation, layout and design, and distribution.
- Organized and ran six major annual events, including COP25 and South Summit. Handled event promotion, mobile advertising, content creation, distribution, stakeholder management, corporate communications, and all keynote speakers and their content.
- Formed part of the task force to drive university rebranding and positioning across education publications and rankings.
- Managed the development of a new brand identity and brand book and developed a strategy to ensure its consistent application across all departments.
- Oversaw 30+ external collaborators and managed budget allocation for each project. This included creative agencies, press agencies, videographers, designers, copy and content writers, photographers, and production companies.
Corporate Affairs Associate
JTI (Japan Tobacco International)
- Drove the sponsorhip of four cultural institutions in Iberia, including Madrid Royal Opera, Thyssen-Bornemisza Museum, Prado Museum, and Gulbenkian Museum. Led CSR communications in earned and owned media in English, Spanish, and Portuguese.
- Implemented a robust policy tracking process relating to significant regulatory changes in Spain and Portugal that affected marketing, communications, and corporate social responsibility (CSR) for the company's regional operations.
- Handled the implementation of a policy tracking process that affected marketing and communications across several EMEA regional offices.
- Developed the region's 1st employer branding strategy to position JTI as a significant employer in the Spanish and Portuguese markets through multimedia content creation, presence at university careers fairs, and promotion on social media.
Project History
Launched First-ever University Publication
https://www.ie.edu/insights/Led the launch of IE University's first-ever thought leadership publication, including content curation, publication design, branding, and distribution. The publication was showcased on flights connecting Madrid/Barcelona with Abu Dhabi.
My primary role was to project manage the entire launch and direct editorial work and publication for two years. IE Insights magazine is now known as the university's knowledge hub, acting as a thought leadership portal.
Content Strategy: Web Traffic by 500% in 1 Year, Establishing the Company as a Key Thought Leader
https://www.travelperk.com/blog/category/teams-together/Increased blog traffic by 500% in one year to set TravelPerk up as a significant thought leader in the future of workspace, driving our share of voice and subject-matter expertise beyond our industry.
I was the key project leader on this. For two years, I worked on developing the topics we needed to cover, building thought leaders out of our leadership team, managing editorial and content calendars, and creating all of the content myself, including form content, videos, and podcasts. I'm very proud that after a shaky start, our content accounted for over 40% of overall web traffic.
20% Uptick in Web Traffic and Scholarship Applications After International Women’s Day Campaign
https://www.youtube.com/watch?v=qhcJI2P7nf8Built a successful video campaign for International Women's Day to showcase the importance of gender equality in education and promote IE University's scholarships aimed at women worldwide.
Education
Master's Degree in Corporate Communications and Marketing
IE Business School - Madrid, Spain
Graduate Degree in Law and Justice Administration
BPP Law School - London, United Kingdom
Bachelor's Degree in Linguistics
University College London (UCL) - London, United Kingdom
Skills
Core
Writing & Editing, Content, Public Relations (PR), Digital Marketing Strategy, Social Media, Branding, Copywriting, Brand Strategy, Organic Social Media, Email Marketing, Content Creation, Marketing Strategy, Strategic Marketing, Product Marketing, Social Media Content, SEO Content, Content Marketing, Product Positioning, Marketing, Content Strategy, Search Engine Optimization (SEO), Inbound Marketing, Marketing Leadership, Blogging, Brand Marketing, Social Media Management, Landing Pages, Marketing Collateral Development, Go-to-market Strategy, Social Media Posting, Content Marketing Strategy, Digital Marketing, Organic SEO, Marketing Budgeting, B2C Marketing, Campaign Strategy, SEO Tools, Social Media Design, A/B Testing, Social Media Marketing (SMM), Social Media Strategy, Audience Targeting, Search Engine Marketing (SEM), Local SEO, Link Building, Marketing Campaigns, Performance Marketing, SEO Marketing, Email Campaigns, Mobile Marketing, On-page SEO, Google Ads, Mobile Advertising, Paid Advertising, Research Proposals, Infographics, Instagram Growth, Instagram Marketing, Brand Consulting, Conversion Rate Optimization (CRO), Lead Generation, Marketing Analytics, Omnichannel Marketing
Platforms & Tools
Clearscope, Canva, Google Analytics, Ahrefs, HubSpot, Mailchimp, Content Management Systems (CMS), Content Marketing Platforms, HubSpot Marketing Hub, Pardot
Business Models
B2B, Integrated Marketing Communications Planning, SaaS Product Marketing, Business to Consumer (B2C), B2C, Market Positioning, Business to Government (B2G), Consumer to Consumer (C2C)
Technical
Google Search Console
Other
WordPress, Linguistics, Research, Corporate Branding, Organic Content Marketing, Content Management, Videos, Multimedia, Multimedia Planning, Copy Editing, Media Relations, Project Management, B2B Marketing, Events, Digital PR, Brand Identity, Editorials, Thought Leadership, Notion, Press Releases, Public Speaking, Brand Positioning, Corporate Websites, Corporate Videos, Web Content, Content Writing, Startup Marketing, Positioning, Multichannel Marketing, Corporate Communications, Crisis Management, Proofreading, Brand Books, Startups, Value Proposition, Pitch Decks, Rebranding, Storytelling, Brand Management, Digital Brand Identity, Naming, Asset Management, Media, Catalogs, SEO Copywriting, Web UX, RFPs, Blog Posting, Social Media Content Writing, Copywriting, Education, Education Technology (Edtech), Article Writing, Semrush, Crisis Communication, Project Budget Management, Internal Communications, Corporate Social Responsibility (CSR), Sponsorship, Artificial Intelligence (AI), Organizational Strategy, Organizational Structure, Team Development, Community Growth, Market Entry, Investor Relations, AI Social Media Content Creation, Buyer Personas, Growth Strategy, SEO Writing, Manuals & Documentation, Landing Page Design, Product Packaging, Marketing Plans, Leadership, Web Design, SaaS, Software as a Service (SaaS), Hootsuite, Webflow, Business Law, Design, Graphic Design, Growth Marketing, Publication, Publicity, Stakeholder Management, Creative Briefs, Creative Strategy, Market Research, Change Management, Business Development, Sales Pitches, Content Research, Content Audits, Content Localization, Organizational Behavior (OB), Slogan Writing, Advertising Copy, Media Training, Helpdesk, Customer Journeys, Paid Media, Competitor Analysis & Profiling, Direct to Consumer (D2C), Pricing Strategy, Email Marketing Strategy, eCommerce
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