Sofia Bogunovic, Marketing Expert in Madrid, Spain
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Sofia Bogunovic

Verified Expert  in Marketing

Marketing Expert

Location
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.

Work Experience

Marketing and Communications Lead

2023 - PRESENT
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

2020 - 2023
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

2018 - 2020
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

2017 - 2018
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.

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.

The publication was released twice a year in print format, and we also developed an intricate online publication presence. The project was intensive and required coordinating a lot of different teams and stakeholders at a given time, including motivating professors to volunteer their time in writing articles, overseeing writers and editors to ensure a consistent tone of voice and article quality, managing designers to build mock-ups and a clear brand identity for both the print and digital publication, and working with web developers to launch a bug-free website.

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.

In a post-COVID-19 reality, business travel was heavily called into question even by major business leaders like Bill Gates. This was, of course, a problem for us as a business travel platform. One of the challenges we faced as a brand team was to figure out how to give that a positive spin. Our company culture revolved around fostering real-life connections whenever possible, which inspired the strategy to position TravelPerk as a thought leader in shaping the future of work within the realm of real-life interaction. We decided that we would set our company as a subject-matter expert on the different ways in which teams could come together in person and, in that way, showcase that there was a need for business travel in our new reality; it was just different than it was before.

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=qhcJI2P7nf8

Built 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.

The IE Women Initiative is a task force within the university aimed at fostering gender equality in higher education. In 2019, I led a campaign leveraging International Women's Day to drive visibility and applications to our scholarship programs explicitly aimed at women. I ran a transversal digital marketing campaign across LinkedIn, Facebook, and Google Ads and utilized the creative imagery of a poem written by one of our students. We produced a 2-minute video with her poem as the script, and I used clips, images, and quotes from this video to form the basis of my digital marketing campaign. The campaign attracted a 20% uptick in web traffic to our financial aid webpage when it ran and increased scholarship applications. The campaign culminated in an event with a screening of the video for all existing students, who were encouraged to become brand ambassadors. My role in this was to conceive the campaign and digital marketing strategy, oversee the production of the video, and manage distribution and metrics. I was even featured in it for a glorious second of fame!
2015 - 2016

Master's Degree in Corporate Communications and Marketing

IE Business School - Madrid, Spain

2014 - 2015

Graduate Degree in Law and Justice Administration

BPP Law School - London, United Kingdom

2010 - 2014

Bachelor's Degree in Linguistics

University College London (UCL) - London, United Kingdom

Core

Writing & Editing, Content, Public Relations (PR), Digital Marketing Strategy, Social Media, Branding, Copywriting, Brand Strategy, Organic Social Media, Content Creation, Marketing Strategy, Strategic Marketing, Product Marketing, Social Media Content, Content Marketing, Product Positioning, Marketing, Content Strategy, Inbound Marketing, Marketing Leadership, Blogging, Brand Marketing, Social Media Management, Landing Pages, Marketing Collateral Development, Social Media Posting, Digital Marketing, Organic SEO, Marketing Budgeting, B2C Marketing, Campaign Strategy, Email Marketing, SEO Tools, Social Media Design, A/B Testing, SEO Content, Search Engine Optimization (SEO), Social Media Marketing (SMM), Social Media Strategy, Audience Targeting, Search Engine Marketing (SEM), Local SEO, Go-to-market Strategy, Link Building, Email Campaigns, Mobile Marketing, On-page SEO, Google Ads, Mobile Advertising, Paid Advertising, Research Proposals, Infographics, Instagram Growth, Instagram Marketing, Brand Consulting

Platforms & Tools

Clearscope, Canva, Google Analytics, Ahrefs, HubSpot, Mailchimp, Content Management Systems (CMS), HubSpot Marketing Hub

Technical

Google Search Console

Business Models

SaaS Product Marketing, Business to Consumer (B2C), B2C, Market Positioning, Business to Government (B2G)

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, Content Writing, Startup Marketing, Positioning, Multichannel Marketing, Corporate Communications, Crisis Management, Proofreading, Brand Books, Startups, Value Proposition, Pitch Decks, Rebranding, 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, Hootsuite, Webflow, Business Law, Design, Graphic Design, Growth Marketing, Publication, Publicity, Web Content, 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

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