MSc Marketing & Management · University of East Anglia · 2025–26_

A marketerA strategistAn analystA storytellerA marketer
who starts with why.

Three years in paid search for financial-services and luxury brands, a degree in brand design, and now an MSc in why customers behave the way they do. Below are five case studies from that Master's: real brands, real data, and a plan for each.

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PORTFOLIO AT A GLANCE

5
case studies
4
real brands
3+
years in paid media

fig. 1 — one bar per case study

MSc · UEA
EN / BG
SOSTAC●PESTLE●SWOT / TOWS●STP●Ansoff●5S objectives●Schein●ELM●Personas● SOSTAC●PESTLE●SWOT / TOWS●STP●Ansoff●5S objectives●Schein●ELM●Personas●

UNIVERSITY CASE STUDIES · 2025–26

Case studies

Each one was written and assessed as coursework for my MSc at the University of East Anglia. The brands and data are real; the briefs were academic, and none of the work was commissioned by the companies.

select a case study to open it ↓

01 Social Media & Digital Marketing

Ancient + Brave

A premium wellness brand that attracts customers well but doesn’t earn enough from them. The audit found three leaks: it is barely visible on Google when people search, its quiz collects health goals and then sends generic emails, and it ignores a male audience its products already serve.

The plan: paid search on high-intent category terms, a male micro-influencer network, and a science-led email sequence at 24 hours, 72 hours and 7 days after the quiz.

frameworks: digital audit · funnel analysis · CRM journey

Read the full case study →
230
active Meta ads
21
paid search keywords
−27%
unique visitors
3
behavioural email triggers

How I work

the same four moves in every case study

01

Audit

Where the brand really stands: PESTLE, SWOT, the 7Ps and a hard look at its channels.

02

Find the person

Personas and buyer psychology: who is actually behind the numbers, and what stops them.

03

Choose

One clear strategic decision, justified with STP, Ansoff and the evidence.

04

Measure

SMART objectives, a budget and KPIs, so you can see whether it worked.

Valentina Nenkova
Norwich, UK
hi, I'm Valentina

ABOUT ME

Designer's eye. Analyst's instinct.

I'm a marketer who genuinely enjoys the "why" behind customer behaviour, probably why I went back to study for an MSc after starting out with a BA in Advertising & Brand Design.

Over three years in paid search, across financial services and luxury accounts, I turned dense performance data into recommendations senior stakeholders acted on. I've never lost the instinct for how a brand should feel consistent, not just look it.

I like being the person in the room who connects the creative, technical and commercial sides of a project, and I'm energised by brands that earn real trust and loyalty.

EDUCATION

MSc Marketing & Management

University of East Anglia, 2026

BA Advertising & Brand Design

Ravensbourne University London, 2020

EXPERIENCE

Paid search, 2021–25

Reprise, Kinesso and Crafted. Accounts included NatWest, Patek Philippe and the Natural History Museum.

TOOLKIT

Google Ads · Meta Ads · SA360 · Looker Studio · Tableau · Adobe CC · Bing Ads