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I lead an applied data science practice that combines expertise in psychology, sociology and economics with machine learning to increase return on marketing investments. I develop strategies for targeting, channel mix, brand development, and communication effectiveness.

My current clients at the biopharma accelerator where I work are companies that develop new drugs. Before that, I worked with some of the biggest (and smallest) consumer brands as head of insights at an advertising agency.

In my academic work, I explored the dynamics of identify, motivations, and persuasion in virtual environments — first, at the University of Sofia, and later at MIT.