Stefani Raykova is a leading figure in the field of marketing and logistics, renowned for her ability to drive impactful campaigns and foster business growth. As the Marketing Manager of euShipments.com, a company at the forefront of cross-border eCommerce logistics, Stefani has consistently demonstrated her expertise in scaling businesses and building strong brand narratives. In her role as Brand Ambassador for the Balkan eCommerce Summit 2025, she brings her passion for uniting businesses and individuals to unlock the vast potential of the Balkan region.
In this exclusive interview, Stefani shares her insights on marketing, her experiences in leadership, and practical advice for entrepreneurs aiming to excel in today’s competitive landscape.
As a seasoned expert in marketing logistics, what inspired you to take on the role of Brand Ambassador for the Balkan eCommerce Summit 2025?
The Balkan region is full of potential, and the Balkan eCommerce Summit creates a perfect platform for connecting businesses and individuals who can collaborate to unlock and expand that potential. It would be an honor for me to contribute to this goal and support the development of the eCommerce community in the region.
Our readers would love to know about some of the most impactful campaigns or initiatives you’ve led at euShipments. Could you share the strategies or approaches that made them successful and explain how they contributed to the company’s growth and development?
The most successful marketing campaigns I have led have been organic and related to the public announcements of the acquisitions by euShipments.com – a total of three acquired companies in the last two years. It is not traditional for companies in the region to acquire their competitors, which made these campaigns unusual and attention-grabbing. I focused on creating press releases and social media publications that resonated with the media outlets and the audience, highlighting the benefits of the acquisitions for euShipments.com’s international eCommerce clients.
In your experience with scaling businesses, whether at euShipments or elsewhere, what are three actionable marketing tips you’d give to Balkan entrepreneurs aiming to expand their reach?
- When expanding to new markets, it’s essential to start small and gradually increase your marketing budget and efforts.
- Collaborate with local businesses and influencers until you gain credibility.
- Always keep an eye on local competitors.
One of euShipments.com’s key achievements is its inclusion in the FT1000 list of Europe’s fastest-growing companies. What specific marketing initiatives contributed to this success, and how can other businesses replicate such growth?
In our marketing efforts, we have always followed one key principle: providing value to our audience and prioritizing useful content over purely promotional material (when the two don’t align). By consistently listening to feedback from both our clients and online audiences, we have gained a deep understanding of the business needs of online merchants. Our success is a result of simply addressing those needs.
As a woman in a leadership position within traditionally male-dominated industries like logistics and eCommerce, what unique challenges have you faced, and how have you turned those challenges into opportunities to drive success and inspire others?
Even in 2025, I feel lucky to say that I haven’t met any challenges related to my gender or any other physical characteristics in my work at euShipments.com. With the right company policies and culture, each individual (should) receive the exact challenges and opportunities that reflect their expertise and experience – nothing more or less.
If you could offer one piece of advice to individuals aspiring to excel in the field of marketing, what would it be? What mindset or skill do you believe is most critical for navigating and thriving in today’s dynamic marketing landscape?
I started my digital marketing journey by learning the foundations of computer science around 14 years ago. To this day, this fundamental knowledge helps me to deeply understand what is the logic behind every marketing tool, platform, or AI solution out there. So for me, it is pretty simple – you either have the marketing mindset or not, but to be successful in any marketing role nowadays, you need to understand how the digital world is operating.
Closing Thoughts
Stefani Raykova’s expertise in marketing logistics and her leadership at euShipments.com demonstrate the power of combining innovation, strategy, and adaptability to achieve sustainable growth. Her insights, from driving organic campaigns to mastering the nuances of cross-border eCommerce, provide invaluable lessons for businesses aiming to scale and succeed in competitive markets.
📅 Don’t miss the chance to learn from inspiring leaders like Stefani at the Balkan eCommerce Summit 2025. Secure your spot today and explore the full potential of the Balkan eCommerce landscape. Visit balkanecommerce.com for more details.