Comfort is sometimes our greatest enemy

Introduce yourself in a few words..

My name is Jessica Stoilkova and I am the Marketing Manager at Netpeak Bulgaria – one of the leading performance marketing agencies in the country and part of the international Netpeak Group. I have been working in the field of digital marketing for nearly 8 years, and since 2018 I have been leading the marketing processes in the agency – from brand positioning and strategic partnerships to participation in international competitions and management of internal projects. I also lead a team of two marketing and design specialists.

I am also the editor-in-chief of Netpeak Journal – one of the most visited blogs for digital marketing in our country, where we gather expert knowledge on topics such as SEO, online advertising, eCommerce, Email marketing, ASO & ASA, AI, website development, and more.

I am also responsible for the partner program Netpeak Alliance, which unites 35+ leading agencies in various fields – from web and app development to influencer marketing and UX/UI. Our goal is to provide 360-degree support to the client’s business.

I am also one of the organizers of the annual conference Online Advertising – with 8 in-person editions since 2016 and hundreds of participants – as well as the online format of the event - OA Conf Live (now with 5 editions).

I actively participate in organizing key events for the agency – internal training, partner meetings, and formats like Netpeak Friends Day - closed events for Netpeak partners.

How would you describe your career in a few words?

As a series of intentional choices, impulsive leaps, and many moments of “I don’t know what I’m doing, but I’ll try”. In the beginning, I wandered between different roles because I believed I had to find the “ideal job”. Today I know that there are no ideal paths – there are those that are worth it because you grow along them.

What was the most important choice that shaped your path?

The most crucial choice in my career was the moment I decided to completely change direction and dive into something that truly inspires me – digital marketing. At that time, I was 26 years old, with already a few jobs behind me, including in the financial sector. Despite the stable job and good pay, I felt that something was missing – I didn’t feel like I belonged.

At that time, I heard about digital marketing for the first time. It intrigued me, and since I had an interest in communications and creative activities since my school years, I decided to enroll in the comprehensive program at SoftUni Digital. This was a turning point. During my training, I realized that I had found the right place – something that is not only interesting to me but also brings me satisfaction.

I left my job and started an internship at a marketing agency – unpaid, but with a huge desire to learn and advance. Shortly after that, I applied for the position of marketing manager at Netpeak. This was the right role for me – communication, organizational skills, events, content creation, creativity… everything I love. I got the opportunity, took advantage of it, and have been working with passion and dedication in this company for seven years.

This decision – to follow my inner compass, despite the risk and uncertainty – shaped not only my career but also me as a person. I believe that when we feel that something is not for us, it is important to have the courage to make a change. It is never too late.

What would you like to have known at the beginning of your career that no one told you?

I would have liked someone to have told me that success does not come linearly and that there is no “one right path”. When I started my professional journey, I often felt that I had to know everything from the very beginning – what exactly I wanted to do, in which field, in which company, with what position. The truth is that most of us reach the answers through trial, errors, changes, and inner searching.

I was also not told that failures are completely normal and even beneficial. They teach you resilience, flexibility, and show you what is not yours. When I decided to change my career direction from finance to digital marketing, it was a big risk. If I had believed then that one “wrong” step would ruin everything, I probably wouldn’t have made that change. But today I am grateful that I did.

I would also have liked someone to have told me that I don’t need to fit into others’ expectations to be successful. Many people will have opinions about your choices – parents, friends, colleagues. But the most important thing is for you to feel satisfied and inspired by what you do.

And perhaps the most valuable thing – not to be afraid to ask, to seek advice, and to allow myself not to know everything. In the beginning, I often hesitated to ask questions or admit that I didn’t understand something. Today I know that the people who grow the fastest are those who are curious, open to learning, and not afraid to seek help.

If I had to summarize – I would like to know that the path to a fulfilling career is not a straight line, that I can start over when needed, and that the most important thing is to stay true to myself.

How can a person understand which profession is suitable for them?

The truth is that there is no universal answer to this question – it is an individual process that sometimes requires time, mistakes, and quite a bit of inner work. But there are a few things that have personally helped me orient myself and which I believe would be useful for anyone still searching for “their own”.

First of all – look at yourself honestly and without filters. What excites you? What topics make you lose track of time? In what activities do you engage with pleasure? If you haven’t discovered them yet – there’s nothing scary about it. This is not a sign that “you are not good for anything”, but simply that it’s time to try more new things. Sometimes the answers come not in silence, but in action.

That’s why I believe that trying is the best test. It can be an internship, a freelance project, or even a short online course – every real encounter with a given profession will give you far more clarity than ten career tests. Don’t be afraid to start from the lowest level when it comes to a field that excites you. The best investment of time is what will help you understand what you want – and more importantly – what you don’t want.

Also – talk to people. Find professionals who work in the field that interests you, and ask them about their path, their daily life, the challenges and exciting moments in their work. Sometimes a conversation with the right person can give you more clarity than months of wandering alone.

And finally – don’t set the ultimate goal of “finding the profession of your life” at 20. The career path can have different transformations and directions. You may be in one field today, and in something completely different in ten years – and that is completely natural.

Allow yourself flexibility, experimentation, and honesty with yourself. This way, the chance to discover “your thing” not only increases – it becomes a process that is exciting, not frightening.

Which skills do you think will be key in the next 10 years?

If there is one thing that is certain about the future, it is that it will change even faster than before. The emergence and widespread adoption of artificial intelligence (AI) is already transforming the way we work – not only in technological fields but almost everywhere. That’s why some of the most valuable skills in the next decade will not be simply “technical”, but those that help us be adaptive, creative, and human in an increasingly automated world.

🔹 Adaptability and flexibility

Change will be a constant. Technologies, roles, and even entire industries will appear and disappear much faster than before. The ability to recalibrate, to learn on the move, and not to be afraid to change direction will be extremely valuable. It is not the most knowledgeable who survive, but the most flexible.

🔹 Technological literacy and AI compatibility

Not everyone needs to be a programmer or data scientist, but it will be crucial to understand how new technologies work and how to apply them in our work. AI will become increasingly accessible – from process automation to content creation, analysis, and even customer service. For example, in marketing, we are already actively using AI tools for idea generation, audience segmentation, content creation, and personalizing campaigns. One should not be afraid of these technologies – but embrace them and use them as allies. But in moderation.

🔹 Critical thinking and judgment ability

The more information we receive, the more important it will be to be able to analyze, filter, and use it correctly. Artificial intelligence can generate text, but cannot replace human judgment, the nuances in understanding the audience, or emotional intelligence. These things will forever remain our superpower.

🔹 Creativity and the ability to create original content

AI is extremely good at compiling existing ideas, but still cannot “create” something truly new and unique. The ability to think outside the box, to tell stories, to build recognizable brands, and to inspire through content – this will continue to be a highly sought-after quality.

🔹 Communication skills and empathy

Even the most technological companies realize that good communication and interpersonal skills are at the core of effective teams and successful leadership. And in a world where we work increasingly remotely, this applies even more strongly. Being able to listen, to convey ideas clearly, and to build trust – these are qualities that machines will find hard to replicate.

🔹 Continuous learning (lifelong learning)

This is not just about online courses or certificates – but about a culture of learning. Being curious, seeking new challenges, not being afraid of the unknown – this is a skill in itself. And in my opinion, it will be crucial for success in any field.

How to build a network of useful contacts without appearing interested?

By being authentic and curious. Connections are not made with business cards, but with real conversations. Be interested in people, not just their positions. Don’t be afraid to ask, to be interested, to be proactive.

What is the biggest mistake you have made in your career, and what did you learn from it?

To stay too long in a place where I was no longer growing. I learned that comfort is sometimes our biggest enemy.

How to recognize a toxic work environment and when is it time to leave?

When we wake up with a heaviness in our chest, when we are afraid to speak openly, and when good work is not recognized, but mistakes are used as weapons.
Then comes the moment to protect ourselves, to self-preserve, and to seek an environment where we can breathe freely.

What would you do differently if you could start over?

I would allow myself more mistakes, faster, and I would blame myself much less for those mistakes. They are part of the journey. And I would compare myself less with others.

How to maintain our motivation in times of stagnation?

By changing perspective – a new skill, a new project, a new environment. Or sometimes – by simply giving ourselves a break. Motivation is not a constant and that is absolutely okay. After all, we are human. We have our ups and downs.

How to achieve a balance between professional and personal life?

Balance is not a final destination that we reach once and then no longer think about. It is more of a dynamic state – something that requires awareness, adaptation, and constant choice. Especially when you love your work, as is the case for me, it is extremely easy to “dive headfirst” and lose the sense of where work time ends and personal time begins.

Over time, I learned (and am still learning) that success should not come at any cost – especially not at the cost of health, loved ones, or inner peace.

When is it time to change our career, and not just the job?

When we feel that even with an ideal team and conditions, something inside us does not ignite. Then it is no longer about a workplace, but about the need for a new direction.

If you had to give just one piece of advice to people looking for success, what would it be?

Do not chase other people's definitions. Define what "success" means to you – not for your LinkedIn profile, compared to the achievements of others, but for yourself.

It may be more free time, peace, more creativity, or influence. When you are true to your own definition, both the path and the effort make sense.

What is your definition of a "successful career"?

One in which you are useful, you develop, and you are at peace with yourself. Where there is growth, but not at any cost. Where you work with people who inspire and respect you. For me, success is not an endpoint, but a state in which you feel satisfaction and meaning – even in challenging moments.