Do not make compromises, especially if they lead to demotivation

Introduce yourself in a few words..

Ilona Staneva, Fibank, Marketing and Advertising Director

In professional terms - a marketer and advertiser with over 25 years of experience in the field. In recent years, my focus has been on sustainable business models and women's entrepreneurship, and my personal challenge with the advent of digitalization and artificial intelligence in work processes is related to balancing communication, both among internal and external audiences.

I graduated in “Marketing, Advertising and Business Administration” in UNSS, I specialized in Women Making History at Harvard University, Integrated Marketing Communications at Delaware University, Design Thinking at  Emeritus Institute of Management, and Sustainable Business Management at  University of Cambridge.

On a personal level – a mother of a grown and successful son, a lover of art, travel, skiing and snowboarding. A fan of the Star Wars saga, London weather, Depeche Mode and mini American bullies.

Tell us what are the philosophy and values of the company you are currently working for?

Fibank is a bank with a stable positioning in several areas – innovations, perfect customer service and a strong commitment to social responsibility. The focus is on ensuring an excellent customer experience,  through the use of technological solutions. The main value is human capital, referring to the philosophy “satisfied employees – satisfied customers”. Within its social mission, the bank advocates the following main areas – support for sports and culture, focus on early childhood financial literacy, sustainable development, and supporting  the development of women's entrepreneurship.

How long have you been working in the current company? What are the main motivating factors that keep you there?

I have been at Fibank for over 13 years, and the main motivation – these are the values and philosophy of the company and my team.

If you had to recommend the company to your acquaintances or friends, what would you share with them to attract their attention?

I would tell about one of my workdays.

What does your company do to organize a constructive and beneficial work environment for everyone? Should we be friends with our colleagues?

We have wonderful expertise in the form of colleagues from the Human Capital Management Directorate, who are purposefully working in this direction, developing various initiatives, related to the work environment and rest. Regarding whether we should be friends with our colleagues -  this is a personal choice, principally  – it is not mandatory, but it helps.

Tell us a little more about your duties in the company? What makes you go to work with pleasure? How do you cope with difficult and stressful moments?

As the director of the Marketing and Advertising Directorate, I lead a team that works in the field of marketing research and analysis, advertising, sponsorships, and event management. It is the dynamics that makes me enjoy going to work. Every single day is different from the previous one, I work with interesting people, both in the company and outside it. And to cope with difficult and stressful moments, I have a recipe – an excellent working team.

What work model does your company adhere to – office or remote? What are the advantages in your specific case and position?

The work model is traditional – office environment. In my specific case, this is an advantage. My work is related to numerous brainstorming meetings and demonstrations, which are much more effective if not conducted online. And we have a wonderful Bulgarian proverb – “Work by phone is not done”, which I have tested and it works.

What have you managed to seriously enhance in your work over time in this company?

I have managed to create and develop an excellent working team of experts.

How important is the hierarchy and what does it mean to you?

I am not a fan of the hierarchy if it leads to inaccessibility, delays in decision-making, ineffectiveness of processes, and an unhealthy work environment. In this regard, I learned a lot from one of my direct supervisors, who was also the general manager of the company I worked for, as Marketing Director. His advice was – every Wednesday to meet with clients, being on market visit, and every Friday to step out of my office and be among my employees, having personal conversations with them – about their plans, hobbies, families. I still follow his advice as much as my time allows.

But generally, my work model is – open doors, at any moment every employee of mine can come in and discuss both work-related and personal issues or ideas.

What is your career advice for all people who are building a strategy for their professional development?

Find the most successful model that fits your personality  and development plans for the specific moment. Do not be afraid to experiment, because there is no universal recipe. Do not make compromises, especially if they lead to demotivation.