Natalia Traikova: “It's not important where you start, but how many times you choose not to give up”

A story about the courage to leave the safe, to start from scratch in a foreign country, and to rebuild yourself anew - with character, discipline, and a clear direction.

I didn't start with a plan. I started with the feeling that if I stayed, I would remain in a life that is not mine.

✦ Introduce yourself in a few sentences. Who are you and what do you do today?

My name is Natalia Traikova, I am 35 years old and I was born in Sofia. I have been living in the UK for 8 years now, and to be completely honest, these were not just years in which I changed countries, but years that shaped me as a person, as a character, and as a way of thinking. This was a period in which I had to start over many times, adapt, learn, make mistakes, fall, and continue again, even when I didn't see clearly where I was going.

Today, I work with strategy, positioning, and brand development on social media. I work with businesses that want not just to have an online presence, but to have a clear direction, structure, trust, and real results. For me, this is not just a job; it’s not just about “posting a few posts” or “having activity.” For me, this is a process in which you enter a business, understand it, see its strengths and weaknesses, feel its potential, and start building a strategy that distinguishes it.

Recently, I also became a manager for a lady with whom I have built strong trust, synchronization, and a common direction over time. For me, this is not just a new role, but a huge responsibility and recognition for the entire journey I have traveled so far. I am also part of the Freedom Craft Academy – one of the strongest and most unique programs in Bulgaria related to marketing, sales, business thinking, and development. In this field, one cannot stop learning because everything is constantly changing – algorithms, platforms, tools, artificial intelligence, new ways of communication. If you want to be truly helpful to the businesses you work with, you must continuously develop.

✦ How did your journey begin and what was your life like in Bulgaria?

My life in Bulgaria was stable, organized, and largely secure. I had an education, I had a profession, I had a job that many people would define as good. I graduated from a school of fine mechanics and optics, then continued my education at the Technical University in Sofia as a mechanical engineer and graduated with a gold medal. This was not an easy path and it was not something that came easily. There was a lot of hard work, a lot of pressure, a lot of tears, many moments when I questioned whether I was in the right place, but despite that, I did not give up.

After that, I worked as an optician at Grand Optics. I liked my profession, I had a stable income, I had security, and a life that looked completely organized from the outside. But internally, I felt that something was missing. Not because the job was bad, but because I felt it was not my long-term path. I didn't like the feeling of being confined to a frame, in a space, in a predictable model where days just passed by. I have always had a desire for more, for movement, for development, for something that makes me feel like I am truly moving forward.

✦ How did you decide to leave for the UK?

The decision to leave was not logical. It was internal. I have never been one of those people who dream of living abroad. On the contrary, I am an only child, strongly connected to my family, my parents, and Bulgaria. I liked London as a city and wanted to visit it, but I never imagined that one day I would live here.

And yet, in 2018, I left. Without a clear plan, without guarantees, without security. I just felt that if I stayed, I would remain in a life that does not truly develop me. Many people around me were surprised by this decision because in Bulgaria I had a job, I had stability, I had an environment. But sometimes the hardest decision is to leave a place where you are “fine,” but internally you know that this is not your place for development.

✦ What was the beginning like abroad?

The beginning in the UK was difficult, very real, and sometimes even painful. I started working as a cleaner, as a housekeeper, and I have never been ashamed to say that. For me, there is no shameful job when a person earns their living honestly, with their own hands and hard work. On the contrary, this very work taught me to appreciate much more every opportunity, every step forward, and everything I achieve.

But cleaning work is extremely hard. It is not just physical labor. It is work that burdens your body, mind, and emotions. You work with chemicals, enter different homes, in different spaces, with different people, and London is a huge city, and you never fully know who you are going to and what you will find.

There was one moment I will never forget. I was sent to an apartment in central London, right at the beginning when I was working for a cleaning company. When I walked in, what I saw left me speechless. Everything was in an extremely bad state – food, garbage, scattered items, chaos, there was literally nowhere to step, I had to jump over things. The person who opened the door for me was obviously not in a sober state, and this was felt immediately. At that moment, fear was real. My heart was pounding so hard that all I wanted was to leave and get out of there. The whole time I was talking on the phone just to not feel alone in that situation.

That was one of the moments when I told myself that I didn't want to be placed in such an environment anymore. Later, when I spoke with the company, the reaction was that the client had paid. But for me, that is not enough. It is not enough for someone to pay for another person to be sent into a risky situation. Behind every job is a person. That person has fears, a body, health, dignity, and a right to safety. Employers must take responsibility for the people they send somewhere because it cannot all be just a matter of money.

And why do I say this? Not to sound heavy, not to provoke pity, but because I know I am not the only one. I know there are many people who have been in similar situations, who have felt insecure, scared, pressured, but just not everyone talks about it. And sometimes, when someone says it out loud, another person thinks, “It’s not just me.” And that gives strength.

Besides the work itself, life abroad also confronts you with many other realities. You change different apartments, meet different people, see different cultures, different ways of life, different characters, and different fates. You get used to this rhythm, this rush, this dynamics, but internally you always feel that Bulgaria is something very different. There is a different closeness, a different warmth, a different sense of belonging.

✦ Was there a moment when you wanted to give up?

Yes. And it wasn't just one moment, but a series of moments that came at different stages of my life – sometimes quietly, sometimes so strongly that they literally shake you from within. There were days when I came home exhausted, not just physically, but mentally, and I asked myself: “Why am I here? Where am I going? Does this even make sense?”

There were moments when I felt lost, when I doubted myself and my decisions, when I compared my path to that of others and asked myself why things seemed to happen more easily for some. Today I know the answer for myself. Many things happened to me the hard way because this path built me. It made me stronger, more resilient, and much more aware.

Over time, I realized that these moments do not come to stop you, but to build you. They teach you patience, character, inner strength, and most importantly, not to give up on yourself, even when it is hardest. Today I see them as the most valuable lessons because they made me the person I am.

And why do I say this? Not to sound dramatic. Not to sound heavy. I say it because I know that many people go through such moments; just not everyone talks about them. Sometimes a person feels alone in their difficulty, and the truth is that many people are fighting their own internal battles. And if my story makes at least one person say, “I’m not the only one,” then it was worth sharing.

✦ When did you realize that you needed to make a change?

The change for me did not come suddenly, but as a buildup – a buildup of fatigue, of questions, of an inner feeling that I was not in the right place and that I was not living the life I wanted to live. Sometimes a person tries for a long time to ignore these signs because they tell themselves that they must endure, that this is normal, that there is no other choice. But the truth is that when something is not for you, it starts to feel stronger and stronger.

For me, the strongest signal came from my health. I started having problems with one arm, developed an allergy from the chemicals, and I could no longer ignore that. My body was literally showing me that something was wrong. That was when I realized something that many people underestimate – when you are not in the right place, when you are not living in sync with yourself, it starts to reflect not only mentally but also physically.

That was the moment when it was no longer about whether I wanted change, but whether I would have the courage to make it. And even though it was difficult, uncertain, and sometimes scary, this change was necessary. Because it was for me. If I hadn't made it then, I would have continued to postpone myself.

After a very difficult period, especially around COVID, when work stopped and I was left alone with myself, I started asking myself what I really wanted. And then I decided to return to education and take a step towards something that I truly felt could be mine.

I enrolled in Business Management at South Bank University and studied for 3 years. This was not just training, but a period that changed my way of thinking. Subjects like Human Resources Management, Management, and Business Management deeply entered my consciousness because through them I began to understand people, processes, structure, and how a business is built and developed. This gave me a foundation, but also showed me that I wanted to work with businesses, with people, with ideas, with development.

After graduating, I started applying for jobs, but faced rejections due to lack of experience. And then I made a decision that was very important to me – I would not wait for someone to give me a chance; I would create it myself. I started learning marketing, investing in courses, mentors, knowledge, events, in everything that could develop me. Gradually, I began working with businesses, building strategies, creating content, helping people and brands position themselves more clearly and develop their potential.

✦ How do you view goals in life?

I consider myself a very goal-oriented person, and this is not something I say lightly. When I have a goal, I carry it within me, think about it, work for it, and in one way or another, I move towards it, even when the path is not easy. I am happy that many of the things I have wanted to achieve so far, I have accomplished, but I am also fully aware that behind this lie a lot of effort, many sleepless nights, many thoughts, and many moments when no one sees what happens behind the scenes.

Working as a marketer and strategist is not what many people imagine from the outside – that you just sit at the computer and make some posts. On the contrary, this is a job that requires a lot of thinking, analysis, and deep understanding of the business. You need to know how to build a strategy, how to create a sales funnel, how to create an email sequence, how to research the market, how to understand whether a product has potential, how to distinguish the business, and how to present it in a way that brings trust and results.

This is a very complex process that people do not always see, but if you are in this field, you know how much stands behind one piece of content, behind one campaign, behind one result. And that is why I would tell businesses, experts, and coaches – do not hide behind artificial intelligence. Artificial intelligence is a tool, but it cannot replace you, your energy, your story, your presence, and the way people feel you.

People are not looking for a perfect, shiny image. They are looking for authenticity. They want to understand how you can help them, why they should trust you, and what stands behind what you do. That is why I believe that goals are achieved not only with ambition but with persistence, authenticity, and a willingness to move forward, even when it is difficult.

✦ How do you choose who to work with?

For me, the choice of who to work with is not just a professional decision, but something much deeper because when I start working with a person or a business, I am not just an executor, but I become part of the entire process, of the thinking, of the development, and of the direction in which this business is heading. That is why it is extremely important for me to have synchronization between us, to have a sense of trust and understanding from the very beginning, because if that is missing, no matter how good a specialist is, the results will not be the same.

I do not believe in working with everyone at any cost, just because there is an opportunity for work or income. I believe that the right people come at the right time and that when there is true understanding, when there is willingness from both sides, then the best results are achieved. For me, it is important that we are on the same vibe, that we have similar thinking about development, that there is open communication and transparency because that is the foundation of every successful partnership.

When I work with someone, I invest not just time, but thought, energy, attention, and attitude. I cannot work mechanically and create something I do not believe in or that is done just “to be there.” And that is why it is important for me that the people I work with appreciate this process, are ready to participate, trust, and together we build something that has value, not just presence.

✦ What does marketing mean to you?

For me, marketing is not just a job. It is not just content, posts, stories, or campaigns. Marketing for me is a space where you can express yourself, show your thinking, unleash your potential, and create value for others. But this does not happen chaotically. It happens through strategy, clear direction, understanding of the business, and a sense for people.

For me, marketing is a way of thinking. It is the ability to see beyond the surface, to understand what lies behind a business, what it lacks, what holds it back, and how it can stand out. In this field, you either do it with heart and soul, or it simply does not work. You cannot do it mechanically because people feel when something is done just “to have something.”

Marketing is constantly changing. New algorithms, new tools, new platforms emerge, artificial intelligence is developing literally by the day. That is why I continuously learn, upgrade, and invest in myself. Not because I have to, but because I want to be good at what I do, and because I want the businesses I work with to receive real value.

✦ What do you think about money?

We live in a world where everything seems to revolve around money, but for me, they have never been the ultimate goal. For me, money is a tool, a means that can give you freedom, opportunities, and security, but it is not something that should define who you are as a person. I have seen and encountered many situations where people compare, envy, and look at others' success without knowing what lies behind it.

The truth is that you never know how much effort, how many sleepless nights, how many doubts, and how many sacrifices stand behind a person's money. It is easy to look at the result, but it is much harder to understand the process. Personally, I have never looked at what others have; I have focused on how I can develop myself, how I can provide more value, and how I can improve.

A large part of the money I earn, I invest back in myself – in training, in courses, in events, in mentors, because for me, this is the most meaningful investment. In my field, everything changes extremely quickly – algorithms, platforms, tools, ways of communication – and if you do not develop, you can easily fall behind.

That is why I believe that true value is not in how much money you have, but in what kind of person you are, what you give, and what you build. Money comes as a result of the value you create.

I miss my parents and my closest friends the most. This is something that cannot be replaced by anything, no matter where you are and what you have achieved. When you are far from your family, you start to appreciate much more deeply the things you previously took for granted – the conversations, the presence, the closeness, even the very feeling that they are next to you.

I also miss Bulgaria itself as a feeling – the nature, the air, the food, the tranquility. Bulgaria is an incredibly beautiful country, and sometimes when you are far away, you start to see it in a very different way. You appreciate the little things you previously did not notice and understand how valuable it is to have roots, a place to which you belong.

Life in the UK is very dynamic and fast-paced. Everything here is in motion, people are constantly rushing, working different shifts, it is hard to coordinate schedules, and the social life is different. You get used to this way of life, but when you return to Bulgaria, you feel the contrast – there is a calmness, a closeness that cannot be replaced.

And even though I have met great people here and built friendships, Bulgaria remains something much deeper. It is roots, it is a feeling, it is part of who I am.

✦ Are you considering returning to Bulgaria?

Yes. I think there is hardly a person living abroad who has not asked themselves this question. For me, the question is not whether, but when. I leave it as an open door because life changes, circumstances change, and a person changes themselves.

Bulgaria is my home. That is where my roots are, my family, my memories. Just because I currently live in the UK does not mean that I will stay here forever. I believe that when the moment comes, a person feels it.

✦ If you could go back, would you choose the same path?

For the most part – yes. Not because it was easy, but because this path built me. I was very different before. I was a person who was very accommodating, who did not express my opinion enough, who sometimes made way for everyone, even when it was not good for me.

Life abroad taught me to speak up, to express my position, to set boundaries, to be bolder and more confident. But what I am most proud of is that I did not lose myself. I preserved my integrity, my honesty, my principles. Yes, I have changed, but in a positive way. And I am grateful for that.

✦ How do you view yourself today?

Today I view myself with much more understanding, respect, and acceptance than before. I used to be much more critical of myself, much more doubtful, and often did not believe enough in what I could do. I did not express my opinion, did not set boundaries, and was too accommodating to those around me.

Life abroad, the difficulties I went through, the choices I had to make on my own – all of this changed me. I learned to be stronger, more confident, and much clearer about who I am and what I want. I learned to say “no” when something is not for me and to stand by my position without fearing how it will be received.

But the most important thing for me is that I did not lose myself. Yes, I have changed, but in a direction that made me a better person. I became stronger, but not colder. More confident, but not arrogant. More aware, but still true to my principles.

And perhaps my greatest achievement is not what I do as a job, but that I have preserved my humanity, my honesty, and the way I treat people.

✦ What would you advise people who want to take a similar step?

I would advise people to think very carefully first and not to make a decision based solely on emotion or momentary desire. Living abroad is not what it looks like on social media. It is not just beautiful places, a new beginning, and opportunities. It is adaptation, loneliness, paperwork, language, different culture, and many moments when you have to rely mainly on yourself.

Especially after Brexit, things in the UK are very different. It is no longer so easy to start working if you do not have the necessary status, and a person may face difficulties for which they are not prepared. That is why it is important to have research, preparation, and a realistic assessment of the situation.

I will also say something else – do not underestimate Bulgaria. I believe that it already offers many more opportunities and that it will continue to develop. If you are goal-oriented, if you have the desire, and if you are ready to work on yourself, you can achieve a lot there.

If it comes to education, university, or development – yes, abroad can offer a lot. But no matter where you are, the most important thing is to find what is yours. Because if you do not find it, no matter how many opportunities you have, it will be difficult for you.

And most importantly – do not embark blindly. Be honest with yourself. Because the most important thing is not where you are, but whether you are living a life that you feel is yours.

✦ Conclusion

I thank Career Daily News for the opportunity to share my story. For me, this is not just a narrative, but part of the journey that has built me and made me the person I am today.

And if I have to say something from the heart, it is this – do not give up on yourself. There will be difficulties, there will be doubts, there will be moments when you will not know where you are going, but that does not mean you are on the wrong path. Sometimes, those very moments are the most important because that is when you build yourself.

Do not compare yourself to others because everyone has their own path and their own time. Do not become bitter, do not envy, do not lose your humanity. Be kind, be authentic, and believe in yourself, even when it is hardest.

Because it is not important where you start. What matters is how many times you choose to move forward.

Bulgaria has always been a part of me, no matter where I am. Years ago, I started participating in an ensemble, and it was there that I felt the true connection to my roots – through music, through rhythm, through the energy that cannot be explained, it is simply felt. I carry Bulgaria in my heart, and this is not just an expression, but something that lives within me. Every time I hear folk music, my heart starts to dance, my body reacts as if something inside me awakens. This is a connection that does not fade, no matter how far you are from home. It is something that brings you back, grounds you, and reminds you who you are and where you come from.