Aneliya Petrova
Marketing manager – brand, marketing & communications
EY
Aneliya Petrova joined EY in 2017 as a marketing executive, before advancing to senior marketing executive in 2019, and then to her current role as marketing manager of brand, marketing and communications in 2020.
In her current role, she leads industry marketing, building EY’s profile in the private equity space, which according to her nominator, is a “hugely important” component as the business advises on deals such as mergers and acquisitions.
“She is creative, commercial and partners closely with our industry leader in the UK. She’s a consistent high performer and one to watch,” adds her nominator.
Since starting her career, Petrova believes changes to marketing have been "nothing short of revolutionary". The shift from traditional channels like print and face-to-face events to a focus on data, automation and digital marketing as the "cornerstone of any successful strategy" is something she believes has impacted her approach to work.
"Marketing is an adventure, it’s a place where ideas thrive in a friendly and highly collaborative environment, so take risks, be creative and never stop learning."
Before she joined EY, Petrova held marketing and business roles at property development company 3Developers and financial management practice Sakura Business Solutions. She graduated with a Master of Arts, International Business and Management from the University of Westminster in 2016.
“It’s been an exciting decade for marketing since I embarked on my career journey,” she says.
She sees advancements in technology, especially AI, as a huge opportunity for marketers and businesses alike. "It is a time for learning and getting excited about the opportunity technology can offer to streamline processes, and support marketers to better understand their audience, and create more sophisticated and timely interactions with them," she notes.
Yet, with the availability of big data and advanced analytics tools transforming marketing and creating "a lot of opportunities", Petrova notes it can be overwhelming too. With the wealth of data at marketers' fingertips, she says it can be challenging to figure out what to focus on and what will truly add value and help marketers hit their objectives.
While marketing is "ever-evolving", Petrova expects the next decade to bring even more transformative change driven by technological advancements, evolving market dynamics and shifts in customer behaviour.
For those looking to follow in her footsteps and begin a career in marketing, Petrova advises: "Marketing is an adventure, it’s a place where ideas thrive in a friendly and highly collaborative environment, so take risks, be creative and never stop learning."
