Rafie Drencheva

Senior Product Marketing Manager @ Walmart

About

Results-driven Product & Partner Marketing Manager with 10 years’ global experience resourcing, planning & executing Go-to-Market plans for new product features + launches, leading highly impactful co-marketing campaigns with partners of varied sizes, creating consistent messaging & positioning across different audiences / channels & generating meaningful customer insights that allow high impact companies to grow & scale. A multifaceted team leader who excels at aligning multiple projects, teams & partners simultaneously while managing high-performing direct reports. A creative, highly collaborative team player who thrives at gaining consensus & driving outcomes in fast - paced high tech environments, consumer brands & governments where change is a constant. A scrappy, detail-oriented problem solver who launches innovative programs that unlock value & drive massive growth. I began my career creating wildly successful video content that scaled across Europe & along my journey have transitioned to drive & execute the marketing strategy behind global campaigns that have reached +100 million viewers worldwide. Other key wins include: • Designing large-scale partner marketing campaigns across 4 geos to drive +$50M in revenues • Owning GTM strategy to support +80 partners across paid / earned / owned channels • Created & launched the 1st ever In House Studio to scale partner content that went on to generate 60% of company revenues • Created brand awareness campaigns upon Bulgaria’s entry into the European Union that reached +50MM viewers & increased positive sentiment by a record - breaking 20 pts My mission is to use my marketing & leadership skills to execute ambitious & innovative campaigns that drive massive user acquisition, engagement & retention across multiple channels. Share a similar mission? Let's talk. Core Competencies: ✦ Partner Marketing ✦ Digital Marketing ✦ B2B, B2C ✦ Marketing Operations ✦ Brand Awareness ✦ Go to Market Strategy ✦ Lead Acquisition, Demand Generation ✦ Omni Channel Campaigns ✦ Social Media (Google, Facebook, Instagram, Youtube, TikTok) ✦ Email & Newsletters ✦ Landing Pages & Websites ✦ Webinars, TV, Live Stream ✦ SEO, SEM ✦ Google Analytics ✦ Data Analysis, Insights & Reporting ✦ Agency relationships, vendors ✦ Team Building & Performance ✦ KPIs & Success Criteria ✦ Retail ✦ DEI + Diverse Businesses

Country

United States

City

San Francisco

Industry

Marketing & Advertising

Skill

Journalism, Documentaries, Storytelling, Video Production, Social Media, Film, Short Films, Public Speaking, Entrepreneurship, Advertising, Teamwork, Editing, Post Production, Creative Writing, Cinematography, Commercials, Interviews, Human Relations, Multimedia, Avid Media Composer

Experience

Senior Product Marketing Manager

Walmart

2025-2 - Present · 1 yr 8 mos

Product Marketing Manager

YouTube

2022-7 - 2025-2 · 2 yrs 8 mos

Global Partner Marketing Manager

Marketing Manager

b8ta

2019-8 - 2021-11 · 2 yrs 4 mos

• Planned, executed & owned go to market strategy & integrated campaigns to support +80 partners across paid / earned / owned channels, driving massive brand awareness (3MM views & counting) & revenues • Developed Best-in-Class marketing plans across different partner tiers to drive awareness, 3X audience growth in < 1 year & 20K views / post • Directed all b8ta Social Media Campaigns (Facebook, Instagram & Youtube) to generate 20K views/post • Created & launched the 1st ever In House Studio to launch +200 partner campaigns that drove 1.5X engagement, increased conversions by 40%, cut costs by 50% & went on to generate 60% of company revenues • Owning execution & measurement of our email campaigns to 2X our subscriber base (+50K) in < 1 year, driving 5X ROI in online sales during COVID • Curated a 1st of its Kind Black - Owned Partner Market in b8ta stores that drove 50% revenue growth of featured products & secured 1st ever deals for 80% of partners with major retailers like Macy’s & Nordstrom

Marketing Consultant

RD Consulting

2013-8 - 2019-5 · 5 yrs 10 mos

Global

• Defined, led & executed marketing strategies for International Governments, Universities, SMBs & NGOs that were featured on prominent channels like Oprah, 20/20 & MasterChef Bulgaria, reaching +100MM viewers • Owned roadmap, vision & delivery of content for each client’s digital & offline channels that consistently increased reach, conversions & engagement by +50%, select campaigns generated +$50K (exceeding goals by 2X) • Worked with Bulgarian Government officials to create brand awareness campaigns upon Bulgaria’s entry into the EU that reached +50MM viewers & increasing positive sentiment by a record - breaking 20 pts • Bulgarian campaigns were so successful, the European Union hired me to execute additional omnichannel video campaigns across national TV networks, festivals & social media channels to increase awareness & positive sentiment for 4 more EU countries • Successfully built & scaled marketing materials to help this small business achieve funding, delivering content & campaigns that generated $108K (2X our goal)