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A Day in the Life of Nikoleta Popkostadinova, Marketing Communications and Responsibility Director, SEE

A Day in the life of Nikoleta Popkostadinova, Marketing Communications and Responsibility Director, SEE

Our name is intentional. “Kin” refers to family and “Carta” refers to maps. When together, we’re Kin + Carta — a group of connected makers, builders and creators, who come together everyday to help our clients build experiences and plot a clear path forward in today’s digital world. Carta is what we do, Kin is who we are.

Day in the Life is a series that brings the day-to-day experiences of working at Kin + Carta to light, all through the eyes of our Kin. And today, we want to take a look at the Day in the Life of Nikoleta Popkostadinova, Marketing Communications and Responsibility Director, SEE

In 2015, surprisingly and experimentally to her, Nikoleta joined Kin + Carta (formerly Melon) and here she is – 9 years later still impacting our Marketing, Communications and more. Nikoleta graduated with degrees in Journalism and Mass Communications and History from the American University in Bulgaria (AUBG), and earned a Master of Science degree in Communication Sciences at the University of Amsterdam. Despite her vast experience as a journalist and editor with some of the most trustworthy media outlets in Bulgaria and Europe, she accepted the challenge to deep dive into the software development world and took over Kin + Carta’s Marketing Communications in Southeastern Europe.


How did you first find out about Melon (now Kin + Carta)?

I knew that Melon was a software development company founded by AUBG alumni. Another AUBG friend worked there and spoke very highly of the people and the environment. It sounded like a fun and smoothly-running place. Then out of the blue, Petar Svarc, People Director, invited me to lunch. I knew him only by reputation. I was so surprised when he offered me the job that I actually asked him if he knew what I did. He said that he got good recommendations from people he trusts. And that skills, character, and work ethics come first. Industry knowledge is something that can be quickly acquired. I had just left a job and had recently received a grant to start my own project - sexual health education for Bulgarian teenagers (LoveGuide), so it was a great time to jump into a new journey.


What was the company like back then?

Fun, easy-going, cozy. A place that I would gladly wake-up in the mornings and go to every work day. We were some 150 people in three offices across Sofia, Veliko Tarnovo and Skopje. Locally, we knew each other well and enjoyed working and hanging out together.

Beyond this, what stood out the most to me were the company's values: Be Nice, Be Smart, Make Things Happen. Those were not just words on a wall, but something that was deeply-rooted in the company culture.


What is it like now?

The company has grown significantly. Now, across South East Europe, we have over 320 IT specialists in Bulgaria, North Macedonia and Kosovo. In 2021 we became part of the global digital transformation agency Kin + Carta, and now we have over 1,800 people in Europe and the Americas. The guiding principle was that we were joining a much larger business, but with the same values and culture as ours. Not just in words, but with real care for the people and the planet.

As all of our teams - Web & Mobile, Big Data/AI, DevOps, QA and UX/UI have expanded and evolved. So has my team. Nine years ago, it was Svarc and me. He was also a managing partner and in charge of several engineering teams. Now, at our weekly SEE meetings we are more than 15 people from 5 countries across the specializations of Employer Branding, Employee Experience, Talent Acquisition, and Marketing. In my role now, I take care of our marketing communications, brand appeal and integrity, and our social responsibility program that I launched in 2018. And I help others as much as I can.


What do you like the most about Kin + Carta?

Melon and Kin + Carta have given me the freedom, within our goals and values, to develop and add new projects and initiatives for the company. In 2018, I launched our outstanding social responsibility program, which we all are very proud of. Alongside this, Melon and Kin + Carta have also given me the flexibility to create and grow outside of the company. For me, that’s LoveGuide, a platform for sexual health education for teenagers with a proven social impact.


What is it like to be a marketing person among so many software developers?

I’ve been a marketing person among software developers almost ¼ of my life now, so it’s pretty much my natural habitat. And, it’s grown on me. Nine years ago, we were unfamiliar species. I studied them, they studied me, and we all decided that we are a good fit, like the birds that hitch a ride atop a rhino's back in perfect symbiosis and harmony.


What have you learned at Kin + Carta?

I’ve learned a lot, but what stands out is how to build a good team. Tailor-made approaches to each and every individual is a must. Now, I’m focused on learning something new — just let go.


What was the biggest challenge you had in your career life so far?

Juggling so many balls. And juggling them well.


What is the thing you are the proudest of?

I’m most proud of my daughter, as well as what my LoveGuide and Kin + Carta Marketing teams have accomplished the past 9 years. My daughter is an inspiration. Equipping thousands of young people with the right information at the right time in the right way so that they can make safe and healthy decisions about their personal and sexual lives is a fulfillment. Taking good care of and developing Kin + Carta’s brand is a huge opportunity.


What do you do in your free time?

Spending quality time and traveling as much as we can with my teen daughter, snowboarding, and windsurfing.

Ready to bring your passion to Kin + Carta?

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