👋 Hello and Welcome

My name is Iliyana — and I’m a curious, global-minded, get-things-done kind of person.

I’m the author of Inbound PR — a book many say was ahead of its time for blending metrics-driven thinking with modern public relations. I’ve also co-authored Money Mastering, a simple guide to financial literacy that aims to make money less intimidating for everyone.

Over the last decade, I’ve built a diverse career across PR, marketing, SaaS, customer success, and strategy — working with global tech companies, agencies, startups, and enterprise clients.

🚀 Today, my focus is all about the future of Customer Success.

I currently lead the EMEA Customer Health team at ServiceNow, where I’m building AI- and signal-powered systems that help companies scale Customer Success more intelligently and proactively.

Before that, I served as Chief of Staff to the EMEA President, driving regional strategy, transformation programs, and executive alignment at scale.

Prior to ServiceNow, I held key roles at Cisco, leading Customer Experience programs for partners and customers, and at HubSpot, where I started as a partner business consultant and then became the Global Partner Program Manager — launching and leading global initiatives that supported thousands of partner agencies worldwide. I also earned my Project Management Professional (PMP)® certification during that time.

Throughout my career, I’ve helped companies of all sizes — from startups to enterprise — transform how they communicate, deliver value, and grow. That transformation mindset runs through everything I do.

🎤 Beyond the Day Job

In addition to consulting and coaching, I do a lot of public speaking — on everything from inbound strategy and digital transformation to the evolving world of customer success and AI. I’ve spoken at dozens of events across the globe and truly enjoy inspiring audiences with practical ideas that spark change.

And when I’m not working or speaking, I’m writing. I recently relaunched my blog to explore AI, Customer Health, and the future of SaaS, sharing practical insights, frameworks, and behind-the-scenes views of what’s next in the field.

💡 What Drives Me

At the heart of everything I do is one simple word: Progress.
I believe that everyone is capable of becoming better — professionally and personally — as long as they have goals and put in the effort.

My 3 guiding principles:

1. Always be learning.

2. Always do your research.

3. Always follow through.

🌍 A Bit More About Me

I’m originally from Bulgaria but I’ve lived and worked in Germany, the UK, Ireland, the Netherlands, and now Spain. I speak Bulgarian, English, German, Spanish, and more Dutch than what I think. I’ve visited 34 countries so far — and counting.

Outside of work, you’ll probably find me dancing salsa, working out, reading or enjoying the beach life with my family in southern Spain.

Thanks for stopping by — I hope you enjoy reading my blog and learning more about my books, speaking work, and ideas.

You can find me pretty much everywhere online — just say hi! I’d love to connect!