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Malt Strategy
Neli MechenskaNM

Neli Mechenska

Marketing & Innovation Director

€750/day
Barcelona, ES
15+ years
GTM Strategy
Cross/functional Team Leadership
Budget Ownership
Tech Integration
Agency & Vendor Coordination

Average response time: 1 hour

About Neli

With 15 years across global creative agencies, mobility, and luxury sectors, I bring a cross-industry skill set that blends brand strategy, content innovation, and emerging tech to deliver measurable business growth.

Starting in client services, I’ve grown into a global marketing leader, driving scalable content ecosystems, AI innovation, and strategic partnerships. I have led pan-European brand marketing and content creation in complex matrix organizations, aligning global strategy with local relevancy and execution across 28 distributors. Leading a Luxury vertical at a SaaS scale/up, I have empowered brands like L'Oréal, LVMH, Pernod Ricard, and Shiseido to embrace digital transformation through AI, digital twins (NVIDIA Omniverse), and modular content systems.

I'm driven by curiosity and a love of challenge - both professionally and personally, which is why in my free time you can find me cycling, diving, or travelling to the most remote and uncharted parts of the world I can discover.
Automotive OEM
E-commerce
Fashion and Cosmetics
Food and Beverage
Luxury Goods

  • English

    Native or bilingual

  • Italian

    Fluent

  • Bulgarian

    Native or bilingual

  • Spanish

    Conversational

Remote only
Primarily works remotely

Experience

  • INDG
    Global Director of Luxury Vertical
    January 2023 - Today (3 years and 5 months)
    Amsterdam, Netherlands
    • Manage planning, sales, delivery, P&L for the Vertical (content automation SaaS in Luxury)
    • Design GTM strategy for Luxury industry, leading to portfolio growth and diversification by the addition of LVMH, Unilever and Shiseido over 1.5 years
    • Transform structures and processes to leverage AI and automated content generation; partnering with beauty, luxury and wine & spirits brands on tech innovation in content pipelines, portfolio digitization of NVIDIA Omniverse
    digital twins, scalability and interoperability, system and platform integrations, production of modular marketing content
    • Build and lead a talented and fully remote team across 8+ countries; supporting Clients in Europe, The US, Asia, and LATAM
    • Championed ESG and DEI framework, leading to the first ever EcoVadis certificates in company

    Budget Management: M; +26% annual revenue growth
    Main Clients: L'Oreal Group, LVMH, Pernod Ricard, Shiseido, Unilever

    GTM Strategy Partnerships Pitch Team management Budget Management
  • Yamaha Motor Europe N.V.
    Head of Brand Marketing and Operations
    May 2020 - January 2023 (2 years and 8 months)
    Amsterdam, Netherlands
    • Led category re-positioning and 1-to-5 year go-to-market strategy in Europe, partnering with core markets, C-level stakeholders and external partners
    • Owned and managed 8-digit budgets across multiple departments and partners, ensuring operational spend supports strategic goals and vision
    • Developed and led omnichannel strategy covering digital, social, mobile, POS, events, Cups, and partner relations
    • Delivered over 50% of the core global marketing assets, covering Europe, US, Australia, Japan; ensured efficient production and cost control
    • Built and scaled a pan-European network of expert partners spanning research, advertising, events, and media organizations
    • Was voted Best Global Teacher, Annual Marketing in Sales Global Summit (Yamaha Motor), 2021

    Budget Management: MM
    European Coordination: 28 Distributors

    GTM Strategy Agency & Vendor Coordination Budget Management Cross-functional Team Leadership Brand content
  • Yamaha Motor Europe N.V.
    Senior Marketing & Motorsport Brand Manager
    September 2017 - May 2020 (2 years and 8 months)
    Amsterdam Metropolitan Area, Netherlands
    • Defined and executed the 1-to-2-year marketing plan for Europe in collaboration with 28 European markets
    • Managed co-marketing partnerships, including ASO for Tour de France, La Vuelta, Giro d'Italia, Milestone for e-sports and gaming, Deus ex Machina for customization
Check out Neli's experience

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Education

  • Certificate in CORe, Business Studies
    Harvard Business School Online
    2022
    Certificate in CORe, Business Studies
  • Certificate in Sustainable Business Strategy, Sustainability Studies
    Harvard Business School Online
    2020
    Certificate in Sustainable Business Strategy, Sustainability Studies
Check out Neli's education

Skill set

Sales Excellence
Digital Marketing
Marketing and Communications Planning
Change and Transformation Management
Digital Transformation
Project Management (PMO)
Market-Entry Strategy
Growth Strategy
Client Relations
Partnerships
B2B
B2C
Pitch
Budget Managemen
Team management
Budget Management
Cross-functional Team Leadership
Brand content

Categories