Hi, I’m Delyan Eftimov.
I’m an independent researcher specialising in governed referral-based access to financial services. My goal is to develop and disseminate standardised governance frameworks that enable U.S. credit unions, community banks, and CDFIs to expand financial access to underserved populations in a compliant and sustainable way.
My professional background includes leading referral programme strategy and governance across 14 international markets at American Express – experience that directly informs my research into how peer-driven access systems can be standardised for regulated financial institutions.
I publish peer-reviewed research on referral incentives, consumer behaviour, and financial services marketing. My work has been cited by independent academics and I have contributed to U.S. federal financial inclusion policy through a formal submission to the Department of Treasury’s Financial Literacy and Education Commission.
I hold a First Class Honours degree in Business and Management from the University of Sunderland, UK.
PROJECTS
+6 years of digital marketing & product management experience. Managed and launched +30 digital capabilities to enhance user experience, raise channel awareness, drive conversations and make an impact. Results-driven team player leading international growth with effective strategies for new acquisition, budgeting, and identifying KPIs to prioritize and exceed business goals.
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Resume
Achievements
- Strategic Consumer Marketer:10+ years of brand marketing expertise, driving $253M in digital acquisition at American Express through insights-driven campaigns. Proven track record in resonating with audiences globally.
- Campaign Strategist: Led international campaigns and brand moments, delivering both short and long-term business growth. Designed and launched a $39M-revenue generating digital product showcasing Loyalty Points’ value.
- Collaborative Leader: Cross-functional team manager with experience in international partnerships. Managed teams of product managers and analysts to implement growth initiatives globally.
- Data-Driven Optimizer: Skilled in data analytics for strategy and campaign optimization. Led UK Test & Learn program resulting in $80M revenue improvements.
Related Skills
Marketing Strategy and Planning, Consumer Insights and Data Analytics, Cross-Functional Collaboration, Leadership and Team Management, Campaign Development and Optimization, Stakeholder Management and Communication, Data-Driven Decision-Making, Global Brand Development, Strategic Thinking, Innovation and Creative Problem-Solving
Experience
Acquisition Marketing Manager
March 2023 – Present
- Successfully managed the growth of Amex’s International Markets by implementing effective strategies for new cardmember acquisition resulting in $300 Rev YTD
- Developed and executed a comprehensive 2023 strategy for key markets including the US, UK, Japan, Australia, Canada, and Germany, resulting in +4% YTD growth in cardmember referrals
- Implemented a streamlined governance process to efficiently manage all international markets, achieving 12% decrease in workload across the enterprise
- Led a team of product managers, Analytics teams directors and VPs to drive the successful implementation of growth initiatives internationally at American Express
If you would like, feel free to download my 1-pager to learn more about me and my passions