Ivona Ivanova: from Digital Culture to Data Solutions Manager
Social media handle(s): LinkedIn
A few words about me:
I work as a Data Solutions Manager - think of it as a facilitator who helps brands make the most of their ad budget through tech-led solutions - at Publicis, the world's largest advertising agency for 2024.
I wasn’t supposed to end up in a tech role. As a first-gen uni student and immigrant, I stumbled through moving abroad for university and then figuring out the corporate world. By 25, I had worked across 3 countries and 5+ industries, constantly pivoting, learning and questioning my career path more times than I can count (hello, quarter-life crisis!).
Somewhere along the way, I realised that having a “non-traditional” background wasn’t a setback - it was my edge. That’s why I started hosting events at my workplaces on topics like Navigating Accent Bias and Girls in STEM to help create spaces where people from different backgrounds could see themselves thriving.
And just like in my career, I’m a fighter in my personal life too - literally. I train Muay Thai 4x times a week.
Are there any professional experiences you've had that are quite unexpected compared to what you do nowadays?
I used to be a Community and Content Executive for a tech startup.
Is your background more STEM (Science, Technology, Engineering, and Mathematics) or non-STEM related?
I was a hardcore STEM girl in high school - math, computer science, you name it. But after feeling a little burned out by numbers, I did a full 180 and moved to London to study Digital Culture which is an Arts & Humanities degree. No regrets! It gave me the perfect mix of tech, creativity and critical thinking - plus, it’s fun to confuse people when they try to put me in a single career box.
Where did your professional journey start?
I actually started my career as a Community and Content Executive for a tech startup - before the term went viral and every brand decided they needed a “community." At the time, I was convinced my future was in Social Media.
But then … I realised the space was toxic and performative (pre-Gen Z era, before authenticity became a trend) and I just couldn’t see myself in it long-term. So I made a pivot into analytics and traded in gut-feeling, virality-chasing marketing for tech-driven, show-me-the-numbers decision-making. Best decision ever!
How did you get into tech and what motivated you?
Coming from an Eastern European country where things tend to be a bit behind, like there were no Deliveroo-style takeaway apps before COVID and digital payments were barely used, I had such a contrast when I came to the UK and started studying about social media, AI ethics, digital assets, etc. I had so many ‘mouth-on-the-floor’ moments, realising just how innovative and ground-breaking the tech world is.
We all know tech is everywhere, but for me, it was about the big role technology plays in shaping our daily lives. The fact that the work happening in tech is often new, never seen before and has the power to change people’s lives is what motivated me to get involved. It challenges you to find new and better ways to accomplish everyday tasks.
Have you experienced any 'career in tech' challenges / stereotypes?
Building on what I’ve said so far, I come from a non-traditional background but I often find myself working with people who have STEM degrees or seem to have a completely different way of thinking. So early on, I struggled with acronyms, jargon and concepts that didn’t click right away.
But that is completely fine. That is where active listening comes in. I have learned that there is no issue in asking for clarification or repeating back what I understood to give others a chance to confirm.
This is just a reminder that you do not need to know everything. The shift has moved from needing to be a know-it-all to being a learn-it-all. Technology moves too fast to have all the answers and that is okay.
"Somewhere along the way, I realised that having a “non-traditional” background wasn’t a setback - it was my edge."
What you wish you knew before getting started in tech...
I am lucky to have experienced both sides, working in non-technical roles within tech companies and taking on a technical role in non-tech businesses. Both are completely valid ways to break into tech, and there are millions of other paths as well. A big misconception is that you need a computer science degree or a coding bootcamp just to feel like you belong in tech. But the truth is, you might already be working in tech or be tech-adjacent without even realising it.
I will always consider myself a woman in tech, not because of a specific job title or workplace but because tech is about community and helping each other navigate this ever-changing industry. If you are here, learning and growing, you belong.
What has been your biggest 'wow!' moment related to working in tech so far?
My biggest ‘wow!’ moment in tech was realising how powerful it is to share knowledge and open doors for others. When I started forming learning groups and joined the board of the ‘Women in Tech’ network at work, I met so many professionals who never saw themselves in tech. They did not study it or start their careers in it, but now they are curious and eager to break in.
Seeing that shift firsthand and watching people realise they belong in tech has been incredible. There has been gatekeeping in the industry, but it is exciting to see that change. Being part of that movement and helping others navigate this space has been one of the most rewarding parts of my journey.
"A big misconception is that you need a computer science degree or a coding bootcamp just to feel like you belong in tech. But the truth is, you might already be working in tech or be tech-adjacent without even realising it."
What's been your favourite / most memorable / funniest 'career in tech' moment so far?
It’s always funny how, the moment I started working in a tech-focused role, I instantly became my grandparents' go-to tech support. Whether it's the TV not working or their phone suddenly going silent - I must know the answer.
(Sure, Grandma, that’s exactly what I do at my job!!)
And to wrap up, is there any advice you'd like to give to others interested in a career in tech?
When I have pivoted in my career, I hesitated to start over. If you feel the same way, remember that you are never going back to square one. The skills you build in one role often transfer to others. Just because I now work in data-driven and tech-first roles does not mean my digital marketing roots have disappeared. In fact, those unique layers of experience are what make you stand out in job applications and interviews.
It can feel messy, but what has helped me is being clear on ‘my secret sauce’. Start with:
Your ‘why’: What motivates you to work in tech and how does that connect to the company you are applying to?
Your work style: How do you show up at work, and how will that make an impact?
Your experience: What have you done before, and what transferable skills will you bring?
It is about owning your story and showing how everything connects rather than downplaying or skipping parts of your journey. Make the company you are applying to part of the next chapter in your story. I am rooting for you!
What draws my attention to building connections through Grabow community projects is the possibility of making an unfamiliar subject feel closer to everyday life. A shared project can bring together people who know different parts of a town's story. It gives me a more concrete starting point for thinking about Grabow community learning. I do not have a settled view yet, but this seems like a good place to slow down and look more closely. How can students make a community project useful beyond the classroom?
The subject of getting started with GIMP image editing feels more interesting when there is room for a reader to stop and ask their own questions. Working on a copy makes it easier to experiment with an image without losing the original. For me, that is a useful way into the broader subject of GIMP image editing. I can imagine different answers depending on the situation, so I would want to understand the context before drawing conclusions. Which editing tools should a beginner learn before trying more elaborate effects?
Thinking about exploring the relationship between nature and wellbeing, I find the smaller practical questions more interesting than a quick conclusion. Noticing a familiar outdoor place can offer a simple starting point for thinking about our surroundings. It also gives the phrase ecopsychology and wellbeing a clearer meaning than a label on its own. I would probably come back to this question after trying to work through one concrete example rather than deciding immediately. How could a nature activity leave space for different personal responses?
I find introducing young readers to Baczynski's poetry easier to think about when there is a concrete question to start from. A single image in a poem can open a discussion about memory and personal experience. I would use that point as a starting question when considering Baczynski poetry education. A short discussion of an everyday example would make this easier for me to connect with, especially as someone still learning about the subject. Which classroom activities help students respond to poetry in their own words?
There is something approachable about discussing understanding fair play in Android games through situations people can actually picture. Learning a game's controls and mechanics can be more satisfying than looking for shortcuts. Seen this way, Android gaming tips becomes a topic to explore rather than something to sum up too quickly. I would probably come back to this question after trying to work through one concrete example rather than deciding immediately. Which beginner tips make the biggest difference without spoiling the challenge?