معرفی
Georgi Malchev serves as a Lecturer at New Bulgarian University's Department of Cinema, Advertising and Show Business, teaching courses including Credibility of Advertising Communication (ADVB505), Digital Campaign Practice (ADVB622), Portfolio Development (ADVB800), and Online Advertising Campaigns (ADVB805). With over 25 years of industry experience spanning strategic business management, corporate marketing, and digital advertising, he integrates practical expertise into academic instruction while maintaining active leadership as managing partner of Xplora.bg digital agency.
His educational background includes:
- eMBA from American University in Bulgaria (Magna Cum Laude, 2nd in class)
- Bachelor's and Master's degrees in International Economic Relations from UNSS
- Certified Management Consultant (Bulgarian Association of Management Consulting Organizations)
- CPIM Certification in Production Management (APICS)
Malchev's research focuses on digital marketing evolution, consumer behavior analytics, and advertising effectiveness. His work examines generational differences in shopping patterns, data-driven campaign optimization, and integrated digital channel strategies across retail, e-commerce, and B2B sectors. Key interests include the 'messy middle' consumer journey, WOW moment engineering, and adapting marketing frameworks to emerging technologies.
His publications analyze contemporary marketing challenges through afterwords for major industry texts, revealing trends toward hyper-personalized consumer experiences, real-time data integration, and agile campaign management. These contributions emphasize bridging theoretical models with practical applications in rapidly evolving digital landscapes.
Industry recognition includes:
- PR Prize 2019
- Digital Stars 2019
- Travel Awards 2019
- PwC's '25 Reasons to Stay in Bulgaria' (2018)
- Forbes E-volution Awards
As mentor for Endeavor, Founder Institute, Eleven, and Launchub, he guides entrepreneurial ventures while serving on award juries for IAB MIXX AWARDS (Strategy Jury President 2020) and Site of the Year competitions. His industry leadership extends to moderating panels at Webit, Retail in Detail, and eCommerce Summit events.
At Xplora.bg, Malchev directs a 60+ member team managing digital campaigns for 120+ clients including Tesy, Medix, and Schneider Electric across Bulgaria and Israel, demonstrating applied research through client projects that inform his academic work.
