B2B Strategist at Webrepublic · Founder of The FMH
B2B marketing strategy
at scale
I'm Ani Petrova - a B2B marketing strategist and solutions designer with 15+ years of experience helping complex global organisations build marketing that drives real revenue. After 7+ years as an independent consultant, I'm now Senior B2B Strategist at Webrepublic, Switzerland's leading independent agency, bringing senior strategic thinking backed by full agency capability.
15+
Years B2B experience
20+
Global B2B brands
10+
Markets simultaneously
5k+
Community
Agency partner
Now operating at agency scale
As Senior B2B Strategist at Webrepublic, the leading independent agency in Switzerland, I bring senior strategic thinking backed by full-service agency capability. Supporting global clients across multiple markets, rationalising media spend from the company's Zurich hub.
Specialties
Where I work best
Complex B2B marketing needs more than good ideas. It needs someone who understands how global organisations actually work and how to build marketing that survives contact with reality.
B2B campaign planning
From brief to execution: audience strategy, channel selection, creative direction, and performance frameworks that connect activity to pipeline. Not just running ads, but building the strategic layer underneath.
Global paid media strategy
Multi-market LinkedIn, SEM, and programmatic architecture for B2B brands at scale. Market tiering, budget rationalisation, buying committee targeting across 10+ markets simultaneously.
Fintech & financial services
Deep sector expertise across payments, banking, capital markets, and regtech. Two-time "Women in Fintech Powerlist" honouree and Founder of the Fintech Marketing Hub community.
Marketing solutions design
Diagnosing where B2B marketing engines underperform and building the strategic and operational infrastructure to fix them. ABM, demand generation, sales and marketing alignment.
About
Marketing for complex B2B, not simple products
Most B2B marketing advice is built for simple products and short sales cycles. I focus on the opposite: complex B2B environments, where buying decisions involve multiple stakeholders, global markets, and long-term relationships. My work explores how organisations design modern marketing systems that support enterprise growth.
Today, that means working as Senior B2B Strategist at Webrepublic, hand in hand with clients to deliver global B2B media activations across Social, SEM, ABM, and Programmatic. It's exactly the kind of work the agency was built for: turning marketing complexity into business value.
+72%
LinkedIn engagement boosted through sharper content strategy for Salv
170+
qualified leads generated in just over 6 months through clear positioning and GTM strategy for ComplyStream
360%
LinkedIn activity up 360% and +3,000 new followers in a few months, outranking Stripe and PayPal for PPRO
3x
website traffic tripled after a brand refresh and #1 SEO rankings for core keywords for Cygnetise
Ani is a pleasure to work with! She assisted the marketing team at CUBE with ongoing social media support and implementation. Ani is positive, detailed and delivers on work in a timely manner. I could not recommend Ani enough for any and all marketing support required.
Sally Secker, ex-Head of Brand, CUBE
It's been a pleasure working with Ani for the past 6 months! She was instrumental in helping us build a cohesive brand strategy and implement our marketing platform.
Matthew Decker, Head of Payments, Mozrt (ex-WireFX)
Ani is fantastic. She is great in a variety of marketing facets, extremely reliable and dedicated. She is top notch in SEO, writing copy/content, design, website management and branding.
Steve Pomfret, Founder & CEO, Cygnetise
