AUBG alumna Maria Sivkova (’21) shares her journey from SEO intern to CEO of an international digital agency. She reflects on the power of curiosity, taking bold leaps, and leading a successful team at a young age, with AUBG always in the back of her mind.
Five years ago, I graduated from the American University in Bulgaria with a double major in Business Administration (with a concentration in Marketing) and Journalism & Mass Communication. I had no idea that one day I would be leading an international digital agency, managing global clients, and mentoring the next generation of marketers – some of whom are now fellow AUBG students.
Today, I’m the CEO and owner of Conversion Century – a digital strategy and SEO agency working with clients across Europe and North America. But the foundation for all of it was laid on the Skaptopara campus.
From an SEO intern to agency owner
I didn’t start out planning to run an international agency. In fact, when I came across an internship position at the boutique SEO agency Conversion Century through the AUBG Career Center, I hadn’t even heard of SEO.
But I was curious. After one rejection from their side, I eventually joined the team, started part-time, and quickly became fascinated with the mechanics behind how digital content gets discovered. I was a third-year student at the time. Nikolay Gerdzhikov, AUBG alumnus and founder of Conversion Century, taught me the core of SEO – from how to do keyword research and run technical audits, to how to think strategically and work closely with clients.
In 2021, when he made plans to move to the United States, he came to me with an unexpected offer: to take over the agency and lead its next chapter. It was a major decision that changed my life. In January 2022, I took the leap by securing financing and officially stepping into the role of owner and CEO.
At the time, the agency was a team of three – all AUBG alumni. Today, we’re a tight-knit team of nine, working across Bulgaria – from Sofia, Blagoevgrad, Ruse, and Kyustendil, and united by more than just Teams channels and project timelines. We work closely, but we support each other outside of work as well. Our culture is built on care, curiosity, and shared ambition.
Putting clients first and growing together
At Conversion Century, we’ve built our reputation on a simple but powerful idea: put the client first. We don’t operate at a distance. We take the time to truly understand our clients’ brand, goals, and the challenges they face. Rather than staying on the sidelines, we work alongside them, just like an extension of their team, always focused on what will make a difference in the long run.
The companies we support come from many different industries – some are large international corporations, while others are smaller, niche brands based locally. Over the years, we have had the privilege to support companies like Ozone, Address Real Estate, UES, Speedy, Teilor, KBC, Allianz, TradingView, and Abrites. We also work with a wide variety of startups and SMEs across Western Europe and the United States.
What they all have in common is trust, and that’s something we earn through strategy, transparency, and great results.
The new SEO: AI and digital adaptation
SEO in 2025 looks very different from what it was when I first started in the field. Search is no longer limited to Google – it now includes AI-driven engines, TikTok, YouTube, and social platforms that behave more like search hubs than content feeds.
This evolution has expanded our scope. We now build multi-platform search visibility, optimizing not just websites, but video content, brand messaging, and discovery pathways across every major channel. We help clients craft digital ecosystems that adapt to how users search – wherever that search may happen.
The rise of AI content generation has also changed the game. While AI tools can enhance our work, they can never replace strategic thinking and human insight. We’ve seen firsthand what happens when businesses rely heavily on machine-written text and how it can lead to poor engagement, lower traffic, and a loss of trust.
That’s why we take a balanced approach, using AI for efficiency but keeping the creativity and voice genuinely human.
Success in digital strategy today depends not just on speed, but on adaptability. Our work is rooted in data but powered by creativity. We test and analyze, always asking: What’s next? What’s missing? What could be done in a better way?
Lessons from AUBG
My career journey has taught me a lot, but I often find myself thinking back to my years at AUBG and how those experiences shaped me. What made AUBG truly meaningful wasn’t just the classes, but the people who taught them. I owe deep gratitude to many of my professors, but a few left a lasting impact: Prof. Petkov, whose marketing courses gave me a strong foundation in strategy and market understanding. Prof. Konedareva, who helped me master the soft skills needed to work with people from diverse backgrounds – something I use daily with our international client base. Professors Kelly, Goksoy, Murphy, Van Mensel, and Pantelides – each contributed to my mindset in different ways, and I still carry many of their lessons into my leadership role today.
I was also part of several student clubs – the Business Club, AUBG Daily, and the Associates Consulting Club. While I didn’t hold leadership roles, being part of these communities gave me the chance to collaborate, develop ideas, and push beyond my comfort zone, even when it meant facing rejection, like not being accepted to TEDxAUBG during my first year.
Unlike many of my peers, I didn’t join a Work & Travel program. Early on, I knew I wanted hands-on experience in marketing, so I applied for an internship at Philip Morris Bulgaria. I started in their marketing department and later moved into HR. Being part of a real business environment gave me a clearer view of how the concepts from class translated into the real world. This experience helped me develop a practical mindset and people-first approach – two things that now guide me as an agency owner.
Advice to AUBG students and young professionals
If you’re thinking about a career in digital marketing or starting your own business, my biggest advice is: You don’t need to be perfect to begin. But you do need to begin.
Start building something, even if it’s small. Take that internship. Launch that website. Test your ideas. Talk to people in the field. Get rejected. Learn from it.
Don’t forget: What you’ve learned at AUBG gives you a strong starting point. Being able to communicate clearly, think strategically, and work with people from different backgrounds is a huge advantage, especially in the fast-moving world of digital marketing.
