Tsvetina Yancheva

Tsvetina’s journey into fintech marketing started long before Payhawk. After studying Business Administration at the University of Mannheim—where she seized every chance to work and study abroad—she cut her teeth in digital-first roles that blended data, storytelling, and a natural flair for design. That early mix of analytics and creativity saw her join Payhawk while the company still operated from a pair of desks in Sofia as a Digital Marketing Specialist. She helped craft the brand narrative that powered Payhawk’s first wave of growth.
Since 2020, Tsvetina has been the engine behind Payhawk’s global product marketing motion. Now Product Marketing Director, she owns go-to-market across multiple regions, manages end-to-end launches for every major product edition, and acts as the connective tissue between product, sales, and customer success teams.
Her work translating complex spend-management features into crisp business value has underpinned Payhawk’s expansion into the US, DACH, and BeNeLux markets, and she regularly takes the virtual stage for quarterly customer webinars, introducing all new product capabilities to our users alongside our product team.