Velichkova Steps Down as Kleinanzeigen's Marketing Head
Company - People | Apr 25, 2025 | Aim Group
Iskra Velichkova has stepped down as the head of marketing for the Berlin-based marketplace Kleinanzeigen, after nearly nine years in the role. Velichkova was instrumental in a number of initiatives, including the significant 2023 rebranding of the company post its acquisition by Adevinta, where it dropped 'EBay' from its name, indicating a strategic departure from its previous identity. Her tenure saw Kleinanzeigen increase its social media presence and delve into branded entertainment, with high-profile marketing campaigns and ventures such as a YouTube series and partnerships with platforms like Netflix. Carina Morales will succeed Velichkova. Morales, who has risen through the ranks since joining in August 2022, comes with extensive experience from her decade-long stint at McCann Worldgroup. Under Morales's leadership, Kleinanzeigen aims to continue leveraging its over 50 million listings and more than 36 million monthly users. The company, which is part of Adevinta, also recently announced other leadership appointments, including Simon Bray as VP of Real Estate and Julia Carloff-Winkelmann as Chief HR Officer.
Sectors
- E-commerce
- Marketing and Advertising
Geography
- Germany – Kleinanzeigen is a Berlin-based company, making Germany the primary geographical focus of its operations and leadership shifts.
Industry
- E-commerce – Kleinanzeigen is a general goods marketplace operating in the online space, providing a platform for buying and selling items.
- Marketing and Advertising – The article discusses changes in marketing leadership and strategies, which are integral to the company's operations.
Financials
- 50 million listings – Represents the volume of items available on Kleinanzeigen's platform.
- 36 million monthly users – Indicates the significant user base accessing Kleinanzeigen's services each month.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Kleinanzeigen | Target company | Company | A Berlin-based general goods marketplace with a significant online presence. |
| Iskra Velichkova | Former head of marketing | Person | Stepped down as head of marketing after nine years, key in company's rebranding and marketing campaigns. |
| Carina Morales | Incoming head of marketing | Person | Has been promoted to head of marketing, with prior experience at McCann Worldgroup. |
| Adevinta | Holding company | Company | Acquired Kleinanzeigen, leading to its rebranding from EBay Kleinanzeigen. |