Viktor Asenov
Founder & Growth Lead
Sets the strategic direction on every account and keeps the studio honest about the numbers. Former in-house growth lead for two European D2C scale-ups.
A boutique collective
with enterprise discipline
RoyalStak is a Sofia-based marketing & growth studio. We pair editorial craft with performance rigour to help premium brands grow without losing their soul.
Our Story
Built for brands that refuse to be ordinary
RoyalStak began as a small circle of operators who had grown tired of the agency status quo — bloated retainers, junior teams, and reports written to flatter rather than inform. We wanted to build something leaner and more honest: a studio where senior practitioners stay close to the work and accountable to the result.
Today we are a tight Sofia-based collective serving ambitious brands across the European Union. We deliberately keep our roster small. Fewer clients means deeper thinking, faster decisions, and the kind of attention a premium brand actually deserves.
The name says it plainly. Royal is the standard we hold ourselves to. Stak is how we work — layering strategy, brand, media and lifecycle into a single growth engine that compounds over time.
RS
Philosophy & Values
The principles we never trade away
01
Substance over spectacle
Beautiful work that doesn't move the business is decoration. We design for desire and we measure for profit — both, never one without the other.
02
Senior hands only
The strategists in your kickoff are the strategists in your weekly. We don't sell you partners and staff you with apprentices.
03
Radical transparency
Live dashboards, plain-language readouts, and an open ledger on what worked, what didn't, and what we're changing next.
04
Long-term ownership
We optimise for lifetime value and brand equity, not the quarter. Growth that lasts is the only growth worth having.
The Studio
The people behind the work
A small, senior team — each a specialist, all generalists at heart.
Daria Ilieva
Creative & Brand Director
Leads brand strategy and the editorial design language that gives RoyalStak clients their unmistakable, premium presence.
Kalin Popov
Head of Performance Media
Runs paid acquisition across search, social and programmatic. Buys media with a profit-and-loss obsession and a poker player's patience.
Mira Georgieva
Content & Social Lead
Builds editorial calendars and social narratives that earn attention and authority — and quietly do the selling.
Nikolay Todorov
CRO & Analytics
Owns experimentation and measurement. Turns research and data into the small changes that compound into large gains.
Radina Boteva
Lifecycle & CRM Strategist
Designs automation and retention programmes that compound customer value long after the first purchase.
Our Home
The Sofia studio
You'll find us on the city's most storied boulevard, a short walk from Sofia's cultural heart. Our studio is part workshop, part salon — a place where strategy sessions, design reviews and the occasional glass of something good all happen around the same table.
We work with clients across the EU, but we believe the best thinking still happens in a room together. Come visit — the espresso is excellent.
- bul. Vitosha 89, 1463 Sofia, Bulgaria
- Monday–Friday, 9:00–18:00 EET
Let's Talk
Bring us something ambitious
If you're building a brand worth remembering, we'd love to help you grow it.
Start a Project