Neli Atanasova

Experience

• Self-employed

  Fractional Head of Ventures & Innovation | New Ventures · Startup Partnerships · AI & Consumer Fractional Head of Ventures & Innovation | New Ventures · Startup Partnerships · AI & Consumer

  Nov 2024 - Present

  Independent practice embedding with organisations building new ventures, commercialising emerging technology, and activating strategic growth across AI/deep-tech, consumer, and early-stage founder advisory.

  • Led full commercial development track for MISSION KI AI Founder Fellowship (acatech / German Federal Ministry) — taking PhD-level AI founders from research stage through to funded pilots and early market entry
  • Engaged as fractional innovation lead with consumer/FMCG teams — led opportunity identification and commercial proposition design to surface new venture and growth opportunities at senior level
  • Acting as fractional commercial lead for early-stage AI and deep-tech ventures — hands-on GTM strategy, commercial model design, and investor readiness support
• 

  Rainmaking Innovation

  Innovation Lead (Manager) | New Ventures & Start-up Partnerships

  Nov 2021 - Nov 2024

  Global venture studio and innovation consultancy that partners with leading corporations to build new businesses, launch startup ecosystems, and design innovation strategy across financial services, consumer, AI, and B2B.

  • Built startup partnership infrastructure for a major financial institution — introduced 7 startups, 4 of which co-developed new propositions to market
  • Designed and led multi-year innovation programs for global corporates across financial services, consumer, and technology — covering innovation thesis development, opportunity mapping, venture design, and commercial pilot launch
  • Led the venture studio of a major financial institution — defining the innovation strategy, leading 0→1 venture builds across emerging technology areas, and designed startup partnership to identify and activate high-potential collaborations
  • Designed and validated a next-generation B2B2C insurance venture — led partner research and market testing, defined the value proposition, and produced the MVP blueprint and operating roadmap for a multi-market launch
  • Led a corporate-startup pilot programme for a CVC unit — assessed portfolio startups for commercial readiness, designed co-creation pilots and facilitated new joint proposition between the startups and corporate business units
  • Played an active role in new business development — contributing to proposal design, program scoping, and commercial structuring across inbound and outbound opportunities, from initial brief through to signed mandate

• Self-Employed

  Innovation Lead

  Aug 2020 - Dec 2021

  Independent consultancy supporting early-stage ventures and innovation teams on growth strategy, venture design, and commercial positioning.

  • Designed and delivered rapid strategy engagements for early-stage ventures across consumer, technology, and financial services — covering market validation, commercial positioning, pricing, and go-to-market
  • Worked with founding teams on business model design and revenue hypothesis development, translating early-stage ideas into commercially structured propositions ready for investor and market testing
• 

  Arriva Plc

  Corporate Strategy Analyst

  Feb 2019 - Aug 2020

  Europe's leading passenger transport operator — 35,500 employees, 1.6 billion passenger journeys annually across 10 countries. Group Strategy and M&A team focused on strategic growth, acquisitions, and platform innovation.

  • Supported Group Strategy & M&A team on strategic growth initiatives — market scanning, competitive intelligence, and scenario analysis for Board-level stakeholders
  • Evaluated commercial viability and strategic fit of emerging business models across digital mobility, MaaS, and platform economics
• 

  Euromonitor International

  Innovation Consultant

  Nov 2015 - Feb 2019

  Leading global market research and strategic analysis firm — offices in 15+ cities, serving Fortune 500 clients with innovation strategy, consumer insights, and market intelligence across industries and geographies. The Innovation Consulting team specialises in helping some of the largest FMCG organisations drive growth through innovation.

  • Managed teams delivering 40+ innovation projects for global clients — megatrend frameworks, opportunity sizing, category innovation strategies, and NPD briefs
  • Delivered executive-level strategy recommendations to C-suite teams at Google, Netflix, Coca-Cola, Danone, Amazon, H&M, PepsiCo, Nestlé, Visa, Mastercard, and IKEA
  • Scaled Innovation Practice across 6 global markets — designed operating processes, team structures, and capability-building programmes
  • Played an active role in commercial development — supporting proposal writing, client pitch preparation, and scope design
• 

  Directory Futures

  Project Manager

  May 2013 - May 2015

  Leading talent and brand partnership agency in the luxury sector — specialising in retail, fashion, beauty, and wellness across customer experience, mystery shopping programmes, and brand pop-up activations.

  • Designed and managed mystery shopping programmes for luxury retail clients — developed assessment frameworks and delivered CX insights to senior brand stakeholders
  • Built and maintained senior stakeholder relationships across luxury retail and fashion — developing deep understanding of sector commercial dynamics and brand standards