Savina Proykova
Senior Digital Marketing Strategist — University of Minnesota
Biography
She/Her
Savina Proykova is a Senior Digital Marketing Strategist at the University of Minnesota’s Carlson School of Management, where she serves as the primary email marketing expert and the school's lead contact for Salesforce Marketing Cloud (the University's mass communication platform). With over eight years of experience in higher education marketing and communications, Savina specializes in content strategy and building automated email campaigns.
Currently, Savina oversees email strategy for Carlson's recruitment marketing efforts, with a global outreach network of over 67,000 students and alumni. As the school’s Salesforce Marketing Cloud expert, she provides strategic oversight for 20+ business units, ensuring that high-volume communications remain accessible, on-brand, and compliant with university-wide governance.
Throughout her tenure at the University of Minnesota—including prior roles within the Office for Student Affairs—Savina has established a track record of driving measurable results through technical innovation. Her work in standardizing email content across CRM platforms earned her a Silver Award at the 2024 Educational Advertising Awards, and her "adaptive content" strategy—repurposing SEO-rich web content for email—has consistently increased student conversions throughout the recruitment cycle.
Savina's current work focuses on inclusive design and accessibility. By piloting emerging AI tools and predictive analytics, she continues to uncover innovative ways to reach diverse audiences while maintaining the personalized "human touch" that defines a successful student experience.
Currently, Savina oversees email strategy for Carlson's recruitment marketing efforts, with a global outreach network of over 67,000 students and alumni. As the school’s Salesforce Marketing Cloud expert, she provides strategic oversight for 20+ business units, ensuring that high-volume communications remain accessible, on-brand, and compliant with university-wide governance.
Throughout her tenure at the University of Minnesota—including prior roles within the Office for Student Affairs—Savina has established a track record of driving measurable results through technical innovation. Her work in standardizing email content across CRM platforms earned her a Silver Award at the 2024 Educational Advertising Awards, and her "adaptive content" strategy—repurposing SEO-rich web content for email—has consistently increased student conversions throughout the recruitment cycle.
Savina's current work focuses on inclusive design and accessibility. By piloting emerging AI tools and predictive analytics, she continues to uncover innovative ways to reach diverse audiences while maintaining the personalized "human touch" that defines a successful student experience.
Sessions