Maya Koleva

Maya Koleva has over 10 years of experience in the media measurement and evaluation industry. Making a start as an analyst working on multimarket qualitative reputation measurement programs, she then went on to move to senior client facing roles. Maya has worked with clients from government, NGOs and business, spanning sectors from energy, technology, telecoms and healthcare. She has consulted them on campaign evaluation, competitor benchmarking, setting KPIs or performance scores, and on shaping measurement programs to provide deeper and more practical insight. In her current role as Head of Research & Insight at Commetric she is also involved in building-up the analysis team’s data stack, and in the integration of NLP and AI-based tools and technologies in new products, research methods and operational processes. Maya holds a PhD from the Faculty of Journalism and Mass Communications of Sofia University–in her doctoral research she focused on entity-centric content analysis and the application of network analysis to media texts. She commonly applies this academic approach to research methodologies in setting up robust programs specifically for clients needing to understand stakeholders and pathways of influence in broad media conversations on policy issues or controversial topics. Maya also holds a MA in Public Policy from Central European University, where she focused on measuring the effectiveness of awareness campaigns. Maya’s career background includes three years as international news editor in a large daily newspaper: this hands-on newsroom experience has always been helpful in analysing and interpreting news flow and how individual news stories cut through the noise.