Lazarina Stoy

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About

Hi, I’m Lazarina. I teach, consult and build.

I’m an organic growth and AI automation consultant. I spent my agency years leading SEO and data science for B2B, SaaS and enterprise brands, and since 2024 I’ve been building my own portfolio of small businesses, each one running with the help of automations I design.

Work with me
Lazarina Stoy smiling while speaking at an event
24conference talks since 2021
10countries, 13 cities
10×revenue growth on the agency portfolio I led, in a year
142learners in 34 countries
32%of my students come back for another course

Who I’ve worked with

The kinds of teams I’ve helped grow, and the ones I’ve trained

Organic growth, agency-side and independent

Big tech and enterpriseSites with millions of pages
B2B SaaSStart-ups to scale-ups
Ecommerce and retailLarge catalogues and product data
Database and cloud technologyDeveloper-focused brands
Finance, government and educationRegulated and public-sector sites
Real estate and travelLocation and listings sites
AgenciesBuilding SEO and automation services
Founders and small businessesContent-led growth

Training and teaching

HallamOrganic team training
University of StrathclydeGuest lecturer, MSc
University of St AndrewsGuest lecturer, MSc
BrightonSEOMasterclass
Traffic Think Tank2 courses
SE Ranking AcademyMini-course
MLforSEO Academy142 learners
Women in Marketing - BulgariaCommunity lead

The path so far

From marketing student to data and automation geek

I’m happiest when a process that took days takes minutes, and the people who run it understand why.

  1. 2014–19

    Marketing, then machine learning

    A joint BA in Marketing and Management, then an MSc in the Computer Science department at the University of Strathclyde, specialising in machine learning through my dissertation.

  2. 2020

    Automating from day one

    In my first agency role, I started automating common SEO tasks from day one, scaling the speed and quality of deliverables for our B2B and enterprise clients: meta descriptions, image captions, Core Web Vitals audits and entity analysis.

  3. 2021

    Start-ups, scale-ups and US clients

    I expanded my career and skill set working with global start-ups and scale-ups at a London-based agency, while freelancing with US clients.

  4. 2021–23

    Senior Manager, SEO and Data Science

    At Intrepid Digital I led SEO for several teams at a big-tech enterprise, while leading a cross-functional team of SEOs, data analysts and technical writers. I also led the agency’s internal data function.

  5. 2023

    Independent

    Consulting, training agencies, and writing for Search Engine Land, iPullRank, Moz and others.

  6. 2024

    Founder, twice

    I launched the MLforSEO Academy and founded Women in Marketing - Bulgaria.

  7. 2025

    Mum 🐣

    The biggest role of my life, though it’s not usually on a CV.

  8. 2026

    Working myself out of the day-to-day

    I launched Data Studio for Marketers, and redesigned the operations of all three businesses so they run without me day to day, opening up time for consulting and my next chapter.

What I’m building

Three businesses, one approach

Each one is a working case study in what I do for clients: a real marketing operation, with automation doing the repetitive work so the people can do the rest.

Founder · education

Free tutorials and the MLforSEO Academy, teaching marketers machine learning, automation and AI search. Expert-led training, scaled with automation, not led by it.

€31K+revenue
142learners in 34 countries
32%bought 2+ courses
5★every published review

Some of the automations I’ve implemented

  • Scheduled pipelines that draft news, research, jobs and new resources for my review.
  • Content transformation: one course recording becomes lessons, blog posts, social posts and free resources.
  • Launch campaigns built from course material and scheduled through Buffer.
  • A weekly newsletter drafted into Kit from the week’s content.

Marketing skills it runs on

Course designLaunch campaignsEmail marketingSEO and contentLinkedIn campaignsPartnershipsPricing and bundles

Founder · templates and publishing

Data Studio tutorials, a dashboard template shop and ebooks for marketing reporting. Built on my years of creating agency dashboards and reporting to senior stakeholders.

264templates across 9 channels
609pages across 2 ebooks
84tutorials
Featuredby Google Analytics for my dashboard work

Some of the automations I’ve implemented

  • Research agents and an automated quality check behind every tutorial, before I edit it by hand.
  • A template shop built from a research database, with each template linked to its creator’s profile.
  • A publishing pipeline that turns tutorial material into designed ebooks.

Marketing skills it runs on

Data storytellingStakeholder reportingEcommerceContent strategyProduct pricingSEO

Founder · community

Events, mentorship and career growth for women in marketing in Bulgaria. The first community for female marketers in Bulgaria.

430+members
37events since July 2024
15+workshops led by members
€26K+sponsorship and ticket revenue

Some of the automations I’ve implemented

  • Lecture and webinar recordings turned into transcripts and recap posts.
  • A pipeline I built and oversee that uses generative AI to speed up producing mentorship programme assets, from materials written by expert contributors.
  • AI-assisted video editing and website building.
  • Automated community onboarding and access through Slack.

Marketing skills it runs on

Event productionSponsorship salesCommunity managementMentorship programme designSocial mediaPartnerships

Also

Teaching, writing and mentoring

Teaching

Guest lecturer on AI and automation in marketing for MSc students at the University of Strathclyde and the University of St Andrews.

Writing

Technical writer for iPullRank, and a contributor to Search Engine Land, Moz (Whiteboard Friday), Oncrawl, SE Ranking and the Wix SEO Learning Hub.

Mentoring

I run the Women in Marketing - Bulgaria mentorship programme, and I’ve mentored founders and small businesses through GrowthMentor.

Testimonials

What people say about working with me

From people who managed me, worked on my team, hired me and learned with me.

Managed me at Intrepid Digital
Lazarina is an outstandingly talented individual. She has great, hands-on all-round SEO knowledge and excellent data science skills. Lazarina is fantastic at teasing out insights and opportunities from big data sets and using machine learning to solve problems at scale, and has applied this ability to help many top-tier enterprise-level clients with enormous websites. Lazarina takes a very organised approach to her work, is an excellent project manager and communicator who doesn’t miss important details, and ensures nothing falls through the cracks. Rarely do you encounter someone with her level of technical ability and drive to execute, but also the capacity to take a step back and create a broad strategy to achieve growth. Lazarina is one of the brightest sparks in SEO and it would be an absolute pleasure to work with her again.
Andrew SmithAndrew SmithSr. Director Strategy & Capabilities, Intrepid Digital
On my team at Intrepid Digital
I had the pleasure of working with Lazarina at Intrepid Digital, where she was my manager. I can confidently say that she is the brightest SEO professional I have ever worked with. Her expertise in data science was instrumental in the success of our SEO campaigns, her strategic vision is always on point and her approach to problem-solving is creative and outside the box. As a manager, she unlocked my abilities to learn beyond the confines of SEO. She was always available to provide guidance and support, and her leadership style was very human and approachable.
Florian PotierFlorian PotierSenior SEO & Data Specialist, Intrepid Digital
Managed me at Skale
I managed Lazarina during her time at Skale. She is one of the most talented SEOs I’ve had the pleasure to work with in my career. Despite only recently breaking into the industry at the time, she quickly leveraged her background in data science to generate serious impact for some major SaaS brands and rapidly expand her skillset in the process. As an SEO, she is driven, compassionate, curious and extremely talented. I would not hesitate to recommend Lazarina for SEO leadership roles in the future.
Ben MajorBen MajorHead of Organic Growth, Skale (now Omniscient Digital)
Hired me to train her organic team
Lazarina’s knowledge, presentation skills and frankly organisation are shockingly good. Detailed, with context, outcomes and question sessions that totally surpassed anything any of us had in mind when we woke up that day for the training.
Carmen Domínguez RodríguezCarmen Domínguez RodríguezHead of Organic, Hallam
Hired me as a freelance SEO
Lazarina helped us with keyword and competitor research, traffic analyses, information architecture and sitemap planning, and SEO growth strategy. Her work helped us immensely in establishing SEO as a service for our business.
Alberto RoigAlberto RoigCEO & Lead Developer, WePropagate
Attended my training
It was one of the best training sessions I have ever attended. Lazarina was so organised, provided us with a lot of training and template material, and was always so engaging while explaining everything.
Sabrina La MonicaSabrina La MonicaContent Manager, Hallam
Managed me during my placement
Lazarina is a highly motivated self-starter who is full of innovative ideas. She has a fantastic work ethic and takes great pride in her work.
Donna BrawleyDonna BrawleyAssistant Director IT, University of Strathclyde

From my students

Student, MLforSEO Academy
The course has something for everyone. If you’re just starting out, the way the theory is explained makes it really easy to follow, and you get plenty of resources to apply what you learn straight away.
Emina Demiri-WatsonEmina Demiri-WatsonIntroduction to Machine Learning for SEO
Student, MLforSEO Academy
One of the best courses I’ve bought, and it’s helping me stay relevant as an SEO. There’s crazy amounts of value, and Lazarina shares a ton of info.
Vinnie WongVinnie WongSemantic ML-enabled Keyword Research
Student, MLforSEO Academy
A fantastic course that equips you with all the tools to become a trendsetter when developing your SEO strategies. Lazarina is, as always, extremely knowledgeable and provides clear explanations for complex concepts.
Sarah CarvalhoSarah CarvalhoSemantic ML-enabled Keyword Research

Let’s build something useful.

Whether you need a fractional lead, a training day or a speaker, the first step is the same: tell me what you’re working on.

Hire mefrom €2,500/monthTrain my team or book a talkfrom €1,500/dayLearn at my own pacecourses from €250Say hello on LinkedIn→

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