The Humans of Hancock and Rowe is a series of interviews that introduces you to who we are and the people we work alongside. From our team to our clients, we’ll be sharing the stories of those who our agency help, support and collaborate with.

Introducing Katrin, Communications and Marketing Executive for our clients over at the British Chiropractic Association, an avid traveller and Kizomba dancer.

Where do you come from?

My roots are as diverse as the world itself. My mom is from Bulgaria and my dad is from Lebanon, so I've got a unique blend of cultures running through my veins. I grew up in Bulgaria until I was 17 - it was a wonderful place for a fun and dynamic childhood. But I always felt a pull towards something more, a desire to explore the world and see what it had to offer.

So, in 2012, my mom, my brother and I packed our bags and moved to the UK in search of better opportunities. It was a big leap, but we knew it was the right decision. We wanted to create a better life for our family, and we knew that the UK would give us the opportunities we needed to do that. Due to my father’s Lebanese nationality, we had a lot of hurdles to go through to be able to unite as a family in the UK. After over two years of applications and paperwork, he finally managed to join us and be part of our lives again. 

12 years down the line, as a proud British citizen, I can honestly say that the world truly is my oyster. I've had the chance to travel, to experience different cultures and to meet amazing people from all walks of life. 

I studied Communication and Media at Bournemouth University and dove headfirst into international charity work. My biggest highlight was building a playground in a primary school in Uganda - an experience that truly changed my life. China, Malaysia, and Vietnam are just a few of the countries that followed, giving me a perspective about the world that shaped my character and reinforced the value of diversity.

In these diverse societies, I learned to appreciate the beauty of cultural differences, the richness of human experience and how connected we all are.

Where are you now?

After graduating, my career journey wasn't exactly a walk in the park. The COVID-19 pandemic hit and I found myself unexpectedly unemployed for four months. Having built a pretty awesome life in Bournemouth, the prospect of moving back with my parents in London was a daunting one.

But, as they say, every cloud has a silver lining. Eventually, the stars aligned, and I stumbled upon a role that felt like it was tailor-made for me. Today, I'm proud to be part of the Marketing Team at the British Chiropractic Association (BCA) in the position of Communication and Marketing Executive.

Working alongside the incredible Lisa King and my talented colleagues, Cait Allen, Anne Barlow, Brianna Ryder-Maki, Sofie Bennett and Claire Cooke we're dedicated to shaping the future of chiropractic care in the UK and making it an integral part of the nation's healthcare system.

One of my most significant accomplishments is leading a 3-year digital transformation project for the BCA. This project aims to enhance our organisation's digital presence, both externally and internally.

I work closely with our invaluable partners, Hancock & Rowe and Heavy Penguin to successfully implement this transformation and I couldn't be happier to be working with such a dedicated, knowledgeable and creative team.

How did you travel between the two?

I travelled, carried by the rhythm of the dance. Literally.

Between all these job shenanigans, I found the biggest passion of my life – the Kizomba dance. In 2018, I met my best friend Alexandra, who introduced me to the dance (I did take some convincing, I must say!)

Originating from Angola, Kizomba is a captivating dance characterised by its rhythmic movements, fluidity, and seamless transitions. While the technique can be challenging, the sheer joy of losing yourself in the music and the connection with your dance partner makes it all worthwhile.

Today, I'm travelling the world, learning from renowned Kizomba instructors and aspiring to one day grace the same stages they perform on.

Head over to YouTube and experience the magic of Kizomba for yourself. Be warned, you might just find your new favourite dance! I can also tell you my personal favourite Kizomba Instagram page - @kizombasensualfestival which I truly recommend you check out. 

What are your hopes for the future and the digital world?

As I look ahead, I'm determined to continue nurturing the independent, strong, energetic and ambitious self that I've cultivated. I believe that by pursuing my biggest passions in life, I'll unlock the potential to reach even greater heights. This journey of self-discovery and development will fuel my aspirations and propel me towards a future filled with boundless possibilities.

As to the digital world, it is evolving at a breakneck pace, opening up endless possibilities for innovation and creativity. As technology continues to advance, we're seeing tools and platforms emerge that complement our skills and allow us to focus on the big ideas that truly make a difference.

However, as we dive deeper into this ever-evolving digital landscape, I hope we never lose sight of the human element. It's essential that we continue to prioritise human needs and emotions when creating digital products.

Technology should serve as a tool to enhance our lives, not replace our humanity. By maintaining a human-centred approach, we can ensure that the digital world remains a force for good, empowering individuals and communities alike.

What made you consider hiring our UX expertise for your web project?

In today's digital age, where technology is constantly evolving, it's easy to get lost in the technical aspects of creating digital products. However, the most successful products are not just functional; they are also meaningful and engaging, taking into consideration users' motivations, desires, frustrations, needs and emotions.

By focusing on these human elements, businesses can benefit from digital experiences that truly resonate with their audience. And this is exactly why we needed Hancock & Rowe’s UX expertise for our web project – to be able to bring our brand to life in the digital world by putting the needs of our users at the forefront.