Elena Surcheva

UBC Sauder Continuing Business Studies

Elena Surcheva is the co-founder and Director, Digital Marketing and Analytics at Iridia Consulting. She is a seasoned digital strategist and analyst who has been working in the online space since 2003. She helps her clients effectively leverage digital media, communicate better with their current and potential customers, and be more efficient in converting advertising spend into tangible and measurable results. 

Prior to Iridia Consulting, Elena honed her skills managing all aspects of the digital analytics strategy at TELUS for eight years. She has also worked with B2C, B2B and not-for-profit organizations like Samsung, Knowledge Network, Central 1, ActiveState, Tourism BC, the Canadian Red Cross and the Calgary Zoo.

Elena has been involved with the UBC/DAA Award of Achievement in Digital Analytics program since its inception. As a member of the Education Committee of the Digital Analytics Association, she helped put together the original content. Elena has been teaching the courses in the program since 2011.

Elena holds an MBA from Simon Fraser University, and a Master in Finance in Banking and Bachelor of Economics from Sofia University.