The person
Hristo Kehayov
Founder & Operator · TIGER / MoonLabs
The Person Behind TIGER
Built through the work.
The person
The identity
Built through the work.
Shaped by independence.
I’m Hristo.
A self-taught operator, figuring out media buying, publishing, and digital business through real skin in the game.
Active Operator · Based in Sofia, Bulgaria
The person
The identity
TIGER
The Identity · Operator · Builder · Independent
The Start: Born from necessity, driven by ownership.
A hard childhood shaped my relationship with work early on.
When you grow up without a safety net, you realize quickly:
waiting for someone to hand you an opportunity is a losing strategy.
Independence wasn’t an abstract goal or a lifestyle slogan.
It was the only way to build safety, dignity, and control over my own life.
When I discovered the internet, everything changed.
Here was an open, meritocratic arena where background, credentials, and pedigree didn’t matter.
The algorithm didn’t care who your parents were.
The only thing that mattered was whether you could solve a problem, capture attention, and deliver real value.
The Work: Cutting teeth in performance media & direct response.
I entered digital marketing at ground level.
Teaching myself media buying, copywriting, funnel architecture, and analytics by putting my own money on the line.
When it is your own capital funding the ad account, you learn fast.
Every failed test is an expensive tuition.
And every successful angle is proof of principle.
Over a decade of operating, I’ve managed tens of thousands of euros in media spend across every major advertising platform — Facebook, Google, native networks, and programmatic channels.
I saw platforms rise, policy shifts shake entire industries, and ad formats change overnight.
The operators who survived weren’t the ones with the slickest theories.
They were the ones who could adapt, test ruthlessly, and own the outcome.
Having ownership over my work, my time, and my future— Hristo Kehayov
wasn’t an abstract goal or a luxury — it was the only way forward.
The Shift: From traffic arbitrage to owned media assets.
Arbitrage gives you speed and tactical sharpness.
But real longevity comes from owning assets that compound over time.
As the digital landscape matured, I made a deliberate pivot from short-term campaign cycles toward building enduring brands and owned publishing infrastructure.
That shift became MoonLabs — the umbrella network housing our publishing properties like Well Being, Money, and Bond, alongside ecommerce initiatives under ES Brands Group (including consumer wellness brands like Dorsalin, Revicell, and Dermaroot).
Owning the publication, the audience relationship, and the product line changed everything.
It turned transactional traffic into sustainable enterprise value.
Execution beats theory every single time.— Hristo Kehayov
Put something real into the world, watch what happens, and let the work be the teacher.
The Evolution: Modern tools, syndicates & independent building.
Today, TIGER represents the convergence of everything I’ve learned:
Direct response discipline, editorial publishing at scale, and high-velocity engineering tools.
We’re developing mobile reader applications, intelligence feeds, and open-source deployments like TryPost to empower autonomous, lean teams.
I believe the future belongs to nimble operators who combine capital efficiency, deep domain expertise, and high-taste execution.
I’m still in the trenches every day — testing new verticals, mentoring builders, and looking for partners who share the same obsession with craft and independence.
Let’s build
something real.
Follow the journey, talk shop, or say hello. You’ll find me here.
