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Work Background
VP Brands InternationalDirector International markets
Jan. 2022 - Dec. 2023Plovdiv, BulgariaAs Director of International Markets and VP at Brands International, I led a dynamic team focused on enhancing our global market strategy and increasing profitability for Bulgaria's leading spirits and wine producer. I managed internal customer service, pricing, contracts, forecasting, and performance monitoring across multiple countries, customers, and product lines. Through extensive market research and strategic analysis, I developed a 5-year plan to accelerate growth for key international brands whilst expanding our local product offerings and private label business. Following are some of my signature accomplishments: • Drove 40% year-over-year profit growth by creating and executing effective financial strategies.
• Increased over 3X business growth within three years through strategic planning and market analysis.
• Expanded distribution markets by 20% through targeted market penetration and partnership development.
• Reduced COGs by 25% and streamlined portfolio from over 3000 to 180 SKUs, enhancing operational efficiency.
• Developed controlled distributor management system including ways of working, data sharing, and activation standards.
• Established, analysed, and transformed operations into structured, efficient processes in line with company policies, including P&L management, COGS effectiveness, liquid investment plans, and pricing/value chains renegotiation.
Freelance (Self employed)Freelance Consultant
Jan. 2020 - Dec. 2022As a Commercial Strategy & Project Management Consultant, I provided strategic advisory on development, corporate integration, and sales operations as a freelance consultant. I led project management initiatives, overseeing planning, execution, and monitoring to ensure projects were delivered on time, within scope, and under budget. Some of my notable achievements include: • Provided advisory services on M&A strategy between a leading Russian spirits producer and a private bank, examining market dynamics and conducting business diagnostics to guide strategic decisions.
• Assessed supply chain, marketing, and sales efficiency for Kaufland Bulgaria, creating forward strategy benchmark and producing working relationship case studies.
DiageoHead of Reserve & Innovation portfolio
Jan. 2019 - Dec. 2021As Head of Customer Marketing, I directed the development and execution of a pioneering distributor model tailored for the luxury segment, amplifying targeted market penetration and introducing progressive pricing strategies. I orchestrated comprehensive trade marketing initiatives cantered around brand ambassadors, ensuring alignment with consumer preferences in luxury markets. Additionally, I directed impactful marketing campaigns across digital, social media, and traditional channels, resonating deeply with discerning luxury consumers. Following is a small section of my key contributions: • Boosted luxury spirits performance by launching successful on-trade advocacy programme. • Led luxury and innovations business unit across 32 markets, increasing 100% net sales and distribution over three-year period. • Drove 57% growth in net sales within first half of year through strategic portfolio reorganisation, malts reinvention, innovative pricing, effective inventory management, and multi-country marketing and promotion plans.
DiageoCommercial Director distributor markets
Jan. 2015 - Dec. 2019As Area Commercial Director, I led initiatives to establish e-commerce platforms and enhance conversion programmes through deep consumer and shopper insights. I introduced innovative operational methods, upgraded reporting frameworks, optimised sales coverage strategies, and implemented agile planning mechanisms to track real-time execution. Some of my key achievements include: • Boosted performance from flat NSV to +15% YoY and market share growth for key brands, such as Johnnie Walker, Smirnoff, Captain Morgan by establishing and executing distributor network management process.
• Revamped go-to-market distributor strategy and headcount planning, enhancing horizontal and vertical coverage, facilitating data exchange, and delivering improved account coverage and operational efficiencies.
• Generated €70M in sales by directing spirits and beer business across 14 distributor markets, allocating commercial resources, and creating effective business plans.
DiageoCountry Manager
Jan. 2012 - Dec. 2015As Country Manager, I led strategic planning, monitored performance, and managed P&L for Bulgaria, Serbia, and Montenegro, driving market success and financial stability. I revitalised commercial policies and organisational structures to enhance channel management, optimise budget allocation, and refine compensation frameworks.
Following are some of my notable accomplishments: • Quadrupled Serbia's Johnnie Walker volume and value market share, securing leadership in both on-trade/off-trade channels.
• Maximised Bulgaria's market presence by revitalising category strategies, implementing innovative GTM approach, and negotiating on-trade contracts.
Imperial Brands PLCSales Manager Romania & Bulgaria
Jan. 2011 - Dec. 2011Sofia City, BulgariaLed a direct sales team of 75, key accounts and sub-distributors for Romania & Bulgaria – including annual negotiations, commercial policy, consumer promos and trade activation plans.
Procter & GambleDistrict Manager Balkans
Jan. 2008 - Dec. 2010RomaniaManaged all aspects of marketing, product development, education and PR for international portfolio of 32 brands across 9 Balkan countries.
Procter & GambleMarket strategy & planning manager
Jan. 2001 - Dec. 2008Bucharest, Romania/ Sofia, BulgariaManaged strategic planning and marketing for various countries and categories, aimed to equip sales team with strategies & plans, sufficient to ensure achieving volume and share targets.
Led portfolio reinventions, dedicated sales team establishment and enabled transition across Balkans from Gillette to P&G companies upon the acquisition in 2006.
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