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@blaga
Commercial leader driving category strategy, P&L ownership, and profit-focused team development.
I am a commercial and people leader with over a decade of operational and strategic experience across FMCG, retail, and insurance, focused on category management, pricing architecture, and key account operations. I deliver measurable profit optimization and scalable customer strategies while leading multifunctional teams through transitions and integrations.
My achievements include full P&L ownership, a 5% client-specific operational cost reduction, leading the Chipita–Mondelēz integration in Bulgaria, and developing the national bakery category strategy that achieved #1 market share. I build teams, design trade and promo mechanics, and run capability programs and internal training to sustain performance.
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Work history, roles, and key accomplishments
Own end-to-end client P&Ls including budgeting, pricing, promo planning and ROI evaluation; identified inefficiencies that reduced client-specific operational costs by 5% in H1 2025 and improved baseline sales through promo redesign.
Designed and owned national bakery category strategy, driving sustained #1 market share through channel-specific campaign calendars, pricing corridors and integration of Chipita into the portfolio.
Audited retail zone positioning and led re-merchandising actions that lifted visibility by 20%, rationalized slow-moving SKUs and built execution tracking dashboards for sales teams.
Collaborated with distributor teams and supervised merchandisers to deliver 16% YoY volume growth via improved route planning and joint business plans; led internal training and process revamps.
HealthStore Ltd
Oct 2016 - Oct 2016 (0 months)
Implemented regional promotional tactics that increased footfall and conversion, introduced structured rep KPI reviews and opened three new sales points within a year.
Generali
Apr 2013 - Sep 2016 (3 years 5 months)
Supervised local office network across Sofia region and improved regional quota attainment by 22% through new conversion tracking tools and refined recruitment criteria.
Set operational benchmarks for consultants and team leaders, driving a 30% uplift in client acquisition and overseeing audits and compliance for over 3,000 active clients.
VIVACOM
Dec 2009 - Jun 2012 (2 years 6 months)
Established operational benchmarks and compliance procedures, contributing to a 30% uplift in client acquisition and ensuring portfolio procedural adherence for large client bases.
Degrees, certifications, and relevant coursework
Bachelor's degree, Business Administration and Management, General
2007 - 2012
Completed a Bachelor's degree in Business Administration and Management with studies focused on general business principles and management practices.
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