Kalina Tsanova, Pmp® Email & Phone Number

Sofia, BG

Plovdiv, Bulgaria

• As 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.
• 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.

• As 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.
• 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.

• As 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.
• 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.

• As 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.
• 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.

• As 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.
• 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.

Sofia City, Bulgaria

Led 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.

Romania

Managed all aspects of marketing, product development, education and PR for international portfolio of 32 brands across 9 Balkan countries.

Bucharest, Romania/ Sofia, Bulgaria

Managed 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.

Master'S Degree, International Economics

High School, Mathematics