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 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.

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, 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.

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 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.

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 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.

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 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.

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