Dimitar Atanasov
Commercial Excellence
Sofia
Summary
I am a results-driven FMCG professional with 8+ years of experience across commercial excellence, key account management, category leadership, and brand development. Skilled in sales strategy, business analysis, and forecasting, I specialize in turning insights into action and delivering measurable growth in highly competitive markets. Throughout my career, I’ve built strong customer partnerships, led high-performing teams, and managed complex negotiations that drive both sales performance and long-term value creation. My expertise spans budgeting & forecasting, performance management, and identifying new business opportunities. Passionate about creating sustainable growth, I bring a track record of delivering results through strategic execution, data-driven decision making, and strong cross-functional collaboration.
Overview
14
14
years of professional experience
5
5
Certifications
2
2
Languages
Work History
Commercial Excellence
Henkel
10.2022 - Current
- Implemented 1-1-1 (1-Order / 1-Delivery / 1-Invoice).
- Constantly monitoring profitability.
- Constantly monitoring CoGs.
- Responsible for KP planning
- Implemented new Logistics Allowing System
- Implemented Telescoping Trade Term
- Implementing Perfect Portfolio with Must Stock Lists.
- Initiated Shopper Study for L&HC and BC categories.
- Proven ability to learn quickly and adapt to new situations.
- Skilled at working independently and collaboratively in a team environment.
- Excellent communication skills, both verbal and written.
- Self-motivated, with a strong sense of personal responsibility.
- Passionate about learning and committed to continual improvement.
Head of Key Account Management
Henkel
08.2024 - 05.2025
- Responsible for leading and developing the organization's strategy for managing IKAs while ensuring sustainable growth, long-term partnership and clients satisfaction
- Lead and inspire the Key Account Management team to deliver strong performance and achieve sales targets.
- Build and maintain long-term relationship, while acting as the senior point of of contact.
- Responsible for monthly, quarterly and yearly targets of IKAs
- Supports Key Account Management team with though negotiations
- Negotiate high-value annual negotiations ensuring profitability and alignment with company objectives
Senior Brand Manager
Henkel
04.2022 - 10.2022
- Responsible for driving strategic direction, positioning and performance of Home Care Brands (Bref, Somat, Pur & Clin)
- Lead and development of integrated marketing campaigns - ATL and BTL
- Analyze consumer insights, market trends, and competitive activity to identify opportunities and threats
- Monitor brand performance using KPIs (market share, penetration, weighted distribution etc.) and adjust strategies accordingly.
Category Manager
Henkel
06.2019 - 10.2022
- Manage the product portfolio (assortment, promotion & lifecycle) to optimize sales and profitability
- Create and propose planograms to ensure maximum turnover
Key Account & E-commerce Manager
Henkel
10.2018 - 04.2022
- Responsible for different key accounts - DM, Lilly, Fantastico, Maxima, eBag, Metro
- Manage and grow relationships with mention above clients, ensuring long-term partnership and loyalty.
- Developed a deep understanding of client needs, challenges and industry trends
- Identify upselling and cross-selling opportunities to maximize clients potential
- Transfer client from distributor deliveries to direct ones
Junior Key Account Manager
Henkel
01.2018 - 09.2018
Distributor Sales Representative
Henkel
08.2016 - 01.2018
Business Development Manager
Hyrs International Ltd.
10.2013 - 08.2016
Sales Representative
HealthStore Ltd
05.2013 - 11.2013
Vehicles Supervisor
Ponsstroyengineering EAD
10.2012 - 01.2013
Lifeguard
Morey's Piers & Beachfront Waterparks
05.2011 - 09.2011
Food Preparator
Morey's Piers & Beachfront Waterparks
05.2011 - 09.2011
Education
Master of Business Administration - MBA - Business Administration
University of National and World Economy
07.2013
Bachelor's degree - Business Administration
University of National and World Economy
06.2012
Skills
Friendly, positive attitude
Teamwork and collaboration
Dependable and responsible
Calm under pressure
Team management
Flexible and adaptable
Excellent communication
Supervision and leadership
Certification
GAP - Complete Skilled Negotiator
Timeline
Development Upskilling for People Managers
08-2025
GAP - Complete Skilled Negotiator
04-2025
Emotional Intelligence
09-2024
Head of Key Account Management
Henkel
08.2024 - 05.2025
Scotwork - Advanced Negotiations
12-2023
Commercial Excellence
Henkel
10.2022 - Current
Senior Brand Manager
Henkel
04.2022 - 10.2022
Store Wars
10-2021
Category Manager
Henkel
06.2019 - 10.2022
Key Account & E-commerce Manager
Henkel
10.2018 - 04.2022
Junior Key Account Manager
Henkel
01.2018 - 09.2018
Distributor Sales Representative
Henkel
08.2016 - 01.2018
Business Development Manager
Hyrs International Ltd.
10.2013 - 08.2016
Sales Representative
HealthStore Ltd
05.2013 - 11.2013
Vehicles Supervisor
Ponsstroyengineering EAD
10.2012 - 01.2013
Lifeguard
Morey's Piers & Beachfront Waterparks
05.2011 - 09.2011
Food Preparator
Morey's Piers & Beachfront Waterparks
05.2011 - 09.2011
Bachelor's degree - Business Administration
University of National and World Economy
Master of Business Administration - MBA - Business Administration
University of National and World Economy
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