Vesela Kalchishkova

• Strategic lead driving identification, evaluation, and implementation of innovative solutions addressing business, medical, and patient needs in Bulgaria
• Drives implementation of digital health solutions, automation initiatives, and cross-functional innovation projects to improve efficiency and patient outcomes
• Established and integrated innovation frameworks and processes across functions, facilitating scalable and consistent adoption
• Directed capability development initiatives with emphasis on AI upskilling, digital tools, and continuous learning programmes, including ICE and AI training.

• Led regional innovation agenda across ECC, aligning with global strategy to maximise value realisation across markets
• Synthesised country insights, connected local initiatives with regional priorities, and drove consistent execution across diverse markets
• Enabled cross-country collaboration and best practice sharing, scaling successful innovation pilots across the region
• Engages ECC leadership and stakeholders to prioritize initiatives, secure sponsorship, and accelerate adoption of innovative solutions

Main achievements: Developed fully automated reporting solutions for the company's commercial and FFE KPIs. Achieved significant optimization in data spending. Automated and digitalized numerous processes across various functions. Established digital leadership in omnichannel communication within the local market. Attained triple-digit growth in audience across all websites and the company's social media platforms.

• Led a team of Omni-Channel Customer Engagement, Digital Solutions & Customer Insights professionals, and drove performance of the Novartis activities in Bulgaria.
• Provide expertise, lead and implement a portfolio of digital and data solutions.
• Embedded and institutionalised digital and omni-channel capabilities, facilitating organisational transformation towards a more innovative and digitally advanced company.
• Developed and implemented local mid-term Data & Digital strategy to align with business objectives.
• Build and lead a high-performing team of Omni-Channel Customer Engagement, Digital Marketing, CRM Systems, Data and Insights professionals, and manage associated budget.
• Drive customer engagement performance through upgraded omni-channel solutions, tactics, tools, capabilities, mindsets and lean governance; maximising data analytics, insights, digital / omni-channel platforms and solutions.
• Develop and implement omni-channel engagement strategies and plans for all key brands, including a portfolio of omni-channel and digital initiatives, improved customer engagement, marketing effectiveness and efficiency.
• Established capabilities and toolsets for data-driven decision making across the business, focusing on CRM and FFE.
• Main achievements: Developed fully automated reporting solutions for the company's commercial and FFE KPIs. Achieved significant optimization in data spending. Automated and digitalized numerous processes across various functions. Established digital leadership in omnichannel communication within the local market. Attained triple-digit growth in audience across all websites and the company's social media platforms.

Main achievements:Full transition of commercial reporting activities from EU countries to DIS team Sofia. Stabilised and increase data quality and speed of delivery. Team satisfaction and motivation increased on avg. with 68%. Built strong cooperation with main stakeholders on the European market, transforming the team from data providers to trusted partners. Drove continuous improvement initiatives, led to almost 8000 working hours being saved on a yearly basis. Coaching and upskilling the team, increased technical and business knowledge.

• Executed Commercial Data & Insight Services strategy and business plan, established operational plans to meet agreed targets
• Provide strong leadership and motivation to the team, being a role model for CCEP values
• As member of the Data & Analytics extended Leadership team, contribute to the strategic direction of the function, and drive the execution through DIS team
• Managed and monitored Commercial DIS budget, focused on delivering planned savings and providing insight value to business
• Provided overall leadership to DIS Commercial team, ensured communication and alignment of business plans to achieve targets
• Ensure that customer and key stakeholder relationships are proactively managed to meet DIS strategy, objectives and targets
• Own the management of the Service Partnership Agreements with customers
• Work and liaise closely with all BU commercial teams and other Data & Analytics
• Main achievements: Full transition of commercial reporting activities from EU countries to DIS team Sofia. Stabilised and increase data quality and speed of delivery. Team satisfaction and motivation increased on avg. with 68%. Built strong cooperation with main stakeholders on the European market, transforming the team from data providers to trusted partners. Drove continuous improvement initiatives, led to almost 8000 working hours being saved on a yearly basis. Coaching and upskilling the team, increased technical and business knowledge.

Key Achievements:

Tripled revenue and doubled client base through strategic growth initiatives. Improved profitability year on year, driven by operational efficiency and client value. Elevated brand awareness and positioned the Consumer Panel as a trusted business partner. Successfully led the full digital transformation of the Consumer Panel, including operational systems and respondent sampling. Significantly enhanced data quality and analytical capabilities. Boosted team motivation and retention annually through effective leadership and development.

• Directed the Consumer Panel business unit, overseeing all processes and strategic initiatives.
• Held full P&L ownership, including budgeting and profitability analysis.
• Managed departmental structure, staff responsibilities, coaching, and performance supervision.
• Led client service operations, fostering strong relationships and long-term partnerships.
• Delivered expert consultancy to leading FMCG producers and retailers, leveraging advanced consumer behaviour analytics focused on:
• Brand development and market potential
• Positioning across retail formats, regions, and sociodemographic groups
• Shopping missions, price elasticity, macroeconomic dynamics, and more
• Participated in international projects within the GfK global network.
• Represented the company at industry conferences and strategic discussions.
• Authored PR publications to promote insights and thought leadership.
• GfK – Global Leader in Marketing Research and Business Consulting
• Key Achievements: Tripled revenue and doubled client base through strategic growth initiatives. Improved profitability year-over-year, driven by operational efficiency and client value. Elevated brand awareness and positioned the Consumer Panel as a trusted business partner. Successfully led the full digital transformation of the Consumer Panel, including operational systems and respondent sampling. Significantly enhanced data quality and analytical capabilities. Boosted team motivation and retention annually through effective leadership and development.

• Built and nurtured strong client relationships, expanding the client base across the FMCG sector.
• Conducted in-depth market analysis to identify trends, opportunities, and competitive dynamics.
• Assessed client market potential and provided strategic recommendations for growth.
• Guided clients in identifying operational gaps and leveraging key resources for improvement.
• Advised leading producers and retailers using comprehensive consumer behaviour analytics focused on: Brand development dynamics, Brand positioning across retail formats, regions, and sociodemographic segments. Delivered expert consultations based on household consumption data in Bulgaria.
• Led industry conferences and facilitated strategic discussions to share insights and foster collaboration.

• Led marketing operations for Carrefour across the Balkan region, with direct responsibility for strategic planning and execution.
• Developed and managed comprehensive marketing strategies and budgets tailored to new market entries.
• Conducted market research and analysis to inform decision-making and optimize campaign effectiveness.
• Oversaw relationships with advertising agencies and external partners.
• Directed the creation, execution, and performance tracking of multi-channel advertising campaigns (TV, radio, print, outdoor, etc.).
• Supervised media planning and post-campaign evaluations to ensure ROI and brand consistency.
• Managed Carrefour catalogs and promotional activities, including in-store communications and decorations.
• Organized in-store promotions and corporate events to enhance customer engagement and brand visibility.
• Negotiated with suppliers to secure additional marketing income and promotional support.
• Recruited, trained, and managed the marketing department team.
• Collaborated cross-functionally with all departments to align marketing efforts with business objectives.
• Organization of company’s events
• Marketing Lead – Balkan Markets (Carrefour) Carrefour Master Talent Program Member Part of the New Market Opening Team for Bulgaria, Macedonia, and Serbia

Key Achievements:

Elevated company brands to leading positions across multiple categories. Multiplied brand awareness through targeted campaigns and strategic positioning. Transformed the product portfolio to align with evolving consumer needs and preferences. Optimised media buying processes and budgets, significantly boosting campaign performance and company KPIs.

Enhanced company image and reshaped consumer perceptions. Expanded brand distribution and market penetration severalfold.

• Developed and executed marketing strategies and annual plans for all companies within SIS Industries Holding.
• Conducted market analysis and trend monitoring across key product categories.
• Led brand strategy development, ensuring alignment with market dynamics and consumer expectations.
• Cultivated relationships with advertising and market research agencies to enhance campaign effectiveness.
• Oversaw media planning, campaign development, and execution across all channels: TV, radio, print, outdoor, point-of-sale, and digital.
• Evaluated both internal and competitor advertising campaigns to inform strategic decisions.
• Coordinated corporate events and industry expositions, significantly increasing brand visibility.
• Directed the Marketing department, including team structure, role definition, supervision, and coaching.
• Partnered cross-functionally with all departments to ensure cohesive marketing strategies.
• Key Achievements: Elevated company brands to leading positions across multiple categories. Multiplied brand awareness through targeted campaigns and strategic positioning. Transformed the product portfolio to align with evolving consumer needs and preferences. Optimised media buying processes and budgets, significantly boosting campaign performance and company KPIs. Enhanced company image and reshaped consumer perceptions. Expanded brand distribution and market penetration severalfold.

• Creation of new products and new brands
• Developing existing product lines
• Marketing analyses
• Market Research
• Marketing support of product range – POS materials, Promotions, Advertising campaigns /Press, Magazines, Outdoor, TV, Radio, PR/.
• Contacts with advertising agencies and research agencies
• Marketing plans and strategies
• Media planning

Key Achievements:

Successfully repositioned the Deva brand, leading to a 15-fold increase in revenue. Redesigned all product recipes and packaging to better align with consumer preferences. Launched a comprehensive brand campaign, including communication strategy and commercial support. Elevated Deva to market-leading positions across multiple cosmetics categories. Recognised for outstanding brand performance with the Brand Manager of the Year award in 2004 from Bulgarian Marketing Association

• Created new products and brands within cosmetics portfolio, aligning offerings with market trends.
• Conducted marketing analyses and market research to inform strategic decisions and optimise brand positioning.
• Developed and expanded product lines based on consumer insights, enhancing brand relevance and market appeal.
• Provided full-spectrum marketing support including:
• POS materials
• Promotions
• Advertising campaigns (press, magazines, outdoor, TV, PR)
• Managed relationships with advertising agencies.
• Created and executed annual marketing plans.
• Presented new products and conducted training sessions for the sales team.
• Collaborated with distributors and the sales force to ensure successful market penetration.
• Key Achievements: Successfully repositioned the Deva brand, leading to a 15-fold increase in revenue. Redesigned all product recipes and packaging to better align with consumer preferences. Launched a comprehensive brand campaign, including communication strategy and commercial support. Elevated Deva to market-leading positions across multiple cosmetics categories. Recognised for outstanding brand performance with the Brand Manager of the Year award in 2004 from Bulgarian Marketing Association

• Business and Marketing analyses /purchasing and sales reports, financial and marketing analyses/.
• Formation and control of purchasing and sales prices.
• Developing new company projects.
• Stock management of FMCG / Marketing and logistic/.
• Promotions of different product range.
• Employee of the year 1999

• Job description: price executive, delivery control, purchasing, staff supervision, accountancy operations.