31 October 2017, Sofia Event Center
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The event

About the event
Retail in Detail. The big transformation.
The event has been focusing on the new trends changing retail trade on the world scale. The goal is to trace those trends that have reached the Bulgarian market, and how it shall change the environment in the coming years. All these modifications shall surely test the conventional way of doing business and wide open the door to new patterns. This one-day conference shall meet representatives of the business in order to exchange know-how and hear firsthand international specialists sharing on changes in trade in the near future.

Technologies increasingly penetrate retail trade; we encounter them at every step we make. Tradesmen have all information about everything we search for, like and buy. Special offers chase us from all communication devices we use. Moreover, there are shops where clients interact with machines only – human staff are not needed anymore. Besides, it is not even necessary to go to the shopping site – a phone or a computer is enough, and the order shall be waiting at our doorpost in a few hours. This is yet one of the changes going on in the area of retail business. New technologies and customers’ experience do increase the expectation in tradesmen – a product must be unique, of quality and added value and at a good price. Clients have become more informed; they want to live and eat healthy. Shopping is not only a spending spree and getting one’s bags full of goods; it is an experience now, filled with emotions and memories. All this has changed the environment. Trade has been fully transformed.


  • Svyatoslava Svyst

    Svyatoslava Svyst Managing Director of Nielsen Bulgaria, Retail Vertical & Retail Analytics Leader Eastern Europe

    Svyatoslava Svyst is the Retail Vertical and Retail Analytics Leader for Eastern Europe and as of August 2017 she became the Managing Director of Nielsen Bulgaria adding to her current role. Her scope of responsibilities covers establishing and growing the engagement and relationship with the retail chains across 14 countries ,as well as, supporting local leaders and teams. In addition to this, Svyatoslava's role as Managing Director of Nielsen Bulgaria is to maintain and drive business performance in the country with both manufacturers and retailers in Nielsen core retail audit business, but also to develop other advanced analytic services such as consumer research and store observations.Svyatoslava Svyst has been working for Nielsen for over 10 years across multiple different and challenging roles where she delivered successful results. Among Svyatoslava's previous roles were Retail Service Director for Ukraine, Kazakhstan, Caucasus & Belarus ,as well as, Managing Director for Ukraine & Belarus and Commercial Hub Leader Ukraine & Russia.  Nielsen is a global performance management company that provides a comprehensive understanding of what consumers watch and buy.Before joining Nielsen, Svyatoslava worked in the FMCG industry as of 1996 including Metro Cash&Carry Ukraine in the Food Procurement department where she dealt  with negotiations and purchasing activities, conducted market research, price analysis and assortment optimization.Her professional interests and expertise lie in the fields of marketing research and strategy, retail partnership and analytics, assortment and sales effectiveness.
  • Kamen Yankulov

    Kamen Yankulov CEO of OLX & Shedd for Bulgaria

    Kamen Yankulov is the CEO of OLX & Shedd for Bulgaria. The company is part of OLX Group - one of the worldwide leaders in online classifieds. Kamen has been with OLX for more than 6 years and has created the first advertising formats at the platform. He has also been responsible for the dynamic product growth of olx.bg and the mobile app, implementing the delivery service, developing different value-added services for the users and creating the Telesales Customer Service department, that caters for the specific business customer’s needs. Kamen has a Master degree in Business Administration and is passionate about new technologies, travelling and sports. Prior to OLX Group, Kamen has worked for Netinfo as part of the advertising sales team.
  • Grzegorz Laptas

    Grzegorz Laptas Director at Strategy and Operations team, PwC Poland

    Grzegorz Laptas is a Director in the Strategy and Operations team in PwC Polska. He works primarily for retailers (grocery, pharma, fashion, media) and manufacturers (FMCG, SMCG and industrial products).
    With almost 15 years of experience in consumer businesses, he advises clients on a range of issues including strategy development, innovations, revenue management, route-to-market, post merger integration, organizational excellence and cost reduction programs.
    Grzegorz Laptas has also delivered over 30 commercial due diligence projects for PE and industry players on both buy- and sell-side.
  • Stefana Tsekova

    Stefana Tsekova Partner, Schoenherr Bulgaria

    Stefana Tsekova joined Schoenherr in 2004 and has been appointed local partner since the beginning of 2008. She specialises in Corporate/M&A and Regulatory Law with a strong focus on Data Protection in the last years. Stefana is heading the Regulatory prac- tice group within the Schoenherr Sofia office. Among her clients are companies from the retail sector, IT sector, energy and infrastructure industries. Stefana has an extensive experience with numerous national and international companies in various aspects of processing, respectively international transfer of personal data as well as regards to other proceedings before the Bulgarian data protection authority. Stefana obtained her Master's degree in Law at the Kliment Ohridski University of Sofia. Since 2005 Stefana has been a member in good standing of the Bulgarian Bar.
  • Milena Dragijska-Dencheva

    Milena Dragijska-Dencheva CEO Lidl Bulgaria

    Milena Dragijska-Dencheva joined Lidl in 2002 as regional sales manager in South Germany. She continued her career working in different positions in Administration and Expansion for Lidl International. She is in charge of the management of Lidl Bulgaria since its establishment in 2005. Milena Dragijska-Dencheva graduated Law at Sofia University, LL.M. in Law from Tuebingen University and MBA International Marketing from The Business School in Reutlingen, both in Germany. Since June 2013 she is a board member of the German-Bulgarian Chamber of Industry and Commerce. In 2015 she became member of the Council of Women in Business in Bulgaria and also a board member in the Association of Modern Trade. In 2 popular annual rankings for the most influential (business) ladies in Bulgaria she got top places - Capital newspaper in 2012 (32nd place) and Forbes in 2015 (Top 20).
  • Stoyan Tachev

    Stoyan Tachev TQM & Project Management, BILLA Bulgaria

    Stoyan Tachev has been working in the food retail business for 13 years now and has gained knowledge and experience in various positions  in international food retail chains in Bulgaria, Germany, Greece, Romania and Croatia. He has started working for BILLA Bulgaria in September 2008 and his areas of responsibility are project and process management, strategy and corporate responsibility. Since 2013 he has been appointed as procurator of BILLA Bulgaria. The projects he works on are connected with supply chain, waste management, CSR and sustainability accounting. Based on his idea, the first corporate responsibility report in Bulgarian retailing was developed. The report  was published in February 2016.
  • Ivaylo Netzov

    Ivaylo Netzov Manager, Foodpanda Bulgaria

  • Stela Parvanova

    Stela Parvanova Purchasing Director, Member of the Management Board, Kaufland Bulgaria

    Stella Parvanova is the new commercial director of Kaufland Bulgaria since the beginning of August 2016. She has been in the company for 12 years, having gone through various leadership positions in the Commercial department. She has recently held the post of Director of the Non-Food Products Division. Prior to joining Kaufland Bulgaria, Parvanova worked for Procter & Gamble, L'Oreal and Cosmo Bulgaria. She graduated in Economics and Management of Industry. Stella Parvanova joins the management board of Kaufland Bulgaria, which includes Executive director Dimitar Spasov, Finance director Mihail Petrov, Operations director Evgeni Gaidov and Elida Panayotova, who is director of Real Estate.

  • Diana Angelova

    Diana Angelova Communications & eCommerce Leader

    Diana Angelova is an Online Commerce and Communications Manager at Decathlon Bulgaria. She develops and implements the global strategy for synergy between physical and online stores. She has held leading positions in several international digital platforms, leaders in the service sector, which also represent some media groups such as Naspers and Rocket Internet.
  • Darina Stoyanova

    Darina Stoyanova CEO of Prestige-96

    Darina Stoyanova is CEO of Prestige-96 AD since 2014. The company is one of the largest food producers in Bulgaria and market leader in the categories biscuits, wafers and mini cakes with the brands Trayana, Mirage, Roden Krai, Hyper, Troy, Spoko, Naya, Muesli, Nasladki, Prestige Selection, 100% Power, Prestige Wellness and FRUNU. Before her appointment at Prestige Darina worked for the multinational company Henkel for more than 14 years, and for the last 9 years she was President of Henkel Bulgaria and General Manager of Henkel Laundry & Home Care business responsible for several countries in the Balkans region - Bulgaria, Romania, Moldova and Albania.
  • Marijana Agic-Molnar

    Marijana Agic-Molnar GfK Adriatic Region Director, CEE Integrated Market Intelligence Business Development Director

    Worked at both sides: marketing agency and client (The Coca-Cola Company).  After integration of her own start-up into GfK, Marijana spent 15 years with GfK building and strengthening GfK in Adriatics, but also developing CEE initiatives. Her major expertise is discovering business chances from available data - data strategist. Holds Master in Marketing (University of Belgrade) & EMBA (University of Sheffield International Faculty). British Council and British Know How Fund scholar. Member of GfK Excellence Team. Lecturer at Mokra Gora School of Management (Marketing & Consumer Behavior).
  • Galina Petrova

    Galina Petrova New Commerce Supervisor, Coca-Cola HBC Bulgaria

  • Vladimir Hristov

    Vladimir Hristov Business Marketing and Sales Executive Director, Telenor Bulgaria

    Vladimir Hristov has joined the company more than 15 years ago as a trainee at the first shop of the telecom. Since then he has taken different positions in the Sales Department. In March 2012 he takes up the management of corporate sales as Business Sales Director and in 2017 becomes Business Marketing and Sale Executive Director. Vladimir Hristov is responsible for the overall B2B strategy of the company and manages the development of business relationships with corporate clients of the telecom. He has completed several specialized programs on leadership and management and by the end of the year he will finalize his EMBA program at the Sheffield University.
  • Georgi Malchev

    Georgi Malchev Managing Partner, Xplora


Chairman: Georgi MalchevManaging Partner, Xplora

9:00 – 9:30 Registration

9:30 – 09:50
Global shopping trends with an emphasis on the emotional aspect of consumers
Svyatoslava Svyst, Managing Director of Nielsen Bulgaria, Retail Vertical & Retail Analytics Leader Eastern Europe

09:50 – 10:10 The Big transformation
Grzegorz Laptas, Director at Strategy and Operations team, PwC Poland

10:10 – 10:30
Transformation in the retail market - the new trends in Europe and how the customer experience is changing
Stela Parvanova, Purchasing Director, Member of the Management Board, Kaufland Bulgaria

10:30 – 10:50 The Future of electronic payments and how they change the retail sector
Krassimira Raycheva, Manager, Visa Bulgaria

10:50 – 11:20 Coffee Break

11:20 - 12:10 Discussion
The modern commerce of FMCG in Bulgaria - main trends and challenges

Milena Dancheva, CEO, Lidl Bulgaria
Stela Parvanova, Purchasing Director, Member of the Management Board, Kaufland Bulgaria
Stoyan Tachev, TQM & Project Management, BILLA Bulgaria

Moderator: Iordan Mateev, CEO, The Association for Modern Trade

12:10 – 12:30
Transformation of the business model serving retailers
Vladimir Hristov, Business Marketing and Sales Executive Director, Telenor Bulgaria

12:30 - 12:45 Integrated Marketing Intelligence = new area for building competitive advantage 
Marijana Agic-Molnar
GfK Adriatic Region Director, CEE Integrated Market Intelligence Business Development Director

12:45 – 13:05 GDPR & RETAIL – the impact of the EU General Data Protection Regulation on the online trade​
Stefana Tsekova
, Partner, 
Schoenherr Bulgaria

13:05 – 14:00 Lunch

14:00 - 14:20 #WellToday
Darina Stoyanova, CEO, Prestige 96
14:20 - 14:40 Managing audiences in a fast growing food delivery world
Ivaylo Netzov, Manager, Foodpanda Bulgaria

14:40 - 15:00 Micro-Audiences on OLX & how we deal with them
Kamen Yankulov, CEO, OLX Group Bulgaria

15:00 - 15:20 From big data to micro-audits - behind the scenes of the successful Digital Approach of Decathlon
Diana Angelova, Communications & eCommerce Leader, Decathlon

15:20 – 16:00 Discussion
How to work with microaudiences

Ivaylo Netzov, Manager, Foodpanda Bulgaria
Kamen Yankulov, CEO, OLX Group Bulgaria
Diana Angelova, Communications & eCommerce Leader

Galina Petrova, New Commerce Supervisor, Coca-Cola HBC Bulgaria
Darina Stoyanova, CEO, Prestige 96

Moderator: Georgi Malchev, Managing Partner, Xplora




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