21 March 2018, Sofia
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The event

The Third Annual Strategies for E-commerce Success Conference is a regional event that focuses on the most
important trends and developments in ecommerce and digital retail sector. The event covers the rapid evolution of how consumers discover, shop and buy and reveal what shapes the Future of retail. More and more established retailers are turning online looking for new customers and new ways to innovate and grow.

The Annual Strategies for E-commerce Success Conference provides a whole complex of new insight of the Digital Retail and Ecommerce market, gives you valuable information on how to grasp the future and be one step ahead of your competitors. The event is giving both practical inspiration and proven business solutions and tools to digital and e-commerce market challenges. This event also provides business opportunities for the entire e-­commerce ecosystem: from merchants to platforms, hosting providers, logistics providers, payment processors and other online solution businesses.

When and Where: March 21, 2018, Sofia Event Center

Workshop: "Visual representation of products for online marketing - creative or business process?"
The workshop will offer you a methodology for decision-making and control when it comes to capturing your products. It will also show you some ready-made technology solutions. The content will benefit both online stores which are just starting up and also those which are already well running and which want to make the capturing process more efficient (quality enhancement, cost reduction, or both).

Main topics are:
Trends in online product presentations;
- Business planning of the product capture process;
- Technology solutions and innovations in product photography for ecommerce;

- Milen Kanev, Photographer, PixelBeez

Duration: 1 hour and 30 min

*The workshop is part of the conference and admission is free of charge. Registration is required as seats are limited. Seats will be allocated based on the registrations received, on a “first come, first served basis”.​

Early-bird registration fee (till March 9): 180 BGN excl. 20% VAT
Standard participation fee (after March 9): 240 BGN excl. 20% VAT

Deadline for registration: March 19


  • Alex O'Byrne

    Alex O'Byrne Co-founder at We Make Websites, Shopify

    Alex is a co-founder at We Make Websites, the world’s most trusted Shopify ecommerce agency. He will show you how to use ecommerce design to increase your only sales. His style has been described as"clear and engaging"and"refreshingly open".We Make Websites create beautiful and effective ecommerce websites that increase sales. We Make Websites have delivered websites for The Economist, Steinhoff, Harper Collins, Pepsi, Finisterre, National Portrait Gallery, Skinnydip, Bluebella and over 500 other clients. Alex is an international speaker on the topic of ecommerce and has spoken at Google, General Assembly, Digital Shoreditch and Top Drawer.
  • Eva Vucheva

    Eva Vucheva Co-Founder and CEO, Contento.tech

    Eva Vucheva is a digital entrepreneur, currently Co-Founder and CEO of Contento.tech, ecommerce consulting company. Eva and her team have paved the way for e-commerce in Bulgarian, by bringing Fashion Days on the market in 2011. Until recently she was a Co-CEO of Fashion Days Group, a Naspers company and CEE’s leading fashion online store.
  • Vanya Manova

    Vanya Manova Country Manager for Bulgaria and Macedonia, Mastercard

    Ms. Manova joined MasterCard in 2008 as an Account Manager. Over the past few years, she has driven the business in Bulgaria. She helped to position MasterCard as a strategic partner for key customers, non-traditional partners and local government institutions and regulatory bodies. Ms. Manova led the launch and growth of contactless in Bulgaria & Macedonia making MasterCard the ultimate leader in contactless within these markets. Ms. Manova works in the banking industry for more than 20 years. She started in 1995 as system administrator in Bulgarian Russian Investment Bank (nowadays CIBank). Prior to joining MasterCard, she was Head of the Bank Cards Department in DZI Bank (later merged with Postbank). She graduated at Sofia Mathematical High School and holds a Master’s degree in Computer Technologies at the Technical University of Sofia. Vanya has three kids.
  • Jesse Weltevreden

    Jesse Weltevreden Professor of Digital Commerce at Amsterdam University of Applied Sciences / Director Research at Ecommerce Foundation

    Jesse Weltevreden is professor of Digital Commerce at the Amsterdam University of Applied Sciences (AUAS). Weltevreden is also Director Research of the Ecommerce Foundation, an international non-profit organisation ‒ initiated by national e-commerce associations and e-commerce companies worldwide ‒ that produces key facts and research in the field of e-commerce. As manager of the Digital Commerce Research Group and Director Research, he coordinates and contributes to (quantitative) research projects of the AUAS and Ecommerce Foundation and research cooperation with external institutions and the industry. Weltevreden has published mainly about the implications of e-commerce for consumer behaviour, retailing, shopping locations, and mobility both nationally and internationally. His latest research projects focus on the role of digital marketing for future proofing town centres, cross-border e-commerce in Europe, digital transformation in the retail sector and corporate interference with consumer-to-consumer online interactions.
  • Georgi Malchev

    Georgi Malchev Managing Partner, Xplora

    Georgi Malchev is Managing Partner of Xplora.bg - integrated digital marketing agency with slogan Human Digital. It took only 12 months after its creation for the agency to become one of the leading digital marketing agencies in Bulgaria. The company won the pitches for full digital marketing of Toyota, Medix, Easycredit, Primex, and the social media and performance marketing of Microsoft Bulgaria, and 4 more companies. Clients for digital services are Nestle, BLD Homes, Whirlpool, Telus, Shedd and over 30 more companies.
    Georgi has over 15 years of experience in marketing, communications and business development, as well in operations management - as business consultant, manager, director, COO, board member.
    Georgi is advisor to several startups, among which TaxiMe, Esceo etc. He has experience as mentor at Eleven and Launchub, and keynote for Founder Institute, Start It Smart, Unistart. Georgi was partner in a startup that was part of Batch 3 of companies, supported and financed by Eleven.
    Georgi is member to the Board of IAB Bulgaria. He leads the White Paper for Digital Marketing Case Studies. He teaches classes in marketing, advertising and communications at New Bulgarian University. He is moderator and keynote speaker at digital marketing forums and is member to the jury of advertising forums.
  • Rafael Campos

    Rafael Campos Global Head of Inbound Marketing and Inside Sales, VTEX

    With a bachelor´s degree in business administration, Rafael is VTEX's Sales VP for EMEA Market and has been working with e-commerce for the last 10 years. During his career, he was appointed to the first country manager of VTEX, expanding the company to Argentina, Chile, Colombia, Uruguay and Ecuador. In 2013 he became a professor at Impacta for their MBA course in Brazil. Now he's responsible for VTEX's expansion to EMEA market leading the sales team.
  • Konstantinos Tovil

    Konstantinos Tovil SVP, e-Commerce TBI Bank

    Kostas has 16 years of experience in retail banking with focus in consumer finance and cards in companies operating successfully on several South Eastern European markets. He started his career in Citibank and has held executive positions in EFG Eurobank in Romania, Bulgaria and Greece. He is highly experienced in managing deposits, investment products and transactional banking. He had a leading role in establishing and managing the Affluent Banking Division in two banks. Kostas holds a Master’s Degree in Marketing and Business Administration from Middlesex University and a Bachelor’s degree in Applied Chemistry from Kingston University. He is also a member of the UK Royal Society of Chemistry.
  • Florin Filote

    Florin Filote Marketplace Director, eMAG

    Mr. Florin Filote is the head of eMAG Marketplace for more than two years. His former experience in companies such as Selgros (major cash&carry retailer) and Ecopack undoubtedly helps him to overachieve the eMAG Marketplace growth agenda. During his supervision the platform is about to develop to an impressive 10000+ participating sellers in the region till the end of the year. Now Florin Filote is ready to share what does it take to attract so many partners and how to scale a platform to such level. eMAG was founded in 2001 by Romanian entrepreneurs and is the local e-commerce market leader. The company has a strong presence in Bulgaria, Hungary and Poland which makes it one of the top e-tailers in the CEE region. For all these 16 years eMAG focuses and invests in constantly improving customer shopping experience. Clients benefit from added value services, such as 30-days return policy, opening the parcel at delivery, 24/7 call center, Pick Up and Return Service, loan financing through eCredit, or mobile app access. At eMAG customers can find a wide range of products, from IT, mobile phones, domestic appliances, electronics, books to children articles, auto parts and accessories, home and garden or sport equipment.
  • Hannu Vangsgaard

    Hannu Vangsgaard Digital Executive with a nuclear drive

    Hannu Vangsgaard is an internet pioneer from Denmark with more than 20 years of experience from various roles in the digital arena. He is the former Head of Digital and E-commerce Manager in Denmark’s largest retailer, Dansk Supermarked. Hannu was also a Chief Digital Officer in a Danish top 3 advertising agency and he co-founded one of the first search marketing agencies in Denmark back in 1998. In Dansk Supermarked Hannu headed the e-commerce business from the very beginning with two interns, an empty office, a big bag of money – and an organisation that saw e-commerce as an annoying distraction from the real business, the 1,000+ brick and mortar stores. The next two years the e-commerce business grew from basically nothing to €40 million + in revenue and an e-commerce organisation counting more than 100 staff.
  • Martin Svoboda

    Martin Svoboda Business Development Manager at Google

    Martin is digital marketing evangelist, who is working with businesses from Central and Eastern Europe on three main pillars: 1) Becoming digital - integration of digital communication into mediamix 2) Growing via digital - opening new, especially export markets with his clients 3) Disrupting - helping startups and new companies to grow
  • Lyubomir Cholakov

    Lyubomir Cholakov Managing Director, Isobar Commerce, EMEA Center of Excellence, Isobar Commerce

    Lyubomir Cholakov is Managing Director of Isobar Commerce Bulgaria. The company is part of the Dentsu Aegis Network group after Dentsu acquired the ecommerce solutions company Ecommera in the middle of 2015.
    Isobar Commerce in Sofia consists of more than 170 software engineers, strategists, project managers, and maintenance team that implement and manage innovative multi-channel trading platforms for international brands such as Clarins, Speedo, Asda Direct, House of Fraser and any more.
    Prior to joining Isobar Commerce, Lyubo Cholakov ran software development and system integration organizations in Eastern Europe for companies such as SAP, S & T, Printec and Infragistics.
    He graduated MBA from Cotrugli Business School, has a Master's degree in International Economic Relations and Linguistics.
  • Simon Phillips

    Simon Phillips Head of Business Development, Javelin Group, Senior Manager, Accenture Technology

    Simon Phillips, Head of Business Development, Javelin Group, Senior Manager, Accenture Technology Simon Phillips is a Senior Manager within Javelin Group’s Systems Integration division. Javelin Group, Digital Retail by Accenture Strategy, provides strategy consulting and digital transformation services to the world’s leading retailers and consumer brands and helps clients improve their competitiveness by anticipating and responding to the rapid changes in customer shopping habits and retail technologies. Simon is responsible for both winning and leading the delivery of complex global technology projects for leading retailers, brands and B2Bs across Europe and around the world.
  • Monika Miteva

    Monika Miteva Sales & Marketing Manager, DHL Express Bulgaria

    Monika MitevaMonika starts her career in DHL Express Bulgaria back in 2000 as a Customer Service Agent. Throughout the years, she has been on various positions in Customer Service and later she moved to the Commercial Department. In 2006 Monika left DHL Express and joined the team of one of the leading telecom companies in Bulgaria. In the middle of 2007 she returned to DP DHL Group as a Commercial Director of Freight Division for Bulgaria and Macedonia. Since 2014 is Marketing and Sales Director in DHL Express Bulgaria and works for the company’s positioning as a strategic partner for both corporate and small/medium business, start-ups and online retailers. During her leadership, DHL Express develops and implements a consultation and support program for start-ups and existing online shops which aims to support the cross-border development of the domestic business.
  • Beate Lohrmann

    Beate Lohrmann E-Commerce Expert, Nielsen

    Beate Lohrmann is one of Nielsen's most knowledgeable E-Commerce experts. Nielsen​​ is a leading global information & measurement company, providing market research, insights & data about what people watch, listen to & buy both online and in-store. Beate initiated and leads a global knowledge exchange on E-Commerce and Omni-Channel shopping and consults FMCG industry clients to accelerate their e-commerce growth.
  • Ivan Totev

    Ivan Totev Business Development manager, Speedy

    Ivan Totev has approximately 20 years’ experience in Marketing, Communications and Business Development. From the last century he was working for some of the biggest advertising agencies as Saatchi, Bates, Ogilvy and Havas. He is a former GM of MWorld retail chain. He was consulting projects in Bulgaria, the Balkans and Middle East in business areas as Sales and Marketing, Retail, Mobile communications and Management. He is a mentor of Business Institute Bulgaria and the American University of Kuwait. He has MD in Bulgarian philology and Journalism.
  • Elena Gelemenova

    Elena Gelemenova Head of Monetisation of OLX and Shedd, Bulgaria

    Elena Gelemenova is the Head of Monetisation of OLX and Shedd for Bulgaria. The company is part of OLX Group - one of the worldwide leaders in online classifieds. Elena has been with OLX for two years and is responsible for some key projects of the company: growing and managing the Telesales team, developing monetisation models and implementing product changes at the platforms. Before joining the OLX team, Elena has worked for pazaruvaj.bg, the online platform for price comparison of different products, where she gained a very useful experience at e-commerce. Elena has a Bachelor degree in Maths and IT sciences. She enjoys making all kinds of cakes and bakes, handmade cards, loves travelling and snowboarding.
  • Wolfgang Tichy

    Wolfgang Tichy Partner, Schoenherr

    Wolfgang Tichy is a partner at Schoenherr and member of the newTech team and the real estate practice group. He specialises in IT-law where he concentrates on drafting and negotiating software contracts and outsourcing projects, support contracts, hosting contracts and all aspects of e-commerce. Wolfgang is heavily engaged in the economic and technical apects of IT and new technologies, and his insights in these areas extend the legal aspects of these areas. In addition, Wolfgang advises on distribution law and distribution and franchise contracts, not only in IT matters. Furthermore he is engaged in real estate and construction law. Wolfgang is also responsible for litigation in all of these areas. He is a board member of the Vienna Federation of Young Industry (which is part of the Austrian Federation of Industry/ Industriellenvereinigung), member of the legislative committee of the Austrian Federation of Industry and member of the International Technology Law Association. He frequently authors articles in newspapers and lectures on the areas covered by his expertise.
  • Milen Kanev

    Milen Kanev Photographer, PixelBeez

    Milen's passion for photography emerged in his school years as he passed through various photographic courses and seminars. From 2001 to 2005 he studied Photography at the New Bulgarian University. Over the years, Milen has worked on various projects as fashion and portrait photographer, event photographer, fodder stylist and food photographer. His desire to professionally engage in photography and to be responsive to market needs directs him to product photography. He has specialized in this field for 7 years and his interest in application of new technologies in the industry is growing.
  • Diana Angelova

    Diana Angelova eCommerce & Omnichannel Strategist, Decathlon Bulgaria

    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.
  • Emil Iliev

    Emil Iliev Digital Marketing Specialist, IKEA Bulgaria

    Experienced Project Manager with a demonstrated history of working in the marketing and advertising industry. Skilled in planning and executing initiatives to reach the target audience through appropriate channels (social media, e-mail, TV etc.) With expertise in various areas that support activities in inbound and outbound marketing activities (media planning, content development, advertising etc.). With a Master's degree focused in Brand Management, Advertising and Business Design from University of Finance, Business and Entrepreneurship - VUZF Sofia.
  • Dimitar Mihaylov

    Dimitar Mihaylov Founder, BB-Team

  • Ivan Alexandrov

    Ivan Alexandrov CEO & Founder, ebag.bg

    Ivan Alexandrov has behind his back 8 years experience in marketing and managing businesses. In 2015 he creates the online supermarket ebag.bg in partnership with Fantastico. eBag is the first online supermarket in Bulgaria which has diversity of over 10,000 products and still more to come. All the products are with the same regular prices as the physical supermarkets. For almost a year the project has become the biggest platform for online grocery shopping. Ivan is also Co-Founder of What if - digital creative agency, result driven and passionate about innovations in the fast growing digital world. The key benefits are the outstanding designs and detail-oriented campaigns which are realized in every project. Part of the agency' clients are Vinprom Peshtera, Vereya, Ficosota, Bella and other great brands operating at Bulgarian field and abroad.
  • Lenko Yordanov

    Lenko Yordanov Digital and Social Manager, Xplora



Eva Vucheva, Founder, Contento.tech
Georgi Malchev, Managing Partner, Xplora
09:00 – 09:30 Registration and Welcome Coffee 

09:30 – 10:00 State of Cross-border E-commerce in Europe: Opportunities and Challenges for Bulgarian Online Retailers
Jesse Weltevreden, Research Director, Ecommerce Foundation, Professor Digital Commerce, Amsterdam University of Applied Sciences, Chair Steering Group, Co-founder, Retail Innovation Platform

10:00 – 10:20 Key Driver for FMCG E-Commerce Growth
Beate Lohrmann, E-Commerce Expert, Nielsen

10:20 – 10:40 Designing for Conversion in Ecommerce
Alex O'Byrne, Co-founder at We Make Websites, Shopify
10:40 – 11:00 The Е-commerce: Future in the Present
Vanya Manova, Manager for Bulgaria and Macedonia, Mastercard

11:00 – 11:30 Networking Coffee Break
11:30 – 11:50 Top 5 Strategic Decisions You Should Make Today To Control The Future Of Your Company 
Rafael Campos, Global Head of Inbound Marketing and Inside Sales, VTEX

11:50 – 12:10 Grow Digital Worldwide with Google
Martin Svoboda, Business Development Manager, Google
12:10 – 12:25 The Next Industrial Revolution - How Е-commerce is Тransforming B2B
Monika Miteva
, Sales & Marketing Manager, DHL Express Bulgaria

12:25 – 12:45 The Digital Future of Retail | Eight Game-Changing Technologies
Simon Phillips, Head of Business Development, Javelin Group, Senior Manager, Accenture Technology
12:45 – 13:05 My Learnings From Heading Digital Transformation in Dansk Supermarked, Scandinavia's Largest Retail Chain​
Hannu Vangsgaard, Digital Executive and Independent Consultant within Digital Transformation
13:05 – 14:05 Networking Lunch

14:05 – 14:25 Headless Commerce with Google Progressive Web Apps – UX, Technology and Metrics of Success 
Lyubomir Cholakov, Managing Director, Isobar Commerce, EMEA Center of Excellence, Isobar Commerce
14:25 – 14:45 Marketplaces. The evolution!​
Florin Filote, Head of eMAG Marketplace

14:45 – 15:00 New Trends in Online Purchases Delivering
Ivan Totev, Business Development manager, Speedy

15:00 – 15:15 User Experience: Тrends and Best Practices
Elena Gelemenova
, Head of Monetisation of OLX and Shedd for Bulgaria

15:15 – 15:30 Cloud Computing – a Strong Fоundation for Your E-commerce Success
Wolfgang Tichy
, Partner, Schoenherr

15:30 - 15:45 Transforming Point-of-Sale Financing
Konstantinos Tovil, SVP, e-Commerce, TBI Bank

15:45 - 16:45 Discussion Panel
Social Networks in Today's Ecommerce​

Diana Angelova, 
Communications & eCommerce Leader, Decathlon
Emil Iliev, ‎Digital Marketing Specialist, ‎IKEA
Dimitar Mihaylov, Founder, BB-Team
Ivan Alexandrov, CEO & Founder, ebag.bg
Lenko Yordanov, Digital and Social Manager, Xplora 

ModeratorGeorgi Malchev, Managing Partner, Xplora

14:00 – 15:30 Visual representation of products for online marketing - creative or business process?
Milen Kanev, Photographer, PixelBeez


Master Card eMag DHL Isobar Speedy TBI Bank OLX RiceUp! Accenture Xplora Pixelbeez


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