Liliya Borisova

• Unified Sales & Marketing strategy, driving market growth through clear alignment and execution excellence.
• Led Category Planning across Romania & SCE region, balancing regional strategy with local relevance.
• Developed targeted Sales strategies, optimizing in-store execution via KPIs, product assortment (MSL), and visibility (POPM).
• Identified growth opportunities, integrating category insights into actionable commercial plans.
• Translated Marketing objectives into actionable Sales initiatives, driving accountability and market impact.
• Directed channel-specific plans, enabling sales teams with customized customer solutions.
• Defined and managed promotional strategies, optimizing performance through effective resource and A&C budget allocation.
• Challenged performance benchmarks, ensuring continuous improvement and competitive advantage.

• Led end-to-end operations for MDLZ in Bulgaria, with full accountability for country strategy, P&L, and sustainable growth.
• Directed cross-functional teams in a non-hierarchical structure, fostering unified vision, agile execution, and a “one-market, one-approach” mindset.
• Owned national strategy development, including channel-specific execution, portfolio management, and market expansion planning.
• Oversaw full commercial cycle, including budgeting, forecasting, planning, and financial oversight of distributor operations.
• Built and nurtured key distributor relationships, tailoring strategy to unique partner dynamics while ensuring consistent performance and compliance.
• Led the sales force, optimizing team structure, roles, and responsibilities to drive productivity and accountability.
• Managed strategic partnerships with top key accounts, aligning joint business plans and unlocking growth opportunities.
• Championed functional and people leadership, ensuring alignment, performance, and engagement across commercial and support teams.

• Led Mondelēz operations in Serbia and Bosnia & Herzegovina, with full P&L accountability and market growth ownership.
• Defined and executed end-to-end country strategies, aligning market-specific planning, pricing, and portfolio optimization.
• Directed master distributor partnerships, overseeing commercial planning, performance management, and financial governance.
• Negotiated and aligned annual business plans with distributors, ensuring shared goals and mutual accountability.
• Built high-impact collaborations with key accounts, driving customer-centric solutions and joint business growth.
• Embedded a growth mindset across internal and distributor teams, fostering performance culture and market agility.
• Managed full budget cycle, including forecasting, planning, and financial controls for distributor operations.
• Represented Mondelēz in a diverse cultural setting, leading cross-functional East Adriatic Market teams and acting as a key company ambassador.

Traditional Trade Leadership | Regional Strategy | Distributor Development

• Led Traditional Trade operations in North-West Bulgaria, with full accountability for regional strategy, execution, and P&L planning.
• Drove distributor performance and growth, aligning Mondelez and distributor teams under unified commercial goals.
• Managed strategic partnerships with leading key accounts, driving tailored initiatives and customer-centric growth.
• Owned full financial planning cycle, including budgeting, forecasting, and payment processes for distributor operations.
• Defined and executed high-impact strategies and “big bets” to unlock market potential and strengthen regional competitiveness.
• Provided strong people leadership, building capability and engagement across internal and partner teams.

• Led Modern Trade operations for Bulgaria, owning commercial strategy, customer partnerships, and department performance.
• Built and managed relationships with top-tier retail partners, driving joint value creation and long-term collaboration.
• Negotiated and signed strategic contracts, securing favorable terms and strengthening market position.
• Directed budgeting and financial planning within the Key Account (KA) department, ensuring fiscal discipline and growth alignment.
• Defined and executed bold strategic initiatives, focused on unlocking new opportunities and driving competitive advantage.

Led and developed high-performing teams, fostering a culture of ownership, agility, and results.

· Managed strategic partnerships with biggest Retailers in Bulgaria, driving growth through tailored collaboration and value creation.

· Led contract negotiations and execution, securing long-term agreements aligned with business goals.

· Planned and executed promotional activities, ensuring seamless coordination and in-store excellence.

· Oversaw budgeting and financial planning within the Key Account team, aligning spend with ROI and strategic priorities.

· Drove Joint Business Planning, fostering collaborative growth agendas and building mutual value with retail partners.

• Managed strategic relationships with international and local key accounts, ensuring commercial alignment and joint value creation.
• Led contract negotiations and execution, securing optimal terms and long-term partnerships.
• Directed promotional planning and execution, aligning with commercial objectives and market calendars.
• Owned KA department budgeting, ensuring resource efficiency and profitability.
• Implemented key category management initiatives, driving assortment, visibility, and shopper engagement.
• Built and led the merchandising team, including structure design and recruitment strategy.
• Oversaw demand planning and sales forecasting, enabling accurate business planning and supply chain alignment.

• Managed commercial relationships with local key accounts, driving tailored promotions and in-store initiatives.
• Led KA merchandiser performance, including monthly target setting, tracking, and recruitment.
• Developed category management strategies, preparing for high-impact negotiations with key customers.
• Executed in-store implementation projects, including data analysis and execution for the Piccadilly two-store pilot Category management project..

• Performed Perfect Store implementation in a key region of Sofia, enhancing in-store standards, visibility, and execution excellence in alignment with company guidelines.

· Provided operational support to the Sales Director, contributing to streamlined execution and performance tracking.

· Coordinated full sales budgeting process, including planning, monitoring, and variance analysis.

· Organized national sales events, including conferences, team buildings, and engagement initiatives to foster team alignment and motivation.

· Maintained regular market presence, supporting field execution and translating on-the-ground insights into actionable recommendations.

• Supported the setup and coordination of production and demand planning processes, enhancing operational efficiency.
• Collaborated closely with manufacturing teams across factories in Pleven, Haskovo, and Plovdiv to align planning and execution.