Albena Georgieva has been appointed the new CEO of Billa Bulgaria, returning to her home country after serving as the chief operating officer of Billa Slovakia for over three years.
She takes over from interim manager Dimitar Peshev, who was appointed in April of this year, the company noted.
Georgieva is a well-known figure in Bulgarian retail, having started her career at Billa in 2009 as head of fresh assortment and becoming sales director in Bulgaria five years later.
Previously, she served as the COO of Billa Bulgaria from 2019-2021, and successfully managed various aspects of Billa Slovakia’s operations from 2015 to 2018 and again from 2022 until August 2025.
Her extensive professional background includes her own commercial ventures in the 1990s and experience in customer service and small business development at Metro Cash & Carry.
An Experienced Professional
For over 16 years at Billa, she has focused on innovation in assortment, process management, sustainable development, and customer service.
Georgieva holds a master’s degree in International Economic Relations from the University of Economics – Varna in Bulgaria and a category management certificate from GS1.
She has a strong track record of implementing strategies to improve assortment and operational efficiency.
Georgieva commented, “Returning to my home country as the CEO of Billa is an honour and a great responsibility for me. I believe that together with the Billa Bulgaria team, we will develop the company so that customers always receive satisfaction from our quality products at affordable prices, as well as excellent service in our retail network.
“My main goal is for Billa supermarkets to be not just a place to shop, but a trusted partner and assistant on the path of every customer to a healthier and more sustainable lifestyle.”