Professional Path from Bulgaria to Canada – Leader in Software Solutions Marketing

Introduce yourself in a few sentences. What does your work involve as daily commitments?

My name is Slavenа Kiryakova and I currently hold the position of Vice President of Marketing in a portfolio of software companies offering innovative solutions for the textile and fashion industry. The companies are part of the international holding CSI, with a central office in Canada.

I lead a globally distributed team of eight marketing specialists, as well as our partnerships with external agencies and strategic partners. My main focus is attracting new clients and expanding our brands' market presence through developing targeted marketing and communication strategies, positioning products, and increasing their recognition. Additionally, I actively participate in building new brands and in implementing projects related to artificial intelligence that support digital transformation and optimize business processes.

My work requires me to combine strategic thinking with creativity, as well as to encourage my team to achieve sustainable results in global markets.

In which country and city do you currently live and how did you end up there?

I currently live in Ottawa, Canada, but I often travel between Europe and North America.
Moving to Canada was a family decision that my husband and I made – he already had previous experience living here, and for us, it was a natural step towards new opportunities and professional growth.
We wanted to build on our career experience in an international environment, to take advantage of greater development opportunities, and to gain a broader perspective by living and working on another continent.
I believe that such an experience not only broadens horizons but also builds a deeper understanding of the world and of ourselves.

What were the biggest challenges you faced at the beginning of your stay?

The hardest part was undoubtedly the separation from family and close friends – from the people and environment I had built over the years and where I felt at home. But I believe that true growth begins outside of the comfort zone, and that is exactly what motivated me to move forward.

Of course, adapting to daily life in a new country comes with its challenges. For example, the shopping experience here is completely different – the stores are huge, and you often have to shop almost wholesale. Sometimes, just to buy a yogurt can take at least half an hour. Over time, you learn to plan everything differently – from shopping to organizing the household.

Another difficulty was that some medications and products are not the same as those I was used to in Bulgaria, which requires time for research and adaptation.

But perhaps the biggest challenge that remains to this day is access to specialized medical care. I still do not have a family doctor, and even when I am willing to pay for a consultation with a specialist, this option is severely limited — it is almost impossible to get direct specialized help. The healthcare system is structured in a very specific way and does not allow you to simply go to a clinic and pay for a consultation with a specialist or just to get tests done on your own initiative.

How did you overcome the language barrier (if there was one)?

Upon arriving in Canada, I was accepted into one of the best business schools at Concordia University in Montreal, where I studied marketing. This became the best “school” not only for the language but also for my adaptation to the new culture and way of thinking. The environment was extremely international, which helped me feel how valuable the accent is as part of personal identity, but also how important it is to refine your speech to feel confident in professional situations.

Interestingly, one of our mandatory courses was in English pronunciation, created specifically for marketing specialists – the goal was to work on accent and sound so that we could communicate more convincingly in an international environment. English has its own “music” – rules for how vowels and consonants are pronounced, how emotion and confidence are conveyed through tone.

Of course, everyone coming from another country retains part of their accent, and that is completely natural. But over time and with practice, one achieves that balance between identity and adaptation that allows you to feel part of the new environment without losing yourself.

What resources or networks (local communities, colleagues, organizations) helped you adapt?

Besides the university I enrolled in Montreal, I joined the American Marketing Association (AMA), Toronto chapter, where I volunteered for 2 years in the business analytics and strategy team. This allowed me to build professional contacts, participate in real projects, and immerse myself in the local business environment.

I also found great support in the Bulgarian community in Canada, where I formed valuable friendships and exchanged experiences with people who had successful stories. Additionally, I took advantage of the networking platform Internations, which I knew from Bulgaria, and which helped me build new contacts and friendships.

What are the main differences between the work culture in your current country and that in Bulgaria?

The work culture in Canada is characterized by great respect for ethnic diversity and personal space of employees. There are people from all over the world here, creating a multicultural and dynamic environment. Issues like discrimination or inappropriate behavior are treated with extreme care, and personal questions are approached with delicacy. People are used to standing up for their rights even for the smallest details – for example, how many hours they work or not receiving work messages after hours, which is a very sensitive topic.

Compared to Bulgaria, personal relationships among colleagues here are more professional and less emotionally engaging. For example, you will rarely see colleagues collecting money for a gift for another colleague's birthday or a birthday person treating in the office on their birthday. Even coffee in the office is often consumed “on the go,” without that social ritual typical of Bulgarian work environments.

One of the things that impresses me the most is that bosses are more accessible – there is no barrier or fear that sometimes exists when communicating with managers in Bulgaria. This creates an atmosphere of openness and trust, where you can freely share ideas and seek solutions.

 

What values and practices in the workplace impressed you the most?

One of the things that impresses me the most in Canadian work culture is the respect for personal space and individual boundaries. The absence of overly personal questions allows every employee to feel comfortable and focus on their professional goals.

I also value the openness and accessibility of managers. In Canada, there are no unnecessary barriers between different levels of the organization, which creates an environment where ideas can be exchanged freely and constructively.

Have there been situations where cultural differences have challenged you?

Yes, I have undoubtedly encountered situations both in daily life and in the professional environment where cultural differences created challenges. At first, it was sometimes difficult to read the behavior and expectations of the people around me correctly – for example, how criticism or feedback is communicated, or how certain topics are approached in discussions and meetings.

However, over time, I managed to adapt and turn these differences into an advantage. I learned to appreciate the diversity of perspectives, to be more flexible, and to build bridges between different approaches. It is precisely cultural differences that often lead to more creative solutions and better results when used correctly.

Ultimately, these moments helped me develop greater empathy, patience, and understanding of how people think and act in different cultural contexts, which is invaluable both professionally and personally.

How does finding a job differ in your current country compared to your homeland?

To be honest, as a job search process, the differences between Canada and Bulgaria are not significant – LinkedIn and other online platforms are actively used in both countries. Of course, as everywhere in the world, contacts and recommendations can also facilitate the process here, but the real competitive strength comes from the ability to assert your value and demonstrate specific results.

In Canada, competition is fierce, and you have to show that you are the right candidate, regardless of your accent or the fact that you do not have long-term experience in the country. For example, in the last hiring for my team, we received over 1,000 applications – which shows how important it is to stand out through real skills and specific achievements.

It is also valued here to prove skills and results through specific examples, not just formal education or recommendations. Ultimately, regardless of the country, job searching is a matter of persistence, strategy, and the ability to show your value.

Did you have to go through any additional qualification courses?

Yes, I had previously planned my university program in marketing, but I decided to enhance my knowledge with additional courses related to business analytics and artificial intelligence, also offered by Concordia University in Montreal. These programs allowed me to expand my professional skills and adapt to the rapidly changing demands of the global market.

These additional qualifications not only improved my competencies but also gave me the confidence to lead innovative projects, including those with AI technologies that are part of my daily work. This is an important part of my philosophy – to constantly develop and use new knowledge to create value for both the team and the company.

Have you encountered biases or obstacles due to your foreign origin?

Yes, I have undoubtedly faced such situations. At first, this can be discouraging, but over time I learned how to react and how to turn those moments into motivation.

I believe that if a company or person has prejudices against you, it is a signal that you are not in the right place. It is much more important to focus on your own value, skills, and professionalism, and to seek an environment that values your qualities, not your origin.

What would you advise people who want to take a similar step?

I would tell them to try, even for a short period. Living and working in another country opens new horizons, provides a different perspective, and valuable experience that is hard to gain in one place.

However, it is important to approach it with strategy and preparation – to inform yourself about the culture, work environment, language, and professional requirements. Adaptation requires patience and flexibility, but it is precisely through these challenges that resilience and professional maturity are built.

If you could go back, would you choose the same path?

Yes, I would undoubtedly do it again. The experience of living and working in another country is invaluable – it broadens your horizons, develops your professional competence, and builds personal resilience.

Of course, now I would approach some things differently. But the confidence, knowledge, and perspectives I have gained outweigh any difficulties, and it is precisely these that make the experience so valuable.

It is especially important to have the right partner or a supportive network of people by your side – this makes adaptation easier and the experience richer and more fulfilling.

What do you miss most from your homeland in professional and personal terms?

Professionally, I miss the warm relationships between colleagues that create a different dynamic and sense of community in the work environment.

Personally, I feel the absence of my loved ones and friends the most, as well as the cultural and everyday small pleasures that make life at home unique – for example, traditional cuisine, the four seasons, and the European way of life that I value.

Have you considered returning and under what conditions would you do so?

Yes, I would definitely return to Bulgaria at any time. I believe that with the accumulated international experience, I could be useful both for the development of Bulgarian businesses that have ambitions to enter international markets and for international companies looking for growth opportunities in Eastern Europe.

The conditions under which I would return include the opportunity to apply what I have learned, to contribute to innovations and professional growth, as well as to work in an environment that values knowledge, results, and teamwork.

What do you think about money? What is its influence on your life? What is your advice to people who often ask questions related to money and how sufficient they are?

Money is a tool that should be understood and managed wisely. For me, it has always been a means to follow my dreams and goals, not just an end goal in itself.

My advice to people is to focus on creating value, developing skills, and achieving personal and professional goals. When this is a priority, money comes as a natural result.

It is also important to learn how to manage your financial resources, to invest wisely, and to take advantage of growth opportunities. The wealthiest people do not invest just to make money, but for the challenge and pleasure of managing and multiplying their resources.

For me, money is a means of freedom, choice, and realizing ideas, but the true value comes from how you use those resources, not how much you have.