Women in business: Kremena Georgieva

Kremena Georgieva is a communicator by profession and an explorer by temperament.

As communications and social responsibility manager at Kaufland Bulgaria, she works on social and environmental initiatives intended to give corporate responsibility practical meaning. Away from business, she is drawn towards the unfamiliar. In 2025, she joined the 33rd Bulgarian Antarctic Expedition and took part in research inside a glacier. For her, courage is less a sudden impulse than a quality to keep developing. We talked about where science, social responsibility and personal ambition meet, and how a corporate career can make room for the frozen horizons of Antarctica.

How would you introduce yourself to someone meeting you for the first time?

I am a communicator and an explorer. I am curious about life and very determined, without losing a positive attitude. I live at a fast pace, which tends to energise rather than exhaust me. With a good plan, I can balance work and personal life, and one flows into the other.

A year ago, you fulfilled a dream by joining the 33rd Bulgarian Antarctic Expedition. Getting there meant a caving course and serious physical and mental preparation. What did the experience give you?

Fulfilling a dream on that scale is extraordinary. The skills I gained while preparing expanded my abilities, my outlook and my perspective. I became one of five Bulgarians to have carried out research inside an Antarctic glacier, which also brought me into #100WomenInPolarScience. The expedition introduced me to an almost otherworldly landscape, but it also gave me the energy to pursue further expeditions and research. It opened an entirely new world.

Where does that courage come from? Is there something that gives you confidence, or is the desire stronger than the fear?

Courage is part of who I am, and I am happy not to be losing it as I grow older. I mean physical courage, but also the courage to make decisions and take bolder steps in my development. After Antarctica, I began dreaming more boldly. Early in 2026, I joined the third Bulgarian caving expedition to Indochina. My photographs from the caves of Laos became part of an exhibition project at the Central Market Hall. There are other adventures ahead, and with the right people and my colleagues’ support, I believe they will happen.

You and the Kaufland Bulgaria team have worked on many environmental initiatives. How do you turn social responsibility into action, and what is the focus for 2026?

There are two sides to our work towards Kaufland’s environmental, social and governance goals in Bulgaria. One concerns energy efficiency and reducing the emissions from our operations. It involves substantial investment, but can feel remote from customers and the public. The other consists of projects whose impact may be less direct but which are more visible, engage more people, involve children and bring supporters together. My team works on those, with help from colleagues across the company. We take part in more than fifty social initiatives a year, and each matters to me. Social projects have a particular strength: the emotion they create.

What do you enjoy most about your work? What does it give you personally?

I love my work. I have always worked in communications. It is what I studied at university, the direction of my doctorate and the focus of my academic interests. My role at Kaufland brings together all the subjects I have worked on, which makes it especially inspiring. Inspiring work produces new ideas and projects. You find yourself thinking about it at home, in the car and, in my case, even in caves.

What are your professional values?

I could probably bring them together in one word: dialogue. I believe any situation can be worked through by talking, at work and outside it.

What is your most valuable quality?

Dedication.

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