Impossible Markets — Promoting cultural diversity in business
5th Edition

Globalized Bulgaria

7 June, 2019, Sofia
register today

Promoting cultural diversity in business

The Impossible Markets 2019 focuses on successful Bulgarians who have built their professional career in multicultural environment, in one hand, and the foreigners who have achieved their professional success working in Bulgaria. They will share their experience, the path they have walked and how the encounters with others have changed themselves and their horizons.

Whether we talk about markets of the goods, services or labour, they may look impossible for us if we don't know how to work with them.


Rusko Ruskov

VP 3D Production and Delivery

Chaos Group

Rusko Ruskov

Rusko is a VP 3D Production and Delivery at Chaos Group - global leader in computer graphics who's software for rendering, V-Ray, has set standards in visualising for architecture, design, special effects, etc. Based in Sofia, Rusko leads a real multinational team, where some of the members work remotely from distant places, while others are based in Sofia. He and his colleagues make more than 360 man days all over the world each year, presenting and training V-Ray.

In 2017, after 7 months of preparations, Rusko travels the old Silk Road alone with his faithful motorbike. This two months adventure has huge impact on his perception of the people from the Middle East countries and appears to be a real life changing experience.

Daniela Kaneva

Organizational Transformation & Intercultural Communications Expert

Hofstede Insights

Daniela Kaneva

With background career in cross-border sales and marketing, Daniela’s core competencies are in the field of production, logistics, distribution, marketing and sales of FMCG acquired in top-tier corporations from Europe and America.

Her career as international sales manager had her exposed to the economic and cultural challenges of 27 nations across Eastern Europe, Russia, Central Asian and Balkan countries, parts of Middle East, alongside Western Europe and the USA.

Since 2012, Daniela lives and works in California, USA, developing her career as an organizational transformation advisor. She is Associate Partner of Hofstede Insights, the best known research-based consultancy on intercultural communications and organizational culture.

Her experience covers working with multinational and diverse teams, skills for sales and negotiations with diverse partners, solutions for organizational culture development, research on the connection between value systems and electoral choices.

Emil Shekerdzhiiski

Israeli Startapist, Angel Investor, Founder

Networking Premium

Emil Shekerdzhiiski

Emil Shekerdzhiiski is a recognized entrepreneur, mechanical engineer, startup mentor, and Blockchain expert. He is credited with bringing first Blockchain based co-working model in Tel-Aviv, Israel and Sofia, Bulgaria. He is Founder and CTO at Lynx and driving all blockchain and Hyperledger related technology within Lynx project for securing signatures on paper based documents.

Emil holds a B.Sc and M.Sc both in Physics and Mechanical Engineering with Honors from the Technion, Israeli Institute of Technology (IIT). He was born in Bulgaria, but raised in Israel and speaks excellent Hebrew, English and Bulgarian languages.

Polina Nash

Head Of Digital Media

William Hill

Polina Nash

Polina holds bachelor degree in Economics from the University of National and World Economy, Sofia, as well as master degree in Finance and Business from Kingston University, London. She has worked for leading organizations such as PayPal and Apple, and currently she is responsible for digital media in William Hill, London. Her experience includes various EMEA and EMEIA related projects, where she had a chance to lead and cooperate with people from many different countries. She is passionate about Performance Marketing and keen to keep abreast of the latest trends in the digital marketing space.

Stanimir Hadziev



Stanimir Hadzhiev

Stanimir is an HR professional with more than 10 years of experience in diverse industries including sustainable energy and water conservation, IT technology, Retail and Leisure, Travel & Tourism. He holds bachelor degree in HR from Universidad Complutense de Madrid, Spain. After almost 15 years in Spain, where he has built international career in HR, working in leading companies like Inditex and Goldcar Rental, Stanimir came back to Bulgaria in 2017. As a professional, he has proven ability to develop and execute global HR strategy as part of the overall business plan. Stanimir is skilled at providing consultation to internal clients on change management. He is senior learning and organization development professional in leadership development, corporate learning & development & cross cultural management, employee motivation & engagement and corporate recognition systems.

Besides excellent experience and knowledge in HR, Stanimir is passionate about people and cultures.

Helen Koss

International Еntrepreneur and Interior Designer

Helen Koss Interiors

Helen Koss

Helen was born in Ukraine while it was still part of Soviet Union, and in 1990 she and her family moved to Israel. Helen finished her bachelor studies in Business Administration and Marketing in Ha'Universita Ha'Petuha, has diploma in Interior Design from National Design Academy and Master degree in Interior Architecture from De Montfort University. Prior to starting her own business, Helen has worked as marketing and communication manager. Her first company for interior design was created in Tel Aviv in 2009. Since her family moved to Sofia in 2013 she also moves her interior architecture and design studio - Helen Koss Interiors here as well. Till now Helen has done more than 10 000 sq. m. of office premises and co-working spaces and for one of the projects she wins The A'​ Design Award in 2018.

Helen speakes fluently Russian, Hebrew and English, and as she says - although her Bulgarian is bit lame, she can express herself in local language as well.

Alexander Kumanov

Founder & Executive Director

Foundation 42

Alexander Kumanov

Alexander has broad experience in event management, public speaking and CSR activities. He is one of the key people of the popular Forum Klyuch as well as of the informal events for helping foreigners in Bulgaria to adjust to our reality - Survival BG.

Tim Buisseret

Commercial Attaché

Foreign & Commonwealth Office

Tim Buisseret

Tim is US and UK national with long experience of living and working in Bulgaria. He was CEO of Bulgaria’s first mobile operator Mobikom and he also held senior managerial roles in other international and local organizations. For the last seven years Tim is responsible for developing British business in Bulgaria.

Tim holds MBA from the University of Manchester, and prior to that he has finished the Campion College in Kingston, Jamaica. Tim speaks excellent Bulgarian language and knows our culture and business environment very well.

Angel Ignatov


Bulgarian Careers Fair

Angel Ignatov

Project Coordinator, Musala Soft.
CEO, Bulgarian Careers Fair.

Angel holds bachelor degree in Ordinary Sciencies INF, Mathematics and Computer Science from the University of Edinburgh. He has rich experience in different NGO projects and initiatives related to promoting education in Bulgaria, as well as professional experience in international organizations. Angel joined the Bulgarian Careers Fair in early stage and has played a key role in setting the strategy that would help the project to become the best platform for connecting Bulgarian employers with top talent from abroad. From July 2017 Angel is a CEO of the organization, leading a team of more than 30 volunteers spread all over the world. Their team successfully connects country's leading employers with Bulgarians students in UK and Germany.

Kristina Eskenazi

PR, Communications Expert and Entrepreneur

Impossible Markets

Kristina Eskenazi

Kristina is a Chairwoman of a Managing Board of Bulgarian Health & Life Science Cluster, Co-founder and member of a board of Bulgarian Bioscience Society, Founder of Mass media Foundation and PR expert in Radioactive Ltd.

She is a seasoned PR and communications professional with over 15 years of experience. Kristina manages a broad range of communications and public affairs issues for public and private sector clients in many fields. Her current and past clients include private companies, leading industry associations, and not-for-profit organizations. She is interested in startup culture and supporting initiatives that present innovations and technology transfer.

Jasmina Tal

Psychologist, Interpreter & Entrepreneur

Impossible Markets

Jasmina Tal

Jasmina Tal is a seasoned psychologist with a long-standing experience in people and organizational development. Her main expertise lies in Organizational and Work Psychology, but she has also specialized in Psychology of Education, Development and Culture. Jasmina has special interest in cross-cultural differences and their impact on human interaction and well-being.

Born and raised in Bosnia - the heart of ex-Yugoslavia, in a multinational family, Jasmina escaped the war and moved to Serbia in 1994. Due to her Bulgarian origins, she had opportunity to fulfill her dream to study Psychology in Sofia University. She came to Bulgaria in 1996 as a no-land citizen, with a non-existing country (SFRJ) passport, and ever since she finds something meaningful to do around here.


9:00 - 9:30


9:30 - 9:45

Welcome Note by Impossible Markets Team

09:45 - 10:00

Video Presentation: A Bulgarian Insight on British Corporate Мulticulturality, Polina Nash

10:00 - 10:50

Presentation: Leap of Faith: My Journey from Bulgaria to the Peaks of Global Business, Stanimir Hadzhiev

10:50 - 11:10

Coffee break

11:10 - 12:00

Discussion: Changes in Bulgarian Business Environment as a Result of Globalization
Panelists: Tim Buisseret, Kristina Eskenazi, Stanimir Hadzhiev and Alexander Kumanov
Moderator: Jasmina Tal

12:00 - 13:00

Presentation: Cultural Diversity in Business Perspective, Daniela Kaneva

13:0 - 14:00


14:00 - 15:30

Workshop: Empathy - the Key Ingredient for Building Trust in Multicultural Environment, Jasmina Tal

15:30 - 15:50

Coffee break

15:50 - 16:40

Presentation: Attention! Cultures Crossing!, Rusko Ruskov

16:40 - 17:30

Discussion: Personal Perspective on Different Cultures
Panelists: Helen Koss, Angel Ignatov, Rusko Ruskov, Emil Shekerdzhiiski
Moderator: Kristina Eskenazi

17:30 - 18:00

Wrap-up of the Day by Kristina Eskenazi and Jasmina Tal

18:00 - 20:00

Networking Cocktail with Party Music Mexexe Wine by the Georgievi Bros.


The next ImPossible Markets event will be held in a cozy Networking Premium

25 Rakovska str., Sofia.
  • Networking Premium is a stylish coworking space at the city center of Sofia, Bulgaria coming from the downtown area of Tel-Aviv, Israel.
  • It's actually a professional social club, event space with a concert stage, a hotel and definitions that take it beyond the "just" coworking definition.
  • 70% of the space is devoted to common areas: lounges, open kitchens, cool meeting rooms, creators room, napping room, and some more cool areas.



If you would like to support our events, please contact us at:

[email protected]
#5th edition

Globalized Bulgaria

register today