Darina Fikova

Merchandising Manager

  • LocationBarcelona, Spain



  • Events
  • Product
  • Businesses Development
  • Presenting
  • Account Management
  • Customer Services
  • Management
  • Problem Solving
  • Project Management
  • Strategic Planning
  • Relationship Management
  • Excel
  • Office
  • Powerpoint

Work history


Merchandising Manager

Westwing Home Living Spain

Jan 2015
  • • Direct support to CEO in improving the product sourcing and buying strategy • Identification of winner brands with an average performance of >40K NOI/campaign • Elaboration of sales campaigns of strategic accounts with a total of 500K net order intake (09-12/15) • Creation of global product vision based on seasonality, trend, and category analysis • Account portfolio management ensuring on-time results from buying team • Management of trade show preparation for the improvement of negotiation techniques and increase of lead-to-account conversion • Competitor benchmarking in terms of pricing, brands, and categories • On-going backup of the Product Management team leader, leading up to 20 people during specific periods


Salesforce Power User

Westwing Home Living Spain

May 2012 - Jan 2016
  • Currently holding the position, parallel to the Merchandising Manager position • Direct support to CEO in creating the buying strategy and process of Westwing Spain • Implementation and launch of Salesforce, based on internal practices and needs • Optimization of Salesforce use and efficiency in terms of adaptation of the tool´s functionality to the business requirements and team´s needs • Design of a result-driven report system to track team´s compliance with objectives • Change management and usage improvements in coordination with developer team • Data migration supervision and data quality control


Product Manager

Westwing Home Living Spain

May 2012 - Jan 2015
  • • Product selection and pricing of flash sales campaigns with a total net order intake of 1,8M. Average NOI/campaign increase of 200% in 2014 • On-going backup of the team leader, leading up to 20 people during specific periods • Key account management on product level • Provision of creative input and editorial content to style department for each campaign • Trade show preparation and creation of corporate materials



International Business Studies

International Business School

Aug 2009 - Apr 2012
  • International Business Bachelor Degree



Cum Laude Degree

  • I was awared a Cum Laude degree from the American College of Sofia, Bulgaria for outstanding academic performance.