Zhanina Lazarova from Wilo Bulgaria: My return to Bulgaria coincided with the search for an environment that has a long-term vision

2026-03-173 min.

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She is one of the professionals who develop their career outside boundaries but carries herself with a clear vision regarding work and the value of communication. Zhanina Lazarova, part of the Wilo Bulgaria team, is a communications and marketing expert with an international education and experience in the dynamic world of technologies, start-ups and projects in the sphere of artificial intelligence. Talking to us, she shared how her professional path was formed between Bulgaria and the Netherlands, what offers work in a multinational setting and how innovations are not just a modern topic, but an instrument for real public benefit.

How did your professional path begin and what led you to study and work abroad?

My choice to study in the Netherlands was a conscious decision, even at an early age. I wanted an education which benefits people who think independently and puts and emphasis on practice, and not just theory. My education in international communications and marketing provided me with a stable foundation, but the work with start-ups and international teams has taught me how products are developed, how they share stories and create trust at a global context.

What is your impression of society, education, and the work environment in the Netherlands?

The Netherlands taught me how to be direct, clear and responsible. Initiative is valued over there, as well as the ability to think critically and in the long term. The workplace is oriented towards results. This formed my professional approach – structured but flexible; strategic, but human.

What motivated you to return and continue your professional journey in Bulgaria?

After years of work in an international setting, I started seeing more clearly how my experience could be applied here. Coming back to Bulgaria coincides with the search of a setting, that thinks strategically, works with high standards and has a long term vision.

In this context, Wilo emerged as a logical next step – an international company with clear processes, a technological focus and a stable presence, which offers a framework in which my accumulated experience can be built upon and used effectively.