Leading finance in six countries at Lindström – Evgenia Elezova
Evgenia Elezova is the head of Regional Finance for Southeast Europe, which includes six countries: Croatia, Bulgaria, Turkey, Romania, Serbia, and Slovenia. She also serves as the strategy and sustainability partner for the region and joined Lindström in 2010 as a business controller. Her remarkable journey has enabled her to embrace diverse responsibilities, travel for work, and witness the company’s evolution over the years.
Elezova was drawn to Lindström by the diverse tasks and opportunities to collaborate with different companies in the business controller role and for its family-owned nature. During her 15 years at Lindström, she has worked with numerous people and participated in a variety of projects. As former head of Finance, M&A, she had the opportunity to participate in integration projects and spend weeks in locations like the UK and China, allowing her to connect with local teams. In her current role, she collaborates closely with the regional management team and other stakeholders, reporting directly to the CFO.
Cultivating Open Communication
Elezova appreciates how Lindström is filled with talented people. She particularly admires the managing directors she works with, who are exceptional, quality leaders steering their countries toward success and business growth. The “We Care” culture at Lindström creates the foundation for many great things, including a positive workplace spirit. Currently, Elezova is leading a two-year programme aimed at developing finance business partners, which will conclude with graduation in August. Participants come from multiple countries, and the programme is also helping to build a community of individuals who can share insights and connect across countries and departments. Elezova regularly holds “catch-up” lunches with different people to stay informed, exchange ideas, and generate new ones.
A Fast-Developing Region
Elezova is now focused on developing her team, particularly the business controllers in the countries. While people development is crucial, she also emphasises the importance of process development and how these two elements work together to add value and make a difference. As a strategic business partner, Elezova finds great joy in development and transformation.
Lindström’s goal is to double its net sales by 2030, which Elezova finds both fascinating and incredibly motivating. This ambitious goal begins with formulating a strategy and guiding people from uncertainty to clarity. This involves conducting workshops with managing directors and regional management teams and coordinating efforts across countries while aligning with the broader company vision. It’s essential to understand developments at all three levels — the national, the regional, and the global — and tailor the utilised strategies to meet the needs of each.
As a strategic partner, Elezova ensures that all countries focus on the strategy. If something isn’t working, she works to ensure, that the necessary adjustments and changes are underway. Alignment, smooth communication, and engaging people are key components, alongside the strategy itself. People are the ones executing the strategy and implementing changes, so it’s vital to involve them and inspire enthusiasm. Effective communication and motivating people are the responsibilities of every managing director and regional manager. As a strategic partner, Elezova ensures that this approach works on every level.
Who: Evgenia Elezova
Role at Lindström: Head of Regional Finance for Southeast Europe
Location: Helsinki, Finland
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