Real transformation begins with people – this is what Anna Gabrovska, Head of Culture & People at Philip Morris Bulgaria, firmly believes. She emphasizes that the change the company is driving is, above all, cultural – not merely technological or product-related. At the core of her approach stand practical programs that support people’s development, their well-being, and their ability to make informed choices about their careers.

“At Philip Morris Bulgaria, we are building an environment where everyone can grow, experiment without fear of mistakes, and have clear pathways for development.” Anna highlights that the company values – We Care, We Are Better Together, and We Are Game Changers – are not abstract statements but daily practice.

Investments in flexible policies, learning opportunities, and development programs foster a culture of trust and inclusion. “For me, the key is to create an environment where people can learn from their mistakes, develop themselves, and have the courage to propose new ideas. Only then can we retain talent and provide real opportunities – not through empty promises, but through measurable results.”