Digital & Data Leader. Six careers. One thread.
I've spent fifteen years walking into rooms where something was broken and nobody could name it. Scaling analytics from scratch at Booking.com. Launching digital governance at Danone that reached the boardroom. Building teams in places where no team existed.
Before the Fortune 500s: professional kitchens, military service, advertising, a consulting firm I co-founded, a startup I advised. Each chapter started the same way — with a mess, a gap, and the question: who's going to fix this?
I don't just talk about AI transformation. I build with it. I write code, deploy AI agents, and publish about what happens to people when the machines get faster than them. Most executives have an opinion about AI. I have a practice.
Based in Amsterdam. Bulgarian-born. Six languages. I write about the human side of technology at werkanders.com.
VP-level digital transformation, data & analytics, product management. Building teams from zero, scaling them globally, and delivering outcomes that reach the boardroom.
I write about what happens to people when the machines get better than them. Technology history, philosophy, and the feelings nobody talks about in transformation meetings.
Read the essays →Researching how AI, robotics, and automation reshape work — and what a smart transition looks like when machines and people actually work together. Not the hype. The real shift.