Irena Petrova Elected Chair of the Bulgarian Executive Search Association

Leadership is at the heart of everything we do at Friisberg, so it is particularly rewarding when one of our own partners is recognised by fellow professionals for her contribution to the industry.

We are delighted to announce that Irena Petrova, Managing Partner of Friisberg & Partners Bulgaria, has been elected Chair of the Bulgarian Executive Search Association (BESA), following a vote at the Association's General Assembly on 28 October 2026.

With more than 25 years of experience in management consulting, executive search and strategic human capital management, Irena brings considerable commercial insight, international perspective and professional expertise to her new position.

Her appointment is a significant personal achievement and a source of considerable pride for Friisberg. Importantly, it also reflects something fundamental to our international firm: our consultants are not simply participants in their respective markets, but experienced professionals who contribute to the development, credibility and standards of the executive search industry itself.

Why this appointment matters

Established in 2011, BESA represents leading international executive search consultancies in Bulgaria and is a partner of the Association of Executive Search and Leadership Consultants (AESC). It promotes professional excellence, ethical standards and the value of executive search in critical leadership decisions. As Chair, Irena will play an important role in representing the profession, encouraging collaboration and strengthening its influence within the wider business community.

In conversation with Irena Petrova

Following her election, we spoke with Irena about the challenges facing executive search in Bulgaria, the changing expectations of clients and her ambitions for BESA.

Irena, congratulations on your election. What do you see as the biggest challenges facing executive search in Bulgaria today?

"The challenge is not necessarily a shortage of candidates for senior leadership positions, but identifying executives who can succeed within a particular organisation and at a specific stage of its development.

"Experience has shown that an impressive track record and strong past performance do not automatically translate into effective leadership in a different business environment. Companies need leaders who combine strategic thinking with operational discipline and the ability to navigate change.

"This places greater emphasis on the quality of executive assessment. It is no longer sufficient to establish what a candidate has achieved. We need to understand how they make decisions, lead people and respond to the challenges an organisation is likely to face."

How must executive search firms evolve to meet changing expectations around leadership, assessment and ethics?

"I believe executive search consultants must act as strategic partners to businesses, rather than simply providers of senior recruitment services.

"This requires a thorough understanding of the client's business, its strategic priorities and the ability to offer independent, well-informed advice. It is also the approach that underpins our work at Friisberg.

"The profession is evolving beyond traditional executive search, with firms developing complementary capabilities in areas such as Interim Management, Executive Assessment and Executive Outplacement. These services enable us to support organisations not only in appointing leaders, but also in assessing leadership potential, navigating organisational change and managing executive career transitions.

"Artificial intelligence and emerging technologies will continue to reshape our profession. They can enhance research, analysis and efficiency, but they cannot replace professional judgement, trust or personal accountability. Confidentiality, objectivity and strong ethical standards remain essential to any lasting advisory relationship."

What would you most like BESA to achieve during your tenure as chair?

"My priority is to build on the work BESA has accomplished over the years while strengthening its voice in the wider business community.

"I see three areas of focus: maintaining high professional and ethical standards, contributing more actively to discussions on leadership and executive appointments, and sharing market insights, analysis and practical perspectives drawn from our collective experience.

"BESA brings together firms that compete in the marketplace but share a common responsibility for the credibility and standing of our profession. That shared commitment provides a strong foundation for addressing issues that matter to the industry as a whole.

"By the end of my term, I would like BESA to be an even more recognised and respected voice in the business community, with a clearer understanding among organisations of the value that high-quality executive search brings to critical leadership decisions."

We congratulate Irena on this well-deserved recognition and look forward to seeing the contribution she will make to BESA and to the continued development of executive search in Bulgaria.