TWO DECADES IN LOGISTICS: BALANCING PEOPLE, DECISIONS AND REALITY
My name is Krasimira.
Ever since I was very young, I knew I wanted to dance. I did not know exactly what kind of dancing – just dancing. Movement, rhythm and freedom.
Life, however, has a way of leading us in unexpected directions. Dancing remained my hobby for 12 years, and then fate took me to a job interview at a large courier company back in 2006. That was how it all began – 20 years ago.
I will never forget my first few months. They were a real nightmare – an encounter with a completely new world and a field that seemed impossible to navigate at the time. It was a demanding, real-life and uncompromising school for me.
In 2007, I was the happiest person in the world because Bulgaria joined the European Union and customs formalities were abolished. I must admit that I hated those procedures – and perhaps I still do today 🙂, with no intention of offending my dear colleagues.
I became part of the sales department of one of the largest and most recognizable courier companies and gradually began to understand how everything worked. That was when I learned something very important: working in sales means knowing every detail of the company’s “puzzle”, regardless of whether it operates in transport or any other industry.
Several years later, I joined the sales team of a freight forwarding company and quickly realized that everything I had learned about courier air transport would not be particularly useful. In other words, I discovered that I knew virtually nothing about real freight forwarding, apart from what an air waybill was and how volumetric weight was calculated. 🙂
I entered an incredibly broad world encompassing different modes of transport by sea, road and air, each governed by its own rules, requirements and regulations.
Today, I am Sales Manager at Bon Marine and part of a small but exceptionally “dangerous” team – in the best possible sense. By a strange coincidence that somehow makes perfect sense to the universe, the team is entirely female and, yes, we are all Scorpios. 😉
Character, passion, determination, intuition and a powerful dose of emotion – when we work together, things simply happen.
Outside work, I absolutely love cooking. It is my inspiration, my way of relaxing and expressing myself. I also love travelling. I have not completely conquered Italy yet, but I am working on it. 🙂
In other words, I envy the people who travel and cook – and get paid for it!
I have two children – a girl and a boy. I love them endlessly, but they are also the two people who can send my adrenaline levels through the roof in a matter of seconds. Somehow, I have accepted that these are the normal, authentic parts of life. I count and breathe. Sometimes I raise my voice, but that is human too.
I also have a dog – large both in size and heart. He is my immunity “pill”.
I was also fortunate enough to meet the man of my life. He remains so to this day, and I sincerely hope it will always be that way.
DAILY ROUTINE AND CHALLENGES
Every day is different, depending on whether I am travelling or working from the office. However, the objective is always the same – clear, consistent and unchanged over the years: clients.
New clients, existing clients and satisfied clients. Building awareness of the brand and gradually but confidently expanding our market share.
My daily routine is a constant juggling act involving tasks, targets, deadlines, priorities – and moods. The moods of clients and colleagues, different personalities and different expectations.
I often find myself in the middle – between the client’s urgency and operational reality, between ambition and limitations.
Honestly, that is what exhausts me most. It is not the figures, the quotations or the fast pace. It is the constant need to balance people, emotions and perspectives.
Logistics is a business built on solutions, but it is also a business built on relationships. Relationships require energy – the energy needed to manage different personalities, emotions and points of view. I try not to bring this tension home, but I do not always succeed.
The focus, however, remains crystal clear: more clients and stronger relationships with them.
Bon Marine offers an exceptionally broad portfolio of logistics services. This is a major advantage, but also a considerable challenge, as we must remain constantly up to date with the details and specific requirements of every mode of transport and service.
I admit that I do not always manage to keep up with everything new, but I never hesitate to ask my colleagues. Each of them is an expert in their respective field.
I often remember the words of one of my mentors:
“There are no wrong questions – there is either a question or no question.”
If she happens to see this post, she will recognize herself. 🙂
Those words have remained with me over the years, which is why I am never afraid to ask.
My daily work combines meetings, conversations with clients and administrative responsibilities. I always set myself a goal for the day or the week.
Sometimes, it is a key client I have been trying to reach for a long time, until I finally hear that much-awaited “yes”. I then organize everything else around that objective.
I try to prioritize, although it is not always easy. My work involves many different activities and departments – from “dry” administration to “soft” diplomacy.
Sometimes, it even involves the delicate art of extracting exactly the right information from a prospective client – the information that could ultimately turn them into our partner.
Simply sending an offer and waiting for a response is not a successful formula. Sales require initiative and consistent daily effort, without exception.
If I had to summarize everything in one essential quality – the quality without which you cannot survive and develop in this industry – it would be persistence.
It is not complicated, but it is decisive.
In logistics, it is not the loudest person who succeeds, but the most consistent one. I truly believe that.
MARKET TRENDS
2025 was an exceptionally dynamic year. While quotations used to be updated once a month, today – particularly in maritime transport – prices and routes can change literally every day.
In other words, the market is not simply moving; it is pulsating.
This is where an experienced logistics partner must respond quickly and strategically rather than simply forwarding rates.
Road transport in Europe is also experiencing considerable turbulence. There are several reasons, but the main one is the instability of cargo volumes – periods of contraction followed by sudden peaks that seriously disrupt market balance and available capacity.
The market will remain unstable throughout 2026. It will not be a “quiet” year, but rather a continuation of the current period of adaptation and uncertainty.
Recent developments related to the conflict in the Middle East have once again caused serious concern within our sector. Air and maritime routes and prices continue to be heavily influenced by the geopolitical situation.
AUTOMATION AND TECHNOLOGY – OPPORTUNITY OR THREAT?
In my opinion, new technologies and process automation are unquestionably an opportunity.
If you are trying to manage logistics using Excel alone, however, they may appear to be a threat. 🙂
Logistics is undergoing a significant technological transformation that would have sounded like science fiction ten years ago. Nevertheless, traditional working methods will not disappear completely.
New regulations are being introduced one after another, directly affecting our work. An increasing number of processes now rely on electronic data exchange, automated document workflows and integrations between different systems.
PRACTICAL ADVICE
What advice would you give to a young person who wants to build a career in logistics?
First of all, welcome to one of the most dynamic industries in the world.
Logistics is not simply about moving something from point A to point B. It combines strategy, psychology, mathematics, diplomacy – and sometimes a little adrenaline.
Build relationships. This industry runs on trust. A telephone call made at the right moment can sometimes be worth more than the best software.
Do you have a principle or “golden rule” that you always follow?
“Never promise something you cannot control – but always control what you have promised.”
It is not my own quote, but it perfectly reflects my philosophy. 🙂
How do you react to unexpected crises or situations?
In our work, the question is never “if”, but “when”. Crises are part of everyday life. What matters is how you respond.
I try to remain calm and avoid reacting emotionally. It is not always easy – the pressure is real and the responsibility is significant.
But panic does not solve problems; it makes them worse. There are moments when it is extremely difficult not to lose your temper. After all, we are only human.
Experience has taught me something important: trying to conceal or minimize a difficult situation when communicating with a client only makes matters worse.
My usual approach is to be honest and put all the cards on the table. Ultimately, we are people communicating with other people.
When you approach someone openly and genuinely, you will usually receive understanding in return – although, of course, there are exceptions.
A PERSONAL PERSPECTIVE
What motivates you to keep moving forward?
I know that I am needed, and I genuinely feel it.
In the dynamic environment of our industry, decisions depend on you every day. That sense of responsibility gives me energy.
When you know your presence matters, motivation comes from within.
Which achievement are you most proud of?
Oh, if I started telling you, we would run out of pages. 😊
Seriously, however, I am most proud not of one particular deal, but of the trust I have built over the years.
In logistics, reputation is everything. I have genuine friends working for competing companies, and that does not prevent us from maintaining excellent relationships or even helping one another.
If you had to describe Mondays in one word, what would it be?
Plan.
Monday is not a shock – it is a strategy. If the week begins under control, everything else is a matter of organization.
QUICK-FIRE ROUND
Automation or human experience?
Both, working hand in hand. Technology accelerates processes and provides support, but experience makes the decisions.
Strategy or improvisation?
Improvisation – but based on a sound strategy. Some of the best decisions are made under pressure.
Truck or drone?
A truck – with a drone for tracking.
Let us be modern while keeping our feet firmly on the ground.
Excel or specialized software?
A combination of both. Excel is a classic, but specialized software provides scale and control.
Working from the office or from home?
The office. The energy of the team cannot be replaced.
Morning run or late coffee?
A morning run and a morning coffee. The first is only a dream at this stage of my life, but the coffee is absolutely essential.
#Logistics #FreightForwarding #Transport #Sales #BusinessDevelopment #Clients #Trust #Persistence #WomenInLogistics #Leadership #SupplyChain #BonMarine
