AUBG EMBA alumna Daniela Dimitrova (‘13) has built a remarkable career in the automotive industry. Currently the Vice President IT, CIO NAFTA region at Mercedes-Benz, USA, her first encounter with the sector was while working at a marketing agency with Toyota as a client.
“This experience was a game-changer for me,” Daniela said. “During that period, I came across (and until today I continue to embrace) the philosophy of the Toyota way, recognizing the pivotal role of continuous improvement (Kaizen) and respect for people in the brand’s success.”
After several years of working as the Marketing Manager at Toyota, Daniela joined BMW Group, following the establishment of the local branch in Bulgaria. She was then assigned to UAE, where she took on responsibilities for the brand in the Middle East region.
It was during her time at BMW Group that Daniela completed her studies at AUBG.
“Practical managerial experience is crucial before enrolling in an EMBA,” Daniela said in an advice to prospective students. “Learn from mistakes, gain leadership experience, and clearly define your goals.”
“The AUBG EMBA program, with its focus on leadership, strategy, and entrepreneurship, offers a rewarding investment in education and career for those with practical experience and clear career aspirations,” Daniela added.
The alumna’s decision to complete AUBG’s EMBA program was led by her desire to further develop her skills and knowledge.
“Discovering knowledge gaps during my early managerial roles led me to pursue an EMBA, not fully realizing its broader impact at that time,” she said.
“Little did I know at that time, that having an EMBA is much more than that – the program provided a valuable network, exceptional professors and a diverse skills set – in leadership, strategic thinking, and problem-solving. However, the value of an MBA depends on how one leverages the education and experiences gained.”
What Daniela found most valuable about her Executive MBA experience was the interpersonal connections. “The AUBG program’s academic value lies in its people—the students and professors,” she said. ”Until today I keep in touch with most of the students of my cohort and some of the professors. Building relationships and learning from diverse perspectives enriched my educational experience, contributing significantly to my personal and professional growth.”
Daniela’s next career move following her time at BMW was joining the IT & Digital Marketing team at the Stuttgart headquarters of Mercedes-Benz AG.
“Moving to Mercedes-Benz in 2019 was not something I had anticipated,” she said. “I was rather focused on moving closer to topics related to digital transformation, even outside the automotive industry. I could see the world around me being transformed during my years in Dubai, the startup development, the technology utilization and the speed of the digitalization happening in front of my eyes.”
The EMBA alumna’s expertise in the IT domain led her to Atlanta, where she is currently serving as the Vice President IT and CIO for Mercedes-Benz U.S. & Canada.
“I am super excited to be here and have this job for two simple reasons,” she said.
“IT nowadays is no longer a separate industry – almost every industry has become an IT industry (maybe transportation is the only exception), finance, communication, banking, you name it. The second reason is the possibility to operate in one of the most technologically advanced markets in the world and handle the digital transformation for the Mercedes-Benz brand, while competing with top tech brands in North America.”
“It has been quite a journey and as they say – you can only connect the dots looking backwards – every move that I made was needed and vital for my development, for the person I have become and the job I am having now. If I have to pass further some experience and some knowledge, I would say – stay focused, but look 360 degrees – curiosity and variety of experiences and knowledge are the most rewarding treats one can gain.”
A busy C-level professional, Daniela also finds the time to pay it forward. She is a certified Erickson professional coach and has been a trainer at the London School of PR and a mentor at the Mentor the Young program in Bulgaria.
“Passing knowledge and experience further is something very dear to my heart,” she said.
“I took part in Season 4 of Mentor the Young and I loved every minute of it. Recently I completed my coaching certification, and I am fully committed to continue to coach and mentor young people and support them in their journey ahead. I wish I had a mentor in my early years and got answers for certain topics and situations, now I am happy to provide that to young and talented people.”
“However, I would like to make a remark – coaching and mentoring are just a tiny portion of the success and the main effort should always be in the hands of the coached/mentored. I like to challenge people to find their own answers and I strongly believe in one of the Ericksonian principles, that people have real resources, many more that they know,” she added. “I am also a fan of the so-called reversed mentorship – having talented young people mentoring me in certain areas, one of my permanent mentors is my daughter.”
