Riding the wave of success and championing Girl Power with Svetla Stoimenova, Cashwave
Cashwave has been part of WiiN for over two years, with many team members involved in the Rising Stars initiatives as well as holding multiple memberships. We caught up with Svetla Stoimenova, Senior Manager Purchasing & Operations at Cashwave, to learn how she found her way into the incentives world, what she’s learned along the way, and why women’s networks matter to her.
Q: Your career in incentives started in an unexpected way. How did you first join Cashwave?
Svetla: Almost six years ago, I decided it was time for a change. I wasn’t looking specifically at gift cards, but the opportunity came up and I thought, “Why not try?” At that point, Cashwave was a team of just three people. Being part of its growth – from three to more than thirty-five colleagues worldwide, and from fifty to over five hundred brands in our catalogue – has been one of the most meaningful experiences of my career.
Q: You’ve recently stepped into an interim General Manager role. How has that transition been?
Svetla: It’s still new – I’ve been in the role for three months – but the path here helped prepare me. Over the years, as the company scaled quickly, there were times I had to step into operations, account management, and even finance to fill gaps. That provided me with a detailed understanding of the business, as well as the broader picture. It’s valuable in leadership now because I understand the challenges my team members face on a daily basis.
Q: What do you think has driven Cashwave’s rapid growth?
Svetla: Service. We always deliver. Our clients know we’ll find solutions in complex markets. Being a smaller, flexible company helps us respond quickly, and our local expertise makes us strong partners for global businesses that need coverage in countries like Romania, Bulgaria, Turkey, or Mexico. And of course, our team – talented, young, smart people – is the biggest factor.
Q: You work in an industry where female leadership is still evolving. What’s been your experience?
Svetla: I’ve been lucky – I’ve never felt challenged because of being a woman in my role. Cashwave has a strong female presence across all departments, even IT. For me, I don’t have a single role model. I admire strong women in general, because often they are more resilient and become the driving force behind things. Working alongside them is always empowering.
Q: What advice would you share with younger women starting their careers?
Svetla: Always strive to improve yourself, but also be confident in your abilities. Know the strengths you already have and build from there. It’s essential to strike a balance between growth and self-confidence.
Q: Cashwave is part of WiiN and you’ve launched your own internal initiatives too. Can you tell us more?
Svetla: Yes, we’ve been members of WiiN for over two years, and several of our colleagues are active in the community, including IMA Rising Stars. We’ve also launched internal Girl Power sessions at Cashwave. They’re a space for sharing insights from WiiN coffee chats and IMA events, and for coaching tailored to the team’s needs. It’s been inspiring to see how much knowledge and confidence can spread when women support each other.
Q: Looking ahead, what’s next for you and for Cashwave?
Svetla: The main goal is to continue building a strong, professional team that can deliver on all of Cashwave’s projects for next year. We’re growing, and it’s important that the team grows in capability and confidence too. In terms of industry presence, we’ve had panels this year in Mexico and will be at events like GCBA in March. And of course, you’ll see our women at IMA Europe in October.
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Written by Elaine Keep - https://elainekeep.com/