Sasha Bezuhanova

Sasha Bezuhanova
Born	Pernik, Bulgaria
Occupation(s)	Entrepreneur, investor, philanthropist
Years active	1985–present
Known for	Founder and chairperson of MOVE.BG; former General Manager of Hewlett-Packard Bulgaria; Chair of WWF Central and Eastern Europe; advocate for ICT development and women's empowerment

Sasha Bezuhanova () is a prominent Bulgarian entrepreneur, investor, and philanthropist, boasting two decades of leadership experience at Hewlett-Packard (HP) alongside significant involvement in social advancement initiatives.

She is the founder and current chairperson of MOVE.BG, a non-partisan platform dedicated to fostering sustainable progress in Bulgaria’s governance, economy, and society by leveraging innovation and cooperative efforts. Bezuhanova also established the Green Restart Coalition, which advocates for environmentally focused innovation and policy reforms; EDIT.BG, an open network for digital innovation; and The ChangeMakers, a diverse community that unites pioneers in digital technology, environmental solutions, and the arts.

During her tenure in the corporate sector, Bezuhanova held the position of Director of Public Sector for HP’s global Growth Markets and previously managed HP’s Public Sector operations across Central Eastern Europe. For more than ten years, she was General Manager of Hewlett-Packard Bulgaria, where she played a pivotal role in positioning HP as the leading ICT company locally and spearheaded substantial investments; today, HP employs upwards of 7,000 individuals within Bulgaria.

Her notable contributions encompass elevating Bulgaria’s status as an international ICT hub, nurturing a culture of entrepreneurship, and promoting women’s empowerment both nationally and throughout Europe.

Bezuhanova currently chairs the boards of WWF Central and Eastern Europe and the Bulgarian Center of Women in Technologies. She co-founded the Digital Innovation Hub DigiTech 4.0 as well as the Green Finance and Energy Center. Additionally, she serves as a European Climate Pact Ambassador, advises the GreenTech Alliance, has been a Governing Board member at the European Institute of Innovation and Technology (EIT), and participates as a jury member for the European Innovation Council (EIC).

In 2013, she initiated the Entrepregirl Award, an annual accolade supporting young female entrepreneurs. As an angel investor and mentor, she backs startups focused on technology and sustainability and holds limited partnership stakes in three venture capital funds.

Bezuhanova is a regular presenter at forums across Bulgaria, Europe, and worldwide, where she speaks on topics such as innovation, entrepreneurship, sustainability, women’s leadership, and societal change within the digital landscape.

Her accolades include being named Digital Woman of Europe in 2013 and earning a place among the Top 100 Challengers in New Europe 100 (2015), alongside numerous other national and European honors recognizing her social impact.

She also serves as Honorary Consul of Luxembourg to Bulgaria.

Bezuhanova earned an Executive Master’s Degree in International Negotiations and Policy Making from the Graduate Institute in Geneva, holds a Master’s Degree in Electronics from Sofia Technical University, and has completed executive education programs at INSEAD and Stanford University.

She is married and has one daughter.

Early life and education

Born in Pernik, Bulgaria, Sasha Bezuhanova completed her secondary education at a German language high school in Sofia. She graduated with a Master’s degree in Electronics from the Technical University of Sofia in 1985. In 2015, she obtained an Executive Master’s degree in International Negotiations and Policy Making from the Graduate Institute in Geneva, complemented by executive programs at INSEAD and Stanford.

Her specialized training includes studies on Ireland’s economic model (Dublin, 2001), an examination of California’s ICT sector (Palo Alto, 2002), and participation at the European Software Institute (Bilbao, 2003). Bezuhanova is proficient in English, German, Russian, and Bulgarian.

Career

Bezuhanova launched her professional journey in 1985 as a Research Associate at the Central Institute for Computer Technologies. After Bulgaria's shift to democracy, she managed the Bulgarian branch of the German medical firm HELLIGE between 1990 and 1994, playing a significant role in modernizing the country's healthcare infrastructure.

In 1995, she assumed the role of General Manager at S&T Bulgaria, the exclusive distributor for HP, and by 1997, she was appointed General Manager of HP Bulgaria. Throughout more than ten years, she spearheaded HP's growth across Bulgarian telecommunications, manufacturing, finance, and public sectors. Among her key accomplishments were the development of Bulgaria’s inaugural electronic ID system in 1999, which enabled visa-free travel within the EU starting in 2001, as well as overseeing Macedonia’s Real-time Gross Settlement System (RTGS).

A major milestone under her guidance was attracting HP’s investment to establish the HP Global Delivery Centre in Bulgaria in 2006. This center currently employs upwards of 5,000 engineers, solidifying Bulgaria’s status as a prime destination for IT investments. During her tenure, HP became the largest IT employer in Bulgaria and ranked among the top five employers nationwide.

On an international scale, from 2008 Bezuhanova served as Public Sector Director for Central Eastern Europe, managing government-related business activities across 27 countries. In 2012, she advanced to Director of Public Sector and Education for HP Growth Markets, overseeing operations in 67 countries and managing partnerships with entities such as the EU, WB, and UN.

In response to political unrest in Bulgaria in 2013, Bezuhanova departed HP to establish MOVE.BG—a non-partisan initiative dedicated to fostering sustainable solutions through innovation and cooperation. MOVE.BG prioritizes reforms in electoral processes, media diversity, judicial improvements, digital economy development, and deeper European integration.

By 2016, MOVE.BG co-founded EDIT.BG (Economic Development via Innovation and Technologies), aimed at nurturing networks around digital innovation. Later projects include launching the Changemakers platform in 2018 to encourage collaboration across sectors and founding the Green Restart Coalition in 2020 to unite experts on digital innovation and sustainability for advancing Bulgaria’s green transition.

Under her stewardship, MOVE.BG has introduced initiatives like Bulgaria’s first "Textbook on the Future History," created a metaverse-based Ministry of Climate Transition and Green Transformation, and published strategic documents such as "Mission Green Bulgaria" and "Mission Energy Transition." Each report offers over 150 actionable recommendations supporting sustainable development and energy transition aligned with Next Generation EU recovery objectives.

Public contribution

In parallel with her work at MOVE.BG, Sasha Bezuhanova has been an active force in Bulgaria’s economic and social progress by promoting its emergence as a global ICT hub, encouraging entrepreneurship, and advancing gender equality both nationally and throughout Europe.

Serving as President of the Bulgarian International Business Association (BIBA) from 2002 to 2006, she launched the National ICT Competitiveness Strategy in 2003—a foundational framework for numerous initiatives within the ICT sector. She championed foreign investment attraction and provided policy guidance through leadership roles including Chairperson of the Bulgarian ICT Cluster (2005–2006), founding Chairperson and advisory board member of the Confederation of Industrialists and Employers in Bulgaria (CEIBG) (2007–2010), and consultant to the Ministry of Economy on Bulgaria’s 3S strategy between 2011 and 2013.

As head of Junior Achievement Bulgaria from 1999 to 2014, Bezuhanova focused on cultivating entrepreneurial capabilities among young people. She co-founded and led the European Centre of Women in Technology (ECWT) from 2008 until 2019 and established the Bulgarian Centre of Women in Technology (BCWT) in 2012 to enhance female representation within ICT fields. In addition, she created the annual Entrepregirl Award in 2013 to empower young women entrepreneurs.

Bezuhanova is a strong advocate for green transformation efforts through roles such as Chairperson of WWF CEE, initiator of the Green Restart Coalition, co-founder of the Green Finance and Energy Center, participant in the European Climate Pact, and advisor to GreenTech Alliance.

As a serial angel investor and mentor, she supports startups focused on technology and sustainability. Her pan-European engagements include serving as a European Climate Ambassador, advisory board member at ECWT, membership with Rising Tide Europe and CEE Women in VC. She coordinated Bulgaria’s participation in the R&I Tour d’Europe and led local initiatives for ESIL aimed at empowering early-stage investors.

Additionally, she co-founded and sits on the board of the Initiative for Social Empowerment—an organization dedicated to assisting vulnerable women and youth throughout Europe.

Board Memberships

• Serving as Chair of the WWF Central and Eastern Europe Board since 2019
• Co-founder and current chairperson of the Bulgarian Centre of Women in Technology (BCWT), established in 2012
• Former Governing Board member at the European Institute for Innovation and Technology (2018–2020)
• Co-founder and active board member of the Green Finance and Energy Center since 2021
• Founding board member of the digital innovation hub DigiTech 4.0, involved since 2017
• Board member at Evrotrust Technology from 2015 to present
• Serving on the board of Cupffee beginning in 2019
• Founding chair and ongoing board member of the Bulgarian ICT Cluster since 2005
• Member of the Honorary Board of the Duke of Edinburgh's International Award since 2014
• Co-founder and board member of the Initiative for Social Empowerment (ISE) during 2015–2018
• Board membership at Bulgarian Charities Aid Foundation (BCAUSE) from 2011 until 2022
• Chaired the High-level Advisory Council for the European Centre of Women in Technology (ECWT) from 2008 to 2019
• Led as Chair of Junior Achievement Bulgaria's board between 1999 and 2014
• Chairperson of the Trustee Board at Technical University, Sofia, from 2009 to 2017
• Served on the American University in Bulgaria board from 2005 to 2009
• Advisory board member to Bulgaria’s Minister of Education during 2009–2010
• Board member at Open Society Foundation between 2004 and 2010
• Part of Sirma Group’s Management Board from 2015 to 2020
• Held roles as Chair and Vice-Chair within the Confederation of Employers and Industrials in Bulgaria (CEIBG) between 2007 and 2010
• President of the Bulgarian International Business Association (BIBA) from 2002 through 2006

Honors and Recognitions

Sasha Bezuhanova has earned a wide array of accolades highlighting her leadership excellence and influence:

• Named among New Europe 100 Challengers in 2015
• Recipient of the Digital Woman of Europe Award in 2013
• Ranked fourth among Bulgaria’s Most Influential Women in 2011
• Honored with the International Women Leaders "LeaderShe" award in 2010
• Awarded JA-YE Leadership Award in 2009
• Recognized as Business Face of Bulgaria by Financial Times in 2006
• Member of HP Worldwide Winners Club, awarded in 2006
• Received highest recognition for Corporate Management reputation and achievement in Bulgaria, 2003
• IT Manager of the Year by IDG Bulgaria for three years: 1996, 2001, and 2002
• Declared Business Lady of the Decade by IDG Bulgaria covering years 1991–1999
• Inducted into Hewlett-Packard European Achievers Club in 1999
• Best Young Manager award by Evrika Foundation, received in 1997
• Best Sales Manager for East Central Europe by HELLIGE, awarded in 1993

Distinguished national honors include:

• Order of the Star of Italian Solidarity awarded in recognition of contributions to Bulgaria-Italy economic relations, received in 2009
• Knighted with the Order of the Oak Crown for work as Honorary Consul of Luxembourg in Bulgaria and advocacy for women in IT and sustainability, honored in 2021

Consular Role

Sasha Bezuhanova holds the position of Honorary Consul representing the Grand Duchy of Luxembourg within Bulgaria.