About

Meet Drago Rashev

25 years of FMCG experience. Now working directly with your business.

I'm Drago Rashev, the founder and sole consultant behind Sunday Morning Consulting. I've spent 25 years working across consumer businesses, from local brand management to leading regional marketing implementation and commercial initiatives across international markets.

My experience covers commercial strategy, brand and portfolio management, marketing execution, process improvement, demand planning, and the coordination of people and teams across different functions and markets.

I'm a Chartered Marketer with the Chartered Institute of Marketing (CIM) and hold Microsoft's AI Transformation Leader certification, complementing my commercial background with knowledge of how AI can be applied to improve business performance and ways of working.

Today, I put that experience to work independently, helping businesses make clearer decisions, improve how they operate and move important projects forward.

Drago Rashev, founder of Sunday Morning Consulting

Professional experience

2020–2025

Proximo Spirits

Activation Director, EMEA & APAC

Led a cross-functional regional team covering digital, category management, advocacy and business analytics for a portfolio including global brands such as Jose Cuervo tequila, Bushmills Irish whiskey and Kraken rum. Coordinated planning, capability development, working processes and functional support across EMEA and APAC markets.

During my tenure, the regional business doubled its sales volumes compared with 2019, becoming a major growth engine for the wider company.

2002–2019

Avendi

Drinks Division marketing leadership

Led marketing strategy, planning and execution for a portfolio of more than 45 international brands, including Johnnie Walker, Smirnoff, Baileys, Guinness and Dom Pérignon. Worked with over 15 international brand owners, including Diageo and Moët Hennessy, while leading a 12-person marketing team.

During my years with the business, sales grew approximately fifteenfold. My responsibilities spanned brand development, marketing investment, agency management, demand forecasting and collaboration with commercial teams.

2001–2002

Procter & Gamble

Assistant Brand Manager

Managed the Ariel brand across Balkan markets outside Romania and supported the planning and implementation of a major product upgrade.

What I bring to the work

Experience from both international brand owners and local distributors has taught me the importance of connecting good commercial thinking with practical execution.

I've worked with different organizational structures, planning systems, teams and business challenges. That helps me recognize what can be improved, what needs adapting and what may be unnecessarily complicated.

My particular interests include commercial decision-making, portfolio prioritization and process (re)design, especially where clearer ownership, practical tools or better coordination can make a meaningful difference.

I'm also particularly enthusiastic about applying AI and automation where they can genuinely improve research, analysis and business workflows.

How I can help best

Sunday Morning Consulting is a one-person business by design. When you engage me, you work directly with the person responsible for the assignment.

I prefer clear objectives, straightforward conversations and practical deliverables over elaborate presentations or unnecessary processes. I believe good consulting should help clients make decisions, get useful work done and leave them with something they can continue using.

Discuss your project with Drago Connect with me on LinkedIn