Where tradition meets innovation: Elena Lazova’s professional journey
We have created a platform for millennial women working in the industry who are ready to share their success stories. We launched a series of interviews to highlight their inspiring experiences and achievements, focusing on women who are transforming the world around them. In this edition, we spoke with Elena Lazova, Marketing мanager at “Kristal 1923.”
Can you tell us more about the company where you are working and its objective?
I work as a Marketing manager at “Kristal 1923,” one of the oldest companies in the Macedonian food industry, with over a century of tradition. The company represents a modern food production facility with a full process – from purchasing seeds to final products under strict controlled conditions. Kristal is a recognizable brand for its sunflower oil and margarine, while also offering a wide range of food products such as tahini, lokum (Turkish delight), jelly candies, spices, and vinegars. Our goal is to offer healthy, safe, and affordable products, with a constant focus on sustainability, local production, technological innovation, and the trust we build with generations of consumers. As a team, we aim to be not just a manufacturer but a responsible partner in the daily lives of our customers.
What challenges have you faced as a millennial woman working in your industry, and how have you overcome them?
As a millennial woman in a production and traditionally structured industry, I faced multi-layered challenges – from gender perceptions to generational gaps in approaches to work, communication, and innovation. The generation gap often manifested in how colleagues viewed digitalization, flexibility, or the need for rapid marketing adaptations. Instead of seeing these differences as obstacles, I tried to understand them and foster dialogue between tradition and modern approaches. I believe that this combination – the energy and innovation of my generation, together with the stability and experience of the previous one – is the recipe for successfully overcoming challenges.
What competencies or skills do you believe are most valuable for millennial women in the workplace, and why?
The most valuable are adaptability, emotional intelligence, and digital literacy. Millennial women often have a pronounced ability for empathy and communication, which is crucial in leadership and teamwork. In marketing, these skills are complemented by analytical thinking, creativity, and understanding digital trends, enabling better connection with audiences and the creation of authentic brands.
How can millennial women continue to develop and refine their skills in the industry?
Millennial women have the privilege but also the responsibility to grow in times of rapid change – meaning continuous learning is not an option but a necessity. Online courses, professional training, following global trends and new technologies are excellent ways to stay up-to-date with industry developments. Mentoring and networking with other professionals in the industry also play an important role. Sharing experiences, tools, and best practices can accelerate personal and professional growth. The most important thing is to be proactive – seek new responsibilities, ask questions, and learn on the job instead of waiting for the perfect moment.
How do you think millennial women bring a unique perspective to the industry compared to previous generations?
Our generation grew up during a period of rapid technological change and is more oriented towards inclusivity, social responsibility, and authenticity. Millennial women often approach work with greater flexibility but also with clearly defined values. This means that we see brands not just as products but as social messages and cultures that should inspire and connect.
How do you see the role of mentorship and support networks playing a part in the advancement and success of millennial women in the workplace?
Mentorship plays a huge role – not only in career development but also in increasing self-confidence and gaining clear guidance in complex business situations. Support networks, whether formal or informal, help women share experiences, resources, and advice. In my career, having support from more experienced professionals made a crucial difference in how I handled some decisions and challenges.
Elena Lazova
Marketing manager –
Kristal 1923
