Aneliya is the Managing Director of DSK Bank's Contact Center — a channel that combines both customer service and assisted digital sales. She leads the ongoing transformation of the department to meet evolving customer needs, driving the shift toward self-service options, AI-powered assistance at the front of every chat and voice interaction, and a chat-first service model that reserves voice for premium, high-touch care. Her vision centers on making customer service fully accessible to the bank's own customers directly through the mobile app — blending automation and human expertise so that technology handles the routine, and people are there when it truly matters. Aneliya brings hands-on experience in large-scale channel transformation, AI-driven customer engagement, and building high-performing teams — and is passionate about reimagining what customer access and trust look like as banking moves toward a channel-less future.