- In over 20 years Sirma has led different roles in brand management and was promoted to a general manager position for personal cleansing North America in 2004.
- From 2007 to 2014 Sirma played a key role in developing the P&G feminine care business across different markets in WE, and then total Europe Middle East, Africa and India.
- Sirma has also been a key pillar in driving the girls’ education and empowerment program together with UNESCO.
- In December 2015 Sirma has been appointed VP Babycare for Europe. In August 2018, Sirma has been appointed VP, Global Marketing and Brand Building.