I build bridges between data and desire.  
 
Trained as an architect, I learned to translate blueprints into emotional spaces. Now, I apply that same precision to marketing - transforming niche insights into cultural movements. My campaigns don’t just reach audiences; they resonate, whether that’s through comic superheroes rebranding technical sectors, stand-up comedians explaining chemical compounds, or AI-powered "postcards" reimagining European identity. With a track record of 192% engagement growth and 3.8M+ views, I specialize in scaling what others dismiss as "too complex" or "unsexy" into must-follow narratives. 
 
Based in Belgrade but wired for global impact, I’ve led remote teams across 5 countries to deliver campaigns that stick—like saturating 100% of EU university students with a digital skills initiative or turning watch market data into binge-worthy content. My work lives at the intersection of analytical rigor and rebellious creativity, where every metric has a human heartbeat. (And yes, I still sketch ideas first - some habits are too good to break.) 
 
I build bridges between data and desire.  
 
Trained as an architect, I learned to translate blueprints into emotional spaces. Now, I apply that same precision to marketing - transforming niche insights into cultural movements. My campaigns don’t just reach audiences; they resonate, whether that’s through comic superheroes rebranding technical sectors, stand-up comedians explaining chemical compounds, or AI-powered "postcards" reimagining European identity. With a track record of 192% engagement growth and 3.8M+ views, I specialize in scaling what others dismiss as "too complex" or "unsexy" into must-follow narratives. 
 
Based in Belgrade but wired for global impact, I’ve led remote teams across 5 countries to deliver campaigns that stick—like saturating 100% of EU university students with a digital skills initiative or turning watch market data into binge-worthy content. My work lives at the intersection of analytical rigor and rebellious creativity, where every metric has a human heartbeat. (And yes, I still sketch ideas first - some habits are too good to break.) 
 
I build bridges between data and desire.  
 
Trained as an architect, I learned to translate blueprints into emotional spaces. Now, I apply that same precision to marketing - transforming niche insights into cultural movements. My campaigns don’t just reach audiences; they resonate, whether that’s through comic superheroes rebranding technical sectors, stand-up comedians explaining chemical compounds, or AI-powered "postcards" reimagining European identity. With a track record of 192% engagement growth and 3.8M+ views, I specialize in scaling what others dismiss as "too complex" or "unsexy" into must-follow narratives. 
 
Based in Belgrade but wired for global impact, I’ve led remote teams across 5 countries to deliver campaigns that stick—like saturating 100% of EU university students with a digital skills initiative or turning watch market data into binge-worthy content. My work lives at the intersection of analytical rigor and rebellious creativity, where every metric has a human heartbeat. (And yes, I still sketch ideas first - some habits are too good to break.) 
 
Portrait of a woman

Work Experience

2021 – Present

Head of Content & Communities, Head of Learning

The Right Street DIgital, Brussels

•Audience-Centric Campaigns: Developed and executed EU-focused communication strategies targeting different demographic groups, leveraging technical knowledge and storytelling to simplify complex policy topics (e.g., sustainability, digital transformation). Created and maintained complex sets of marketing materials •Creative Leadership: Led cross-functional teams (designers, copywriters, videographers) to produce award-winning campaigns, increasing client engagement. Ensuring visual consistency across all channels and following strict EU guidelines. •Data-Driven Optimization: Used A/B testing and analytics tools to extract data-driven insights and refine messaging for diverse EU audiences, achieving a high percentage boost in campaign ROI. •Tools & Collaboration: Managed workflows and created operating procedures and systems, ensuring seamless collaboration across pan-European remote teams.

2021 – Present

Head of Content & Communities, Head of Learning

The Right Street DIgital, Brussels

•Audience-Centric Campaigns: Developed and executed EU-focused communication strategies targeting different demographic groups, leveraging technical knowledge and storytelling to simplify complex policy topics (e.g., sustainability, digital transformation). Created and maintained complex sets of marketing materials •Creative Leadership: Led cross-functional teams (designers, copywriters, videographers) to produce award-winning campaigns, increasing client engagement. Ensuring visual consistency across all channels and following strict EU guidelines. •Data-Driven Optimization: Used A/B testing and analytics tools to extract data-driven insights and refine messaging for diverse EU audiences, achieving a high percentage boost in campaign ROI. •Tools & Collaboration: Managed workflows and created operating procedures and systems, ensuring seamless collaboration across pan-European remote teams.

2021 – Present

Head of Content & Communities, Head of Learning

The Right Street DIgital, Brussels

•Audience-Centric Campaigns: Developed and executed EU-focused communication strategies targeting different demographic groups, leveraging technical knowledge and storytelling to simplify complex policy topics (e.g., sustainability, digital transformation). Created and maintained complex sets of marketing materials •Creative Leadership: Led cross-functional teams (designers, copywriters, videographers) to produce award-winning campaigns, increasing client engagement. Ensuring visual consistency across all channels and following strict EU guidelines. •Data-Driven Optimization: Used A/B testing and analytics tools to extract data-driven insights and refine messaging for diverse EU audiences, achieving a high percentage boost in campaign ROI. •Tools & Collaboration: Managed workflows and created operating procedures and systems, ensuring seamless collaboration across pan-European remote teams.

2018 - 2021

Brand Strategist &

Freelance Consultant

•Partnered with boutique businesses and startups to rebrand visual identities, launch social campaigns, and elevate content quality through art-directed photography and video. •Delivered audience growth (avg. +40% engagement) and cohesive storytelling for clients in lifestyle, fashion and hospitality. •Operated as a one-stop creative team: from strategy (positioning, tone of voice) to execution (shooting, editing, community management).

2018 - 2021

Brand Strategist &

Freelance Consultant

•Partnered with boutique businesses and startups to rebrand visual identities, launch social campaigns, and elevate content quality through art-directed photography and video. •Delivered audience growth (avg. +40% engagement) and cohesive storytelling for clients in lifestyle, fashion and hospitality. •Operated as a one-stop creative team: from strategy (positioning, tone of voice) to execution (shooting, editing, community management).

2018 - 2021

Brand Strategist &

Freelance Consultant

•Partnered with boutique businesses and startups to rebrand visual identities, launch social campaigns, and elevate content quality through art-directed photography and video. •Delivered audience growth (avg. +40% engagement) and cohesive storytelling for clients in lifestyle, fashion and hospitality. •Operated as a one-stop creative team: from strategy (positioning, tone of voice) to execution (shooting, editing, community management).

2009 - 2018

Senior Architect

Various studios

•Designed client-facing projects requiring meticulous attention to detail, material craftsmanship, and narrative-driven presentations to secure buy-in from all parties involved. •Combined technical precision with storytelling to translate complex designs into emotionally resonant concepts for clients.

2009 - 2018

Senior Architect

Various studios

•Designed client-facing projects requiring meticulous attention to detail, material craftsmanship, and narrative-driven presentations to secure buy-in from all parties involved. •Combined technical precision with storytelling to translate complex designs into emotionally resonant concepts for clients.

2009 - 2018

Senior Architect

Various studios

•Designed client-facing projects requiring meticulous attention to detail, material craftsmanship, and narrative-driven presentations to secure buy-in from all parties involved. •Combined technical precision with storytelling to translate complex designs into emotionally resonant concepts for clients.

2008 - 2009

Teaching Assistant, Digital Animation

University of Belgrade, Faculty of Architecture

•Technical Training: Taught 30+ students advanced 3D animation techniques using Softimage XSI, focusing on 3D modelling, character rigging, lighting, and cinematic storytelling. •Creative Mentorship: Guided students in cross-disciplinary projects blending architecture and animation

2008 - 2009

Teaching Assistant, Digital Animation

University of Belgrade, Faculty of Architecture

•Technical Training: Taught 30+ students advanced 3D animation techniques using Softimage XSI, focusing on 3D modelling, character rigging, lighting, and cinematic storytelling. •Creative Mentorship: Guided students in cross-disciplinary projects blending architecture and animation

2008 - 2009

Teaching Assistant, Digital Animation

University of Belgrade, Faculty of Architecture

•Technical Training: Taught 30+ students advanced 3D animation techniques using Softimage XSI, focusing on 3D modelling, character rigging, lighting, and cinematic storytelling. •Creative Mentorship: Guided students in cross-disciplinary projects blending architecture and animation

  • Digital Design ⋅

  • Creative Direction ⋅

  • marketing strategy

  • Digital Design ⋅

  • Creative Direction ⋅

  • marketing strategy