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Work Background
HyperFacadeBusiness Partner: Communications, People and Business Administration
Apr. 2023Worldwide · HybridBringing two decades of experience, encompassing roles at Microsoft and diverse sectors like the judiciary, government bodies, oil & gas, and regional telecom companies, I was excited to join HyperFacade. As a Business Partner specializing in Communication, Business Administration, and People, within the construction industry, I play a pivotal role in orchestrating seamless non-engineering operations and fostering a thriving work environment. Leveraging my expertise, I streamline communication channels, optimize administrative processes, and cultivate a positive workplace culture conducive to innovation and growth. Additionally, I spearhead recruitment efforts to attract top talent, ensuring alignment with organizational goals and values. I prioritize HR initiatives, aiming to enhance employee development, engagement, and retention strategies, ultimately contributing to the success of diverse construction projects.
MicrosoftCommunications Director - Microsoft Development Center in Serbia (MDCS)
Oct. 2021 - Mar. 2023Belgrade, Serbia · HybridEstablished in 2005, Microsoft Development Center Serbia (MDCS) rapidly became one of the world's most vital and influential development centers. With almost two decades of experience under its belt, MDCS is at the forefront of innovation and plays a vital role in developing some of Microsoft's most important products. As a strategic communicator within MDCS, my mission was to guide, motivate, and inspire a team of young, talented, and creative communications individuals. I was committed to fostering a culture of excellence and innovation and ensuring that our internal and external communication was always informative, unique, and inspiring. Whether we were developing cutting-edge technologies or pushing the boundaries of what was possible, I was proud to lead a team that was constantly striving to make a real impact and vocalize the story about the MDCS.
Forbes Communications CouncilMember of the Council
Jul. 2018 - Jul. 2019WorldwideForbes Communications Council is an invitation-only organization for senior-level communications and public relations executives.
MicrosoftHead of PR, Communications & Philanthropies, Multi-Country cluster of 24 countries, Europe & Eurasia
Oct. 2017 - Sep. 2021Adriatic ~ Balkans ~ Baltic ~ Black Sea ~ CIS (24 countries)Established an international team of 10 PR agencies and more than 20 people Coordinated and supported a wide range of policy topics across Europe and Eurasia and managed Government Elites Communication Outreach budget for all 24 countries Continuously adjusted company’s strategy to local markets to achieve optimal results in commercial and corporate communications and philanthropies/community affairs, to maintain and enhance the trust and reputation of the company in the region of 24 countries in the European and Eurasian region Continuously planned, created, and delivered content across multiple platforms, markets, and languages Managed various crisis communication plans in sensitive environments (Belarus, Armenia, Azerbaijan, Ukraine, Kazakhstan, etc.) Established a solid foundation for employees’ engagement and advocacy programs in the region, and delivered numerous media and social media trainings Actively supported and conveyed dozens of customer stories about digital transformation, including MoU with different GOVs in the region Created and nurtured successful communications and relationships with different communities, including local and international nonprofits, GOV elites, influencers, opinion-makers, developers, etc. and managed multiple donations programs throughout seven years in the company, and lead respective AI and Cloud pillars important for the local community and the business Became a trusted communications ally to both R&D Center in Serbia and Estonia, supporting their efforts in local education, employability, digital skills, and community efforts
MicrosoftRegional Consumer, Digital & Social Media Marketing Lead - cluster of 15 European countries
Apr. 2016 - Sep. 2017CEE Multi-Country Europe Region · HybridShaped digital experience, strategy, media planning, and execution across key audiences in the European Multi-Country region (15 countries) Established Consumer and Social & Digital Marketing strategy to support relevant business priorities (Office 365, Windows, Microsoft and partner devices) from a marketing perspective Implemented a process for creating, publishing, and distributing content for targeted audiences online, across multiple platforms, markets, and languages Created and led several successful influencer campaigns with an innovative approach and built relationships with influencers in different countries and for different goals Coordinated with more than ten local social media agencies and delivered demand generation motions, innovative content and design, digital - direct sales & e-commerce, and sales data analysis Established the first steps in social media advocacy and social selling in the region
List PančevacLicensed Privatization Manager in charge of the privatization of "Pančevac" weekly
Apr. 2015 - Oct. 2015Republic of SerbiaAs the Licensed Temporary Capital Representative, I was in charge of the privatization of one of the oldest weeklies in Balkans, and I was • compelled to take all necessary measures to protect the company's assets
• advising about the business of the media – weekly magazine under the privatization
• took all necessary steps concluded in the privatization process and the internal communication to the employees
• making and executing a web strategy
• planning, creating and delivering content across multiple platforms
• closing the sales-privatization process in a successful way
South Stream Transport B.V.Communications Manager
Nov. 2014 - Dec. 2014Amsterdam Area, NetherlandsThe company has been established for the planning, construction, and subsequent operation of the offshore pipeline through the Black Sea. When fully operational, the South Stream Offshore Pipeline was planned to transport up to 63 bcm of natural gas per year from Russia to Central and Southeastern Europe. My short vacancy there was to act as a consultant to deliver corporate and CSR messages to the respective countries involved in the project.
MicrosoftCommunications and Philanthropies Lead - Serbia, Montenegro, Cyprus and Malta
Jul. 2014 - Apr. 2016Serbia ~ Montenegro ~ Malta ~ CyprusLed Microsoft's communications strategy in the CEE Multi-Country region, in Serbia - Montenegro - Malta - Cyprus, while also leading Philanthropies in Serbia and Montenegro. Led 3 PR agencies to secure timely and creative communications in different countries and adjusted HQ communications strategies to the local environment and local business needs. Led internal communication to connect diverse teams. Created specific social media and digital projects to connect geographies with the rest of the region. Established a social listening motion to "hear" local influencers, closely connected with the influencers to deliver the right commercial and corporate messages across the market. Deeply involved in Philanthropy, Youth Spark, and EDU programs and organized more than a dozen events to support youth and digital skills initiatives, and organized CEE Hour of Code in Belgrade with hundreds of participants at the central event. Acted as a pro bono educator in many initiatives and training regionally, using experience in the public and civil sector to strengthen the community's technical, learning, and working capabilities. Worked on regional Internet security and safety campaigns, and acted as a screenplay writer and producer of a couple of TVCs which were promoted in about 30 countries in CEE and MEA (Multi-country Europe region, Turkey and Greece: https://youtu.be/3JV-iOZVgOY | Multi-country Europe region: https://youtu.be/gUFvZgLoOvs | Multi-country Europe region: https://youtu.be/TqLF-Y8L-gY | Multi-country Europe region: https://youtu.be/dHipVrt18Vk)
MicrosoftPR and Community Affairs Lead - Serbia and Montenegro
Feb. 2013 - Jul. 2014Serbia and Montenegro · On-siteResponsible for driving Microsoft's B2B and B2C communications strategy in Serbia and Montenegro Ensured product messaging resonates well on the market and helped Microsoft in Serbia and Montenegro to maintain and build a great reputation in the market. Led internal communication and employed new channels to make communication efficient (such as Yammer). Prepared the first CEO visit to Serbia with significant results. Drove CSR efforts and YouthSpark programs in both countries with great success, and established a good relationship with EDU and nonprofit organizations.
Radio “Uticaj” - Radio “Influence”Co-author and co-host of the radio show
Jan. 2012 - Dec. 2012Belgrade, SerbiaCo-authored and hosted the radio show "Influence" on the national frequency of Radio Novosti. The show aimed to separate the sphere of digital media from the mainstream and answer the question "Why?" by inviting people who were making waves on the digital scene at the time. The show aimed to address the lack of influence of good and quality ideas and actions on networks in real life in Serbia. The show was focused on discussing current events in society and the role of digital media in shaping it.
Self-employedCommunications and Marketing Consultant
Dec. 2011 - Feb. 2013CEEDelivered communication services and established favorable relationships of clients with business stakeholders, media, internal staff, and other associates. Advised on all aspects of communications and developed strategies to improve the public image of clients. Worked as an advisor to larger companies, small-medium businesses, global TV networks (such as NBC Universal during their launch of new markets or new TV channels), governments, political parties during election campaigns, individuals, VIPs, media, production houses, and movie distributors. Organized and conducted training for clients and broader groups, such as EU Projects in Serbia – Workshop on Public Relations and Communication on Consumer Matters and lecturer on social media usage in Consumer Matters. Established a nonprofit movement, „Knowledge as a gift,“ to promote entrepreneurship, upskilling, and employability.
Book: Mussolini's Microphone - Radio Propaganda in Fascist ItalyAuthor of the book & Co-Publisher
Aug. 2011Karlsruhe, Baden-Württemberg, Germany · HybridI am the author of the book about fascist radio propaganda and also the co-publisher of both Serbian and English language editions, together with the Serbian PR Society and 7Media company. 'Mussolini's Microphone' is a book about the role of radio in the rise of Fascism in Italy under the rule of Benito Mussolini. The book examines how Mussolini and his regime used the new medium of radio to spread their message and gain support among the Italian people. It also looks at how the radio was used as a tool of propaganda and control, and how it helped to shape public opinion in support of the Fascist regime. The book also covers the technical and political aspects of the radio under Mussolini's regime. This book has been included in the list of additional literature for the history studies at the University of Belgrade, and work on the second expanded edition in the Serbian language is in progress. Work on the English version of the second edition of the book will begin immediately after the Serbian version is completed. The book has received praise from professors and experts as the only one in the Balkans that deals with the topic of Italian propaganda during Mussolini's time.
United Group B.V.Director, Corporate Communications Department
Jan. 2009 - Dec. 2011South Eastern EuropeI was in charge of corporate communications and all internal and external media platforms at both the SBB company and its sister companies in Serbia, Montenegro, Macedonia, Bosnia, and Herzegovina, Slovenia, Croatia, and Bulgaria (also known as United Group). I managed corporate communication but also ▪ led a mixed team of 11 people for PR and all digital informative-services function in seven countries ▪ established base and strategy for successful digital communication of the company and all its entities in the region by proper localization of all content within PR and digital services of the company ▪ rebranded and modernized the company`s online forum, the biggest of its kind in the region ▪ continuously planned, created, and delivered content across multiple platforms, markets, and languages ▪ established an internal Intranet platform for successful communications between all geographies covered by the company, made a strategy and coordinated PR activities for all commercial launch campaigns in the region ▪ won an Award by National PR Society (June 2010) for the best Crisis communication with primary communication via social networks ▪ listed in Digital TV Europe as one of the 50 most important people in the European broadband industry as a pioneer of digital communication in that area of business ▪ established the CSR Foundation of the company, which is doing a great CSR job for many years in a row
HIP-PetrohemijaHead of Media Center & PR manager in the Board of Directors
Jul. 2007 - Dec. 2008Republic of SerbiaHIP Petrohemija is the largest producer of petrochemicals in the Republic of Serbia and an important company within the chemical industry of Southeastern Europe, but produced chemicals and raw materials and was infamous for its eco-unfriendly attitude towards the environment. As the first PR Manager of the company, I
• developed and maintained public relations at the company listed among top polluters in Serbia and the region
• member of the Board of Directors, and managed B2B communication in domestic and abroad markets
• organized and conducted different communications trainings for employees
• established a sustainable CSR approach of the company as a necessary community effort
• established and led Media Center as the place for press conferences and other events, opened as a venue for the community
Supreme Commercial Court of the Republic of SerbiaPR Advisor and Spokesperson - Internal Coordinator w USAID project for improving judicial efficiency
Jul. 2006 - Jul. 2007Republic of SerbiaI am most proud of working in a network of commercial courts of Serbia, when a great team of PR people and me actually made a noticeable shift in the transparency of the work of courts and when we got a praise from the Republican Commissioner for Information of Public Importance. It was a very hard work for all of us, but with very tangible results. Finally, people were able to obtain information ... It sounds unbelievable, but it was not possible until then. The Supreme Commercial Court of Serbia is the highest court of commercial jurisdiction in the Republic of Serbia, located in Belgrade. I became the first spokesperson of the Court, where I
• led the process of organizing public relations services for all of the 18 commercial courts in Serbia (1 Supreme + 17 regional)
• was a vital part of the creation of the professional network of Commercial Court spokespeople
• cooperated with USAID Projects– CCASA and BES – on the development of judicial administration capacities to communicate and manage bankruptcy procedures, and improving judicial efficiency
• managed communication with media and cooperation with other state agencies • ensured maximum transparency towards the public for all commercial courts in the country
• introduced systems to allow access to court archives
• as a part of the Commerical Court`s team, received the prize for excellence in implementation of the Law on Freedom of Information, awarded on the occasion of the International "I Have the Right to Know" Day, 2007
Ministry of EducationHigh School Professor and regional Administration & PR Officer
Mar. 2000 - Jun. 2006Belgrade and Pančevo, Serbia1. Citizenship and Constitutional Law & Rights teacher - Elementary and High Schools across the country. Also working with minority groups and students with special needs and vulnerable/underserved groups. 2. Regional Secretary - Administration Officer & PR in Serbian Ministry of Education and Sport: As a regional secretary in charge of high school enrolment I implemented the new, centralized system conducted by Ministry of Education, where I coordinated the project, students’ applications, complaints, and appeals; acted as a public relations spokesperson in multilingual and multinational South Banat region where more than 4,000 students enrolled in high schools every year
Blic Daily NewspapersJournalist - Regional Reporter
Jan. 1997 - Jan. 1998Serbia
"Demokratija" daily NewspapersJournalist - member of editorial staff
Jan. 1997 - Dec. 1998Belgrade, SerbiaMedia has always been my passion. From a young age, I was drawn to the written word. I could read before I was four and was typing on a typewriter by the age of five. I spent my childhood devouring my father's weekly newspapers and knew early on that this was the path for me. I studied Political Sciences in college and went on to work as a journalist for several daily newspapers. The memories of writing for “Demokratija,” a daily newspaper that thrived in the late nineties while we were fighting against the totalitarian regime of Slobodan Milosevic, will forever hold a special place in my heart. I'm particularly proud of the cover page I wrote, even 20+ years later. Though my work as a journalist came with its challenges, including serious threats, I wouldn't trade the experience for anything.
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