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Work Background
Philip Morris InternationalDirector Consumer Experience South East Europe
Apr. 2020Belgrade, Centralna Srbija, Serbia•Leading transformation of the company in the South East European region into Consumer Centric organization syncing areas of CRM, DB Marketing, CEX Design, Agile, Project Management, Campaign Management and Data Science. •Direct team of 20 and responsibility over coordinating Commercial efforts over 5 markets and multiple functions in Heat Not Burn category.
Digital ISLEBusiness Owner
Nov. 2019 - Apr. 2020Serbia
TDC ErhvervVice President Omni-channel Marketing & Analytics (Digital Transformation)
Mar. 2017 - Oct. 2019DenmarkSpearheaded the B2B division’s digital transformation and G2M strategy in the omni-channel marketing, syncing communications, content and channels at the $3B Danish telecom leader serving consumer and business markets. Formalized the first Campaign and Analytics team to implement successful 1:1 customer marketing. Introduced Agile methodology and Scrum practices with peers and partnered with IT to create common unit with several teams.
Direct cross-functional Agile teams with 150+ Business and IT Product Owners across Web, Salesforce CRM, Business Support Systems, Open Pages, Campaign Management, and Analytics. Business owner and architectural leader of various IT systems on the business side: Salesforce Service and Sales Clouds, CPQ, IBM Unica, Self-Service residing on Sitecore CMS and Open Web pages. Select Contributions: • Recognized by senior management for transformational leadership that contributed to TDC’s digitalization agenda.
• Increased transactions in self-service by 17% while reducing calls 10% YoY.
• Introduced first-time digital sales and onboarding of new business customers,
• Achieved a 7x sales uplift in self-service portal for existing customers,
• Initiated micro segments and micro testing as fail fast methodology with 1:1 customer marketing, implementing Stealth Marketing principle via IBM Unica.
Canal Digital ASDirector Nordic CRM
Aug. 2016 - Feb. 2017NorwayLed CRM vision, strategy and architecture to extrapolate and analyze data, and a marketing information system to identify product priorities at the $524M TV operator in Norway, Sweden, Denmark and Finland. Led Adobe Campaign system for real-time effective marketing to yield 5% projected business growth. Management scope included budget, 5 managers and a non direct team of 40 owning Customer Journeys and related initiatives. Co-created new central CRM / marketing organization, with Marketing units remaining in each local brand. Managed customer data and data architecture performance.
TelenorHead of Customer Life-cycle Management & Business Intelligence
Jun. 2013 - Jul. 2016NorwayPromoted to lead team of 20 experts in conceptualizing and creating value in Customer Lifecycle Management (CLM) and Business Intelligence (BI) areas at the $3B Norway telecom organization, part of Telenor Group with operations in 13 European and Asian countries. Delivered an average 2% annual revenue increase by refocusing CLM and BI unit priorities on customer relationships and 1:1 marketing with a focus on cross-sell and up-sell initiatives. Sustained stable customer base despite a challenging market while increasing customer ARPU through micro 1:1 activities. Selected for Telenor Academy and London Business School program for top-level leaders. Select Contributions:
• Drove ARPU growth, churn reduction and efficiency improvements through best-in-class B2B marketing automation system, a SAS tool implementation with Salesforce front end, and Cloud Supermarket.
• Contributed to a 27% YoY increase in inbound sales through optimization of campaign management and front-end customer service screens.
• Introduced 1:1 personalized product offerings in omni-channel setting, using Salesforce front ends and SAS for analytics and campaign management.
TelenorCampaign Manager
May. 2012 - May. 2013NorwayImplemented “stealth marketing” expertise to initiate the telecom leader’s first 1:1 personalized offerings as part of the strategy transition to customized solutions/products. Promoted best campaigns and working processes using rapid, analytics-based, micro-campaigns to drive maximum visibility and revenue generation. Monitored, analyzed and reported on multiple aspects of the customer lifecycle, including KPIs for acquisition rate, churn rate, customer base, and revenue.
Delhaize SerbiaCRM Director
Dec. 2010 - Apr. 2012SerbiaBrought customer service and CRM experience to the $4B division of Ahold Delhaize, a global food retail leader. Managed a team of 10 across Customer Loyalty, Customer Service, Campaign Management, Analysis, and Digital Marketing. Applied analytical insights to advise executive decision makers on ATL and BTL advertising. Achieved a 5% revenue increase and EBITDA improvement through launch of the first co-branded loyalty card.
TelenorVarious Positions
Dec. 2003 - Dec. 2010SerbiaPrior Experience: Progressive specialist and management experience in Customer Service, Marketing, and CRM with Telenor Serbia and its predecessor Mobtel Serbia (2003 to 2006).
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