Danijela Gašparac
Marketing & Communication Specialist/ CMO
Belgrade,00
Summary
With over 20 years of professional experience as a PR, marketing, and communication manager in the public and private sectors, Danijela is a talented and passionate marketing expert. Throughout her career, she has honed her skills in marketing management, media coverage, PR activities, market research, online marketing, and social network management. Notably, she held the position of Marketing and Communication Consultant for the Ministry of Construction, Transportation, and Infrastructure within the Sector for Railways and Intermodal Transportation. Danijela has extensive connections within the media sector at both national and regional levels in the Western Balkans. She excels as a communicator and team leader, leveraging the strengths of colleagues to foster an environment of forward-thinking ideas driven by business needs, sales targets, and innovative marketing solutions. Additionally, she has successfully managed projects, teams, and budgets within various donor projects and programs. Fluent in English and Russian languages, Danijela holds degrees in Psychology and Marketing.
Overview
22
22
years of professional experience
1
1
year of post-secondary education
3
3
Languages
Work History
CEO Advisor – Head of Market Research
Telekom Srbija
Belgrade, Belgrade
01.2021 - Current
- Directs and oversees an organization's marketing policies, objectives, and initiatives
- Reviews changes to the marketplace and industry and adjusts the marketing plan accordingly
- Analyzes existing goals and KPIs and recommends improvements to the CEO
- Supervises a comprehensive research survey conducted by a reputable agency refine Telekom Srbija's marketing strategy
- Leverages insights into consumer behavior and market dynamics to develop a targeted strategy aimed at enhancing Telekom Srbija's market positioning and driving sustainable growth
- Developed key operational initiatives to drive and maintain substantial business growth.
- Created a positive work culture, resulting in increased employee satisfaction and retention rates.
- Achieved company growth by implementing strategic plans and streamlining operations.
- Championed data-driven decision-making culture, enhancing business intelligence and strategic planning capabilities.
Marketing and Communication Consultant for MCTI, Sector for Railway
UNDP
Belgrade, Belgrade
09.2021 - 01.2023
- Prepare necessary inputs and detailed description of tasks for conducting thorough market research in railway transportation sector (including customers' brand perception, survey on customers' attitudes and habits, motives and barriers), and prepare gap analysis on the functioning of the Serbian railways in close cooperation with the Sector for Railway and Intermodal Transportation in MCTI, that will serve as a basis for the revision of the existing and identification of new projects within the railway transportation sector;
- Conduct assessment of the existing strategies in the area of railway transportation, with focus on whether and how they communicate success to the public, and prepare inputs necessary for the development of railways' communication plan and corresponding action plan, in line with the identified gaps in the area of railway transportation;
- Identify best practices in functioning of the railway transportation sector from at least 2 EU countries, and prepare an elaborate step-by-step proposal on how these best practices might be adjusted to the context of Serbian railways;
- Prepare inputs for developing new visual identity of the Serbian railways, branding and targeted social media campaigns targeting citizens/customers;
- Develop new brand for high-speed trains - Soko;
- Provide on-the-job support to relevant MCTI staff in implementing new communication plan and the related activities (i.e
- Promotion of visual identity, brand, and realization of social campaigns) for the purpose of more efficient and customer-oriented functioning of the railway transportation in Serbia
- Lead digital transformation of Srbijavoz;
- Head of application development for Srbijavoz, including implementing online payment
- Streamlined internal communications processes, enhancing overall team efficiency and productivity.
- Secured high-impact media coverage for Srbijavoz, boosting their visibility and credibility within their industries.
- Guided teams through change management processes by implementing clear communication plans that minimized disruptions in workflow.
- Implemented effective crisis communication management, mitigating potential damage to client reputation.
- Managed successful social media campaigns, leading to increased audience engagement and followership growth.
- Evaluated the performance of communication efforts using data-driven metrics, adjusting strategies as needed to optimize results.
Marketing Manager for Supernova
Telekom Srbija
Belgrade, Belgrade
01.2018 - 01.2021
- Responsible for developing & creating new brand “Supernova“ and repositioning “Superstar TV” and developing new marketing strategy for channel
- Establish positioning, identify target audiences, and develop marketing plans with specific objectives across different channels and segments
- Lead the execution of marketing programs from start to finish, leveraging internal support and driving collaboration
- Analyze customer insights, consumer trends, market analysis, and marketing best practices to build successful strategies
- Close coloration with research agency – planning & conducting research
- Create, maintain, and conduct analytics reporting across multiple platforms and extract key insights for future campaign development and go-to-market strategies, complete with formal proposals and recommendations on tactics
- Working in partnership with the creative team, develop creative briefs and guide creative direction to meet objectives for all advertising and public-facing communications, including print, digital, and video assets
- Conceptualize and execute on multi-channel campaigns across the prospect and customer lifecycle, ensuring the alignment of communications and messaging across all channels
- Manage content and updates for customer and internal touch points, establishing budget guidelines, participating in events, documenting business processes, and providing additional sales support
- Gather customer and market insights to inform outreach strategies, increase customer conversions, and generate more qualified leads
- Identify effectiveness and impact of current marketing initiatives with tracking and analysis, and optimize accordingly
- Present ideas and final deliverables to internal and external teams, and communicate with senior leaders about marketing programs, strategies, and budgets
- Partner with email, performance marketing and web teams to design, test and evolve lead nurturing tactics
Brand Manager
G3 Spirits
Belgrade, Belgrade
01.2015 - 01.2018
- Responsible for Jägermeister brand and “William Grant & Sons” brand portfolio strategy development, effective product positioning and presence on the market
- Planning, coordinating, budgeting and monitoring of all marketing investments/activities
- Managing budget of over EUR 500.000
- Successfully developed and executed new communication platform for Jägermeister and increased TOM awareness from 7th to 3rd place in 2016 vs
- 2014
- Executions of marketing activities and promotions according to annual activity grid per brand and channel
- Closely working and collaborating with Sales & Marketing Managers to develop sales and marketing strategies
- Increased sale by 10% in 2016 vs
- 2015 for Jagermeister
- Increased sale of WGS Premium Brands – Monkey Shoulder by 115%, Hendricks Gin by 45% and Glenffidich by 26% in 2017 vs
- 2016
- Increased category growth for super premium gin in Serbia, with Hendricks as leader in the category
- Increased marketing budget by 30% vs
- 2016
- Using strong network ensured presents of Jägermeister in all big festivals and events
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Analyzed competitor offerings to identify opportunities for differentiation and capitalize on unique selling points.
- Monitored and evaluated marketing and advertising campaigns to support brand consistency and engagement.
- Developed strategic partnerships with complementary brands, expanding market reach and driving collaborative promotions.
- Cultivated relationships with key stakeholders, vendors and industry influencers to create positive brand experiences.
- Managed budgets, ensuring efficient allocation of resources for maximum return on investment in marketing initiatives.
- Analyzed customer feedback and market trends to make informed decisions about product and brand messaging.
- Conducted research and analysis to determine brand positioning and messaging.
- Presented regular updates to senior leadership, demonstrating progress towards key objectives and securing ongoing support for marketing initiatives.
- Managed and oversaw creative projects to drive quality, accuracy and deadline management.
- Mentored junior team members, fostering professional growth and development within the department.
- Monitored industry news closely, staying abreast of emerging trends for quick adaptation of branding strategies accordingly.
- Researched and identified new opportunities for product and brand development.
- Coordinated trade show participation, showcasing products effectively while networking with industry professionals to expand business relationships.
- Created and managed budgets to maximize brand reach and engagement.
BTL Manager
FULLHOUSE OGILVY
Belgrade, Belgrade
01.2014 - 01.2015
- Concepts and realization, strategy and dynamics of promotional activities and organizing promotions and special events
- Market analysis and impact assessment
- Budget development and oversight of spending for the campaign
- Organizing events for TC Ušće and CSR event for Coca-Cola Company as a head of BTL team
- Improved marketing to attract new customers and promote business.
- Maintained professional, organized, and safe environment for employees and patrons.
- Managed and motivated employees to be productive and engaged in work.
- Accomplished multiple tasks within established timeframes.
Show producer, event & social media manager
BELGRADE FASHION WEEK
01.2012 - 01.2015
- Develop concept and overseeing execution for online communication and promotion on social medias
- Managed production team (stylists, lighting, set design, video, graphic design, music and choreography)
- Creating fashion show themes and coordinating backstage activities
- Determining and estimating the required budget to organize fashion shows
- Handled marketing and promotion activities that goes along with the show or event
- Organizing and hosting events
Production, Event Management and PR
CLUBS PLASTIC, MINT and KRUG
01.2004 - 01.2013
- Managing the clubs and directing the human resources
- Concept, setup and realization of campaigns (including online), PR
- Responsible for the programming of the clubs' events, booking of foreign and local performers and hosting with international booking companies and artists
- Communication and coordination with sponsors – Diageo, Pernod Ricard, Brown-Forman, PMI, BAT, JTI
- Organizing charity events
- Developed and executed the first IMC campaign for a club in Serbia “I am Plastic” in 2010, that featured 78 influencers; the first campaign for a club using Facebook as a main media
BTL & Account Manager (client: Knjaz Miloš – Guarana)
ORANGE STUDIO
01.2006 - 01.2007
- Part of the team that developed and executed the Guarana campaign – “SilaizBrazila”
- Strategy and dynamics of promotional activities and organizing promotions and special events
- Market analysis and impact assessment
- Budget development and oversight of spending for the campaign
Festival Producer
ENTRANCE FESTIVAL - MONTENEGRO
01.2004 - 01.2006
- Concept and organization of the program, including booking and hosting of international performers; marketing campaigns, PR and press conferences
- Communication and coordination with sponsors and friends of the festival
PR and Executive Manager
ICPS INFINITY
01.2003 - 01.2006
- PR and Executive Manager (for clients such as Diageo, Siemens, British American Tobacco and others)
Education
Master of Science - Economics
University of Belgrade
Belgrade, Serbia 06.2021 - 06.2022
Bachelor of Science - Psychology
University of Belgrade, Faculty of Philosophy
Belgrade, 00 04.2001 - 2005.01
Skills
Innovative problem-solving and forward-thinking
Excellent communication and interpersonal skills
Cognitive behavioral coaching techniques
Multilingual abilities: English (fluent), Russian (fluent), Italian (beginner)
Strong network of contacts in public, private, and civil society sectors
Knowledge of best practices in EU countries (railway sector)
Strategic consulting for infrastructure and transportation sectors
Creative direction for campaigns and events
Event organization, hosting, and promotion
Cross-functional collaboration
Stakeholder engagement and partnerships
Leadership and team coordination
Budgeting and financial oversight
Project management, including donor-funded projects
Consumer insights and trend analysis
Campaign conceptualization and execution
Social media management and online marketing
Branding and visual identity development
Market research and analysis
Marketing management and strategy
Digital payment
Personal Information
Date of Birth: 03/16/82
Timeline
Marketing and Communication Consultant for MCTI, Sector for Railway
UNDP
09.2021 - 01.2023
Master of Science - Economics
University of Belgrade
06.2021 - 06.2022
CEO Advisor – Head of Market Research
Telekom Srbija
01.2021 - Current
Marketing Manager for Supernova
Telekom Srbija
01.2018 - 01.2021
Brand Manager
G3 Spirits
01.2015 - 01.2018
BTL Manager
FULLHOUSE OGILVY
01.2014 - 01.2015
Show producer, event & social media manager
BELGRADE FASHION WEEK
01.2012 - 01.2015
BTL & Account Manager (client: Knjaz Miloš – Guarana)
ORANGE STUDIO
01.2006 - 01.2007
Production, Event Management and PR
CLUBS PLASTIC, MINT and KRUG
01.2004 - 01.2013
Festival Producer
ENTRANCE FESTIVAL - MONTENEGRO
01.2004 - 01.2006
PR and Executive Manager
ICPS INFINITY
01.2003 - 01.2006
Bachelor of Science - Psychology
University of Belgrade, Faculty of Philosophy
04.2001 - 2005.01
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