Vesna Kovljenic
Sales & Commercial Growth Executive
Belgrade,Serbia
Summary
Strategic and results-driven commercial leader with 20+ years of international experience driving revenue growth, market expansion, and high-performing teams. Proven track record of scaling sales across competitive industries through data-driven strategy, strong execution, and empowered leadership.
Overview
2026
2026
years of professional experience
Work History
Sales Strategy, Growth & Leadership Exec
Freelance
2023 - Current
- Strategic Execution: I partner with executives to design and execute GTM strategies, unlocking new markets and accelerating revenue growth internationally.
- Leadership & Scale: I coach leaders and build high-performing sales teams, boosting capability and accountability.
- Commercial Impact: I secure strategic partnerships and optimize sales processes to drive measurable results.
Regional Sales Director – Serbia & Montenegro
Avon Cosmetics SCG
2020 - 2023
- Drove revenue growth and expanded market share, successfully turning around underperforming markets.
- Built a high-performing sales culture by recruiting, coaching, and mentoring teams.
- Optimized performance by monitoring KPIs, streamlining processes, and aligning with operations and finance.
Regional Sales Director – Bosnia & Herzegovina, Cr
Avon Kozmetika
2017 - 2019
- Led a commercial turnaround across three countries, reversing decline and boosting revenue and market share.
- Managed regional operations, 50,000+ field collaborators, and a multi-country leadership team.
- Built a high-performing cross-country leadership structure and drove cross-functional collaboration.
Head of Sales Serbia and Montenegro
Avon Cosmetics SCG
Belgrade, Serbia
2010 - 2017
- Doubled the business and secured #1 market position in direct sales across two markets.
- Managed P&L and sales operations, leading 10 direct reports and 30,000+ representatives.
- Transformed team capability with a new training and coaching approach, boosting execution and leadership.
Division Sales Manager Serbia
Avon Cosmetics SCG
2008 - 2010
- Successfully reversed declining market share and accelerated sales growth through targeted market initiatives and strategic territory expansion.
- Managed an extensive sales structure (12 direct reports, 14,000+ field representatives), ensuring strong field execution and commercial alignment across the division.
- Elevated team productivity and capability by implementing structured coaching programs and data-driven performance management frameworks.
Area Sales Manager
Avon Cosmetics SCG
Belgrade, Serbia
2001 - 2008
- Built and scaled a vast direct-selling network (3,000+ representatives and 200+ coordinators), establishing the foundation for future regional growth.
- Drove significant market share expansion by implementing effective GTM strategies and securing continuous year-over-year revenue growth.
- Established a high-performance culture through continuous coaching, capability development, and enhancing customer retention mechanisms with key clients.
Education
Department of Civil Engineering And Geodesy
Faculty of Technical Sciences, University of Novi Sad
Novi Sad, SerbiaSkills
- Business development strategy
- Leadership development coaching
- Market entry strategy
- Software as a service sales
- Performance Management
Timeline
Sales Strategy, Growth & Leadership Exec
Freelance
2023 - Current
Regional Sales Director – Serbia & Montenegro
Avon Cosmetics SCG
2020 - 2023
Regional Sales Director – Bosnia & Herzegovina, Cr
Avon Kozmetika
2017 - 2019
Head of Sales Serbia and Montenegro
Avon Cosmetics SCG
2010 - 2017
Division Sales Manager Serbia
Avon Cosmetics SCG
2008 - 2010
Area Sales Manager
Avon Cosmetics SCG
2001 - 2008
Department of Civil Engineering And Geodesy
Faculty of Technical Sciences, University of Novi Sad