Hi, I am Ana. I am a strategist, writer and doctor of sociology. I am curious about how technology changes behaviors of humans, organizations and businesses.
T.S. Eliot famously said, “Only those who will risk going too far can possibly know how far one can go.” I have always been in favor of taking big and unorthodox risks.
The first risk I took is making my way across the Atlantic, when I moved from Belgrade, Serbia to New York City, USA. The second risk was to make a leap from academia to the world of digital media. I hold master’s degree in Media Studies from the New School and doctorate degree in Sociology from Columbia University. This hybrid background has given me a wider and broader perspective in business problem-solving that has repeatedly proven to be an incredible competitive advantage.
“The world needs more people like Ana. Strong minded, empathetic, vigorous thinkers. Comfortable with ambiguity, happy to study data, but more likely to find enlightenment by joining up the dots in the real word. Both a thinker and doer, strategist and creative, big picture and detail, Ana is a tremendous progressive force in a wide variety of projects and roles.” - Tom Goodwin, EVP Head of Innovation, Zenith Media
My job is to help luxury, fashion and lifestyle companies grow without opening new stores, via optimization of their existing infrastructure through M&A, data, e-commerce, CRM, service and inventory management.
“Ana is one of those rare breeds of planners - someone who embraces thinking as much as doing. She taught me how to think bigger: because of her extensive and impressive background she offered an approach to digital thinking that was more encompassing and more strategic than that of other senior members of her team.” - Nicole Victor, former VP of marketing at MakerBot
My approach to problem-solving is design thinking meets technology meets modern brand-building. I use it for everything from advising MIT Fashion Design students on how to launch their ideas into the real world to figuring out top luxury brands’ strategy to observing the counterfeit scene on Canal street.
“Ana is a triple threat: she is smart, she is strategic and she is creative. She was the secret weapon on many winning pitches and work because she was able to bring smart thinking, big thinking and the right thinking to her work and projects.” - Nicole Victor, Partner and SVP, former VP of Marketing at MakerBot Industries.
I aim to introduce modern brand-building into fashion organizations, to elevate the conversation in the industry and to be entrepreneurial in coming up with new ways of doing things.
I believe that everything that the Internet did to media will happen to retail, and that new purchasing journeys mean new kinds of decisions. When we change how things are bought, we also change what gets bought.
I guide my clients in embracing modern luxury, which is not only about having money to buy expensive things, but having taste to know what to buy. I believe in potential of data to improve our experiences and potential of AI to make us more human.
Prior to focusing on luxury, fashion and lifestyle business, I worked in some of the world's top agencies, and I acquired a robust & diverse skill set that I am happy about.
“Ana delivers incredibly high-quality work. She consistently over-delivers excellent strategic perspective, and consistently goes above and beyond expectations.” - Julie Noiman, Managing Director, Spring Studios
In digital agencies like AKQA, Razorfish and HUGE, I developed hands-on understanding of all stages of human-centered experience design, digital strategy, prototyping, ideation and concepting. I learned how to approach brands from the customer point of view and how to design and implement a compelling brand experiences that marry brand promise, experience design and technology.
In creative agencies like Droga5, integrated agencies like Spring Studios and media agencies like Havas LuxHub I provided a seasoned digital perspective to teams. My job was to help clients disrupted by technology to better understand how to successfully use it to connect with their customers. At CreateThe Group, I developed a proven track record in establishing collaborative client relationships that result in their business and brand growth. The core of my work was to balance the business needs of my clients with solutions that best respond to needs of their customers.
“Ana is able to operate at multiple levels: from high strategy to tactical execution. She discovers ‘wild cards’ to shed new light on ways of seeing things. She moves at the speed of sound, and has no problem pivoting.” - Julie Noiman, Managing Director, Spring Studios
Examples of my work include brand discovery and global brand strategy for a luxury accessories company, communication plans for luxury watches and fashion companies, developing brand positioning and digital strategy for top global retailer, re-imagining the membership program for the leading consumer electronics company, developing brand promise and designing media for a global fashion retailer, creating and developing a retirement knowledge-sharing platform for a large US bank, redefining the brand promise and concepting flagship store design for a major premium food category brand, reimagining the future of workspace through design of digital product and its scalable adoption program for a prestigious global furniture manufacturer, developing a multi-touchpoint digital ecosystem for a global car company, and creating scalable customer acquisition and retention program for a major global luxury menswear manufacturer.
I worked for brands in the US, Europe and Asia. In the course of my career, I solved problems in industries as diverse as fashion retail, luxury, lifestyle, automotive, financial services, media and publishing, telecom, sustainable energy, spirits, beauty, packaged goods, home furnishing, jewelry, entertainment, travel and hospitality.
My strengths are visual thinking, ability to be both strategic and tactical, capacity to quickly synthesize inputs and articulate insights, opportunity framing, talent for visualizing solutions around services and experiences and multidisciplinary collaboration.
My weaknesses are impatience and low tolerance for bad work and bad attitude.
I am good at product and brand marketing, brand strategy, communications planning, experience and service design, content strategy and social media strategy, CRM and customer life-cycle management, customer journey development and design research.
My achievements include Luxury Women to Watch 2016, The Guardian's The Guardian Media & Tech Network's top 10 stories of 2015, The Guardian’s Top 10 Digital Strategists to Watch, 50 Planners to Watch in 2014 as well as critical business and brand impact for clients.