I didn't start with a title. I started in Sarajevo, as a communications student, trying to understand how people actually make up their minds — on the radio, on the phone, in a shopping centre with a L'Oréal counter. I grew up watching my father run a business for more than twenty years. I wanted my own. I thought it would be a marketing firm with my sister. It turned out to be a startup studio.
In 2015 my husband and I left the life we had and founded Ministry of Programming. We were still living in Stockholm. The company was in Bosnia. The first years I ran marketing because someone had to invent the brand while the product work was being built. Then the work got larger: hiring leaders, sitting in the strategy room, building a culture we would want to work in ourselves. Open communication. Support. Growing together. That is the version of growth I care about.
I still lead marketing at MoP. I also invest, mentor, and write. Same craft, different rooms.
Co-founder & CMO
We started MoP in 2015 from Stockholm — a Bosnian startup studio that designs, validates, and builds digital products with founders, not for them. I was marketing manager first: the channels, the designers, the story of a company that did not exist yet. In 2018 I became CMO. Same company, a different seat — strategy, the marketing team, hiring leaders, the culture. We grew 800% in the first four years. Most of the work still comes from people who already trusted us. What I learned here is the thing I still write about: brand is a decision filter. Products change. The story has to hold.
Member
Bosnia and Herzegovina's first organized angel network. I helped get it off the ground because the region has founders — it does not have enough people who write the cheque and stay in the room. I invest and mentor across the Balkans and the Nordics. Same job as building MoP, other side of the table.
Marketing Advisor
A Stockholm sports company. I advise on marketing while leading it at MoP — useful, because someone else's brand will not flatter you. You find out fast whether the story works when you are not the one who wrote the first version.
Marketing Advisor
Heidelberg. Health and fitness technology. Helping a product company speak to the people who actually have to use it — the same years I was stepping from marketing manager into CMO at home.
Marketing Advisor
Frankfurt. Fintech — virtual goods, a market, a product that had to make sense to people who do not live on an exchange. Same stretch of years I was still finding MoP's own voice.
Owner
The first company with my name on it. Social media and technology, out of Stockholm, overlapping with the first year of MoP. Consultancy is how you find out what you actually know — before you have a team, a studio, or a title that sounds finished.
Promoter
Four months on the floor for Eronet and Sony. Brand, in public, with people who did not ask to be marketed to. You learn quickly what a sentence does when it has to work out loud.
Call Agent
Market research for companies and banks in Bosnia and Herzegovina. Calling strangers and listening. Research is unglamorous. It is also how you stop guessing what people think.
Reporter
A short stint as a reporter in Sarajevo. Deadlines, a voice, a story that has to land. I was a communications student. This is where the work stopped being theory.
Internship
PR assistant: press releases, data entry, how an institution talks. Not glamorous. Exactly the kind of work that teaches you the difference between a message and a person receiving it.
Promoter
A year in shopping centres. Sales reports, consumer advice, the gap between a global brand and the person standing in front of you. I still think about marketing from that counter.