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girl behind the grl

Jelena Veselinovic

Thinking about marketing 
for 25+ years 

angry about 



People say it takes 10,000 hours to become an expert. I disagree. True experts understand that to know is to keep learning, unlearning and relearning. My journey started with studying Philosophy books. It is not exactly a background that helps with marketing but it taught me how to ask questions, how to look for patterns in seemingly disparate things and importantly how to understand the world through the lens of human conditions. As a result, I became good at connecting fragments of ideas into singular solutions. I also spent more than 25 years learning the marketing craft. Out of that, 18 years at The Coca-Cola Company working across Europe, Russia, Ukraine and USA. As a Global Connections Strategy Director I helped launch some of the most iconic global Coca-Cola campaigns. I also trained thousands of Coca-Cola marketers around the globe how to do Integrated Marketing Communications. In my thinking I draw on the knowledge of marketing, business and communications to look deeply into what business needs and what consumers want so I can help organizations build something important and enduring. I believe that as marketeers we should always give more than we take. This is why I’m here.

Jelena Veselinovic
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