- Achieved market share and sales volume growth, including SOM HnB Serbia from 0.3% in 2017 to 7.5% in 2024, and SOM 2024 HnB SEE to 7.1% through the development and implementation of brand plans and 1-2-1 activities for LAMPs, Events, and Retail.- Provided briefing to 6 Hostess and Field Force teams of 250+ Brand Scouts and Team Leaders on upcoming brand initiatives related to combustible cigarettes (CC) and IQOS for LAMP, Events, and Retail.- Spearheaded the high-level delivery of all brand initiatives by cooperating with the product development team, briefing 4 agencies, supporting marketing operations, and developing consumer engagement.- Led the engagement of 350K+ consumers annually with an annual average trial rate on combustible cigarettes of 35% and 15K+ guided trials per year.- Created the content strategy, TPOSM materials, and different approaches for consumer engagement in offline direct communication.- Drove the improvement in the communication and sales skills of the best brand scouts and team leaders through IQOS academies, which resulted in purchasing 6K+ IQOS Iluma devices in the last 6 months.- Managed cooperation between PMI and CE & Creative agency, including evaluating activities and recommending areas for improvement.- Conducted quarterly analysis of results vs. costs and developed a strategy to reduce one direct consumer contact (DCC) with the goal of not exceeding $1.2M for each consumer engagement brand initiative.- Drove the optimization of the number of people in alignment with current initiatives, consolidated different positions in teams to save around $300K annually, and reallocated the budget to additional CE activities.- Delivered reports that summarized brand activities, results, and evaluation of activities for the management teams.

- Spearheaded the IQOS launch project in Serbia, including preparing mechanics and communications for the field team, casting new members of the CE team, educating the POS, LAMP, and Event team, and supporting direct/indirect sales network.- Led planning, development, and implementation of the CE strategy for IQOS for the next 3 years and facilitated any modifications related to budget planning, KPIs establishment, and reporting methods.

- Planned, developed, and implemented national CE activities for LAMP, Events, and Retail teams.- Researched and signed around 70 new LAMP outlets, 35% of the total number, for IQOS and CC in the West Serbia territory that covered 10 cities and 2 tourist centers, Kopaonik and Zlatibor.- Provided training and education to 20 brand scouts and 7 team leaders while monitoring the efficiency and performance of teams in LAMP and Events.- Expanded the number of LAMPs by 70%, the visibility of the territory, and consumer engagement by 165% while growing sales through LAMP in the territory by 300%+.- Organized and supervised 12 annual 1-2-1 national CE activations and agency teams in LAMP and Events, including EXIT, Love Fest, Beer Fest, PMI events and Plug-Ins, Arsenal Fest, Mikser Festival, Zajecarska gitarijada, Drinska Regata, and Zrenjaninski dani piva.- Led the preparation of a detailed CE activities plan for LAMP, Festivals, and plug-ins.- Briefed the agency team on brand activities and results and evaluated the impact of operations by preparing different reports.- Built and managed crucial business relationships with 60 LAMP and Events owners and 30 managers through the establishment of communication and effective partnership management.- Oversaw the implementation of major consumer engagement activities related to large CC brand initiatives in LAMP and self-standing Events for IQOS and CC.- Developed the most efficient route plans in alignment with consumer journeys.