Professional Summary

My career spans more than 18 years across banking, executive leadership, international marketing and digital commerce. That range isn't accidental - each stage built on the previous one, moving from managing established financial operations toward building and scaling digital businesses.

Today I combine that operator background with strategic advisory work in growth and go-to-market across Switzerland, European Union and North American markets (USA and Canada). What connects these chapters is a single thread: understanding how a business actually works at the operational level, then using that understanding to drive growth.

I've sat in the operator's seat - running a branch, leading a company as CEO, owning marketing P&L, building e-commerce operations from the ground up. That's what gives my advisory work its practical edge.

Foundations in Banking and Leadership

I began my career in the banking sector. As a branch manager at UniCredit Banka Slovenija, I was responsible for growing the customer base, leading and developing staff, managing operations and budgets, and overseeing compliance and risk.

This early period established the disciplines that underpin everything since: managing people, owning results, and understanding the financial mechanics of a business rather than just its marketing surface.

Executive Management

I then moved into executive leadership as CEO of Century 21 Slovenia, part of one of the world's largest real estate organizations.

In that role I developed and executed company strategy, worked closely with the co-founders, the CFO and the board's compensation committee, and led franchise sales, sales-network development and branding strategy. It was my first experience running a company at the top level and collaborating directly with ownership and a board.

International Marketing Leadership

From there, my focus shifted toward marketing leadership across international and technology-driven businesses.

As Head of Marketing at DHH - a technology group listed on the Italian Stock Exchange, operating in web hosting, SaaS and cloud computing across emerging European markets - I led the company's full marketing function. As Regional Marketing Manager for the Nordic and Baltic region at Sensilab, I managed digital marketing strategy and campaigns across multiple international markets.

These roles deepened my expertise in marketing strategy, brand management and operating across borders and cultures.

E-Commerce Operator and CEO

The core of my operator experience came at 10DX Group, an EU-based company specializing in e-commerce and performance digital marketing across European and US markets. Over nearly eight years I progressed from Head of Marketing to Chief Executive Officer and later Board Advisor, helping build and scale multiple consumer brands.

During this period the business reached significant scale - serving more than 300,000 customers across 14+ international markets - and my work spanned the full e-commerce value chain: account-based marketing programs across tier-one accounts, attribution and reporting systems built in HubSpot, multi-channel acquisition, and the operational systems required to grow profitably rather than just loudly.

Sustainable growth depends on the relationship between acquisition cost, lifetime value and margin - not on revenue alone.

It was here that my conviction about unit economics took hold - a principle I return to in all of my advisory work.

Current Focus: B2B SaaS Growth and Go-to-Market

Since 2024, I've focused on supporting founders and leadership teams who need to build and scale go-to-market - working with companies across the EU, Switzerland, the United States and Canada.

Who I work with

My clients are typically AI startups, ERP providers, e-commerce companies and B2B SaaS firms - businesses with a genuinely strong product that haven't yet built a repeatable way to reach the right buyers. They share a common frustration: their outbound is generic, it doesn't convert, and it treats every prospect the same regardless of whether they're actually in a buying cycle.

The problem I solve

Most outbound fails for the same reason. Companies build a list of accounts that loosely fit their market, then contact all of them with the same message and hope some are ready to buy. The result is low reply rates, wasted sales capacity, and a sense that "outbound doesn't work" - when in reality the targeting and timing are the problem, not the channel.

How I work

I replace spray-and-pray outbound with a precise, intent-driven system: defining a sharp ideal customer profile (ICP), identifying the specific accounts and opportunities worth pursuing, layering in signal-based lead generation to surface companies showing real buying intent, and building outbound sequences that respond to those signals rather than blasting the same message to everyone.

To build these systems I work hands-on with the modern go-to-market stack - including Clay, Lemlist, Apollo, LinkedIn Sales Navigator and SEMrush, among others - and increasingly design AI-powered workflows that make prospecting, enrichment and personalization faster and more scalable.

This focus brings the whole arc together: the financial discipline from banking, the executive perspective from leading companies, the marketing depth from international roles, and the hands-on commerce experience from building e-commerce operations - now applied to go-to-market for digital businesses.

Philosophy and Approach

A few principles define how I work. First, strategy without execution is just a presentation - every recommendation has to be implementable with real constraints.

Second, honesty: in a field crowded with inflated promises, I believe in telling clients the truth, even when it isn't what they hoped to hear.

Third, fundamentals over fashion - tools and channels change constantly, but understanding customers, positioning clearly, building sustainable economics and executing consistently endure. I treat new tools, including AI, as amplifiers of good strategy, not substitutes for it.

Beyond Consulting

I'm also the founder of Minu.si. My work has been referenced in Slovenian media including Večer and Siol.net, and in a Century 21 Real Estate announcement distributed via PRNewswire. You can find the full list on the media page.

Contact

For consulting, advisory or professional inquiries, visit the contact page or connect with me on LinkedIn.