Jelena Veselinovic

About Jelena Veselinovic

BRAND MARKETING STRATEGIST 25+ years of experience in building beautiful brands by engaging consumers in meaningful communication and purposeful experiences, while creating value for business, shareholders, brands and communities in which they operate. Led the developments of global campaigns for the most iconic brand in the world, across 200+ markets, with budgets over $100M, managing complex, diverse and dispersed teams of 40+ cross-functional associates and large rosters of A-list agencies. Lived and worked across Europe, Russia and USA which in turn helped shape a well-honed cross-cultural fluency, invaluable for creation of successful global strategies. Expertise includes Advertising Strategy and Development, Media, Digital and Social, Communication Strategy, Route-to-Market strategies, Brand and Marketing Strategy, Brand Positioning and Architecture, Consumer Research and Insights, Agency Operations Management CAREER JOURNEY The most defining decision in my career was to refuse to settle for one thing. I am not this OR that. I am the \'AND\'. I have a strong business acumen AND I\'m passionately creative. I know how to sell products AND how to create beautiful brands. I am excited by analytical rigor AND inspired by elusive human insights. I know how to create big global strategies AND how to translate them into impactful local marketing campaigns. I saved millions in productivity through traditional media AND captured the hearts and minds of millions through untraditional ones. I am a strategic leader AND I like to get my hands dirty. I can lead through influence AND I can assert direct leadership. All of this I earned though experience. Throughout my career I was responsible for Advertising Content, Media, Digital, Design, Experiential Marketing, Sampling, Packaging, POS, Consumer Promotions, Brand PR, Integrated Marketing Communications, Connections Planning and Agency Operations. This is why \'AND\' is never a compromise. It is a state of mind and a source of greater value. For me, ‘AND’ is a unique quality that I contribute to the world.

Experience

1. Head of Brand Innovation

   Miro

   Oct 2023 — Present · Austin, TX, US

   Reimagining Brand Building by Disrupting the Disruption The world of marketing has changed forever. The structured principles of marketing science, with their predictable causal effects, can only carry you so far. In reality, no brand is undisruptable. Every new input has the potential to unpredictably alter the market outcome in unforeseen ways. And this is a good thing. Only by harnessing the power of disruption can brands secure a disproportionate share of long-term memories and establish market dominance. In essence, my role is to reimagine the way brands are created by riding the wave of innovation to shape brands that are not only more meaningful and resilient but also more profitable.