My Experience

Communications, Media Relations & Events Management Leader
Photo by Ozren Zogovic

Summary

Senior strategic communications and events leader with 15+ years’ experience across international organisations, development programmes and global networks. I specialise in building communication systems, brand identity and high-level engagement for mission-driven institutions. My work spans strategic communications, global event design, digital content leadership, media relations, donor visibility, stakeholder engagement and cross-regional coordination.

I have led communications for:

  • a global 85-member central banking network (AFI)
  • UNDP SEESAC regional programmes across seven countries
  • EU-funded media innovation initiatives
  • USAID governance and justice reform priorities
  • regional foundations supporting EU integration

Country experience includes Albania, Belarus, Bosnia and Herzegovina, Côte d’Ivoire, Czechia, Ecuador, Egypt, Fiji, Greece, Guinea, Indonesia, Jordan, Kosovo, Luxembourg, Malaysia, Moldova, Montenegro, Russia, Rwanda, Serbia, Tanzania, and the United States. 

Core Competencies

  • Strategic Communications & policy-aligned messaging
  • Global event design & delivery
  • Brand & Narrative Development
  • Multi-country outreach and coordination
  • Media and stakeholder relations
  • Content Creation & Storytelling
  • Public affairs & advocacy campaigns
  • Team leadership & cross-cultural collaboration

Professional Experience

Goethe Institut

EU Support to Public Service Media in Western Balkans • Belgrade, Serbia
Regional Advocacy & Events Manager
Jan 2024 – Present

Goethe-Institut is a nonprofit cultural organization operating in 98 countries, promoting German culture and language worldwide.

Responsible for orchestrating regional events and advocacy initiatives to enhance cooperation, visibility, and networking among public service media in the Western Balkans. Report to the Team Leader.

  • Coordinate and facilitate good communication, information sharing, and collaboration between all key stakeholders of the program
  • Build and maintain a network and relationships with PSMs in the Western Balkans region, and encourage cooperation between the countries in the region, including with media entities in the EU
  • Support the Team Leader in the development of the stakeholder engagement and dissemination plan; facilitate the organization and execution of the steering committee and program board
  • Develop content for internal and external communication
  • Create synergies regarding the visibility and advocacy also with other EU-funded projects in the region, when relevant
  • Lead the development and deployment of an advocacy strategy and coordinate all advocacy and dissemination activities
  • Spearhead the planning and execution of all events during the whole period of the program on time and within budget
  • Work closely with the Team Leader and Financial Manager to achieve all financial goals of the events and advocacy activities
  • Coordinate and facilitate all monitoring and evaluation tasks related to the program
  • Conduct thorough stakeholder analysis to identify key influencers, decision-makers, and potential partners in the region, ensuring strategic engagement and alignment with program objectives
  • Propose and implement innovative event concepts that enhance the visibility of the program, attract diverse audiences, and contribute to the overall success of the regional cooperation and networking initiatives
  • Demonstrate a high level of cross-cultural sensitivity and adaptability, considering the diverse cultural contexts within the Western Balkan countries, to effectively navigate and build relationships in the region
  • Define and track relevant metrics and KPIs to measure the success and impact of regional events, advocacy efforts, and networking activities; provide regular reports and analyses to stakeholders
  • Identify and secure opportunities for collaboration with external organizations, NGOs, and institutions that align with the program’s goals, fostering a collaborative ecosystem for public service media in the Western Balkans
  • Integrate sustainability initiatives into events and advocacy activities, promoting environmentally conscious practices and aligning with global sustainability goals
  • Monitor political and media landscapes in the region, adapting advocacy strategies to navigate evolving contexts and challenges, ensuring the program remains responsive and effective

Alliance for Financial Inclusion (AFI)

Belgrade, Serbia
Head of Communications and Media Relations
Mar 2022 – May 2023

AFI is the world’s leading organization on financial inclusion policy and regulation that aims to improve the lives of the poor. 

Responsible for spearheading media engagement, branding, digital platforms, and stakeholders’ relations portfolios to reinforce the organization’s policy leadership at a global level. Reported to the Executive Director and supervised 5 direct reports.

  • Oversaw the development and execution of multi-channel communications activities and plans, including high-impact events in countries like Egypt, Rwanda, Jordan, Tanzania, Indonesia, Malaysia, Russia, the US, Luxembourg, and Ecuador, among others
  • Managed media relations, identified communications and media placement opportunities; crafted press releases and interview briefing sheets; expanded awareness and presence of the organization
  • Led the implementation of AFI communications and online coverage for a series of in-person events following a two-year pause
  • Facilitated all aspects of communications for AFI’s annual flagship Global Policy Forum including promotion, public relations, online outreach, materials, and exhibition production; attended by up to 1,000 participants from different countries

Alliance for Financial Inclusion (AFI)

Luxembourg City, Luxembourg
Head of Communications, Media Relations and Event Management
Oct 2020 – Feb 2022

Responsible for designing, shaping, and executing comprehensive communications plans, including media engagement, branding, stakeholders’ relations, and event management portfolios to reinforce the organization’s policy leadership at a global level. Reported to the Executive Director and supervised 5 direct reports.

  • Acted as the organization’s Europe Representative Office Deputy Head; managed campaigns, communications, and outreach activities with EECA, MENA, and African regions members, AFI funders and partners, and Sustainable Development Goals’ thematic priorities; tracked and reported the progress of ERO operations activities
  • Strengthened AFI’s brand image and influence; created stories and narratives that promote a broader understanding of the relevance of financial services for unbanked and underbanked populations; maintained consistent brand voice and integrity across all platforms; positioned AFI as a global thought leader in financial inclusion
  • Established and drove a multi-channel communications plan; built bridges with like-minded institutions and influencers to leverage AFI’s voice across multiple channels and campaigns; set metrics to evaluate the plan and campaign effectiveness; bolstered the reach of the organization’s impact in financial inclusion policy development and implementation
  • Managed a team of 5 direct reports; set clear goals, monitored progress, and provided hands-on coaching and training to enhance the team’s communication capabilities; resulted in the team successfully staging over 80 online, hybrid, and physical AFI events globally
  • Led communications and event management for AFI’s annual flagship Global Policy Forum, including logistics and promotion, public relations, online outreach, and materials production; attended by up to 1,000 participants from different countries
  • Oversaw media relations; developed a tailored database of global press contacts; identified communication and media placement opportunities; crafted press releases and interview briefing sheets; expanded awareness and presence of the organization

Alliance for Financial Inclusion (AFI)

Kuala Lumpur, Malaysia
Head of Communications, Media Relations, and Event Management
Jul 2017 – Oct 2020

Responsible for the development and implementation of strategic communications plans to position the organization as a global leader in financial inclusion. Reported to the Executive Director, oversaw 5 direct reports, and maintained a budget of over $100K.

  • Managed the organization’s brand and reputation; oversaw the development and execution of awareness and advocacy campaigns on critical policy issues; crafted key messages on financial inclusion and maintained consistency with the brand’s voice across all platforms; solidified AFI’s brand image and influence, furthering the organization’s mission
  • Capitalized on digital outreach best practices in leading the planning and initiation of digital communications strategy; formulated and executed AFI editorial calendar; guided the creation of engaging and credible social media and multimedia content; enhanced AFI’s presence across 9 digital platforms
  • Oversaw a cross-functional team of 5 members for various projects; established smart goals, devised a plan and timeline for the project, and coordinated deliverables; resulted in the team accomplishing the projects within timeline and budget constraints
  • Organized the annual Global Policy Forum event; oversaw the management of events logistics, materials production, media engagement, and online coverage to enable 100 institution members representing 90 countries to share experiences, knowledge, and initiatives that have made an impact in bringing financial services to the world’s $1.7B unbanked; maximized AFI’s visibility globally
  • Administered media relations; managed public relations activities, including speeches, media articles, and interviews; leveraged global press contacts to maximize media opportunities; achieved high-level media coverage, expanding the organization’s reach

UNDP SEESAC

Belgrade, Serbia
Communications and PR Expert
Jan 2015 – Jul 2017

SEESAC was launched as a mechanism to assist the governments in Southeastern Europe with the implementation of the 2001 Regional Plan for Combating the Proliferation and Impact of Small Arms and Light Weapons (SALW).

Responsible for spearheading the development and execution of communication activities for a seven-country program to raise awareness about the dangers of illicit firearms and the misuse of firearms. Reported to the Head of the organization and managed a cross-functional team of 10 contractors and vendors across 7 countries

  • Formulated PR plans and strategies for the security sector’s arms control and gender equality in South East and East Europe; created key messages and identified appropriate communication channels; strengthened the organization’s image and positioning in 7 countries and territories
  • Spearheaded online platforms and content development; formulated social media campaigns emphasizing the victims and dangers of small arms and light weapons through Facebook, Twitter, YouTube, and Instagram; reached up to 5 million people across the region, maximizing SALW’s danger awareness
  • Led the design and launch of an audience-friendly UNDP SEESAC’s online Knowledge Exchange Platform and its security features; guided the development of the website’s content and functionality; enabled timely monitoring of armed violence-related incidents in South East Europe
  • Managed media relations and cultivated media members; produced and disseminated timely public information about UNDP SEESAC programs and partner activities; coordinated media events and global press contacts and managed media statements; ensured the achievement of stated communications objectives

USAID Separation of Powers Program

Belgrade, Serbia
Outreach and Media Director
Feb 2011 – Dec 2014

USAID Separation of Powers Program was launched to help Serbia move closer to European Union accession by strengthening the government’s judicial and legislative branches.

Responsible for formulating and implementing the program’s communication strategy to promote greater transparency, public outreach, and citizens’ trust and confidence. Reported to the Chief of Party and Deputy Chief of Party and managed contractors for website development, media relations, and event logistics.

  • Shaped and executed a comprehensive communications and public relations strategy for a $12M USAID-funded project; devised key messages including press releases, leaflets, brochures, event scenarios, videos, and digital content; drove project transparency
  • Coordinated media events and managed global press contacts; administered the production and dissemination of public information products in line with the USAID branding policies and requirements about the project’s work; expanded public reach and engagement
  • Led the planning and design of audience-friendly websites; administered content and functionality development, ensuring alignment with the USAID branding requirements; successfully launched websites for Serbia’s High Court Council, Serbia’s Supreme Court of Cassation, and Serbian National Assembly

Additional Experience

Council of Europe Office

Belgrade, Serbia
Press and PR Officer
May 2007 – Dec 2010

Reuters News Agency

Belgrade, Serbia
Editorial Assistant
Dec 2000 – May 2007

Patton, Becketts, and Associates

Belgrade, Serbia
Assistant to Chief Consultant
Sep 1999 – Jun 2000

Newsweek

Belgrade, Serbia
Assistant to the Magazine’s Correspondent
Mar 1999 – Jun 1999

City Assembly of Belgrade

Belgrade, Serbia
Member of the Cabinet of Mayor Zoran Djindjic
Mar 1997 – Sep 1997

Democratic Party

Belgrade, Serbia
Member of the Cabinet of President Zoran Djindjic
Sep 1997 – Mar 1999

Board Membership

Gay Straight Alliance, Serbia

Belgrade, Serbia
Managing Board Member
Jan 2010 – Jan 2016

La Serbie V.O. (Serbia, the Original Version), The Sorbonne Chapel

Serbia & France
Executive Board Member
Oct 2000 – Dec 2000

Education

Webster University

UK
MA in International Relations
1996

Richmond College, American International University

UK
BA in Political Science
1995

Languages

English (Fluent)

Serbian (Fluent)

References

Available upon request.