JCAbout Jelena
I’m a digital marketing strategist with 10+ years of experience driving growth across SaaS, travel, e-commerce, consulting, and agency environments.
My sweet spot is SEM/SEA — I love diving into data, spotting opportunities, and turning insights into scalable growth strategies. Over the years, I’ve helped businesses triple revenue and new customer acquisition, increase LTV, and cut CAC and ROAS in half, building marketing engines that deliver sustainable impact.
Across my career, I’ve led and mentored teams for a total of 5 years, creating collaborative, high-performing environments where strategy and execution go hand in hand. I’m as comfortable crafting growth roadmaps as I am rolling up my sleeves to optimize campaigns and uncover what truly moves the needle.
I thrive in fast-paced, data-driven environments, and I’m passionate about solving complex growth challenges with a mix of creativity, experimentation, and analytical rigor.
Serbian
Native or bilingual
English
Fluent
Italian
Basic
Spanish
Basic
German
Conversational
Can work on-site
Berlin (up to 50km)
Experience
- McKinsey & CompanyDigital SpecialistCONSULTING AND AUDITSOctober 2022 - February 2025 (2 years and 4 months)Berlin, Germany
- Led end-to-end performance marketing and CRO workstreams, improving channel efficiency and on-site conversion through structured experimentation, funnel diagnostics, and cross-functional alignment.
- Defined full-funnel digital marketing strategies for clients across SEM, paid social, display, and CRM, translating growth targets into clear roadmaps and actionable execution plans.
- Drove digital-transformation projects for organisations ranging from early-stage startups to large corporates, helping them hit ROAS, new-customer acquisition, and revenue-growth benchmarks.
- Provided hands-on consulting and implementation support, from auditing channel performance to rebuilding campaign structures, improving tracking, and deploying CRO initiatives that lifted conversion rates.
- Supported clients in building long-term internal capability by leading agency pitches, hiring processes for in-house digital teams, and delivering tailored training sessions to upskill cross-functional stakeholders.
- Bitly IncSenior Online Marketing ManagerDIGITAL AND ITDecember 2020 - September 2022 (1 year and 9 months)Berlin, Germany
- Owned and scaled all SEM channels (Google Ads, Microsoft Advertising), rebuilding campaign structures, tightening targeting, and driving consistent improvements in efficiency and new-customer acquisition.
- Led paid social execution across Facebook, Pinterest, Twitter, and LinkedIn, designing creative, audience, and funnel strategies that supported both acquisition and retargeting performance.
- Developed a unified performance marketing strategy across search, social, and display, ensuring each channel contributed clearly to revenue, ROAS, and growth targets.
- Rolled out advanced bidding strategies (tROAS, tCPA, value-based bidding), improving profitability while maintaining volume, and introduced testing frameworks that accelerated learning and channel optimization.
- Crealytics GmbHSenior Digital Marketing ManagerFASHION AND COSMETICSMay 2018 - December 2020 (2 years and 7 months)Berlin, Germany
- Led a cross-functional team of five, steering day-to-day execution and long-term roadmap priorities for performance marketing.
- Owned and optimized Paid Search, Shopping, and Display channels, driving down ROAS while significantly increasing new customer acquisition through structured testing and smart bidding strategies.
- Built channel-level forecasts and scenario models to guide weekly and quarterly growth decisions, identifying where to invest for maximum incremental revenue.
- Allocated and managed multi-channel digital marketing budgets, ensuring efficient spend distribution across full-funnel campaigns and shifting investment toward highest-impact areas based on real-time performance signals.
- Ran acquisition and retention initiatives end-to-end, from funnel analysis and customer cohort insights to campaign optimization and creative testing, improving performance across the lifecycle.
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Education
- Masters of Science in MarketingUniversidad Carlos III de Madrid2013Masters of Science in Marketing
- Bachelor of International Economics and ManagementBocconi University2011Bachelor of International Economics and Management