Über Jovana
💸 $300M+ in marketing investments analysed – delivering insights that drive real growth
Marketing Mix Modelling:
☑️ Reliable data, reliable results - ensuring your teams feed the right data into models for accuracy
☑️ Custom built models tailored to your business needs - rather than just following the template
☑️ Automated MMM dashboards for regular, self-updating insights
☑️ Actionable implementation – turning MMM findings into strategies that improve performance
Marketing Experiments / Incrementality Testing:
☑️ Custom testing plans to unlock growth with data-backed experiments
☑️ Full experiment lifecycle - roadmap creation, experiment design, execution, analysis, and insights delivery
☑️ All channels covered - from paid media to owned assets
Custom Attribution:
☑️ A single source of truth – custom attribution models that bring clarity to your marketing performance
☑️ Accurate measurement to ensure better decisions and campaign optimisation
👋 Let’s talk! Whether you need a complete strategy overhaul or targeted advice to solve specific challenges, I'm here to help. Open for both projects and consultations!
Englisch
Muttersprachlich oder zweisprachig
Vor Ort möglich
London (bis zu 20 km)
Projekt- und Berufserfahrung
- Zepz (WorldRemit / Sendwave)Senior Manager, Marketing Analytics & MeasurementBANKEN & VERSICHERUNGENApril 2023 - Juni 2025 (2 Jahre und 2 Monate)London, UK
- Designed and built Marketing Mix Models from the ground up, including data ingestion in Databricks, model development and validation, and automated reporting in Mode. This enabled a 30% reallocation of marketing spend to higher-performing channels, driving a 17% lift in incremental users.
- Led a rigorous incrementality testing program, delivering 60+ geo-lift, matched-market, and A/B tests across Meta, Google, TV, events, and other marketing channels - driving a media mix shift that improved ROI by 19% and reduced reliance on attribution-only insights.
- Used results from controlled experiments to calibrate and improve MMM models, validating ROI assumptions, improving model accuracy, and ensuring outputs could be used confidently for strategic decision-making.
- Created tools and frameworks to run incrementality testing at scale - including geo clustering, S-curve-based market segmentation, and a custom test suite in Mode (automated t-tests, significance calculators, and histograms). These enabled the wider team to independently run lightweight tests and quickly generate reliable insights.
- Applied causal inference techniques (DiD, PSM, uplift modelling) to pinpoint where marketing spend was truly driving impact. Example: reallocated budgets away from low-impact DR channels in mature markets and into referral programs, which increased conversions by 20–30%.
- Built scalable, self-serve dashboards to monitor channel performance, KPI trends, and campaign effectiveness, reducing ad hoc reporting and accelerating decision cycles.
- Partnered with Finance and Data Science to embed marketing insights into forecasting and LTV models, improving forecast accuracy by 20% and aligning budget planning with actual performance outcomes.
- Trusted advisor to senior leadership, including the C-suite and investors, helping shape investment strategy at the brand and market level and influencing 8-figure budget decisions with high-confidence data.
- Zepz (WorldRemit / Sendwave)Senior Paid Social ManagerBANKEN & VERSICHERUNGENApril 2020 - April 2023 (3 Jahre)London, UK
- Managed performance across Meta platforms in 50+ markets, scaling spend by 176% and increasing new users by 77% while improving CPA by 55% YoY.
- Introduced an iterative creative testing process ("Betatyping") to scale assets from 7 to 1,500+ per year; increased CTRs by 71% and cut production time by 60%.
- Partnered with Product and Engineering to implement Conversions API and Cross-Channel Conversion Optimisation, improving signal strength and attribution resilience post-IDFA.
- Built and maintained Looker dashboards to monitor performance by audience, creative type, and funnel stage.
- B2B Media LtdDigital Marketing ManagerMODE & KOSMETIKMärz 2018 - März 2020 (2 Jahre)London, UK
- Led digital media planning for premium fashion clients (Colmar, C.P. Company, Adidas, Bottega Veneta), delivering a 23% increase in web traffic and 36% lift in CVR for Colmar.
- Created cross-channel performance KPIs and owned campaign reporting for internal stakeholders.
- Provided actionable insights based on audience behaviour across web, social, and paid media.
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Ausbildung und Abschlüsse
- Bachelor of Science in Business ManagementUniversity of Belgrade2016BS(c) Business Management
- Mathematics & ScienceProkuplje Gymnasium2012Mathematics & Science