ABOUT ME
Hi! I'm Ivana {Ee-vaa-nuh}. I grew up in Belgrade and Malta. After completing my undergraduate studies in Victoria, BC, I moved to North Carolina to play NCAA tennis and attend grad school. In 2008 I settled in Toronto. Immigration is a big part of my story. As is change.
I began my career in the Ontario provincial government, where I worked on improving the delivery of critical programs funded by the Ministry of Community and Social Services and Children and Youth Services. I led a $15M capital portfolio and juggled various stakeholders, such as the media, 13 regional offices, several government agencies, and the Minister's office. That was a lot of money and a lot of people to juggle. My job was to propose evidence-based strategies to the Minister's office to prioritize government funding.
I later transitioned to a marketing agency that specialized in digital strategy for public sector clients. From there I entered the world of advertising, and worked at global agencies such as Publicis, DDB, FCB and Nurun, where I immersed myself into digital product, branding, and business strategy.
When climbing the agency corporate ladder lost its appeal, I realized I needed to dig deeper to understand what would inspire me. My journey of self-discovery led me to Neuro-Linguistic Programming (NLP), meditation, design thinking, improv and acting at Second City Toronto, and ultimately starting my own consultancy, as well as a fun and rewarding wellness business.
Lately, I've been passionate about design thinking and helping brands who want to make our world, and life, better. I have close to 15 years of experience in digital product marketing and strategy, branding, UX, business development and team leadership.
MY SKILLS AND EXPERIENCE
DESIGN THINKING
Solving complex, ill-defined or ambiguous business problems through human-centered design, this methodology asks us to redefine or reframe the actual challenge as we know it, in order to open up new possibilities, leading to innovation.
DIGITAL PRODUCT STRATEGY & DEVELOPMENT
Managing complex website, app and e-commerce builds, from discovery to launch. I work with key stakeholders to translate technology challenges and opportunities into meaningful business stories, while leading multidisciplinary teams.
BRAND EXPERIENCE & DIGITAL STRATEGY
Developing customer journey maps that encompass channel and touchpoint planning along the user's path to purchase and/or interaction with the brand. This process involves considering the users' context, gaining a clear picture of where the user has come from, where they are going, what they are trying to achieve, and what barriers they face.
NEW BUSINESS & GROWTH STRATEGY
Leading new business pitches by focusing on the prospect's business problems and their customers' needs. Tailoring the approach according to industry insights, considering different nuances when it comes to regulatory environments, B2B and B2C businesses. Achieving organic growth through client partnerships and problem solving.
TEAM LEADERSHIP, TRAINING & TALENT MAPPING
Helping teams foster competence, confidence, and connection to ensure a future ready workforce. I prioritize transparency and trust, which has led to low turnover rates and strong team growth. I help individuals navigate ambiguity, articulate their value, leverage their unique strengths to find their path forward, and give them the runway to grow.
OPERATIONS & PROCESS OPTIMIZATION
Enabling multi-disciplinary teams to collaborate seamlessly, make informed decisions, and promptly respond to change. Defining a clear framework that ensures everyone understands what is expected of them, and how they fit into the big picture, minimizing ambiguity, reducing the risk of duplicated efforts, and ensuring efficiency and profitability.