About 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!
English
Native or bilingual
Can work on-site
London (up to 20km)
Experience
- Zepz (WorldRemit / Sendwave)Senior Manager, Marketing Analytics & MeasurementBANKING AND INSURANCEApril 2023 - June 2025 (2 years and 2 months)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 ManagerBANKING AND INSURANCEApril 2020 - April 2023 (3 years)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 ManagerFASHION AND COSMETICSMarch 2018 - March 2020 (2 years)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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Education
- Bachelor of Science in Business ManagementUniversity of Belgrade2016BS(c) Business Management
- Mathematics & ScienceProkuplje Gymnasium2012Mathematics & Science