Jelena Veselinovic

Jelena Veselinovic

Owner & Chef de Strategy at Open Kitchen Communications
Atlanta, United States

Summary

A senior Global Marketing executive focused on designing and spreading compelling brand stories that inspire culture, change consumer behavior and create shared value.
18 years of international experience at The Coca-Cola Company working across Central Europe, Russia, Ukraine and the USA; holding positions with direct market responsibilities, regional and global responsibilities; leading big cross-functional teams as well as being an individual contributor.
With a unique blend of experiences spanning across all marketing communications disciplines (advertising, media, digital, experiential, assets, brand PR, etc) I am able to fuse creative and open minded thinking with analytical and operational mindset.
There are 5 I-mperatives that guide everything I do:
Insight – always start from understanding what people needInnovate – challenge what is possible (if there is no resistance you are not trying hard enough)Inspire – compel people around you to be the best they can beIntegrate – connect all the right dots (out of all things one can do, choose the things you must do to produce maximum return on investment)Investment conscious – create shared value (for a brand, company, and communities in which brand operates)
Areas of expertise:Integrated Marketing CommunicationConsumer InsightsCommunication briefsBrand Communication PropositionsConnections StrategyAgency ManagementMedia Management (including digital, social and analytics)Cross-functional team leadershipBuild marketers' capabilities in the area of Integrated Marketing communication (design tools, training curriculums, create processes)Design and lead IMC workshopsCommercial/Shopper fundamentalsBrand Marketing fundamentalsLeading Global Community by providing thought leadership and shaping a culture of innovative thinking
My recent projects include some of the biggest Coca-Cola global marketing campaigns such as Taste The Feeling launch, 100 Years of Contour Bottle, FIFA World Cup, etc 

Positions

Owner & Chef de Strategy
Open Kitchen Communications
January 2017 - Present (11 months)
Welcome to The Open Kitchen Communications: An Integrated Marketing Communications Consultancy.
Our mission is to use advertising as a positive force that inspires brand consumption that is more sustainable, conscious and compassionate. We do this by helping companies design and spread meaningful brand stories that create value for people and communities, while driving profitable business results.
Our specialty is Integrated Marketing Communications. We mine for actionable marketing and consumer insights. We co-create inspiring communications briefs. We translate business problems into communications objectives. We craft communications strategies to design compelling stories. We lead the process of integration across functional teams. We run IMC workshops and work with agencies to create the best channel strategy.
We also love to teach others how to be good storytellers: building tools and frameworks, designing processes, defining role sorts and responsibilities, developing training materials and running trainings.
And we also do all different sorts of things in between.
Director, Global Connections Strategy & Architecture
The Coca-Cola Company
August 2012 - January 2017 (4 years 5 months)
Led the evolution of Connections Strategic Capabilities for the company.
Connections Strategy for the global Taste The Feeling Coca-Cola campaign.
Connections Strategy for the 100 Years of The Coca-Cola Contour Bottle Campaign
Leading Connections Strategy for FIFA World Cup Coca-Cola Campaign.
Integrated Marketing Communications Manager, Russia, Ukraine and Belarus
The Coca-Cola Company
September 2008 - August 2012 (3 years 11 months)
Leading the team of communications specialists including Advertising, Media, Digital, Design, Brand PR, Brand Assets, Brand Promotions. Responsible for the entire process of consumer marketing communications, including creation of communication strategies, production and development of advertising material, connection planning, implementation and measurement, ROI optimization, cross-functional integration, marcomms capability building. In addition, leading the development and implementation of consumer promotions, marketing assets, experiential sampling, digital platforms and brand PR programs.
Head of Marketing Communications Central Europe Division
The Coca-Cola Company
2004 - 2007 (3 years)
Carpathian Region Media Manager
The Coca-Cola Company
August 1999 - 2004 (4 years 5 months)

Media Manager Serbia & FYROM
The Coca-Cola Company
September 1998 - 1999 (4 months)
Media Planner
Suresnes, France
1993 - 1998 (5 years)

Education

Philosophy

University of Belgrade, Beograd

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