Ines Umićević

Managing Director, Pipi – Croatia

Ines is a senior marketer specialized in the FMCG industry, primarily in drinks and beverages. With over 12 years of experience, she has marketed numerous brands in varying categories through different sales channels, introduced new launches as well as concepts and innovations in the SEE region. She has successfully led marketing teams to achieve significant market shares while strengthening her brands’ present and assuring their future. 

Given that she worked in a market research agency at the start of her career, she is passionate about data-driven research and even dares to say that market success crucially depends on having, knowing and understanding data. In addition to this, she is fascinated by behavioural marketing and the insights it can bring; fully understanding her consumer’s needs has always allowed her to design and implement a 360 degree approach while crafting marketing strategies, ensuring maximum results and optimising return on investment.