“We are among the companies that base their growth on innovation and adding extra quality to beloved brands,” says Ivana Ankić, who has built her entire career at Coca-Cola HBC Serbia and Montenegro
Coca-Cola HBC Serbia and Montenegro’s new marketing director, Ivana Ankić, has been in her position since July of this year. With a passion for innovation and dedication to brand development, here she reveals how her team overcomes challenges, builds enduring relationships with consumers, and stays ahead of the competition.
How has your professional journey and development looked so far?
— I started my career 13 years ago, right in the marketing team at Coca-Cola HBC Serbia. Over the following years, I advanced through various dynamic positions in marketing, and later in sales.
With invaluable experience of direct collaboration with our customers and partners, I transitioned to a role in revenue management, focusing on the company’s strategy and commercial policy. As of this July, I have had the honour of leading the marketing team at the company.
Given the dynamic nature of the industry, innovation and swift adaptability play a significant role in marketing. How does your team respond to this?
— We are very proud to have strong brands in our portfolio that remain relevant to our consumers year after year, achieving growth while also bringing innovations that offer individuals a different choice each year. Behind all of this stands a team of exceptional and dedicated professionals, who follow market trends and often lead them with their ideas. We are ready to recognise both successes and shortcomings, always aware that our consumer is our most important ally and critic. The formula is simple – we listen and understand our consumers, which is why I believe we remain their first choice.
It’s hard to even list all the innovations Coca-Cola has launched this year alone.
— This is definitely another dynamic year of strengthening our 24/7 portfolio. I would first highlight the expansion of our range in the segment of beverages with reduced or no sugar, in line with our strategy to offer consumers choices tailored to their lifestyles. The iconic Fanta brand now comes in a sugar-free version, Fanta Zero, as does Next Lemonade, with lemon and pineapple flavours. Lemonades are a relatively new proposition for us, which we introduced just a few years ago, and they have already grown enough to be available in HoReCa venues this year.
Our Powerade brand, a drink designed to be consumed during training or periods of intense physical activity, which we’ve seen frequently over the past weeks during the Olympic Games, continues to achieve impressive growth and is now available in a new mango flavour. For those who enjoy our products in the evening hours, we’ve introduced the long-awaited Jack & Coke, while cocktail lovers were delighted by the Three Cents premium craft mixers that are available in four flavours.
What do you think should be the main focus for brands in the coming year, and what will be most important for Coca-Cola HBC Serbia and Montenegro?
— In addition to innovation, I believe authenticity and personalisation are key. Brands need to be inspiring and close to consumers, building a presence through long-term solutions. At Coca-Cola HBC Serbia, our priority remains winning the hearts of consumers through quality, a sincere approach, and creating unique experiences.
Complete the sentence: “If I didn’t have a career in marketing, I would work in…”
— Pharmacy, most likely. Chemistry was my second great love, but marketing remains number one.