Our interlocutor has worked in marketing since the start of her career and has advanced, step by step, from the position of marketing assistant to that of director, while she is today an advisor and consultant to two large and successful domestic companies: Telekom Srbija and Srbijavoz
For Danijela Gašparac, one thing is certain: the future of marketing and doing business in general depends on understanding the real needs of customers and connecting with them, but also on the mastering of new skills and acquiring of new knowledge.
Someone who isn’t familiar with your career might wonder where you work and what you actually do… Let’s provide an explanation at the beginning of this interview…
—At Telekom Srbija I hold the position of Head of Marketing Research – CEO Advisor, while at Srbijavoz I am a Marketing and Communication Consultant. I’ve been working in marketing since the start of my career, and over the years I’ve built my career, step by step, from marketing assistant to the position of director, to today be an advisor and consultant at two very large and successful domestic companies. I would say that I’ve been very fortunate to receive opportunities to work with wonderful people and great experts and to learn from them. And I am still learning, every day, because the times in which we live constantly impose new challenges on us, demanding the mastering of new skills and acquiring of new knowledge. I always try to convey what I’ve learned to my colleagues, because I believe that dreams always come true – through teamwork!
At the juncture when you rebranded Srbijavoz, little was known about the company, while in contrast Telekom Srbija is an undisputed market leader. The difference is big…
— I really like both brands. Telekom Srbija is the absolute leader in its industry, but we mustn’t forget that the telecommunications industry is one of the most dynamic, with perhaps the strongest competition. As a market leader, Telekom Srbija is expected to be the first to recognise the latest trends and offer new products and services to the public. Being ranked first is a privilege, an honour and a pleasure, but the most difficult thing is to retain that position and constantly raise the bar in terms of quality.
We expect passenger numbers to have exceeded seven million in 2023, while just two years ago that number stood at around 2.7 million
When it comes to Srbijavoz, we’ve achieved unbelievable results in just two years. We expect passenger numbers to have exceeded seven million in 2023, while just two years ago that number stood at around 2.7 million. The Soko [Falcon high-speed train] has become a synonym for speed and comfort, which is why extra tickets are still being sought to travel the route between Belgrade and Novi Sad. With diligent work and a top-quality service, we achieved one of the most important tasks: bringing trains back into fashion.
You often emphasise that the future of marketing depends on inclusion and being connected to the real needs of customers. Could it be said that women better recognise and define these needs because they are more sensitive than men?
— Marketing has long since extended beyond standard branding and advertising, so almost every task is handled by several teams: PR, creative, digital, sales and user support. Today’s marketing messages are just a supplement to the most important goal, which is to listen and respond to the questions of consumers and users of services. We need to work together in order to create the best user experience, because that is today’s top priority and most important task. Women are certainly more sensitive, but gender isn’t important if in our work – and in life generally – we listen carefully, work diligently and strive every day to be better than yesterday.