Open to EU opportunities
Product Marketer
& Digital Strategist
7+ years translating complex technical products into clear customer value. Specialising in vertical GTM strategy, product positioning, and growth for B2B SaaS — with deep roots in PropTech and an eye on regulated industries.
What I do
Where product thinking
meets market impact.
meets market impact.
7 years at the intersection of engineering, product, and customer — building the bridge between what's built and why it matters to buyers.
Vertical GTM strategy
Identifying high-value verticals, defining ICPs, mapping features to pain points, and building positioning that converts regulated-industry buyers.
Product marketing and launch
End-to-end GTM for new features — from positioning and landing pages to sales enablement and release communications for 5,000+ clients.
Email marketing and HTML
Production-grade HTML newsletter design and development. Mailgun-compatible, responsive, built for PropTech clients across Canada and the US.
Paid media and growth
Google Ads, LinkedIn, Meta — campaign strategy, audience segmentation, and A/B testing that drives qualified leads in B2B SaaS.
Product adoption and enablement
240+ release guides, in-app announcements, and onboarding that simplifies complex technical updates for global client bases.
Content and SEO strategy
PropTech and SaaS content strategy — social media production to long-form content that builds brand authority and organic traffic.
Work samples
Recent case studies.
Two pieces of work that show product marketing thinking in practice — one product-led GTM framework, one compliance-aware feature concept.
Case study · AgentLocator
From paid media signal to product decision.
How a demographic targeting problem in a mortgage ad campaign became a compliance-aware product feature — adopted and shipped.
The signal
A mortgage ad campaign was generating leads — but 81% were from the 65+ age group. 13 of 16 leads at $7.52 per lead were outside the target first-time buyer demographic. Meta's Special Ad Category for housing restricts age targeting for mortgage ads. The platform fix wasn't available.
81%
leads from wrong demographic
$7.52
cost per lead — 65+ age group
The insight
Bill C-4 — Canada's GST rebate for first-time buyers — was pending Royal Assent. Eligible buyers: no homeownership in the past 5 years. That eligibility criterion naturally excludes the 65+ demographic — without touching a single targeting setting. The product solves the audience problem. The ad just needs to reach people who want to know if they qualify.
What I built
A white-label lead generation landing page with a 4-step qualification flow, real-time rebate estimate slider ($300K–$1.5M, province-aware), and per-province copy versioning — Ontario ($130K combined) vs. all other provinces ($50K federal). Working HTML prototype included in the feature request.
The systems layer
The page was the easy part. I designed a content maintenance and compliance protocol: two named roles (Content Owner and Compliance Owner), async email-first communication with a 24-hour SLA, a trigger event table for every legislative change scenario, and a fallback rule — if sign-off isn't received in 24 hours, conservative copy goes live automatically.
"Up to $50,000 in federal GST savings for eligible first-time buyers — contact us to learn more." — fallback copy that runs without compliance sign-off
Adopted
Feature request approved by Product Owner within 48 hours of submission
In build
Implementation brief delivered to dev for week of March 16, 2026
Expanded
Popup version added to scope by senior stakeholder
Experience
7 years at the intersection
of product, tech, and growth.
of product, tech, and growth.
From industrial digitalization to PropTech SaaS — always bridging the gap between what's technically possible and what customers need.
2019 — Present
AgentLocator
PropTech SaaS · Canada
PropTech SaaS · Canada
Digital Marketing Architect / Specialist
Product marketing, GTM strategy, email production, paid media
- Led creation of 240+ release guides and in-app announcements for 5,000+ global CRM clients
- Developed cross-functional GTM plans for new CRM features with product and engineering teams
- Produced HTML email newsletters and social media assets for 15+ real estate clients across Canada
- Authored GST/HST rebate feature concept — white-label lead gen landing page approved by Product Owner and shipped to production
- Coordinated sprint deliverables in Azure DevOps ensuring technical alignment with business objectives
2016 — 2019
Flint Technologies
Microsoft Partner · Belgium
Microsoft Partner · Belgium
Digital Account Manager
Enterprise SaaS · Microsoft 365 ecosystem
- Oversaw digital solutions for government and defence contracts
- Led product presentations and drove adoption for Microsoft 365 and cloud services
- Managed projects for aerospace companies to local government, exceeding sales and retention goals
2014 — 2017
RedBall Project
Global · Art & Culture
Global · Art & Culture
Digital Media Specialist
Global project management · Digital branding
- Managed digital branding for international art exhibitions across Sydney, London, and Abu Dhabi
- Independently managed international reputation and copyright cases including a successful IP legal case
Tools and skills
The full stack.
Product marketing
GTM strategy
ICP definition
Positioning and messaging
Feature launch
Sales enablement
Competitive analysis
Digital and growth
Google Ads
LinkedIn Ads
Meta Ads
Email marketing
HTML newsletters
GA4 / Analytics
Tech stack
Azure DevOps
Jira / Confluence
HubSpot
Figma / Miro
Looker / Power BI
Salesforce
Languages
English — Fluent
Bosnian — Native
French — A2
Education
MSc Social Sciences
University of Groningen
University of Groningen
BSc Sociology
University of Sarajevo
University of Sarajevo
Let's build something
worth talking about.
worth talking about.
Open to Product Marketing Manager roles at EU-based or remote-first B2B SaaS companies. Particularly interested in teams entering new verticals or scaling GTM in regulated industries.
Contact
Education
MSc Social Sciences
University of Groningen, Netherlands
BSc Sociology — GPA 8.8/10
University of Sarajevo
University of Groningen, Netherlands
BSc Sociology — GPA 8.8/10
University of Sarajevo
Certifications
Amplitude Foundations Analytics · 2026
PMA Product Marketing · Expected 2025
Product Management First Steps · LinkedIn
GA4 & Advanced Google Analytics
Advanced Management · IFAPME Belgium
PMA Product Marketing · Expected 2025
Product Management First Steps · LinkedIn
GA4 & Advanced Google Analytics
Advanced Management · IFAPME Belgium