Brand Strategist / Community Architect
I build brands people cannot function without.
15 years turning ideas into communities. From moving 60,000 young people across Europe to building a functional luxury brand from zero in Vietnam. I combine analytical rigor with creative vision to build brands that create behavioral dependency through ritual, community, and experience design.
15+
Years in brand & events
60,000+
People moved
5
Countries operated in
3,000+
Expat community built
About
Vision backed by numbers. Creativity grounded in systems.
I started organizing events at 19 in Serbia - nightclubs, foam festivals, New Year's Eve for thousands. By 25, I co-founded one of the largest youth travel franchises in Eastern Europe, delivering 60,000+ people across Europe. Took that model to New York. Then pivoted to financial markets, where I learned to think in systems, risk, and unit economics.
Now I'm in Da Nang, Vietnam, building from zero: a functional luxury chocolate brand engineered around behavioral psychology and adaptogens, a conscious event community around ecstatic dance and movement, and a 3,000+ expat community that's become the connective tissue for internationals in Central Vietnam. Every project I touch fuses the same DNA - brand narrative, community design, and experience architecture that makes people come back.
Portfolio
What I've built.
Current - Founder & Brand Architect
Erosa Chocolate
Functional luxury brand - Da Nang, Vietnam - 2024-Present
Built a functional chocolate brand from zero - not as a confection, but as a biological intervention disguised as desire. Designed the full brand architecture: 5 product lines mapped to specific psychological states, a proprietary Connection Protocol that turns consumption into a shared ritual, and coded luxury mechanics (waitlists, invite-only, batch numbering) that make scarcity the brand itself.
Developed the complete go-to-market: persona-driven content systems, email lifecycle automation, D2C strategy, and a behavioral product design framework that borrows from psychopharmacology, sensory engineering, and direct response copywriting.
5
Product lines (States of Being)
Full D2C
Brand system built
Bar + Jar
Dual format strategy
Current - Founder & Community Architect
Life of Da Nang & Extaticaa
Community ecosystem & conscious events - Da Nang & Hoi An, Vietnam - 2024-Present
Built the largest independent expat community in Da Nang from scratch - a WhatsApp-based ecosystem of 3,000+ members that's become the connective tissue for internationals in Central Vietnam. Entirely organic growth through word of mouth and genuine utility.
On the events side, founded Extaticaa - a conscious movement community producing ecstatic dance sessions, fitness seminars, and community gatherings across Da Nang and Hoi An. Each event is an experience architecture problem - sound, space, flow, and human connection engineered to pull people out of autopilot.
3,000+
Community members
30+
Events produced
~70
Avg. attendance
Organic
Growth engine
Co-Founder & COO
Lider Travel / Fun Group
Youth travel franchise - Serbia & Eastern Europe - 2012-2016
Co-founded one of the largest youth travel franchises in Eastern Europe. Built the operational systems, partnership network, and marketing engine that delivered 60,000+ young people across Europe to curated events and destinations. Managed mergers with competing companies in the space. Created affordable travel programs connecting 20+ nationalities across the Balkans and Europe.
60,000+
People delivered
20+
Nationalities connected
3.5 yrs
Scaled operation
President & Founder
American Fun
Group travel company - New York, USA - 2017-2018
Took the youth travel model international. Founded a group travel company in New York bridging North America and Europe through curated events and adventures for 18-35 year olds. Designed the brand narrative, trip curation, and community marketing strategy from scratch in a new market.
Sales & Event Manager
Belgrade Foam Fest
Large-scale festival - Belgrade, Serbia - 2009-2012
Part of the team behind the largest foam party in the world. 20,000+ people in Belgrade's universal sports hall, featuring international artists including Axwell, Sebastian Ingrosso, and Benny Benassi. Trained and led a sales team, organized year-round promotional events across Serbia and Europe.
20,000+
Peak attendance
International
Artist lineup
Co-Founder & Director of Strategy
MJ Events
Event production - Novi Sad, Serbia - 2010-2016
Co-founded an event production company that organized large-scale New Year's Eve events (four consecutive years), themed parties, team retreats, and promotional events. Partnered with and sponsored 30+ events with Respect DJs. Connected thousands of people through experience-first event design.