Fifteen years in advertising — client side, agency, ad platform, my own practice. The machine drafts, exports and reads what nobody has time for. What to build, what to drop and what to defend is mine to answer for. I set the pace; the machine keeps up.
Fifteen years give a fast guess, not the right to skip the check. I once closed a category I had proposed myself.
AI takes the routine, the judgement stays mine. Nothing it produces leaves my desk unchecked.
A directory of 102 service centers looked like a catalogue. It was routing, and naming that early was most of the work.
Low share of demand, weak brand awareness and a campaign structure with nowhere left to grow. I rebuilt the architecture, moved the account onto a portfolio strategy and added a media layer to grow branded demand rather than only harvest it.
Analytics and market insights for a conference in a sensitive category, where standard e-commerce logic does not apply. The task was to understand audience behaviour and demand drivers, and to turn that into methods a room of small businesses could use.
A request could arrive for any vendor, any region, any service level, and it had to reach a center that could actually take it. I designed for routing first and catalogue second: intake and routing were the product, the directory was a by-product. The result was one system for 102 service centers in 55 cities and 11 time zones — own centers in seven cities plus a network of regional service partners.
An internal workshop on building strategies and client offers. The problem was never the tools, it was the definition of the problem. I built the framework from brief to presented strategy, ran the session with a colleague and made the team defend real cases. It became the standard the team worked to.
Manual bid management had run out of room. I moved the account onto Smart Bidding with imported conversion data, rebuilt the ads as responsive search ads, and optimised on behaviour rather than clicks. Cost per click fell by roughly 20–30%, conversion rate rose by roughly 15–25%.
“I had the pleasure of working with Maxim on several digital marketing projects across Cyprus, the UK, Thailand, and Texas. What stood out most was Maxim's ability to quickly adapt to new challenges, communicate effectively with clients, and take ownership of difficult tasks. He consistently delivered work on time and remained proactive throughout the projects.”
Four seats on one market: I have seen the ad platform from the client side, from an agency and from inside.
I own recommendations end to end, from method, thresholds and weights to the specification and acceptance, across five parallel directions.
Growth and analytics for several hundred SMB advertisers: one advertiser's ad investment grew eight-fold, and an industry study I authored became a conference talk whose recording has been watched 13,000+ times.
Grew from specialist to team lead, owning delivery quality and the agency's paid-acquisition expertise, and hired and trained around five specialists.
Launched a VR studio end to end and rebuilt the landing pages where the funnel leaked, with conversion up 1.5–2×.
Designed and launched a platform uniting 102 service centers across 55 cities into one intake and routing system.
Built client acquisition from zero, with website, SEO, paid search and funnel as one channel, and took key business lines to top-10 search rankings.
Own practice, international clients
Hands-on performance work for clients across Europe and the US through my own company in Serbia: Google Ads, Meta Ads, SEO and generative engine optimisation.
