She graduated in journalism, subdivision studies in program communication studies, at Ljubljana University, Faculty of Social Sciences and entered the Slovenian advertising scene in 1993. After one year on position Project Manager at Mediana, Institute for Media Research, she moved to the creative field of marketing communications. She joined the first reputable advertising agency Luna TBWA, Ljubljana , acquiring her experiences for 8 years to later continue her distinguished career for the next 4 years with with Agencija 41, Ljubljana. In 2008 her desire to be closer to her customers, work better and more efficient lead her to the foundation of her own 'creative and strategic cell' - Ideje, koncepti in zgodbe (Ideas, concepts and stories).
With her clients she shares her rich and heterogeneous experiences, which she has gained working with more than 90 Slovenian and foreign, big and small companies from different branches: (tele)communications, pharmacy, cosmetics, detergents, media, humanitarian campaigns, motoring, banks, insurance companies and other financial companies, food industry, fashion, machine industry etc.
She is a Strategist for Creative Marketing Communications, Creative Director, Copywriter, Scenarist. She believes that numerous, even the most prestige national and international awards, which she has won for creativity or market efficiency, are not enough. It is more important to know how to get accustomed to a client, to understand his expectations and possibilities and to find together an unique and for him the best and holistic solution. As a mentor or endorser of advertising festivals she shares her knowledge with younger generations. She also lectures branding and storytelling to students and post graduate students at the Faculty of Design in Ljubljana.
After moving to Karst/Kras she became a passionate gardener, enthusiastic marmelade cooker and a source of additional ideas, concepts and stories, which are stimulated by Karst’s enigma.