Karla Vučković, ZSEM alumna and Marketing Director at the American startup INTENNSE, is living the life she once dreamed of as a student – having the freedom to choose projects, working with international partners, and balancing career development with personal life. After gaining years of professional and life experience in Belgium, she returned to Croatia to launch her own consulting and marketing business, SHINA, and took on a key role in developing the INTENNSE brand, a new professional tennis league.
Karla shared with us her journey, the challenges she faced, lessons learned, and the values that guide her career.
“I always dreamed of working for myself, having the freedom to choose projects and clients, and collaborating with both local and international partners. After living in Belgium for six years, I returned to Croatia knowing I wanted to combine everything I had learned – international experience, marketing, and strategic thinking – with the desire to be closer to my family. That’s how SHINA, my business consulting and marketing venture, was born.
Currently, I’m working on several projects, with my main client being the American startup INTENNSE, a new professional tennis league aiming to redefine how the sport is viewed and played. I serve as their Marketing Director, responsible for strategy development, brand image across platforms, partner communication, and creative direction of the podcast. I work from Croatia, which allows me to spend mornings with my niece and nephew, while afternoons and evenings are reserved for work due to the time difference with the U.S. market.”
“Working with the U.S. market had been a long-time goal – I studied in English in an international environment and always felt life was leading me in that direction. The path wasn’t always smooth, with both highs and lows. One example was during my time at Abercrombie & Fitch, where, toward the end, I was in charge of closing stores due to changes brought on by COVID. I’ve had the fortune – and misfortune – of experiencing rare business situations, such as planning an event during a terrorist attack in Brussels while working for JADE, or helping organize the arrival of the then U.S. president during an internship at the American Embassy. These experiences taught me resourcefulness, confidence, and how to remain calm in chaos.
What fulfills me most is finding solutions – analyzing with the team how things can work better and what can be improved. Strategy and planning are my forte. But over time, I’ve also learned that overplanning can become a trap – life often has its own plans. I’ve also gone through personal losses and challenges that taught me patience, gratitude, and trust in the journey. I believe things come to you when you’re ready, not necessarily when you want them to.
Career-wise, I’ve learned that change is not a bad thing – in fact, you learn the most when you step outside your comfort zone. Every position brought new skills and perspectives. I’ve always strived to learn, adapt, and leave things better than I found them.”
“I often think back to my student days. Thanks to a scholarship from the Ivana Hodak Foundation, I studied Economics and Management at ZSEM. I had the chance to learn from exceptional professors and staff who provided me with a strong foundation – both academically and in life skills. I was very active – involved in NEXT Junior Consulting, the marketing department, exchange programs, and internships at Procter & Gamble and the American Embassy.
A great influence on me was Marija Perić, Head of Marketing and my then boss and mentor – from her, I learned how to conduct myself professionally in various situations, lead a team, and even how to correct mistakes constructively and respectfully. Working with the team at NEXT – Petar Butorac, Mateja Radić, Ivan Neumann, Elizabeta Matak, Karlo Kralj, and Luka Marunić – under the mentorship of Professor Oblaković, was an amazing experience. Petar and Matej were the first to bring the junior consulting concept to Croatia, which they developed together with the rest of the team.”
“While working at NEXT, I received one of the best pieces of advice that I still carry with me: ‘You have to believe in yourself, because no one else will do it for you.’ That’s what I would say to younger generations as well. Hard work pays off, but don’t try to prove your worth to everyone. Focus on yourself, your growth, and block out the noise. There will always be people who try to undermine your confidence or take credit for your work. Don’t waste energy on that – stay professional, be kind to others, and stay true to yourself. And most importantly – be patient. Opportunities will come, just not always the way or when you expect them.
Finally, I’d like to give special thanks to Vice Dean Ljerka Mintas Hodak. Without her support – and the support of the Foundation – many doors that shaped my professional and personal growth might never have opened.”
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