Jelena brings a rare combination of analytical thinking and entrepreneurial spirit to everything she does.

She began her career in market research – a field that sharpened her ability to spot patterns, ask the right questions, and turn data into insight. But when the opportunity arose to channel that expertise into her family business, she didn’t hesitate. That decision marked the beginning of a new chapter: one defined by ownership, accountability, and real-world impact.

Nearly a decade later, she looks back on that leap with confidence. The years of hard work, constant learning, and hands-on leadership have shaped her into someone who understands both the big picture and the details that make it work.

Outside of work, she draws equal inspiration from raising two daughters – a role that has only deepened her belief in long-term thinking, resilience, and leading by example.

• LinkedIn