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Biljana Cvetanovski


Advises consumer-facing clients on marketing strategy and growth with deep expertise in how to deliver sustainable growth through building a future-ready marketing organisation, delivering marketing effectiveness, and anchoring decision making in deep consumer insight

Biljana advises clients from consumer-packaged-goods (CPG), retail, travel and leisure, logistics, media, and other global consumer-facing sectors on marketing strategy and growth issues. She leverages almost 20 years of marketing experience to enable clients to make significant performance improvements and embed sustainable changes to marketing.

Examples of Biljana’s recent client projects include the following:

  • designing and driving the implementation of an end-to-end brand-led transformation for a global consumer-facing organisation and operationalising the rollout as acting CMO for the group; this included defining the consumer strategy, rebranding more than 40 brands, building the marketing organisation and capabilities, designing the spend effectiveness, delivering 15 percent savings and reinvestment, increasing online sales by 10 percent in pilots, and raising new brand awareness by up to two to four times for specific markets
  • leading the marketing efficiency implementation for a leading global fast-moving-consumer-goods company to drive efficiency and effectiveness in marketing spend across media, consumer promotions, market research, creative, and production to deliver $250 million in savings
  • developing the growth strategy and consumer-marketing plan for a global CPG company, increasing net sales value by 10 times, increasing consumers by 15 times, and raising consumer satisfaction
  • designing pioneering enterprise-wide agile marketing organisation, aligning across more than 90 countries, with early pilots to reduce churn 10 to 20 percent, increase cross-sell up to 30 percent, and generate blueprint for 20 percent in marketing savings

Before joining McKinsey, Biljana worked as a consultant at a global consulting firm, an assistant lecturer in quantitative methods and applied mathematics at the University of Sydney and the Dublin Institute of Technology, and at global media agency focusing on marketing return on investment and marketing-mix optimisation and econometrics.

Published work

Why intangibles are the key to faster growth in Europe,” McKinsey & Company, November 2022

Choosing to grow: The leader’s blueprint,” McKinsey & Company, July 2022

The growth triple play: Creativity, analytics, and purpose,” McKinsey & Company, June 2021

Views from the top: What CEOs and other execs really think of marketing,” McKinsey & Company, July 2019

Marketing’s moment is now: The C-suite partnership to deliver on growth,” McKinsey & Company, June 2019

How to unlock marketing-led growth: Data, creativity, and credibility,” McKinsey & Company, June 2019

The importance of a growth-leadership mind-set in capturing growth,” McKinsey & Company, June 2019

Driving toward growth: Making difficult decisions and placing the customer first,” McKinsey & Company, June 2019

The importance of innovation and purpose in capturing growth,” McKinsey & Company, May 2019

Growing faster than the market: Three questions the C-suite should ask,” McKinsey & Company, December 2018

Marketing’s hidden treasure: Better CPE can unlock millions to fuel growth,” McKinsey & Company, June 2018

Building an engine for growth that funds itself,” McKinsey & Company, May 2018

Building a marketing organization that drives growth today,” McKinsey & Company, August 2017

Past Experience