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Karmen.
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Communications & Digital Marketing Specialist · Ljubljana

Karmen Žirovnik

Communication campaigns, digital marketing and project management, from strategy to the very last post.

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Portrait of Karmen Žirovnik

„Everything happens for a reason.“

About me

Communication that moves people

Karmen Žirovnik is a Ljubljana-based specialist in marketing communications, digital marketing and public relations. She has conceived and delivered more than 15 nationwide marketing campaigns for brands such as Mercator, Hofer, T-2, Žito, Tuš, Pivovarna Union, and Adriatic Slovenica, and heads the Marketing Department at the City of Ljubljana.

My career began in an advertising agency, where I learned that a great idea is only as good as its execution. Since then I have led nationwide campaigns for major retailers and brands, worked on several election campaigns and helped teams deliver projects on time, on budget and to their clients’ satisfaction.

Today I head the Marketing Department at the City of Ljubljana. Before that, as Senior Adviser in the Cabinet of the Mayor, I ran communication campaigns, provided strategic advice, developed the city’s brand and managed social media, including communications for Ljubljana, European Green Capital 2016.

When I’m not working, you’ll find me having coffee in Ljubljana’s old town, walking my dog Dolly, or on my way to Barcelona, Sarajevo, Hvar or Rovinj.

nationwide campaigns
15+
nationwide campaigns
major clients
10
major clients
languages
4
languages

What I do

Expertise

  1. 01

    Marketing communications

    Concept, creative and execution of more than 15 nationwide campaigns for large and small clients alike. I know how to get the most out of even the smallest budget.

    Projects: Mercator · Hofer · Starck with Riko · Žito · Tuš · Pivovarna Union · Adriatic Slovenica · T-2

  2. 02

    Digital marketing

    I have been co-creating digital campaigns since my first days in an advertising agency and introducing them to clients as a natural part of every communication strategy.

    Projects: Wiz (Adriatic Slovenica) · Pijača Nula · Mercator Recepti · T-2 · Starck with Riko

  3. 03

    Project management

    Leading teams is where I shine: I bring out the best in every team member and make sure projects land on time, on budget and to the client’s satisfaction.

    Projects: Mercator · Hofer · Starck with Riko · Žito · Tuš · Pivovarna Union · Adriatic Slovenica · T-2

  4. 04

    Copywriting

    One word can change everything. Political campaigns taught me the power of words and how to use them wisely, in service of the message.

    Projects: T-2 · Mercator Recepti · Pivovarna Union (Za Jazzy) · Adriatic Slovenica

  5. 05

    Social media marketing

    Instagram, Facebook, Pinterest: I understand how they work and how to build a community with them. I have managed the accounts of the Mayor and the City of Ljubljana.

    Projects: Zoran Janković · City of Ljubljana · Top 4 s Tjašo Kokalj

  6. 06

    Public relations

    Good PR is more than sending out a press release. What matters most are genuine, long-term relationships with journalists and editors.

    Projects: Mercator Recepti · RTV Slovenija

Brands I’ve worked with

  • Mercator
  • Hofer
  • T-2
  • Žito
  • Tuš
  • Pivovarna Union
  • Adriatic Slovenica
  • Starck with Riko
  • Pijača Nula
  • City of Ljubljana

Career

Experience

  1. – present

    Head of Marketing Department

    City of Ljubljana

  2. –

    Senior Adviser in the Cabinet of the Mayor

    City of Ljubljana

    • communication campaigns
    • strategic consulting
    • brand strategy development
    • social media management
    • European Green Capital 2016 communications

  3. –

    Lead project manager, mayoral election campaign

    Ljubljana

    • project management
    • creative campaign
    • digital strategy
    • social media

  4. –

    Account Director

    Advertising agency

    • project management and client service
    • copywriting
    • social media management
    • multiple election campaigns

  5. –

    Public Relations Intern

    RTV Slovenija (national broadcaster)

    • public and media relations
    • press conferences
    • small events

  6. –

    Marketing Assistant

    Lacoste

    • brand marketing support
    • PR support

  7. –

    External Affairs Assistant

    Merck Sharp & Dohme

    • communication
    • organisation
    • PR support
    • administration

  8. –

    Project Assistant

    Slovenian Advertising Chamber

    • SOF, Slovenian Advertising Festival
    • Golden Drum, International Advertising Festival

  9. –

    Project Assistant

    MediaMix advertising agency

    • account management support
    • administration

  10. –

    Student Journalist

    RTV Slovenija (national broadcaster)

    • television news
    • voice-over

What people say

Testimonials

  • “Karmen is one of the most reliable persons I worked with in my life. Her passion for the projects motivates the whole team. Her creativity always generate the best solutions for the work.”

    Nada MajdičHead of Marketing and PR, T-2

  • “Karmen is a highly professional and motivated person with great communicational and organizational skills. In a world so saturated by content, hers definitely stands out from the crowd.”

    Živa JaveršekFreelancer and blogger, La Vivavera

  • “Karmen is responsible and dedicated person, with high level of emotional intelligence. Her ideas are creative and always with great results. It is always a great pleasure to work with her.”

    Mojca MajhenDirector and partner, Paidea events

  • “Our agency worked with Karmen on multiple digital projects and she proved to be smart, focused and determined project manager.”

    Mak KordićDirector of digital agency CNJ

Quick facts

A little more personal

Languages

  • Slovenenative
  • Englishfluent
  • Croatian / Serbian / Bosnianfluent
  • Spanishbasic
Favourite city
Barcelona and Sarajevo
Summer
Hvar and Rovinj
Colour
black
Food
sushi
Drink
water and kombucha
Lived abroad
Barcelona, 3 months
Reading
Buro 24/7, Adweek, Quartz
Books
#Girlboss, The Power of Visual Storytelling

Questions

Frequently asked questions

Who is Karmen Žirovnik?

Karmen Žirovnik is a marketing communications, digital marketing and public relations specialist based in Ljubljana, Slovenia. She is Head of Marketing Department at the City of Ljubljana and previously worked as an Account Director at an advertising agency.

Which brands has she worked with?

Her clients and projects include Mercator, Hofer, T-2, Žito, Tuš, Pivovarna Union, Adriatic Slovenica, Starck with Riko, Pijača Nula, and City of Ljubljana.

What are her areas of expertise?

Marketing communications, digital marketing, project management, copywriting, social media marketing, and public relations.

Which languages does she speak?

Slovene, English, Croatian / Serbian / Bosnian, and Spanish (basic).

How can I get in touch?

The quickest way is by email (see the Contact section on this page) or via LinkedIn.

Contact

Have a project, an idea or a question?

I’d love to hear from you. Drop me a line and I’ll get back to you as soon as I can.

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