Hi, my name is Karmen. I kindly invite you to check my online CV.
Karmen Mlinar
Head of Digital Marketing
18+ years leading global digital marketing, e‑commerce and product teams across FMCG, Telco, Pharma and Ad‑Tech — turning strategy into measurable growth.
+
Years of experience
+
Brand websites consolidated
%
Web shop sales growth, 2025
%
Cost savings delivered
Profile
Results‑driven digital & e‑commerce leader
Results‑driven, experienced global team leader in eCommerce marketing, product and project management, with more than 18 years developing digital systems and projects — leading global digital marketing, e‑commerce and product teams across FMCG, Telco, Pharma and Ad‑Tech.
Experienced in leading digital strategy and sales growth, highly proficient in marketing, marketing automation, ad‑tech, online business, online advertising, e‑commerce, and stakeholder management.
Passionate about sharing enthusiasm for digital and technical innovation, and developing innovative ideas.
Experience
Work experience
Head of Global Digital Marketing and E‑Commerce · Medis, Pharmaceutical Company
2023 — PRESENT
- Developing and executing a five‑year global DTC digital marketing strategy aligned with company goals.
- Leading a high‑performing global digital marketing and e‑commerce team, P&L owner.
- Leading a large‑scale consolidation covering more than 100 brand websites across multiple markets.
- Driving expansion of DTC and B2B e‑commerce operations across Medis markets.
- Managing substantial digital marketing budgets across all Medis Consumer Health brands and markets.
- Establishing digital and business analytics frameworks, including AI‑supported reporting and dashboards.
- Achievement: digitised the loyalty programme, growing web shop sales by more than 60% in 2025.
- Achievement: optimised processes and systems, delivering cost savings of more than 30%.
- Achievement: developed profitable partnerships with online pharmacies, including one of Europe’s largest providers.
Head of Zemanta Product · Outbrain
2021 — 2023
- Led strategic development and end‑to‑end management of the Zemanta ad‑serving platform.
- Established product vision and technical direction for the “Big Six” agency groups and major clients worldwide.
- Led the product team, collaborating closely with engineering through ideation, development and releases.
- Fostered collaboration across global Outbrain teams, supporting Customer Success, Sales and Engineering.
- Organised the regional conference “Responsible Future of Media” on media, technology and sustainability.
Head of Ecommerce · A1 Slovenija
2019 — 2021
- Led strategic development of digital channels, introducing agile, design thinking and service design.
- Launched a new web shop with complex IT integrations and legacy back‑end systems.
- Product Owner and Project Sponsor for the Marketing Automation Programme with Salesforce — more than €1m growth in sales.
- Introduced marketing automation company‑wide and built a structured learning process for colleagues.
- Led a team of e‑commerce professionals across product, content, campaigns and logistics.
- Key stakeholder and steering‑committee member for new e‑commerce and digital Telco solutions.
Other work experience
Lidl Slovenija — Head of Digital team2015–2019
Studio Moderna — Int’l marketing & internet PM2008–2015
Noovo Internet — Early social/algorithmic content startup2007–2008
Klinični center Ljubljana — IT operations, first company website1995–2007
Alprem Kamnik — Built first IT infrastructure1994–1995
Celina — Apprentice, World Energy Council (Slovenian committee)1992–1994
Skills
Skills & languages
Strategy & leadership
Digital business strategyDigital transformation
Team leadershipStakeholder management
Budgeting
E‑commerce & marketing
E‑commerce sales growthDigital marketing
Marketing automationAd‑tech
Product management
Data & innovation
Data‑driven decision makingAnalytics
AI operative implementationVendor & agency management
Languages
SlovenianNative
EnglishHighly proficient
GermanA2.3
Serbian, Bosnian & CroatianHighly proficient
JapaneseCurrently learning
Achievements
Key achievements & recognitions
+60% web shop sales growth in 2025 after digitising Medis’ loyalty programme.
30%+ cost savings delivered by optimising business processes and systems.
Governance & transparency: built digital analytics, budget governance and automated reporting company‑wide.
Profitable pharmacy partnerships across Medis markets, including one of Europe’s largest online pharmacy providers.
Awards & certificates
2025DIMAQ — Digital Marketing Qualification recertification
2023Best Committee Member Award — E‑commerce Jam, Best Web Retailer (Adriatic region)
2020WEBSI — 1st & 2nd place, Best Use of Data; Grand WEBSI prize, A1 Slovenia Live Shop
2019Certified Scrum Product Owner (CSPO), Scrum Alliance
2018Bronze Effie® Slovenija award
2018Golden Sempler Award — digital action “Buy, Robot”
2018WEBSI — 1st place, “Lidl Slovenia Goes Mobile”; 2nd place, “Lidl Goes Fashion with Heidi Klum”
2018Golden SOF Award — Slovenian Advertising Tribunal, “The Return of the Lost Bus”
2017DIMAQ Digital Marketing Qualification by IAB — first generation in Slovenia
2017Golden Award Diggit — Stikeez campaign connecting online and offline
2016Best Sport Sponsorship Award, Sporto — “Together in a Battle,” Paralympic Athletes & Lidl Slovenija
2016WEBSI — 1st place, Social Media; 2nd place, Special Digital Project
2023Talaera Business English Training
Education
Education & qualifications
University of Ljubljana
Faculty of Electrical Engineering — Engineer in Electrical Engineering
DIMAQ Digital Marketing Qualification
By IAB Slovenia
First certified 2019 · recertified 2021, 2023, 2025