Meet Alex;-)
Hello!
My name is Alexandra Najdanovic,
and I'm the founder of Aieutics.
I help leaders, teams, and businesses unlock meaningful growth by seeing beyond the obvious, focusing on what truly matters, and enabling real transformation.
I've always been drawn to the question behind the question: the root cause that others gloss over, the pattern that only emerges when you're willing to sit with complexity longer than feels comfortable.
This isn't a methodology I learned. It's how my brain works.
My experience TLDR;-)
25+ years driving digital transformation and innovation across global organisations.
Startup to enterprise. One IPO, three acquisitions, and successful exits as advisor and investor.
My expertise spans acrpss strategy, growth, product development, analytics, and corporate innovation—with particular depth in Analytics and AI implementation.
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I've operated at the forefront of four major technology shifts:
Wave 1 — Digital Commerce & Media (back in 1998!) Pioneering eCommerce with Kingfisher and digital media with Elle.com (Hachette Filipacchi) at Agency.com.
Wave 2 — Digital Marketing & the Analytics Revolution Pioneering ad viewability measurement with P&G and Alenty/AppNexus. Early neuromarketing work with Mediamento (back in 2008!)
Wave 3 — Digital Experience Maturity Helping Dove achieve Digital Beauty Genius ranking with L2. Marketing automation and innovative use of search, social and behavioural data Product & Service Innovation and Marketing, pioneering hyper-personalisation with Customer Data Platforms.
Wave 4 — AI & Advanced Applied Analytics Working with consultancies and corporate innovation ecosystems to accelerate adoption of what we now call AI;-) but which I've been working with for years under different names.
This gives me something I value deeply: cross-industry pattern recognition. Energy, technology, retail, consumer goods—when you've seen enough contexts, you start to notice what transfers and what doesn't. Brands I've worked with include Dove, L'Oréal, Procter & Gamble, Google, Microsoft, Lego, Ikea, Burberry, and Audi.
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What sets me apart is hands-on technical depth, not just strategic advice.
→ I've never been satisfied with the surface-level answer. I need to understand how things actually work—which means getting into the data, the systems, the code.
I've worked directly with:
Customer and market data (retail, consumer panels, audience research, media market surveys)
Behavioural analytics: clickstream, search, social, digital marketing
Structured and unstructured data
Advanced techniques now labelled as AI—from segmentation and marketing mix modelling to ML/NLP
I'm a practitioner of approaches like Holistic Marketing Analytics (integrated advertising and promotion measurement) and Customer 360 Analytics (unified customer data platforms and journey mapping)—methods that are now becoming industry standard, but which I was building years before they had names.
→ Beyond certifications, I try, test, and code. I don't just conceptualise. Theory without application makes me restless.
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My ability to identify root causes - and anticipate long-term implications - isn't something I switch on for client work. It's how I've always processed the world. I see systems where others see events. I notice what's missing as much as what's present.
This translates into strategies that don't just sound good—they work:
Restructured value propositions and go-to-market for consultancies navigating market shifts
Redesigned products and methodologies (integrated marketing planning, holistic search systems)
Adapted ways of working that accelerated time-to-market and commercial traction
Achieved 85% reduction in customer service calls by identifying systemic data flow issues others had missed
Reduced TV spend by 20% across 15 brand portfolios while maintaining baseline sales
Launched new products by surfacing emerging customer demands before competitors saw them
I continue to operate at the intersection of corporate innovation and startup acceleration with HEC Incubation and Acceleration Center, one of the top 5 Innovation Ecosystems in Europe according to the Financial Times.
My aim: maximise the success of startups and corporate innovators across a selection of programs by providing hands-on advisory to portfolio leadership. This means value proposition and growth, scaling and operational excellence, success metrics identification, and strategic prioritisation.
What I've noticed, working closely with founders under pressure: the strategic challenges are rarely just strategic. They're tangled up with how people process information, make decisions under uncertainty, and sustain themselves through the marathon of building something new.
(Photos of Georgina , COO of Akofresh @Women’s Forum 2024,
and Idir & Danna-Fé , Co-founders of Her Third Place @Vivatech 2025
with l’Oreal)
The deeper work
In recent years, I've become increasingly interested in how people—not just systems—transform.
Leaders navigating complexity. Founders scaling under pressure. High-performing professionals who've built impressive careers but sense that something isn't sustainable.
I've learned that the same pattern recognition that serves me in strategy also applies to people: what's really going on beneath the surface, what's being compensated for, where the hidden costs are accumulating.
This is why Aieutics now includes executive coaching alongside consulting—because organisations change when the people leading them change. And sometimes the most leveraged intervention isn't a new strategy. It's helping someone see clearly what they've been too close to notice.
What sets us apart
I go beyond surface-level symptoms to pinpoint real pain points: whether in digital transformation, product strategy, or customer experience.
I challenge assumptions. I uncover what's actually holding you back, not what's convenient to blame.
And I stay with problems longer than most people find comfortable. Not because I'm stubborn—because I've learned that the first answer is rarely the right one, and the real insight usually lives five layers deeper than where most analysis stops.
This isn't a style I adopted. It's how I've always worked. It just took me a while to realise it was a strength rather than a quirk.