Meet Tanja Bulatovic, a dynamic CEO and founder with a passion for developing future leaders and empowering women around the world. With an MBA in International Marketing and a wealth of experience in leadership, Tanja has dedicated her career to breaking barriers and paving the way for others. In this exclusive feature, we explore Tanja's inspiring journey, her insights on female empowerment, and her commitment to shaping the next generation of leaders. Whether you're an aspiring leader or seeking motivation in your career, Tanja's story will leave you inspired and ready to take on the world.
1. What inspired you to embark on a career in international marketing and digital
transformation, and how did you transition from your early career to becoming a CEO?
I started my career in the hospitality industry, working in Food and Beverage management.
While I enjoyed my job, I became more interested in marketing and creating new ideas based
on market trends. I realized that marketing and PR were what I was truly passionate about.
In 2006, as technology started changing industries, I became more curious about how digital
transformation could help businesses grow. After the 2009 economic downturn, I faced some
challenges, both professionally and personally, which led me to pursue an MBA in Sweden,
focusing on International Marketing. My passion for marketing had already gained me some
recognition, so this felt like the right path. After earning my MBA, I looked for opportunities to apply my skills on a global scale. This led me to work with a well-known hotel chain in the UAE, a fast-paced market that constantly demands innovation. My experience there gave me valuable insights into international markets. Three years later, I became the Head of Abu Dhabi for a leading discount platform in the UAE. The company was young and dynamic, perfectly matching my desire to work in a fast-paced environment focused on digital growth. This role was key in helping me understand
digital transformation and its impact on businesses.
Throughout my career, I’ve been passionate about the effects of digital technology on society,
both good and bad. This passion has driven my interest in transformational coaching and
empowering women, areas where I feel I can make a positive impact by sharing my
experiences and encouraging others to embrace change. My varied experiences and love for innovation ultimately led me to start my own company. While I’ve worked with many great companies and leaders, I’m now excited to create something that reflects my vision for the future of marketing and digital transformation.
2. As someone who manages digital strategies within the Education Advisors Office at
ADEK, what are some of the most innovative apps and tools you've helped develop, and
how do they benefit parents and educators?
As someone who handles digital strategies at the Education Advisors Office at ADEK, I've
been involved in developing several innovative apps and tools. One of the most important
projects we're working on is a new parent portal and app. This is the first app of its kind
developed and managed by ADEK, and it's designed to improve communication between
parents and the education system.
The app allows parents to easily track their child's progress in school, get personalized
parenting tips, and find detailed information about their child's future educational
opportunities. These innovations not only improve the educational experience for students
but also help parents and teachers work together more effectively.
3. Can you share a challenging moment in your journey as an entrepreneur and how you
overcame it? What advice would you give to other female entrepreneurs facing similar
obstacles?
One of the hardest parts of my entrepreneurial journey was trying to start my own company
while still working a full-time job. Balancing a demanding career with the time, effort, and
discipline needed to build a business from scratch was really tough. I wasn’t financially
stable enough to fully dive into entrepreneurship at first, so I had to manage both, which
often felt overwhelming. There were times when I doubted if I could keep going, but what kept me going was a clear vision of what I wanted to achieve and a strong determination to make it happen. I had to be fearless in promoting and selling my product, constantly reminding myself that if I didn’t
believe in my vision, no one else would. One strategy that helped me was setting small, manageable goals each day. This kept me on track without feeling overwhelmed by the bigger picture. I also reached out to mentors and other entrepreneurs for support, which gave me valuable advice and encouragement. For other female entrepreneurs facing similar challenges, my advice is to stay strong and remember that every challenge is a chance to learn and grow. Don’t be afraid to promote your
product or service—believe in what you’re offering and show that confidence to others. Most
importantly, take it one step at a time and seek out a supportive network to help you through
the tough moments.
4. How do you balance your dual roles as CEO of your own venture and as a leader at
ADEK? What strategies do you use to manage your time and responsibilities effectively?
Balancing my role as CEO of my own business and as a leader at ADEK can be challenging,
especially when it comes to managing time. One of the biggest sacrifices I’ve made is cutting
back on leisure activities, like watching Netflix. Instead, I use that time to work on my
business. To succeed, it’s important not to delay important tasks. I use a to-do list to stay organized and make sure I know what needs to be done and when. I often work early in the morning or late
at night when it’s quiet and I can focus without interruptions.
As an entrepreneur, I can choose when to work and plan my schedule. But when working for
someone else, the schedule is fixed, and expectations are high. So, I have to plan carefully to
meet those demands while still growing my business. To handle both responsibilities, I focus on the most urgent and important tasks first. This helps me use my time where it’s needed most. I’ve also learned to delegate tasks and trust my team, both in my company and at ADEK, to keep things running smoothly even when I’m busy. For anyone in a similar situation, my advice is to be disciplined with your time, set clear priorities, and be willing to make sacrifices. The key is to stay focused on your long-term goals while managing your daily tasks effectively.
5. In your experience, what are the key qualities that make a successful digital nomad or
global entrepreneur? How can women harness these qualities to thrive in their own
careers?
To be a successful digital nomad or global entrepreneur, you need to be bold and unafraid to
ask for what you want. It’s important to stay eager to learn and always look for ways to adapt
to new trends. Resilience is key—the ability to face challenges and keep moving forward.
Women can build these qualities by finding mentors and connecting with other female
entrepreneurs. Don’t be afraid to reach out, ask questions, and learn from their experiences.
Knowledge is powerful, and while you learn a lot from your own experiences, learning from
others can be very helpful. Also, keep an open mind and always be willing to learn new things. Surround yourself with supportive people, stay curious, and keep growing.
6. What role does self-empowerment play in your leadership style, and how do you
encourage your team and clients to embrace their own journeys of self-discovery and
confidence-building?
With nearly 20 years of experience, I’ve had the chance to work with people from all walks
of life. This experience has taught me an important lesson: while we all share some
similarities as humans, each person is unique with different needs and goals. As a leader, it’s
important to take the time to understand what each person values and support them in
reaching their goals. Self-empowerment is central to my leadership style. I believe that gaining experience builds confidence, and most people want to improve but might be held back by fear, lack of knowledge, or not enough support. My approach is to challenge my team with small,
manageable goals that get tougher over time. This helps them build confidence and gradually
take on more difficult tasks. I aim to create an environment where the question isn’t ‘Can you do it?’ but rather ‘Do you believe in yourself enough to try?’. The results can be surprising. Even if we fail, we can learn from it and try again, doing it better or in a different way. By consistently showing that I believe in their abilities, I encourage my team and clients to embrace their own paths of self-discovery and confidence-building. For me, leadership is about helping others see their potential and empowering them to take bold steps toward their personal and professional growth.
7. How has your MBA in International Marketing influenced your approach to business
and leadership? Are there specific lessons or strategies from your studies that you’ve
applied in your work?
My MBA in International Marketing has greatly shaped how I approach business and
leadership. One key lesson I learned is the importance of understanding and adapting to
different markets. International marketing taught me to create unique strategies for each
market, taking into account cultural, economic, and social factors that influence consumer
behavior. Just as markets are different and behave differently, so do people. Markets are
ultimately driven by people's behavior, and understanding this connection is crucial to
success. Another important lesson was the value of making decisions based on data. During my MBA,
I learned how to analyze market data, spot trends, and use this information to make smart
business choices. This analytical approach has been key in shaping my strategies, whether
I’m launching a new product, entering a new market, or improving a business process.
The program also highlighted the importance of leadership that combines strategy with
empathy. I’ve applied this by developing a leadership style that focuses on both results and
people. I prioritize clear communication, understanding my team’s needs, and creating an
environment where innovation and collaboration can thrive.
Overall, my MBA gave me a strong foundation in marketing and strategic thinking, which
I’ve used throughout my career to grow businesses, lead with confidence, and recognize that
understanding both markets and the people within them is essential to driving success.
8. What trends do you see shaping the future of digital education and parental
engagement? How do you stay ahead of these trends and integrate them into your work
at ADEK?
The future of digital education and parental engagement is being shaped by a few key trends.
One major trend is the growing focus on personalized education, using digital tools to tailor
learning to each student's needs and interests. This also means giving parents customized
insights and resources relevant to their child's education.
Another important trend is the rise of AI and machine learning, which not only enhances
personalized learning but also provides valuable data to help educators and parents make
better decisions about a student’s progress. Social-emotional learning (SEL) is also becoming more integrated into digital platforms, recognizing that education goes beyond academics to support students emotional and social development, which is becoming crucial due to major technological advancements. To stay ahead, I focus on continuous learning and keep up with the latest research,
technology, and industry trends. At ADEK, we’re incorporating these trends by developing
digital tools that enhance student learning and empower parents. For example, we use AI for
more personalized communication with parents and data analytics to give them insights into
their child’s progress. We’re also exploring ways to include SEL in our digital offerings to
support the whole child. By staying proactive and integrating these trends, we ensure our educational initiatives meet the evolving needs of students and parents.
9: As a female world traveller and business leader, how do you navigate cultural
differences in your professional and personal life? Can you share any experiences where
cultural understanding significantly impacted your work?
Navigating cultural differences as a female world traveler and business leader has been both
challenging and rewarding. Understanding and respecting cultural nuances has been key to
building strong relationships and leading diverse teams. Each culture has its own values,
communication styles, and business practices, and recognizing these differences has helped
me adapt my approach. One memorable experience was working in the UAE, where I led a team from various backgrounds and multiple nationalities. I had to be mindful of different communication
styles, especially when giving feedback and delegating work. I was raised in Sweden and did
my bachelor’s in the Netherlands, where communication is direct, and there’s little hierarchy.
In these cultures, tasks are owned by individuals, and micromanagement is rare. However, in
other cultures, people may need closer oversight, regular feedback, and praise from their
managers. For many, their job title is a key part of their identity, while for me, it’s something
I do, not who I am. Understanding these differences helped me create an inclusive and
effective work environment. Traveling has also enriched my personal life, making me more adaptable and open-minded. These experiences have taught me the value of empathy and curiosity—approaching new cultures with a genuine interest in learning from them.
For anyone working globally, I recommend embracing cultural differences as opportunities
for growth. Take the time to listen, observe, and learn from others. This approach will help
you build stronger connections, avoid conflicts, and achieve more meaningful outcomes in
both your work and personal life.
10: What advice would you give to women aspiring to become leaders in their fields or
to start their own ventures? How can they effectively combine personal growth with
professional success?
My advice to women who want to become leaders or start their own ventures is to remember
that knowledge is power. Don’t be afraid to learn new things, whether through courses or by
talking to others. It’s also helpful to explore areas related to your field, even if they aren’t
directly connected to what you’re doing now—sometimes, unexpected knowledge can be
your biggest advantage. Growth is a continuous journey. Like a tree sheds its leaves and starts fresh, you can evolve and try new things while staying true to your core values and experiences. Personal growth and professional success go hand in hand; as you learn and develop new skills, your
confidence and abilities will also grow.
Stay curious, stay adaptable, and don’t be afraid to reinvent yourself when needed. Your
roots—your experiences, values, and passions—will always keep you grounded as you reach
for new goals.
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