Nikolina Čule

Nikolina Čule holds a PhD in Economics. Born on 9 July 1992 in Mostar, she completed her general and music education there before earning her bachelor's and master's degrees (bacc. oec., mag. oec.) at the Faculty of Economics, University of Mostar. In 2018 she enrolled in postgraduate doctoral studies at the same faculty and today holds a doctorate in economic sciences (dr. sc.). She is the author of several scientific papers and a regular participant at international academic and professional conferences, focusing on consumer behaviour, e-commerce, digital channels, and the impact of new technologies on consumers.

She gained her first professional experience in corporate banking (NLB d.d. Sarajevo), working in client management and business administration. Since 2016 she has led marketing at the family company Hercegovinavino d.o.o. Mostar as Marketing Coordinator & Retail Marketing Manager — responsible for consumer research, the development and implementation of trade and BTL strategies, assortment and promotional campaign management, and the alignment of sales and marketing goals. Since 2019 she has been the owner of Tena Co d.o.o., an independent marketing agency specialised in ecosystems for web shops.

Nikolina combines an academic approach with hands-on experience: she develops research-based brand and marketing strategies, runs digital and offline campaigns, analyses KPIs, and shares her knowledge through workshops and consulting. She is an active member of the eCommerce Association in Bosnia and Herzegovina, has completed numerous professional programmes and workshops, and is the mother of a daughter. She is available for talks, panels, and professional discussions with an emphasis on scientifically grounded marketing methods and applicable industry practice.