Jasmina Koprivica is a digital media and innovation consultant with more than two decades of experience building and leading digital products for major publishers and independent newsrooms.
Her work rests on three pillars: a clear strategy and product, teams that know exactly what they’re doing, and decisions grounded in data. In practice, this means precise brand positioning, defined content pillars and channels, solid SEO and UX principles, and measurement frameworks that truly serve both the newsroom and the business. It also includes the responsible use of AI, from ideation and summaries to headlines, visuals, and operational tasks, to speed up workflows and raise quality without compromising ethics or audience trust.
She has contributed to numerous projects that have shaped the local digital landscape: at Blic.rs (Ringier), where since 2006 she led the digital newsroom and positioned the site as the most-read in Serbia; at B92.net and Prva.rs, where she led the repositioning of the digital product, managed large multidisciplinary teams (editorial, web development, marketing), and unified planning so TV and web content functioned as one. At Euronews.rs, she helped launch the local digital platform in line with international brand standards, set the content and distribution strategy, and trained the editorial staff. At BloombergAdria.com, she worked on the development of the digital product for business news, audience growth strategy across web, mobile, and social, and the integration of broadcast and digital output. With TV Arena Sport, Telegraf.rs, Kurir.rs, and others, she led projects focused on audience growth, video verticals, and ad-inventory optimization.
Through her work with IREX and Internews, she has supported many local media outlets across the region in strategy, operations, and digital transformation, including Vreme.com, 021.rs, Glas Šumadije, Oslobodjenje.ba, Nezavisne.com, and Vijesti.me. As a consultant, she helps clients connect TV and web newsrooms, design formats that naturally travel from screen to screen, and establish distribution that drives real results.
Her working method is consistent: a concise diagnosis of where the brand stands today, a focus on what can change in the next three months, and a plan the team can implement immediately complete with calendars, templates, checklists, and clear KPI frameworks. The outcomes she targets are a sharper product, consistent content, faster time-to-publish, higher engagement and traffic, more stable monetization, and a team that delivers confidently and responsibly every day. In her practice, she is committed to mentorship and a style of leadership grounded in respect and empathy.