Anita was born and raised in Vienna where her professional career started working for Hewlett Packard as Channel Manager for Eastern Europe. After moving to Croatia she further specialized in digital business, with now over twelve years of experience in various management and CEO positions in ecommerce industry working for leading regional online shops like Ekupi & Abrakadabra. From 01.09.2017 she joined SAP team as the Head of SAP Customer Experience for SouthEast Europe where she helps new and existing clients to enlarge their market share with higher digital approach throughout SAP innovative portfolio of solutions. She mainly works with clients to help them define digital strategy for omnichannel or multi channel retail players, market positioning and setting the business throughout the whole value chain with focus on grow large scale online businesses with high priority on maximizing profit, cost optimization, high operational efficiency in delivering results with a clear P&L mindset. All her strategies include end to-end customer journey approach with clear plans how to deliver a positive, meaningful customer experience , with unified 360-degree view of the cusotmer across all interactions.