Interview for InStore: Tanja Kovač, Consultant in Creative Marketing and Strategic Planning

In a world where marketing often feels like a chaotic string of tasks, Tanja Kovač brings order, clarity, and—most importantly—humanity. Her approach combines strategic thinking with creative execution, and through honest conversations with clients, she helps startups and small businesses not just communicate better, but grow smarter.

Today, we talk with Tanja Kovač, a creative marketing and strategy expert who has spent over a decade helping startups, small businesses, and solo entrepreneurs turn their ideas into tangible results. It’s hard to put Tanja into a single category. With a background in IT engineering, a Master’s in Graphic Technology, and expertise in digital marketing, she operates between Graz and Zagreb and has extensive experience working on international projects in SaaS, fintech, and AI industries.

Through her personal, clear, and strategic approach, she has helped numerous teams and individuals lay the groundwork for growth—without stress, confusion, or unclear steps. Through her project crnaovcaa.com, she supports small businesses in designing sustainable marketing strategies that make sense in real life—and in real markets.

For her, marketing isn’t just advertising—it’s a tool for clarity, focus, and connecting with the right people. She believes a good strategy doesn’t have to be perfect, but it must be honest and actionable.

In this InStore interview, Tanja shares her approach to working with clients, why marketing doesn’t (and shouldn’t) have to be perfect, and how she distinguishes herself as a consultant and brainstorming partner compared to traditional agency models. We also discussed the differences between the Croatian and Austrian markets, current marketing trends, and why small businesses often have more advantages than they realize.

How did your professional journey in marketing begin?

It actually started with curiosity. As a child, I loved watching TV commercials and imagined that one day I would create them myself. I’ve always been a mathematically and technically inclined person, so after high school, I studied computer science. That’s when I realized programming wasn’t for me—it was just a white screen, a lot of semicolons, and if one was missing, nothing worked. Creativity and web design felt much more natural.

After my undergraduate studies, I pursued a Master’s at the Faculty of Graphic Arts. I was fascinated by the connection between visual communication, technology, human behavior, and the psychology behind it. I quickly understood that marketing isn’t just advertising—it’s a combination of strategy, psychology, design, and sales.

After a few corporate roles and moving to Graz, I decided to work independently. For the past five years, I’ve been helping clients in Croatia, Austria, Germany, and beyond as an external consultant.

Today, marketing is my way of helping small businesses and startups grow—strategically, clearly, and authentically. While tools and trends are constantly changing, the human need for trust, connection, and value remains constant—and that’s where marketing truly becomes powerful.

What challenges do your clients usually face, and how do you work with them?

Most clients come to me feeling overwhelmed, unsure, or frustrated—whether because they aren’t seeing results from their marketing, or because their processes are disorganized. Often, they have all the resources—people, budget, ideas—but lack a clear plan or guiding thread. That’s where I step in as an “external brain,” helping to put everything in context and logical order.

Many don’t need an agency to execute operations—they want someone to think strategically and realistically within the framework of their market, budget, and goals.

Some clients hire me for a few hours of brainstorming to gain clarity, others for a full strategy, and some want me to lead their marketing as an external collaborator. Everything starts with an honest conversation—what’s bothering you, where you’re stuck, and what you need. Then, we build a system together, with realistic resources, clear priorities, and measurable KPIs. Clients get concrete, sustainable steps that help them progress without stress or confusion.

You mention that “marketing doesn’t have to be chaotic.” What does that mean?

Many entrepreneurs feel suffocated by marketing. They’re under constant pressure to post on social media, send newsletters, run ads, and follow trends—without a clear plan or sense of priority. My role isn’t to give them yet another list of tasks, but to pause and help them think about what truly matters. Through structured brainstorming sessions and strategic consultations, we identify the most important actions for their business at that moment.

This transforms marketing from a chaotic set of activities into a meaningful tool that genuinely supports business growth. There’s no more aimless “kicking the ball around”—only smart, focused work that delivers results. Clarity and focus free entrepreneurs and give them back control over their business.

What sets you apart from other agencies and consultants?

First, my approach is highly personalized, tailored to each client’s unique needs. I don’t believe in generic “copy-paste” solutions—they’re often ineffective. Every entrepreneur has a unique story, resources, goals, and challenges. My task is to understand that story in detail and create practical, realistic solutions.

Second, I work at the intersection of strategy, creativity, and emotion. Marketing isn’t just numbers and plans—it’s communication that must connect with people, build trust, and align a brand with its audience. Clients often say they feel safe working with me because I understand their fears, doubts, and real problems. That trust enables honest dialogue and successful collaboration.

Third, I work across two markets—Croatia and Austria—which gives me an international perspective. I can recognize the nuances of each market and adapt strategies to perform best in context. Austrian clients value precision, structure, and long-term planning, while Croatian entrepreneurs often prefer speed, flexibility, and creativity. Combining these approaches allows me to offer clients a balance of order and innovation.

Why “crnaovcaa.”? What does the name mean in a business context?

The name “crnaovcaa.” comes from my personal experience—I’ve often been the one who thinks differently, questions decisions, and seeks deeper meaning, even if it means not fitting established models. I’m not the type to follow trends blindly.

Being the “black sheep” doesn’t mean opposing everything—it means having the courage to think differently, ask the right questions, and find solutions that truly work for the project, team, and market. This approach helps clients break free from the “do what everyone else does” cycle and find their authentic path to success.

I use the crnaovcaa. brand for the Croatian market, while internationally I operate under my own name, clearly separating local, personalized consulting from my broader international work.

You have experience in both Croatia and Austria. How do the markets compare?

In Austria, where I’ve been based for five years, I mainly work with tech and AI startups whose innovations reach international markets. My role is often external marketing or project manager, particularly for product launches and campaigns. Here, marketing is closely tied to lead generation and business development—it’s not about traditional promotions but about creating real opportunities for growth.

In Croatia, I mostly work with small and medium businesses, startups, and tradespeople who need a strategic marketing approach. My focus is on connecting marketing, sales, and business development, especially for companies with sales teams that lack coordination or long-term strategy.

Across both countries, the challenges are similar: lack of time, too many parallel tasks, and no clear strategy. That’s where I step in—as a partner who builds structure, sets priorities, and keeps focus on what truly drives growth.

You’ve worked in both large corporations and startups. What’s the main difference in marketing approach?

The biggest difference is how marketing is perceived and used within the organization.

In large corporations, marketing, sales, and business development are separate departments with their own budgets, goals, and processes. Communication is limited, and structure can slow down quick changes.

In small businesses and startups, boundaries are blurred, and teams often work together at the same table. When marketing is used as a growth tool, not just for “flyers” or social media posts, the results are far more tangible. That’s why I emphasize the connection between these functions—everyone needs to be aligned for marketing to create real impact.

You emphasize connecting marketing, sales, and business development. Can you explain with an example?

Think of marketing, sales, and business development as the three legs of a table. If one leg is shorter, the table wobbles. If one is missing, it falls. Marketing without sales insights doesn’t know what resonates. Sales without marketing support lacks tools to communicate value. Business development can’t generate opportunities without both.

In smaller companies, I often literally sit down with the founder, sales lead, and marketing person—and for the first time, they hear each other. That’s when real change happens. My role is like a translator, ensuring everyone understands who does what, why, and how it all creates bigger impact.

What do you consider most important in marketing, regardless of company size?

Marketing must always be tied to business goals. Without clear objectives—whether increasing revenue, entering new markets, launching products, or building trust—you can’t measure success.

I’ve seen many campaigns that looked great and had engagement but didn’t impact the business. Marketing isn’t there to look pretty—it’s there to help your business grow sustainably. When strategy, execution, and measurement align, marketing becomes a powerful tool, not just a cost.

What are the biggest challenges for small businesses in the region right now?

The biggest challenge is too much and too little focus.

Prices are rising, budgets are limited, and markets change fast. Everyone feels pressured to be everywhere—TikTok, newsletters, podcasts, events—without enough resources or knowledge. Small entrepreneurs often juggle everything themselves and lose direction chasing trends.

My advice: pause, assess where you are, identify who you want to help, and pick one channel where you can be consistent. Smart, aligned marketing that matches your capacity is far more effective than trying to do it all.

What do you think are the biggest challenges for small entrepreneurs in the region, considering market and economic trends?

Honestly? The biggest challenge is too much of everything, and too little focus.

Prices are rising, budgets are limited, and markets are changing fast. At the same time, everyone feels pressured to be everywhere—TikTok, newsletters, podcasts, events…—often without having the resources or knowledge to keep up.

Small entrepreneurs usually find themselves doing everything alone or with a tiny team. It’s easy to lose direction, chasing the latest trends instead of focusing on what actually delivers results.

That’s why I always suggest: pause, take stock of where you are, identify exactly who you want to help with your product or service, and pick one channel where you can be consistent. There’s no need for “big” marketing—just smart marketing that fits your capacities.

You’ve worked in both large systems and with solo entrepreneurs. What are the key differences in marketing for corporations versus small businesses?

In large systems, you often have a clear strategy, a team, a budget, processes… but everything moves slowly. Every change requires meetings, approvals, presentations, additional testing… which can be frustrating when you know a change could bring results immediately.

With small businesses, it’s completely different—everything is fast, agile, often intuitive. I love this because you can see the impact right away. Something we agree on today, we can start testing tomorrow and see market reactions immediately.

What small businesses often lack is structure—knowing what to measure, how to set priorities, and how to automate processes without burning out. That’s where I step in—I bring knowledge from the corporate world, adapted to their way of working. I don’t push “big solutions” on small businesses. My goal is always to find what works for the specific business—regardless of its size.

One phrase I often tell clients: “You don’t have to do everything everyone else does—you need to do what makes sense for you and your market.”

What role does technology play in your work, especially AI?

A huge role. AI has become my everyday partner—I use it for market analysis, research, idea development, and even task organization. But I always emphasize: AI is a tool, not a solution. When you know what you’re doing and what you need, AI can save hours of work and speed up processes. But if you use it blindly, just to “generate content,” communication can quickly become generic, lifeless, and inauthentic.

The clients who achieve the best results are those who use technology wisely—as support for their strategy, not a replacement. That’s where creativity, experience, and the human touch become key. Without them, even the best tools can’t help.

How do you measure campaign success?

For me, success is never just about clicks or impressions—that’s superficial. The real question I ask clients is:
“Did this campaign help you take a concrete step toward your business goal?”

Did you get more inquiries? Did you attract the right client? Did people better understand your value? Did your content make sales easier or build trust? Only then do the numbers make sense.

Of course, we track technical metrics too—conversions, opens, ROI—but always in connection with real business outcomes. Marketing should never be “decoration”; it’s a practical tool that supports sales and business growth.

I often see companies separate marketing from sales and business development, as if they’re unrelated. In reality, they’re three sides of the same story. When marketing is based on a sales plan and business strategy, campaigns are more concrete, persuasive, and deliver real results.

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Do you have advice for entrepreneurs considering investing in marketing?

Three key tips I always share:

1. Start by asking: What do I really want to achieve?
   If you don’t know your goal, everything will seem like a good idea—Facebook ads, events, influencers… but maybe you don’t need any of it. Focus only comes when you know where you’re going.

2. Don’t wait for the perfect moment.
   Marketing is a process. Every small step, every tested content piece, every feedback helps you develop and communicate more clearly.

3. Surround yourself with people who listen, not just sell ready-made solutions.
   Every business is unique and deserves a strategy tailored to its resources, audience, and communication style. My role isn’t to sell “off-the-shelf solutions,” but to co-create something that truly works for you.

What advice would you give small and medium businesses trying to navigate today’s digital world, especially if marketing feels overwhelming?

Don’t try to be “everywhere.” It’s better to focus on one or two channels you truly understand and can manage well than to spread your energy thin. Find your authentic voice and don’t speak like everyone else. Marketing isn’t something you do once and forget—it’s an ongoing process, an investment in communication and building long-term customer relationships.

If you ever feel overwhelmed, don’t hesitate to seek advice. But choose someone who helps you clarify your position and opportunities—not someone selling generic solutions. Marketing doesn’t have to be a burden; approached strategically, it can become a powerful tool that works for you.

Start with what you already have, think about who your best customers are, and how you can genuinely help them. Sometimes, one honest, focused conversation brings more clarity than months of “googling” and trial-and-error. That’s where I come in—to be your partner, not just another “expert” handing out cookie-cutter advice.

How do your brainstorming consultations with clients work?

Clients often say I help them “bring order to chaos,” which really sums up my approach. Together, we break down big challenges into smaller, actionable steps—without jargon or empty phrases, but concrete and applicable.

Each session is tailored to the person and their current situation. There’s no universal plan. Sometimes we focus on strategy, sometimes content, often on internal blocks holding growth back. What’s crucial for me is that the client feels heard, safe, and supported. When they can honestly express their challenges, we find real solutions. I don’t come with ready-made answers—I come as a partner in the process.

What does working with you look like?

It always starts with honesty. I listen—where they’re stuck, what they’ve tried, what frustrates them, and what excites them. There are many layers: sometimes the problem is positioning, sometimes messaging, sometimes everything is fine—they just need confirmation and concrete guidance.

Together we analyze their current situation, define priorities, and decide on actionable next steps—without fluff or unnecessary complexity. Often I hear: “Finally, this makes sense.”

Sometimes one session is enough. Other times, it evolves into a deeper collaboration: multi-phase consultations, team training, offer structuring, or long-term mentorship. I adapt to needs, but always stay practical and focused.

What types of clients do you enjoy working with most?

I love working with people who have a good idea but currently feel a bit “chaotic.” They’re motivated but lack structure, focus, and someone to pull them out of the daily task whirlwind. That’s when we build a clear story and concrete plan together.

I work with solo entrepreneurs, small and medium companies, startups, and larger systems needing an external perspective. I’m particularly drawn to B2B models, SaaS, fintech and AI solutions, engineering, construction, and electrotechnics—industries where having a “nice brand” isn’t enough; you need to clearly communicate real value and solutions.

I’ve led international campaigns for a leading global software provider in industrial automation, learning how to combine complex products, long sales cycles, and technical contexts with clear strategic communication. While I haven’t worked directly in food brands, many challenges are similar—lack of focus, operational pressure, and the need for realistic, actionable strategy aligned with business goals.

I’m also drawn to psychotherapy, coaching, and education—fields I personally explore and enjoy. I love working with people and teams who help others grow or create concrete technical solutions that impact daily life. In all of these, there’s huge potential for clearer communication and strategic marketing that feels authentic, not pushy.

My favorite clients are those who don’t look for a magic wand but want a thinking partner. Open-minded, curious, growth-oriented people—because that’s where the best results come from. I love creating from scratch or from chaos. Being involved in strategy, creative development, innovation, and new technologies—this combination is the strength of my work. I help clients turn chaos into clarity and ideas into concrete, functional results.

Which marketing trends do you see as important for entrepreneurs in 2025?

In 2025, I notice a growing focus on authenticity and sustainability, especially in B2B. People want to work with brands that have a clear stance, communicate purpose, and are consistent. AI tools are changing how we create content and track data, but human creativity and strategic thinking remain irreplaceable.

Local presence and trust are also key—entrepreneurs who nurture personal relationships and reputations in their community have a significant advantage.

And which trends do you see as key for the coming years?

We are returning to the basics: authenticity, clarity, and human connection—building a community around your brand. AI will certainly speed up processes, but what will truly set brands apart is the ability to tell stories that touch people and resonate with them.

The trend of fractional marketing is also growing—that’s when experienced marketers work with companies as an external team, on demand. This is ideal for small businesses that want top-level expertise but don’t have the resources for a full-time employee.

Currently, I notice several strong trends that are also shaping local markets:

• Personalization and empathy — people no longer want just advertising; they want content that truly understands them and solves their problems.

• Micro-brands and authenticity — smaller brands that communicate honestly and locally build lasting trust.

• Consultative selling — especially in the B2B sector. People want a partner and advisor, not just a salesperson. There is great potential here for small companies that know their market well.

Comparing Croatia and Austria, I notice that digitalization is happening faster in Austria, and clients are more demanding. On the other hand, Croatia has excellent products and services, but often lacks visibility and a clear sales strategy. That’s where real difference can be made.

Finally, what motivates you most in your work?

I love the moment when a client says during a meeting: “Now everything is much clearer to me.”

That feeling of helping someone see the bigger picture, recognize what they truly need, and spark a change they desperately required—that is my greatest motivation.

I don’t do this work for perfect campaigns or impressive numbers. I do it for real, visible progress that emerges through honest conversations, strategic thinking, and collaborative work.

That process, that human connection, and the sense of growing together—that is what drives me every day.

Tanja Kovač proves that marketing doesn’t have to be “big, loud, and complicated” to be effective. With a personalized approach, clear strategy, and warm communication, she helps entrepreneurs on both sides of the border simplify their marketing processes and build strong, authentic brands. Whether you operate from Zagreb or Graz, with Tanja’s support, your story can find the right direction and real growth potential. Learn more at www.tanjakovac.com or visit her creative corner at www.crnaovcaa.com.