My Story

From the slopes to strategy. Blending creativity, marketing, and brand development with an athlete’s mindset.

I grew up in Kranj, a small town in Slovenia surrounded by mountains, so outdoor sports became a natural part of my life. Skiing quickly became my main focus, leading me to a career as a professional alpine skier. For nearly two decades, I competed at the highest levels, representing Slovenia in the European Cup, World Cup, and the FIS World Ski Championships.

Competing at an elite level taught me discipline, persistence, and a results-driven mindset. These skills extend far beyond sports. It also shaped my approach to problem-solving and creativity, which naturally led me into marketing, branding, and digital projects. Just like in sports, I enjoy analyzing challenges, refining strategies, and finding innovative ways to connect with audiences.

Even after retiring from professional skiing, I’ve stayed connected to the sports world. As an Athlete Role Model at the Winter Youth Olympic Games, I mentored young athletes, helping them navigate both their sports careers and personal growth. I’ve also worked with the International Olympic Committee on fair play initiatives, advocating for integrity in competition. These experiences reinforce my belief in the power of strong storytelling, branding, and purpose-driven work.

Now based in Lausanne, I continue to explore new challenges, whether in creative projects, digital marketing, or brand strategy. And while I may no longer race down icy slopes, I still bring the same curiosity, precision, and drive to everything I do.

Sports & Community Initiatives