Dusko Koricanac, Marketing Expert in Subotica, Vojvodina, Serbia
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Dusko Koricanac

Verified Expert  in Marketing

Bio

Dusko is an accomplished chief marketing officer with 15 years of expertise in digital marketing and driving scalable growth. A proven leader, he excels in guiding teams toward tactical excellence and delivering impactful solutions. With a keen focus on efficiency, Dusko combines data-driven insights with intuitive decision-making, consistently achieving outstanding results.

Project Highlights

Online Store Revenue Increase
Created a marketing strategy and built and led a team of field specialists, ensuring the increase in key KPIs. Grew total revenue by 31%, with a 12% increase in website sessions, a 7% rise in orders, and a 4% improvement in average order value.
Email Marketing Strategy
Implemented an email marketing strategy that applied best email practices, growing revenue by 51.74% at the end of 2024 compared to the previous year.
A/B Testing and RPS Increase
Engineered an A/B test that decreased the bounce rate on the home page by 19.58% and increased revenue per session (RPS) from $1.34 to $2.50.

Expertise

  • B2B Marketing
  • B2C Marketing
  • Conversion Rate Optimization (CRO)
  • Email Marketing
  • Leadership
  • Marketing Strategy
  • SaaS
  • eCommerce

Work Experience

Fractional CMO

2023 - PRESENT
Freelance Clients
  • Grew Swanwick Sleep online store's total revenue by 31%, with a 12% increase in website sessions, a 7% rise in orders, and a 4% improvement in average order value (AOV).
  • Created an email marketing campaign that increased revenue by 51.74%, new subscribers by 38.75%, and newsletter clicks by 205.71%, as well as decreased spam complaints by 9.09%.
  • Conducted A/B tests for Swanwick Sleep that yielded an expected annual revenue increase of 17.64%.
  • Implemented a new social media strategy for Facebook, Instagram, and TikTok, leading to a revenue increase of 67.1%.
  • Headed the marketing team, fostering a culture of innovation, collaboration, and excellence.
  • Provided mentorship to team members, encouraging professional growth and skill enhancement.

Operations Manager

2022 - 2023
Smart eStrategy
  • Handled all aspects of business operations in the marketing agency.
  • Managed the company's budget, analyzing and monitoring costs closely.
  • Engineered an A/B test that decreased Hiccapop.com's homepage bounce rate by 19.58% and increased revenue per session from $1.34 to $2.50.
  • Identified systems that required implementation or improvement and conducted the appropriate actions.
  • Gathered metrics and reported results to the agency's owner for informed real-time decision-making.
  • Implemented Agile principles and values to efficiently manage the agency's data and records.

Marketing Lead

2020 - 2022
Fortunian
  • Boosted the major KPIs for PDF2XL.com in the 1st quarter of 2022, increasing gross revenue by more than 16%, monthly recurring revenue by more than 14%, and number of orders by over 12%.
  • Engineered A/B tests and increased clicks-to-checkout by 35.06% for PDF2XL.com.
  • Designed a marketing business model for PDF2XL.com, including segmentation, auto-pilot campaigns, paid ads, SEO audits, corrections, and intent-based search optimization.
  • Examined shelfgenie.com's sales funnels and improved the conversion rate of appointment requests from 2.42% to 4.97%, with a projected increase in sales of 9% per year.
  • Offered coaching to Jscreen.org by holding live training sessions and writing standard operating procedures (SOP) files.
  • Orchestrated a smooth offboarding process for IAHP.org, ensuring maximal client satisfaction.
  • Redesigned IAHP.org's sales funnel and optimized the lead magnet pages.
  • Implemented abandoned cart email campaigns with order recovery rates of 20.90% for jscreen.org and 17.74% for PDF2XL.com.
  • Diagnosed Miamiadschool.com's issues, remodeled its processes, and enhanced the efficiency of the program application funnel for different school locations.

Marketing Specialist

2012 - 2020
Freelance
  • Designed and implemented an upsell campaign that resulted in an annual sales increase of 12% for Laurenbrookecosmetiques.com.
  • Created a segmentation funnel for the 15 million contacts of Oteccorporation.com, from initial outreach to sales.
  • Coordinated projects from start to end on 22 different accounts for Dappercodes.com, ensuring client satisfaction.
  • Led a team of copywriters, traffic managers, and funnel builders to set up online stores and implement marketing campaigns for 25 businesses.
  • Educated and mentored 21 Infusionsoft (Keap) users for Ezyva.com.

Marketing Specialist

2009 - 2012
iGaming and Gambling Clients
  • Worked as a betting advisor for the AsianConnect syndicate and private investors, ensuring the long-term ROI goal of 8%.
  • Acted as an affiliate manager for Noxwin Poker, organizing the online poker tournaments and executing the global marketing efforts in the local market.
  • Managed the website and social media for NaseKladjenje.com and Gambling4Glory.co.uk, building strong betting communities and establishing a network of tipsters in the UK and Serbian markets.
  • Attended the Serbian Super League football matches and provided live data as a live scout for Sportradar.
  • Wrote content for betting websites and translated it from English to Serbian.

Project History

Online Store Revenue Increase

https://drive.google.com/file/d/1ikq-Est_xG6Y0XzdDPsz2ltZualgKv3w/view?usp=sharing

Created a marketing strategy and built and led a team of field specialists, ensuring the increase in key KPIs. Grew total revenue by 31%, with a 12% increase in website sessions, a 7% rise in orders, and a 4% improvement in average order value.

In January 2024, I joined the eCommerce brand Swanwick Sleep as a marketing manager. Their flagship product, blue light-blocking glasses, could be seen on top athletes worldwide, including Tottenham Hotspur, Minnesota Vikings, New Orleans Pelicans, etc.

I implemented the internal processes to enhance efficiency, completed the team by hiring additional contractors, and established the specific goals for 2024. Our primary marketing channels were email marketing, paid ads (Google and Facebook), social organic (Facebook, Instagram, and TikTok), and affiliates. I implemented an analytic approach and also ran a series of A/B tests.

As a result, the brand owner's annual goal of 10% was easily overachieved.

Email Marketing Strategy

https://drive.google.com/file/d/1eavmqSMHSs7lh3TuUo2c4D_bP2SH7eaK/view?usp=sharing

Implemented an email marketing strategy that applied best email practices, growing revenue by 51.74% at the end of 2024 compared to the previous year.

In January 2024, I accepted the offer from the brand Swanwick Sleep to analyze their marketing initiatives and improve results. My goal was to prioritize initiatives by their impact on revenue, fix them one by one, scale up, and then hire and train a junior to take over.

I took accountability for email marketing and spent three months implementing the best email marketing practices. I started with list cleaning and database segmentation, then created a promo plan for the entire year and set the targets by quarters and months. I crafted a professional-looking email template and improved the content and graphics quality. Additionally, newsletters were implemented, and the existing flows were improved through email automation.

A/B Testing and RPS Increase

https://drive.google.com/file/d/164uFPFP-sEYcwNMH7n9J5MeLYMTQEiEk/view?usp=sharing

Engineered an A/B test that decreased the bounce rate on the home page by 19.58% and increased revenue per session (RPS) from $1.34 to $2.50.

During the SEO audit for the brand Hiccapop, I noticed that the bounce rate for mobile users on the home page was significantly higher than for desktop users. I conducted thorough research to analyze the cause of this discrepancy. I discovered the reason was the content block on the top of the page and the inability to see products without scrolling.

I hypothesized around that and created an A/B test where a test variation showed products on top and content moved down. The results were successful: the bounce rate for mobile users improved by 19.58% and the change also improved the revenue per session (RPS) from $1.34 to $2.37. Considering the unusual increase, I ran a validation test; it showed an even higher increase to $2.50.

A/B Testing and Clicks Increase

https://drive.google.com/file/d/1V0WyM8SSRaW2hRs80sHtVVj8yRnWumPP/view?usp=sharing

Engineered an A/B test that increased the number of clicks from the pricing page to "add to cart" by 35.06%.

Based on a quantitative analysis showing lower conversion rates from the pricing page compared to industry standards and the visual observation of the page elements, I created a hypothesis around the text block at the top as a possible cause. With that text block at the top of the page, product names and main call-to-action (CTA) buttons were only visible when scrolling on regular laptops. Since CTA visibility is one of the leading marketing postulates, I created my hypothesis around it. The variation page eliminated the text block and offered products and prices at the top of the page. As a result, after 1,000 unique visits to each variation, the number of button clicks increased by 35.06%.

Conversion Rate Optimization and Revenue Increase

https://drive.google.com/file/d/156LpdXvpHdaww4ZP08UmgildKeSuAayF/view?usp=sharing

Implemented conversion rate optimization (CRO) as a discipline, designed and ran multiple tests, resulting in an estimated revenue increase of 17.64% annually.

As a marketing manager at Swanwick Sleep, I implemented an analytical approach to marketing and CRO as a separate discipline. The key criteria for every test were the significant impact on revenue, easy implementation, and precise tracking. The process started with analyzing the data and creating a hypothesis, then designing the variants, starting the test, and eventually analyzing the results after collecting the solid sample. All tests were well documented (link above).

SEO Strategy and Organic Traffic Optimization

Implemented a successful SEO strategy based on technical optimization that increased organic traffic share from 12.59% to 23.16%.

This project involved working on a SaaS brand, PDF2XL, to analyze SEO efforts. After discussions with the brand owner, I learned that SEO had been deliberately neglected.

I tested a stereotype, performed an SEO audit, implemented a technical optimization, and deployed one brand new comprehensive content strategy. After only two months, the website's organic traffic share increased from 12.59% to 23.16%. Also, the number of organic leads compared to the same period in the previous year increased by 43.87%.

Education

1999 - 2005

University Graduate Diploma in Marketing Management

Faculty of Economics in Subotica, University of Novi Sad - Subotica, Serbia

Certifications

JULY 2019 - PRESENT

Optimization and Testing Specialist

DigitalMarketer

JUNE 2019 - PRESENT

Certified Search Marketing Specialist

DigitalMarketer

JANUARY 2019 - PRESENT

Certified Analytics and Data Specialist

DigitalMarketer

NOVEMBER 2018 - PRESENT

Certified Customer Acquisition Specialist

DigitalMarketer

SEPTEMBER 2018 - PRESENT

Direct-response Copywriting Specialist

DigitalMarketer

JUNE 2018 - PRESENT

Certified Customer Value Optimization Specialist

DigitalMarketer

APRIL 2018 - PRESENT

Certified Email Marketing Specialist

DigitalMarketer

MARCH 2017 - PRESENT

Certified eCommerce Marketing Specialist

DigitalMarketer

Skills

Core

Email Marketing, Marketing, Marketing Strategy, Marketing Operations, Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), Marketing Automation, B2C Marketing, Email Marketing Automation, Affiliate Marketing, Search Engine Marketing (SEM), Digital Marketing Strategy, Content Marketing, Copywriting, A/B Testing, SEO Content, Content Strategy, Digital Marketing, Funnel Marketing, Lead Generation, Product Marketing, Marketing Leadership, Google SEO, Marketing Analytics, Social Media Strategy, Go-to-market Strategy, Omnichannel Marketing, Paid Advertising, SEO Tools, Web Marketing, Content Marketing Strategy, Keyword Research, SEO Backlinking, Blogging, Inbound Marketing, Email Campaigns, Google Paid Ads, Marketing Technology (MarTech), Ad Campaigns, Content Creation, Sales, Funnel Optimization, On-page SEO, SEO Keyword Research, Social Media, Brand Marketing, Channel Strategy, SMS Marketing, Marketing Mix, Return on Ad Spend (ROAS), Cold Emailing, Marketing Campaigns, Landing Pages, SEO Audits, Campaign Management, Funnel Analysis, Facebook Ads, Google Ads, Agile Marketing, Community Management, Social Media Marketing (SMM), Performance Marketing, Influencer Marketing, Market Research & Analysis, LinkedIn Marketing, Social Media Management, Pay-per-Click (PPC), Media Buying, Growth Hacking, LinkedIn Ads, Pinterest Marketing

Platforms & Tools

Keap, ActiveCampaign, Klaviyo, Asana, Marketing Platforms, CRM Systems, Google Analytics, Mailchimp, Triple Whale, Monday.com, HubSpot, HubSpot Marketing Hub, X (formerly Twitter) Marketing

Business Models

Software as a Service (SaaS), B2B, B2C, SaaS, SaaS Product Marketing, Business to Consumer (B2C), Business Models

Technical

Google Search Console

Other

ClickUp, Slack, Zapier, Leadership, Mentorship & Coaching, Project Management, Analytics, Campaigns, B2B Marketing, Client Management, Mentorship, Marketing Management, Budgeting, Account Management, Sales Funnel, Customer Relationship Management (CRM), Gambling, Customer Acquisition, Optimization, Email Marketing Strategy, eCommerce, Split Testing, Organic Content Marketing, Growth Marketing, Startups, Lead Marketing, Leads, Consulting, Strategy, Reporting, Shopify SEO, Data Collection, Event Management, Event Planning, Digital Newsletters, eCommerce Marketing, Sales & CRM Platforms, Shopify Marketing, Team Management, Sales Effectiveness, Keyword Analysis, Dashboards, B2B Lead Generation, Conversion Rate, Data Analysis, Data Analytics, Landing Page Optimization, Article Writing, Direct to Consumer (D2C), Growth Strategy Consultants, Website Optimization, Buyer Personas, Growth Strategy, Business Proposals, Pitch Decks, Presales, Google Optimize, Digital Strategy, Nutrition & Supplements, Website Audits, Business Development, Events, Email Design, Email Content, Execution, Hotjar, Marketing Attribution, Web Analytics, SaaS Sales, User Experience (UX), Meta Ads, Product Listings, PPC Campaign Management, Marketing Channel Strategy, Sales Pages, Content Audits, Website Traffic, Team Leadership, Product Launch, Market Research, Product Management, Outbound Marketing, Raw Data Analysis, Digital Agencies, Key Performance Indicators (KPIs), eCommerce Strategy, Shopify, WordPress, Economics, Startup Marketing, Operations, Risk Management, Content Writing, Paid Media, Distribution Operations, Event Marketing, Minimum Viable Product (MVP), Market Fit, Solution Design, Quality Assurance (QA), Regulatory Compliance, Amazon, Technical Writing, International Payments

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