Aleksandra Knežević is Marketing Manager at KCM Financial Group and is responsible for developing and coordinating the company’s marketing function.

Before joining KCM she gained professional experience in industry, where she developed knowledge in marketing, communications and market positioning. Today she applies that experience at KCM, adapting it to the specifics of professional services and the company’s business goals.

Role at KCM

By introducing the marketing manager role, KCM took a further step in professionalising its market presence and developing a more systematic approach to marketing and client relationships.

Aleksandra coordinates activities related to brand positioning, digital marketing, content, communication and the development of the company’s marketing channels.

A distinct part of her role is connecting the specialist knowledge that exists inside KCM with the way it is presented to clients and the market — through digital channels, content, campaigns and clearer communication of the value the company provides.

Professional focus

Aleksandra’s focus is on building clear, professional and consistent communication for KCM, while connecting marketing activities with the company’s business goals.

She pays particular attention to the channels that matter most for KCM’s long-term development — the CRM system, the referral programme and improving the experience of existing clients.

An important part of her work is directed at further developing the quality of cooperation and the satisfaction of existing clients through more systematic relationship management, referrals and long-term communication with clients.

Areas of expertise

• Brand strategy and positioning
• Digital marketing
• Marketing communications
• CRM and client relationship management
• Referral programmes
• Developing the client experience
• Developing market presence