Jelena leads the Swiss-based LifestyleTech Competence Center on its mission to boost the Lifestyle-related industries (Fashion, Design, Food, Travel) through innovation. With her team, she connects the dots and enables cooperation among multinational brands, tech firms, start-ups and academic researchers.

With 15+ years of international business experience and a strong track record across the finance and fashion retail sectors, Jelena has lead marketing and strategic projects in more than 10 different European markets, including UK, Italy and Switzerland. She holds and MA in English Literature and an MBA in Banking and Financial Industries.