Between strategy and taste – a story of balance and identity

In a world where communication, positioning and perception have become just as important as the product itself, Sandra Manojlović has built her career on strategy, discipline and a clear vision.

As Marketing Director at ENTEXT, she plays a key role in shaping and leading the communication of a serious business system, while through her food profile CookOnTheBrightSide she reveals another side of her expression—one that is warmer, more personal and creative.

At first glance, these seem like two very different worlds. In practice, they are connected by the same principles: a sense of balance, aesthetics and authenticity.

At a time when authenticity and professional identity often seem at odds, Sandra Manojlović demonstrates that the two can not only coexist, but strengthen each other.

Between corporate strategy and personal creativity, between structured communication and a plate that tells its own story, lies a space where consistency becomes a personal signature. That is where the strength of her expression resides—in clarity, balance and the ability to carry both business and passion with equal conviction.

C.M: Where did you study and how did your formal education shape your path?

– My formal education began in economics, as I initially believed I would pursue a career in accounting and finance. However, it quickly became clear that my sensibility was much closer to communication, language and creative expression.

I was fortunate that someone recognized this early and guided me toward a path that felt more natural.

Today, I can say that, alongside formal education, it was practice that shaped me the most. This year marks ten years of my career in marketing, and I feel grateful to have discovered what I truly enjoy doing relatively early.

My first serious steps were in a marketing and PR agency, which was a valuable professional school for me. Working with different clients, industries and communication styles taught me flexibility, adaptability and quick thinking.

For me, the work environment has always been extremely important, as well as the people you learn from along the way. Mentors have had a significant impact on both my personal and professional growth, because I believe careers are not built only on positions and tasks, but also on people who guide, challenge and help you understand where you truly belong.

C.M: When did you join ENTEXT, and at what stage of your career?

– I joined ENTEXT seven years ago, at a point when I already had valuable experience from both a PR agency and a digital marketing agency. That period gave me breadth, dynamism and a solid professional foundation, but it also created a desire to become part of a system from within.

I didn’t want to be someone who observes and shapes communication from the outside—I wanted to be involved in building it, developing it and living it daily alongside the company and its management.

That is why ENTEXT felt like a natural next step. I wanted to be in an environment where marketing is not just support or a final layer, but a function that deeply understands the company—its people, processes, ambitions and direction.

I believe marketing cannot truly be effective unless it is present in every layer of a company. Only then can it reflect its rhythm, understand its values and communicate them authentically.

For me, this was one of the most important professional lessons—what it really means to be part of a system. It means understanding both the bigger picture and the details, connecting management, teams, the market and customers into clear and consistent communication.

After seven years, I can say that I have grown at ENTEXT both as a person and as a marketing professional. I’ve been fortunate to work with inspiring people, to have a great mentor, strong colleagues and an environment that constantly pushes you to grow. For me, this period has never been just about time—it has been a space for true professional development.

C.M: What was your key professional breakthrough there?

– The biggest breakthrough for me was when I stopped seeing marketing purely as an operational task.

At the beginning, you focus on execution—deadlines, campaigns, delivery. But over time, you begin to understand the bigger picture: why something is done, how marketing impacts business, and how important it is for communication to have both meaning and results.

That is where I believe I matured the most—learning to take on more responsibility, to be more flexible, to better understand people and processes, and to approach marketing with greater depth.

That growth was not only professional, but personal as well.

C.M: How much has working at ENTEXT shaped you as a PR and marketing professional?

– It shaped me significantly, because it was there that I began to understand marketing on a deeper level.

I learned that marketing should never be an end in itself—it must have a purpose, a function and a tangible contribution to the business.

This experience taught me discipline, consistency in communication and how to be both fast and thoughtful at the same time. It also showed me that creativity only matters when it has direction and is supported by structure.

Through this work, I gained a broader perspective—seeing marketing not just as communication, but as responsibility.

C.M: What has been the most challenging moment in your work when it comes to public communication?

– I wouldn’t say there was one defining moment, but rather an ongoing challenge—how to communicate the same essence to different people in the right way.

In marketing and communications, it’s not enough for a message to be good—it has to be adapted to the audience, their expectations, sensitivity and context.

Another challenge has been demonstrating that marketing is not just advertising or a “nice campaign,” as it is often perceived. It is much deeper—it involves understanding people, markets, brands and relationships.

That depth is what continues to inspire me.

C.M: How much does your love for food shape your daily life, and when did that passion become something you share through CookOnTheBrightSide?

– For me, food is much more than preparing a meal—it is ritual, enjoyment, aesthetics and a way to make everyday life more beautiful.

In that world, everything I love naturally comes together: creativity, detail, atmosphere, emotion and the desire to turn ordinary moments into something special.

For a long time, this was something personal, but over time it naturally evolved into something I wanted to share.

CookOnTheBrightSide was not a carefully planned project—it was simply a natural extension of who I am. Through it, I don’t just share recipes, but my experience of food, cooking and small rituals that bring warmth, beauty and character to everyday life.

C.M: Do you remember the moment you realized your content had a real impact?

– I realized it when people started sending me messages saying they had tried a recipe, bought something based on my recommendation, or felt inspired to enjoy cooking more.

That’s when you understand it’s no longer just content on a screen—it becomes part of someone’s daily life. And that, to me, is real impact.

C.M: How much do audience reactions influence your content today?

– They influence it, but they don’t define it.

Audience feedback is important because it shows what inspires people and what resonates with them. I like to listen, but not to shape everything around it.

Maintaining balance is key—between what people enjoy and what truly makes sense to me.

I don’t believe in content created just to “perform.” The best results always come from what you genuinely stand behind, because audiences can easily recognize authenticity.

C.M: How do you balance your professional role and your personal brand today?

– I don’t see them as opposites, but as two different expressions of the same person.

My professional role carries responsibility, structure and clarity, while my personal brand gives me freedom, spontaneity and space for personal expression.

What connects them are the same standards I apply to everything I do—to be thoughtful, high-quality and authentic.

That’s why I don’t feel a conflict between the two—only a natural balance.