Fifteen years in, working the way I always wanted to.

I'm Ivica Panic. I've spent fifteen years in digital marketing, growth, and performance — in-house and agency-side, across B2B, SaaS, fintech, and e-commerce. Along the way I've managed SEO and paid media, built sales funnels and automation, set up the tracking and analytics that tell you whether any of it is working, and turned that data into decisions.

Why I work solo

The best work I've done happened when one experienced person could see the whole funnel and act on it — not when a strategy passed through three layers before anyone touched the account. Working independently means you get that person directly. I take the brief, do the work, and stay accountable for the result. Nothing gets lost in translation between the people who sell and the people who deliver.

How I think about growth

Marketing budgets leak. Traffic arrives and doesn't convert, spend goes to channels that look busy but don't return, and tracking quietly reports the wrong numbers. My job is to find those leaks first and fix the fundamentals before scaling anything. Boring, measurable, compounding — that's the goal, not a burst of activity that looks good in a monthly deck.

The practical details

I'm based in Serbia and work with clients worldwide in English. I take on a small number of engagements at a time — retainers or defined projects — so the work stays hands-on. When agencies need extra depth in funnel, analytics, or paid media, I also work white-label behind the scenes.

For what I'm working on now — and the full history and project list — follow me on LinkedIn.