Branislav Zobenica

Branislav Zobenica

Group Director for Technology and Transformation

Sport Vision Group
Sport Vision, a leading sports retailer in the Balkans, has embarked on a digital transformation journey, leveraging technologies to enhance CX

As Group Director for Technology and Transformation at Sport Vision, Branislav Zobenica holds a critical role in shaping the company's digital strategy and guiding its evolution. “I'm responsible for the strategy of digital transformation and choosing the right technology," he explains. “And besides that, how the company will transform further.”

Zobenica's path to this influential position began nearly two decades ago as an IT consultant implementing systems for various organisations. He swiftly progressed into project management, honing his expertise in steering complex initiatives and fostering collaborative teams. This early career experience laid the foundation for leadership roles at companies like NIS Gazprom Neft and Schneider Electric, before he earned the opportunity to return as CEO to the firm M&I Systems, where his career began.

Sport Vision Group: A commitment to growth

In 2018, Zobenica joined Sport Vision, bringing with him invaluable insights from his prior consultancy work with the organisation. “Sport Vision was already a big company but was just starting to go a bit more with advanced technologies,” he explains.

Zobenica's decision to become part of Sport Vision's journey was motivated by the company's commitment to growth and its recognition of technology as a critical enabler. “They stated pretty clearly to me ambitions that they want to be a huge, international company doing really great things and that they really believe that technology is a crucial part of what they want to achieve.”

In his current role, Zobenica finds immense fulfilment in collaborating with talented individuals united by a shared vision. "What I am most excited about each day is working with great people. So really, the overall atmosphere in the company is about "let's do great things.”

He also values the autonomy and trust afforded by Sport Vision's leadership. “We are pretty aligned with the results we have to produce, but how we will do that is up to us. So we have the freedom to choose the best way to move the company further.”

Beyond his corporate responsibilities, Zobenica serves as the president of the Project Management Institute chapter in Serbia, a volunteer role enabling him to share his expertise and promote professional growth within the community. He is also a keen triathlete.

Keeping up with the pace of change

Amid rapid pace of change in the technology world, Zobenica cites “keeping up the pace with everything that's happening around us” as a significant challenge. “You need to step first, and often that means stepping into the dark.”

Another vital aspect is cultivating an adaptive workforce. “Helping employees to go through those changes in the right way is the real challenge. And when you know that it is whichever kind of technology you're going to implement, it's still up to people – that’s when you realise how critical that part of the puzzle is for overall success.”

To encourage successful transformation, Zobenica’s leadership philosophy emphasises empathy and active listening. “I think that I have the skill or quality to take other people's shoes in terms of taking their perception and seeing how they are seeing things. 

“To sit quietly and just to listen is actually a pretty underestimated skill right now. And as a leader, you have to know how to actively listen in order to understand.”

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