Jelena spearheads the Research and Strategy teams at Kids Industries, a leading full-service agency dedicated to crafting engaging solutions for children and family audiences. With a keen focus on comprehending children's needs and identifying opportunities within this domain, her work is to generate the needed insight and then bridge the gap between audience needs and the design of commercially successful products or campaigns. She and her team work in all categories of data — from ethnographic, to quantitative or qualitative — connecting the threads between often very large and very diverse data sets.

For the past 12 years, Jelena has been working exclusively in the children and family space, honing her expertise in developing strategies and innovative products for clients such as Disney, BBC Worldwide, LEGO, Amazon, The Pokémon Company, Coolabi, Spin Master, Pottermore and many more. Jelena enjoys guest lecturing, and has had the pleasure of speaking at the University of Vienna, IÉSEG School of Management (Paris), Høgskolen Stord/Haugesund and others.

Featured in: KID INSIGHT - Fandom in the Age of Attention Scarcity