Viktorija Macukić
Episode · #540
POSLOVNA ŽENA Viktorija Macukić
Guest Viktorija MacukićHosted by Tomislav KukecMay 3, 2026
Viktorija Macukić
About this episode
What you'll hear in this conversation
Leaving a stable, twelve-year corporate career to start over is a decision few make lightly. Viktorija Macukić, a seasoned media professional, made that exact pivot. After years in journalism, radio, and a major publishing house like Hanza Media, she found herself re-evaluating her priorities after two maternities and a pandemic. What emerged was a new vision for her professional life: an independent marketing agency, built on her own terms. Her story offers a sharp look at how a shift in personal circumstances can redefine professional ambition, and how the skills honed in a large corporation can become the foundation for a new, self-directed chapter.
Insights from the conversation
What to take from this episode
01
After twelve years in a stable corporate role, Viktorija Macukić decided to leave and start her own agency. The shift came after two maternities and the pandemic, when she realized she wanted to combine her private and professional life 'under my own conditions.' Personal life changes often reveal the need for a different professional structure, even if the idea of entrepreneurship initially seems 'crazy.'
02
Viktorija describes journalism as her 'greatest love,' but her disappointment stemmed from 'working in a corporation.' Her experience highlights the distinction between passion for a craft and the structure of a corporate environment. Sometimes, leaving a corporate job isn't about the field itself, but the organizational setting that no longer serves one's needs.
03
At Hanza Media, Viktorija learned 'how to fight for myself, for my work' and 'how to learn formats you never thought you'd learn.' Even when leaving a corporate career, the practical skills, resilience, and adaptability gained in a large organization are not discarded; they become the 'immeasurable' foundation for building a new, independent business.
04
Viktorija recounts her distant relative in the US leaving a well-paid graphic design job at Disney in his late thirties to become a psychologist. The ease with which such significant career changes are accepted in some cultures, compared to others, illustrates a fundamental difference in how professional flexibility and personal fulfillment are valued.
05
Her marketing agency is named 'Sedam' (Seven) because both her children were born on the seventh day of the month. A new business doesn't need a generic name; anchoring its identity in a deeply personal, meaningful detail can create a unique and memorable brand story from the very beginning.
06
Viktorija is not afraid of competition in the crowded marketing agency space, stating that her colleagues and friends 'gave me the wind in my sails' by offering projects. In a competitive market, a collaborative approach and strong professional relationships can be a strategic advantage, transforming potential rivals into a network of support and opportunity, as 'there's a piece of the cake for everyone.'
07
Viktorija defines a good PR release as 'straight to the point,' without 'long introductions, pretentious stories.' Drawing on her journalism background, she emphasizes that effective communication, whether in PR or news, prioritizes immediate clarity and directness, ensuring the core message is understood by 'every grandmother.'
08
Her past as a journalist, having reviewed 'hundreds of thousands of PR texts,' gives her an advantage now that she writes them. Experience on the 'other side' — understanding what media outlets seek and what makes a story publishable — becomes a strategic asset, allowing her to craft PR that journalists will genuinely find interesting.
09
Essential skills for today's media and marketing professional include market knowledge, understanding client/public desires, speed, and strong writing, especially as people are 'saturated with short forms.' Despite the prevalence of short-form content, the ability to write a 'well-written text' remains a crucial and valued skill, suggesting a return to substance and clarity in communication.