PSIHOLOGIJA USPJEHA Tina Jurjević

Guest Tina JurjevićHosted by Tanja PuretaMay 3, 2026

Tina Jurjević

About this episode

What you'll hear in this conversation

When Tina Jurjević describes her role as Operational Director for the retail giant Bipa, she doesn't lead with logistics or market share. Instead, she states that "ninety percent of my job is actually managing people," emphasizing leadership and human interaction above all else. This perspective, coming from someone who oversees marketing, sales, and HR for a sprawling chain, offers a counter-intuitive lens on what truly drives large-scale operations. A psychologist by training, Jurjević's path into business was pragmatic rather than planned, but her experience reveals how a deep understanding of human dynamics — especially during challenging times like a pandemic — becomes the core engine of organizational resilience. You'll hear why, for a leader, projecting confidence and genuine connection is not a soft skill, but the fundamental driver of an entire company's energy.

Insights from the conversation

What to take from this episode

As Operational Director for Bipa, Tina Jurjević oversees marketing, sales, and HR, but she defines "ninety percent of my job" as interaction with others. The most senior operational roles, she suggests, aren't about processes or P&L first, but about the constant human engagement that underpins all of it.

During the pandemic, Tina Jurjević found people thanked her for "good meetings" where they didn't *just* talk business, even though they were. She realized that employees "watch your every step," making a leader's visible demeanor and emotional consistency a constant, powerful signal about the company's stability and direction.

Tina Jurjević initially set out to be a clinical psychologist, but her entry into business happened "for pragmatic reasons" when she took an HR assistant role at Amadeus. The lesson isn't to abandon your passion, but that some of the most enduring professional connections can begin as unplanned, pragmatic steps.

When Tina Jurjević started at Amadeus, she knew nothing about corporate basics like employment contracts or collective agreements. Her initial success wasn't about applying specific skills, but about figuring out "the role of a psychologist in such an organization" — bridging academic theory with business reality.

At Amadeus, Tina Jurjević's early achievements included implementing psychometric testing, enhancing selection processes, and introducing structured development and bonus schemes for sales staff. Her impact came from bringing systematic, psychological rigor to HR functions that had previously lacked such frameworks.

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