MarTech360 Interview With Ljubica Jovanova, Senior Director of Brand and Content Marketing At Bynder

A strong brand isn’t just about having a great logo or a cool website, it’s about creating a unified experience across every touchpoint.

How has your diverse experience in creative and content marketing, from working as a freelance Visual Designer to becoming the Senior Director of Brand and Content Marketing at Bynder, influenced your approach to leadership and innovation in the industry?

I started out as a visual designer, freelancing and building websites for clients around the world, which really gave me a broad perspective on branding and content creation. But over time, I realized that the most impactful creative work isn’t just about aesthetics, it’s about solving real business challenges informed by data insights. That shift in mindset led me toward brand strategy, and eventually, to where I am now.

Having worked both as a hands-on designer and now as a brand leader, I approach things with a balance of creativity and strategic thinking. I always encourage my team to push boundaries and experiment, but at the same time, I make sure everything we do ties back to our broader business objectives. Creativity is powerful, but when it’s aligned with a clear vision, it becomes unstoppable. I think that’s where true innovation happens – when you merge storytelling, design, and data to create something that resonates both emotionally and strategically.

Can you tell us about your professional background and your current role at Bynder? Also, tell us how Bynder differentiates itself from other companies in the same space.

I’ve been in the creative industry for over 11 years now, but I actually have a background in business (economics and marketing). I started my career as a visual designer, freelancing and working on web design, branding, and content for all kinds of clients. That mix of business and creativity naturally led me to brand marketing, where I could bridge both worlds.

At Bynder, I lead our brand and content marketing efforts, making sure that everything from our messaging to our visual identity aligns with who we are and where we’re headed. Bynder itself is a leader in digital asset management, but what really sets us apart is our focus on empowering brands to scale, manage, and distribute their content effortlessly. We help brands conquer content chaos to deliver exceptional content experiences and thrive. In a world where content is moving faster than ever, that’s a game-changer.

How does Bynder’s digital asset management (DAM) platform help organizations streamline content creation, sharing, and collaboration across various teams and touchpoints?

The way brands create and manage content today is completely different from even a few years ago. There’s more demand, more platforms to distribute on, and more stakeholders involved. That’s where Bynder really makes a difference. Our AI-powered DAM platform acts as a system of record for all digital content.

At Bynder, we’re all about driving business value for our customers to ensure they get the most out of their content with cutting-edge and practical AI. We recently launched Bynder Labs, which is backed by top-tier AI experts and is leading the way in developing new DAM features with AI as the foundation.

We’re really proud to say that our generative and transformative AI doesn’t just boost content production, it does so responsibly, always keeping ethics and regulations in check. Features like Text-in-Image Search and Duplicate Manager help teams stay organized and make assets easier to find. And because we put you in full control of your data and how AI is used, you get more efficiency, better results, and a stronger return on investment – all across the content lifecycle.

How has the shift in content consumption and production, driven by advancements in technology and changing buyer behaviors, impacted the way brands approach content strategy and storytelling?

We’re seeing a huge shift in how content is consumed, and that’s forcing brands to rethink how they create and distribute it. Buyers today expect personalized, engaging content on demand. They don’t want to dig through a 20-page whitepaper; they want quick, digestible insights in an easy-to-consume format, whether that’s short-form video, interactive content, or AI-driven personalization.

For brands, this means two things: First, content creation needs to be more dynamic and scalable. You can’t rely on a one-size-fits-all approach anymore. Second, storytelling is more important than ever. It’s not just about pushing out more content; it’s about making sure every piece of content tells a compelling story and adds value. That’s something we’ve focused on heavily at Bynder – helping brands move away from static, fragmented content and towards more impactful digital content strategy.

Also Read: MarTech360 Interview with Raz Peter, CTO & Co-Founder at Clinch

With the ever-evolving landscape of digital marketing and brand management, how do you see the role of content marketing shifting in the next few years, and what innovative strategies or tools at Bynder are you most excited about to stay ahead of the curve?

Content marketing is becoming more agile, personalized, and data-driven. AI is already playing a big role in helping brands scale content faster, whether through automated personalization or AI-generated creative assets. But I think the real game-changer is the ability to combine AI with human creativity—to use technology to enhance storytelling rather than replace it.

At Bynder, we’re constantly thinking about how we can help brands stay ahead. One of the things I’m most excited about is how we’re evolving AI from a behind-the-scenes enhancer to a true strategic partner, through AI Agents. Our new purpose-built assistants will be embedded across the platform to accelerate workflows, improve decision-making, and unlock creative potential. We’ll be unveiling these innovations and much more at Bynder Connect this September in Amsterdam, where we’re bringing together the brightest minds in branding, content, and tech for two days of product exclusives, customer success stories, and future-focused conversations.

What is your team focusing on this year?

This year, our team is all about innovation, engagement, and scaling up. We’re putting a big focus on AI, not just as a tool working in the background, but as a real creative and strategic partner. Through Bynder Labs, we’re introducing AI-powered features that make workflows smoother, help people find content more easily, and boost overall impact, all while staying true to our values around ethics and control.

We’re also really excited about Bynder Connect. It’s not just another event, but a space for connection, inspiration, and bold new ideas. We’re bringing together industry leaders to showcase what’s next, share wins, and help shape the future of DAM together.

In addition, we’re rolling out more dynamic content, from thought leadership to interactive pieces and short-form formats, so we can better meet our audience wherever they are with the right message at the right moment.

At the heart of it all, our mission hasn’t changed: we’re here to help brands take control of content chaos and create stronger, more consistent experiences. How we do that is evolving fast, being involved in more engaging initiatives, and we’re excited to be leading the way.

What advice do you have for other leaders who are looking to drive growth for their brand?

Growth doesn’t come from just doing more, it comes from doing things better. I think a lot of brands fall into the trap of chasing trends without really thinking about what makes them unique. My advice would be to focus on what truly differentiates your brand and double down on that.

Also, invest in consistency. A strong brand isn’t just about having a great logo or a cool website, it’s about creating a unified experience across every touchpoint. And finally, don’t be afraid to experiment. The best brands are the ones that stay true to their core identity while constantly evolving. It’s a tricky balance, but when you get it right, it’s incredibly powerful.