PETOŠEVIĆ PEOPLE: Q&A with Đurđa Krivokapić

Based in our Belgrade office, Marketing Coordinator Đurđa Krivokapić handles various marketing projects for the firm, such as our monthly newsletter on the most recent intellectual property developments in the region. We asked Đurđa about her work, what it is like working in marketing for an IP firm, her hobbies, and much more.

  1. How did you start your career in marketing?

    My first job after university was at a market intelligence firm where I worked as an analyst. Besides doing market research projects, I also wrote articles for the firm’s website, which was, in hindsight, the start of my career in content marketing. I have focused on writing and editing content for different media and different companies ever since.

  2. What is it like working in marketing at an IP firm? Are there any particular challenges?

    Besides events and conference attendance that our department organizes, our marketing efforts are very content-focused, so right up my alley. The main challenge is, I think, achieving to stand out as a firm in the right way – you want your colleagues and clients to know you for the right things, for your expertise, trustworthiness and the quality of your service.

  3. What do you most enjoy doing at work?

    Editing an interesting article, rethinking an issue through and through, or coming up with something from scratch.

  4. What would you be working in, if you weren’t working in marketing?

    Fashion. I run a womenswear brand as a side project, so if I didn’t work in marketing, I would dedicate all my time to it.

  5. What was the first job you’ve ever had?

    I worked at a clothing store. I’m starting to see a pattern!

  6. What is your favorite thing to do when you are not working?

    Working on my side projects! And yoga, spending time with friends and family, reading, travelling, cooking – pretty much everything everyone else likes.

  7. What book did you read last?

    “My First Wife” by Jakob Wassermann. Strange story!

  8. What is your favorite song/music at the moment?

    I think the Metronomy remix of “Recto Verso” by Paradis.

  9. What is your favorite dish of all time?

    Probably either pasta with basil pesto or a proper Mexican tuna tostada.

  10. If you could meet anyone in the world, from the past or present, who would it be and why?

    This is a difficult question. Maybe Juan Rulfo, the author of one of my favorite books, or my paternal grandmother before she got ill, which she did when I was little.

  11. What was your favorite subject in school and why?

    Serbian language and literature. I had an incredible teacher and I love literature in general.

  12. What did you want to be when growing up?

    A singer! Or a writer, or an actress… I wanted all the glamorous jobs, or the jobs that look glamorous from the outside.

  13. Tell us three things most people don’t know about you.

    I can’t ride a bicycle; I don’t know how to.

    I have a five-year-old brother. Try doing that math!

    I once spent 10 hours making an eight-tier lemon cake – I love baking.

  14. If you could learn to do anything, what would it be?


  15. What is your biggest frustration about the world around you?

    Lazy and rigid thinking.

  16. What is the most important thing you have learned in the last five years?

    Hard work! That it takes time, dedication and hard work to do pretty much anything well.

  17. What do you wish you could have told yourself at age 13?

    Start interning because it gets competitive!

  18. What cities/countries have you lived in?

    Belgrade, Serbia; Seville, Spain; London, UK; Mexico City and Ciudad Obregón in Mexico.

  19. If you could live in another country of the 30+ countries where PETOŠEVIĆ operates, which would you pick and why?

    Probably Montenegro – my family is Montenegrin, I have many relatives there, and I love the nature in Montenegro, or what remains of it.

  20. If someone came to your city for 24 hours, where would you take them?

    I would take them to see one touristy sight – the Kalemegdan fortress – then probably the Contemporary Art Museum, a walk by the river, lunch at a kafana (tavern), coffee in the Dorćol neighborhood, dinner at my favorite restaurant, drinks at my favorite bars and back to the river for some music!

Read more PETOŠEVIĆ People interviews.