Ines Barić, a graduate traffic engineer, redirected her career path during her studies towards marketing. She currently works as a brand specialist for President and Leerdammer at Dukat, the leading dairy industry in Croatia. Dukat is the most well-known brand of milk and dairy products in Croatia and a leader in the region, owing its long-standing success to healthy, fresh, and tasty dairy products favored by consumers of all ages. At Dukat, she focuses on implementing and developing plans and strategies, analyzing and improving key performance indicators of brands, and planning and executing marketing and promotional campaigns in the market. She actively contributes her ideas to the development of innovations (products) and the execution of creative marketing activities based on market changes. She conducts daily analyses of product and brand development, as well as sales plans and competitor activities. Throughout her career, she has worked in support roles for both Retail and HoReCa, which greatly helped her understand the functioning and distinctiveness of each sales channel and the challenges they face. She is particularly oriented towards finding business models aimed at improving, facilitating, and simplifying certain processes within the company.