01 / Question
Agree what matters.
Start with a hypothesis and decide what success and failure would look like before the work begins.
The person behind the practiceLjubljana, Slovenia
Anže Frantar
In the room.
In the work.
I lead marketing teams into the age of AI. I take the marketing seat at the leadership table, hold the AI seat beside it and stay accountable for both.
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01 / How I work
A method you can
hold me to.
Clear commitments. Honest measurement. A team that can carry it forward.
02 / Work
Stay in the room.
I work alongside the team. I execute, troubleshoot and lead the plan I agreed to deliver.
03 / Learn
Let the evidence speak.
Watch what people use, where the workflow breaks and what the numbers tell us. Change the approach when it needs changing.
04 / Leave
Build beyond the engagement.
The policies, prompts, workflows and training stay with the team. The capability needs to keep running after I step back.
02 / The background
Where the
judgement comes from.
Twelve years of senior marketing leadership across B2B and B2C: automotive, retail and FMCG, insurance and fintech, energy, telco, media and public institutions.
I have built marketing functions from zero and led multi-market teams across the SEE region. Out of respect for the people I work with, I name engagements in conversation, not on a website.
The AI work includes systems running inside B2B groups, workshops that leave teams with working tools, and outbound systems built on their own market research.
I am based in Ljubljana and work across the SEE region and internationally, remote-first.
Slovenian: native · English: full professional
Croatian and Serbian: working
03 / Practice and credentials
Learn it.
Put it to work.
LEGO® Serious Play® Method Facilitator, certified in Denmark, 2019
European Climate Pact Ambassador, European Commission
Facilitator of the AI for Business Programme
Manager of Digital Business
Where I test before I advise
GreenGina
My own DTC brand of certified organic microgreens and grow kits. I tested ecommerce, content and operations workflows on my own business before taking them into client work.
Packaging and fulfilment ran with a sheltered workshop employing people with disabilities. I closed the brand in 2026 and kept the workflows.
Na kmetih
A Slovenian agricultural podcast and media platform. I built the strategy, roadmap and biweekly content engine.
Visit Na kmetih ↗04 / Why the name
Fail again.
Fail better.
"Ever tried. Ever failed. No matter. Try again. Fail again. Fail better."
Samuel Beckett · Worstward Ho · 1983
For this practice, the name is a commitment to honest experiments. Form a hypothesis, run it, measure honestly and keep what survives.
The same loop runs through AI adoption: ship a workflow, watch where the team drops it and improve the next iteration. Failure is useful evidence.
Outside of work
Usually,
somewhere outside.
In the mountains, on a bike, behind a camera or sailing. A long walk and a good book are usually a sensible next step.
I live in Ljubljana with my family, between the city and the wild places around it.
The next iterationLet's talk
A good conversation
is a good start.
Tell me where you stand. I'll reply within one working day with a perspective on your situation.
Start a conversation