Tanja Nauparac is an experienced marketing and commercial leader who spent an important part of her career working for some of the global leading companies of the food and beverages industry. Her shift to the sports betting and gaming industry was trigged by the opportunity to open a new market for Superbet in Serbia, a country know for its passion for sports and for the highly competitive local industry.
We had an open talk with Tanja, discovering more about her winning mentality, approach to leadership and her genuine passion for sports which led her through her formative years and keeps being a source both for wellbeing as well as thrilling experiences.
Tanja, you took on an exciting role as Marketing Director of Superbet in Serbia, while our company was still very new in the local market. What does this challenge mean for you?
Joining Superbet Serbia as Marketing Director gave me an unique opportunity to build something from the ground up. Entering an extremely competitive market as a new operator is both a challenge and an inspiration—pushing me to think outside the box, be innovative, and find non-traditional ways to stand out. On top of that, being a pure online brand in a highly retail driven market brought an extra level of complexity that forced us to rethink the old ways and come up with new approaches to reaching customers.
This job has driven me to keep pushing forward, changing, adapting, and developing strategies that cut through the clutter. The true pleasure of building something new, establishing a brand's presence from the ground up, and having an influence on the market is what motivates me on a daily basis.
We have built a very diverse organization, with colleagues from Romania, Poland, Belgium, Croatia, Serbia, UK and even Brazil, among many others, who work hybrid or remote from various European locations. How is our international environment different from other large multinational companies that you worked for?
In my experience, one of the biggest advantages of large multinational companies has been the mix of different cultures, geographies, and experiences—one of the key factors that keeps them at the forefront of the industry.
One of the most significant strengths of Superbet is the ability to work within a truly international and diverse environment. The existence of various perspectives, ideas, and experiences as a result of the different backgrounds and cultures brings an entire wealth of knowledge to the table.
This diversity fuels innovation, adaptability, and fresh thinking, and it’s an incredible pathway for us as we strive to become a leader in the industry. I see the hybrid and remote work setups as enabler of seamless collaboration across markets, which puts us into position to leverage these diverse perspectives, challenge conventional thinking, and drive our brand forward.
Superbet has invested massively in the development of our proprietary technology and digital entertainment products. Can you share your thoughts on the experience of working for a tech and data-driven company like ours?
The massive investment in proprietary technology and digital entertainment products fuels a dynamic environment where innovation is at the center of what we do. With access to cutting-edge technology and real time data, we can make better, faster, and more robust decisions.
It's not only about being ahead of the competition, it's about always pushing the edge, refining experiences, and delivering best-in-class products to our customers. Being in a company that utilizes technology as one of its most important drivers of success means that every problem is a chance to innovate and develop.
We are known for having a unique organizational mindset, that brings together experience in global multinational companies with an entrepreneurial mentality, heavily focused on strong ownership, adaptability and capacity to disrupt markets. Share with us how your leadership principles and vision for success have blended with the company’s culture.
Leadership, for me, has always been about leading by example. No task is too small or too big, regardless of what position you hold. Success comes by building a strong and performant team upon which trust is the cornerstone.
At Superbet, I've found a culture that's fully committed to this vision, one that blends the structured know-how of multinational companies with an entrepreneurial mindset that values ownership, adaptability, and disruption of markets. Keeping this entrepreneurial attitude, no matter how big or international we become, is the secret to long-term success. When people take ownership, feel empowered, and are encouraged to challenge the status quo, that’s when real innovation happens.
Sports are part of our company’s DNA; therefore, we always want to find out if our people have a passion for a certain type of sport or if they support a certain club. We happened to know that you have a background in basketball and volleyball. Is that true and can you tell us more about it?
Sports have always been an integral part of my life, shaping me in more ways than one. I tried multiple sports—but volleyball stole my heart, and I played it for 12 years. It taught me discipline, the value of teamwork, and perseverance.
Sports have brought me lifelong friends, opened many doors, allowing me to travel, meet incredible people, and learn about other cultures. While my athlete years are behind me, I’m still a passionate sports fan. Basketball and especially Partizan Belgrade hold a special place in my heart.
There’s nothing like the energy of a live game at Belgrade Arena—it's a feeling that needs to be experienced. Whether it’s waking up at 4 AM for an NBA game, playing beach volley every weekend in the summer or skiing a few times during winter, sports are a passion I never compromise on.
