I started in L&D the way a lot of people do — teaching, freelancing, building courses for anyone who would pay for them. The unusual turn came early: I did not stop at designing the courses. I started building the tooling around them. An improvised LMS in Articulate Storyline 2. A Google Docs add-on that brought AI writing inside the document. A bespoke ROI tracking system on Wrike and Tableau. If a tool was missing, I made one.
That instinct took me across a strange list of employers. Humanitarian operations at the ICRC, where I led a cross-functional team of ten and shipped a field-deployable learning product for staff in active conflict zones. Government consulting with GOPA / GIZ, rebuilding a ministry's internal learning infrastructure. NGO work with WWF, Catalyst Balkans, and Nordeus Foundation. An EdTech startup where the CEO was my direct report. And now Booking.com, where I lead learning at enterprise scale.
The through-line is the same at every stop: measurable behaviour change beats pretty artifacts. If a course did not move the needle on real operational signals — CSAT, quality scores, incident rates, honest Monday-morning behaviour — it was training theatre, and I would rather rebuild it than ship it.
The receipts, for what it's worth: a strong track record in recent performance cycles, an acting team-lead appointment on the back of that, and a custom learning-impact metric adopted by stakeholders and built into my team's dashboard. I lead with those reluctantly — they are lagging indicators of having the argument right, not the argument itself.
On the side, I build what the day job reminds me is missing. Scenario Studio, a Godot-based serious-game authoring tool for instructional designers who hit the ceiling of Storyline and H5P. Content Factory, a code-first video pipeline that compiles an idea into a published clip in a single command. And a rotating set of smaller prototypes that keep me honest about where AI is useful in L&D, and where it is still snake oil.
I write because my own mistakes are the cheapest tuition I can offer other people. The tone is collegial skeptic: the work goes first, the claims come after the evidence, and the receipts are public where I can make them public.
Three credentials that actually shape how I work. The full docket — certifications, roles, publications, stack — lives on the CV.
Official Brinkerhoff certification. Lead credential. Earned 2021.
University of Belgrade · 9.66 / 10. The pedagogy backbone under the engineering.
Certified Scrum Product Owner. Credential 1484440. Ran an agile team of 10 at the ICRC.
Game jams when the timing works. Long walks around Amsterdam with a small voice recorder. A steadily growing pile of books about how humans actually learn — not how we wish they did.