Women leaders in Serbia have made significant strides in various sectors, showcasing resilience, innovation, and dedication to fostering positive change. Their journeys often reflect the unique challenges and opportunities within the region, inspiring the next generation of female leaders to break barriers and achieve their goals. Among these exemplary women is Suzana Dubajic, the Managing Director of Karcher Serbia, whose career is a testament to the power of perseverance and self-determination.

Suzana's formative years were deeply influenced by two key experiences, namely her passion for reading and the lessons learned from striving for financial independence during her university studies. From a young age, she developed an insatiable curiosity that led her to embrace books as her primary source of exploration. Her love for reading was so profound that it often kept her awake at night, sneaking a lamp under her blanket to continue her literary adventures. This early passion not only broadened her horizons but also instilled a relentless thirst for knowledge and a deep focus, qualities that would later serve her well in her career.

Her university years in Serbia were marked by economic difficulties and high inflation, pushing her to take on various student jobs to cover her living expenses. This challenging yet defining period taught her invaluable lessons in resilience, time management, and the value of hard-earned success. Supporting herself through school instilled a strong sense of responsibility and resourcefulness, traits that have been fundamental to her growth as a business leader.

These early influences have shaped Suzana's approach to life and business, fostering a mindset of perseverance, adaptability, and continuous self-improvement. As the Managing Director of Karcher Serbia, she exemplifies how women can overcome adversity and lead with integrity, motivating others to follow in her footsteps and make their mark in the business world. Suzana Dubajic’s journey reflects the essence of women’s leadership in Serbia, highlighting the importance of resilience and lifelong learning in the pursuit of excellence.

Let’s dive into this interaction with Suzana to know more.

Could you share an overview of your extensive professional journey as a business leader? What have been some of the most pivotal moments in your career that have shaped your path?

My professional journey has been diverse and filled with opportunities that have shaped my leadership and business expertise. It began at Bosch, where I was responsible for building operations from the ground up in a global environment. This experience laid the foundation for my ability to lead in complex, multicultural settings.

A pivotal career moment was my role as Regional Director at Whirlpool, overseeing operations across eight Adriatic countries. Leading large, cross-functional teams in varied regulatory frameworks honed my strategic vision, adaptability, and ability to drive growth across diverse markets.

I later transitioned to the B2B sector as Managing Director of Karcher, entering the professional cleaning equipment industry. This move introduced me to a new business model and required developing different leadership skills, focusing on long-term partnerships, client satisfaction, and operational excellence.

These milestones across different industries have sharpened my ability to lead through change, foster innovation, and drive sustainable business growth in complex markets.

"Suzana's journey highlights the importance of resilience and lifelong learning in the pursuit of excellence"

Can you tell us about Karcher Serbia? What is the core vision behind the venture, and what are its primary areas of expertise?

Karcher has been in operation for 90 years, and we established our presence in Serbia in 2021. Our company focuses on innovative cleaning solutions, offering a range of products, including high-pressure cleaners, vacuum cleaners, and floor cleaning machines designed for both professional and residential use. We are committed to quality and sustainable development while providing exceptional customer support through our services and consultations.

Can you share your key roles and responsibilities as the Managing Director of Karcher Serbia? What are your focus areas for driving the company's growth?

As Managing Director, my main responsibility is to strengthen Karcher’s market presence and build strong relationships with key clients and partners. Karcher has a global reputation for excellence, and my goal is to ensure that this reputation is reflected in Serbia by identifying growth opportunities and fostering long-term partnerships. My aim is to position Karcher as the leading provider of innovative and reliable cleaning solutions in the country.

A significant part of my role is also focused on team development. I believe that investing in our people is essential for driving innovation and success. I’m privileged to lead a young, motivated team with immense potential. One of my key responsibilities is to mentor them, guiding them through industry challenges, helping them develop the necessary skills, and nurturing the next generation of leaders.

"I believe that investing in our people is essential for driving  innovation & success"

Balancing external growth with internal development is critical to ensuring that Karcher remains an industry leader in Serbia.

A business leader’s journey is filled with challenges. Could you share some of the major hurdles you face in your current role and how you address them?

One of my biggest challenges is managing the complexities that come with our extensive and varied product portfolio. At Karcher, we offer a wide range of cleaning solutions, from household products to industrial-grade equipment. This diversity requires us to cater to very different customer segments, each with unique needs and expectations. To navigate this complexity, I work closely with my management team, who bring specialized knowledge in each area. By drawing on their expertise, we can stay ahead of market trends and tailor our product strategies to meet customer demands effectively. This collaborative approach allows us to make well-informed decisions, optimize our product strategy, and consistently deliver value across all segments.

How do you define success as a business leader? What do you consider your biggest achievements in your professional journey?

I define success as a business leader through resilience and continuity. With nearly 25 years in management roles across different companies and markets, maintaining growth and navigating diverse challenges has been a key achievement. This longevity speaks to my adaptability and ability to lead teams through change effectively.

Equally crucial to my definition of success is integrity and reputation. Building and maintaining trust with colleagues, clients, and partners has been at the core of my leadership approach. I am deeply moved when former colleagues share how my guidance positively influenced their careers, or when past business partners reflect on our collaboration with respect. These relationships, built on mutual trust and ethical decision-making, are among my biggest 'wins' as a leader.

What has been your ‘success mantra’ as a leader? What advice or words of wisdom would you like to share with aspiring women leaders?

My success mantra is captured by a simple yet powerful saying, 'There is no right way to do the wrong thing'. Integrity has always been at the core of my leadership, ensuring that my values align with those of the organizations I serve.

For aspiring women leaders, my advice is to stay grounded in your values, believe in yourself, and support one another. Strive for balance, knowing your impact reaches beyond your career. By being a strong professional and a positive role model, you can inspire the next generation while achieving your own success.

Suzana Dubajic, Managing Director, Karcher

Suzana Dubajic is the Managing Director of Karcher Serbia, bringing nearly 25 years of management experience across various industries. She is committed to integrity and sustainable growth, fostering strong relationships with clients and teams while serving as a mentor and role model for future leaders.