I have spent more than a decade in ecommerce, performance marketing, and international business scaling. Three companies founded, two exits, one current obsession.
The companies I built before this one.
Exited
Amazon Marketing Agency
Founded and exited - 50+ people
My first agency specialised in Amazon marketing. We helped brands scale globally with a team of more than 50 people and generated multi-million-dollar results for clients across multiple regions. Sold the business when the right operator came along.
Exited
Media Agency
Founded and exited - performance creative and growth
A media agency built around performance creative, growth strategy and modern customer acquisition. We worked with DTC brands across Europe on the creative and media side of the funnel. Also exited.
Exited
Pelican Cement
Founded - staffing agency
A staffing agency I founded and ran, placing operators and skilled workers at scale. Different industry, same playbook: build a system, build a team, scale the unit economics.
Across these three businesses I built and led a combined team of 150 people. That is where most of what I know about scaling, hiring, fixing margin and running operations actually came from.
What I actually believe about brands.
At the core of my work has always been a deep understanding of how real brands are built. Not only through advertising, but through the combination of product, emotion, positioning, distribution, and long-term vision.
Most agencies sell tactics. The companies that win sell a worldview, deliver a product worth talking about, and stay in the game long enough to compound. The ad account is just the engine room.
What I focus on today.
Today, I focus on building and scaling ecommerce brands and international operations across more than 12 European markets. My experience spans:
- Ecommerce and DTC brands
- Performance marketing on Google, Amazon and Meta
- International expansion across EU and CEE
- Branding and storytelling
- AI and automation systems
- Logistics and fulfillment operations
- Growth strategy for online businesses
On stage
Spoken at most of the world's important marketing and ecommerce conferences.
Over the last decade I have been on stage at almost every major conference in the space - sharing what actually works in performance marketing, Amazon, international expansion, and brand building. Real frameworks, real numbers, real screw-ups, in front of rooms full of operators who would call out anything that sounded like theory.
Available for select keynotes, panels and private operator events.
What I am obsessed with right now
AI and new technologies.
I am genuinely obsessed with AI and where this whole wave is going. Not the Twitter-demo version of AI, the operator version. The stuff that actually changes how an account is run, how creative gets shipped, how attribution gets modelled, how a 5-person team can do the work of 30.
I read every research paper I can keep up with, test every major model the week it drops, and rewire our internal stack around new tools constantly. Half of what Scale Bros runs on today did not exist 12 months ago.
If you are building something at the intersection of AI and ecommerce, I want to hear about it.
Beyond business.
I am deeply passionate about art and collecting. I actively build a collection of modern and contemporary artworks, with a strong focus on artists from the former Yugoslavia. I am especially interested in works that carry both long-term cultural significance and market value - art with identity, depth, and authenticity.
It is the same instinct that drives the business work: spot something undervalued, understand why it matters, hold it long enough for the rest of the world to catch up.
What I look for in the work.
I believe in building long-term systems rather than chasing short-term trends. The projects that excite me most are the ones that combine:
01Creativity
02Technology
03Aesthetics
04Consumer psychology
05Sustainable growth
Throughout my career, I have worked with founders, investors, and companies from different parts of the world. What continues to drive me is the process of creating something meaningful, something that delivers real value to both people and the market.
- Lazar
