Ljiljana Ahmetović joined United Group in 2018, as a CEO of Shoppster. After more than 10 years of extensive retail experience in top management positions in trading, FMCG and retail loyalty, she established the new regional ecommerce business platform Shoppster.com, a unique, integrated TV and online shopping platform. Her goal is to provide a superior user experience, and to create synergy between e-commerce, media and customers.

Prior to work in United Group, Ljiljana was the CEO SuperKartica, a leading multi-partner loyalty program in Serbia. Before that she spent 6 years leading renowned retailers Idea and Mercator in Serbia, where she held a range of leadership positions, primarily in trading and category management. Throughout her career she has always been passionate about mentoring and employee development.

She holds a master‘s degree from the University of Belgrade Faculty of Economics.