Belgrade, Serbia, February 2025 – MaxBet Group, a proud member of Flutter Entertainment, has announced the appointment of Jelena Žikić as its new Chief People Officer. In this role, she will be responsible for leading HR strategies, strengthening employer branding, and driving talent development initiatives across the company’s expanding operations in the Balkans.
Jelena brings a wealth of expertise in HR transformation, talent acquisition, and workforce planning from her experience with major global organizations. She is set to play a crucial role in establishing MaxBet as one of the most desirable employers in the region, aligning its people strategy with the company’s rapid growth and digital evolution.
Before joining MaxBet Group, Jelena served as HR Head Central Supply Chain Adriatics at Nomad Foods, where she played a pivotal role in talent strategy and HR operations across the region.
Previously, she held leadership positions at The Adecco Group, where she led HR operations across the Adriatic, Hungary, Turkey, the Middle East, and North Africa, overseeing HR transformation, employer branding, and talent management.
Jelena also served as HR Director at G4S for Serbia, Montenegro, and Bulgaria, where she spearheaded strategic HR initiatives, corporate governance, and labor relations for a workforce of approximately 4,000 employees. She has also held senior HR leadership roles at Telenor, Metro Cash & Carry, and other major organizations, building an extensive portfolio of organizational development and change management expertise.
About MaxBet Group
MaxBet Group has been a leader in the Balkan entertainment industry since 1993, specializing in games of chance and sports betting. With over 400 locations across Serbia, Bosnia and Herzegovina, Montenegro, and North Macedonia, MaxBet employs more than 3,000 professionals while supporting an additional 15,000 jobs through business partnerships.
As part of Flutter Entertainment, the world’s leading sports betting, gaming, and entertainment provider, MaxBet is dedicated to delivering an exceptional gaming experience through cutting-edge technology and an employee-centric work culture.
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