Living Numbers offers consultancy, management and auditing for media, research and marketing organizations
Experience/Projects
Living Numbers / Irena Petric has a wide experience of both setting up / designing of research projects and of interpretation of data / generating insights. Always client-oriented and result driven, even in complex organizations like Joint Industry Committees. Managing large projects like tenders for total media audience measurement (all media), but also organizing international b-to-b events and conferences.
Work experience
1992 – 1995: head of research and circulation marketing at Cebuco
1995 – 1998: head of marketing and research, Advertising department at Reed Elsevier
1998 – 2002: director of marketing, Sales and advertising department, PCM newspapers (currently De Persgroep)
2002 – 2012: owner and managing director, Media Craft consultancy
2013 – : owner, Living Numbers
Projects for Media Craft and Living Numbers:
- from 2003: managing director Nationaal Onderzoek Multimedia (NOM, national readership survey and auditing bureau of circulation)
- 2006 – 2016: chairman of the board and of the Technical Committee of NOA (Nationaal Onderzoek Arbeidsmarkt, recruitment market media measurement)
- projects for publishers (workshops media planning and data analysis, management of research projects, audit of sales and marketing department etc.)
- research consultant for Stichting Reprorecht
- auditor of the new Swiss readership measurement for WEMF
Extra activities
- from 2012: president of European Media Research Organization (EMRO, www.emro.org )
- from 2008: member of the steering committee of PDRF (Publishers and Data Research Forum, formerly Print and Digital Research Forum, www.pdrf.net )
- 2010 – 2013: board member of i-jic, international JIC organization (www.ijic.org )
- 2000 – 2002: chairman of MWG, association for commercial communication
About
Irena Petric was born in Ljubljana, Slovenia, but moved to The Netherlands at the age of 21, where she finished her university education in Phonetics and PhD in Communication Sciences. She has built her career in the media, research and marketing industry, both on the client and supplier side. She can be characterized as professional, dedicated, pro-active and result-driven. She combines her extensive experience with drive for innovation, always considering the clients’ best interest. Her experience in the world of Joint Industry Committees taught her diplomatic skills, taking into account different interests and achieving a common goal.
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Education
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1993 PhD Communication Sciences, Rijksuniversiteit Utrecht
1987 Master of Science Phonetics, Rijksuniversiteit Utrecht (cum laude) Various post-doc training, e.g. Finance for non-financial managers (Rotterdam School of Management), Change management (Krauthammer), Management training (De Baak) etc.
