Petra Novakovic

Petra runs editorial production. Ines sets content strategy; Petra is the reason anything actually gets written, reviewed and published on a predictable cadence rather than whenever someone has time.

She maintains our writer network — currently just over two hundred subject-matter writers across verticals — and every one of them completed a paid test piece that the client reviewed before joining an account. She recruits specifically for niche categories rather than assigning generalists and hoping.

She also runs the expert extraction process: the forty-five minute recorded interviews with client engineers, clinicians and partners that turn genuine domain knowledge into publishable content. It is the only model she has seen survive past month three, because it respects what those people's time is worth.