15 minute read
LEADERSHIP MEANS TAKING RESPONSIBILITY
WOMEN IN REAL ESTATE
MELANIJA PAVLOVIĆ,
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General Manager, JAF Serbia
IF YOU CARE ABOUT PEOPLE, THE COMPANY WILL THRIVE
Melanija Pavlović, General Manager of JAF Serbia, has been successfully leading a team of 80 people for three years. Regardless of their success, for her, this position above all else represents a responsibility for 80 families. For us, it's a great introduction to a story about women leaders, especially in the so-called male-dominated industries, and how unique, caring and brave they are
Text:
GORDANA KNEŽEVIĆ MONAŠEVIĆ
Photo:
DRAGAN JOVANOVIĆ
I
f there is a woman who is well-known as a leader in business circles and is often recognized in public as a role model for other women who want to build a career in sectors traditionally held by men, then it is Melanija Pavlović, General Manager of JAF Serbia. With a degree in architecture, she could have devoted herself to designing and creative work, but her faith in herself, adrenaline, and desire for growth led her into management and kept her in the construction industry throughout her career. One would think that it is somewhat unattractive and rough terrain for a woman, but not a woman who takes care of a company as if it were her own family and household. We asked Melanija why it is so important to have a great team and take care of it, and whether being a man or a woman is important in business or if it’s just about confidence and clear thinking in demanding situations. We also talked about the latest designs of wooden products that we can use to embellish our home and workspace in the following year.
How does one become a leader, regardless of gender, and did you have such ambitions when you graduated in architecture from the Faculty of Architecture in Belgrade and Business Administration Studies (MBA) in Great Britain afterwards?
— People usually focus on the present moment without taking into account that nothing happens over night and that nothing in life comes easy. Hard work and discipline are the foundation of every major endeavor. How does one become a leader? You become a leader by working hard, improving yourself, constantly working on yourself, following trends, and adapting to current market conditions. I wanted to continue my education while working and to fuse my knowledge and work experience, so I decided to specialize in international business. An MBA degree is a step up in your professional career, and a British degree is valued around the world.
Furthermore, you become a leader by believing in yourself. If you are insecure, scared, shy, and lacking in confidence, you will have a hard time dealing with real, everyday challenges. Having faith in yourself is extremely important for the realization of all life plans and goals. We are all born shy, and confidence takes time to develop. Leadership means taking responsibility. Someone who is ready to take full responsibility for his or her actions and decisions is destined for success.
Leadership means fearlessness. Be fearless, be daring, and be a real optimist. There is no fear. Fear is not innate; we pick it up from our environment. When a child is born, everything seems unknown to it, even fear. Fear is the easiest way to manipulate people. I often repeat to myself that fortune follows the brave, and this is not an empty phrase but a guiding idea. If you have faith in yourself, you will be fearless, and you can do anything. We are the creators of our own happiness, our careers, and our lives. No one can help you if you are unable to help yourself. Make your plans, set high goals, and work hard to realize them.
“Leadership means fearlessness”, says Melanija Pavlović
You became the head of JAF Serbia three years ago thanks to many years of experience in companies engaged in the production and sale of construction materials and system solutions for the construction industry. What were your motives for replacing the comfort of the design office with field work, meetings, negotiations, travel, and, in general, manager stress?
— The Faculty of Architecture is an engineering faculty, so it was a logical step for me to start designing after graduation. Designing can be static, often tied to work in the office. Given that I am a communicative person, my job led me to sales of building materials and system solutions for construction. Being familiar with your product plays a crucial role in sales. All construction materials require professional knowledge and extensive experience in carrying out the project. We often encounter problems in practice. Building materials are very specific because their installation affects the entire building.
At the time I was studying, the Faculty of Architecture had a lot of subjects that were also taught at the Faculty of Civil Engineering, not to mention mechanics, statics, concrete structures, and draft geometry. However, I often used to say that I am an architect, a designer, and that we, “creative types,” do not understand business. Eventually, my choice was to go into management, negotiation, contracting, and dynamism. There must be passion in life and work. If there is no passion and dedication, there will be no results. You have to feel adrenaline. Some would say that work is stressful. Work is not stressful if you plan well, set goals, and respect deadlines. Of course, unforeseen situations happen. When it comes to them, you have to try to keep a clear head and take a constructive approach to solving them.
Last year, you received an award for regional leader given by the Srem administrative district of the Chamber of Commerce and Industry of Serbia for exceptional results achieved in management and leadership. How do you achieve exceptional results in extraordinary circumstances, since your management has coincided with crisis situations in the global market?
— I joined the JAF team in 2019. In March of 2020, a state of emergency was declared and a curfew was introduced. As a manager and leader, you have to adapt to every situation, but when you encounter something unforeseen and unknown for the first time, something for which you cannot use models from the past, then you have to apply a special strategy. My strategy for the company was to continue working while respecting all the protective measures, of course. Transport, production, sales— everything was operational. I made decisions on
a daily basis following the current situation. Some employees worked from home; some took annual vacations. I managed to save people, business, and earnings; no one was fired, and the company ended the year with the planned profit. As a joke, I like to mention that I have been running the company for three years in risk management mode and that this is already a normal situation, considering as well the ongoing crisis in Ukraine that started at the beginning of this year. People in this region are already used to working with all kinds of challenges. Hard work brings results, sooner or later. Proper management leads to improvement and prosperity in business. I try to contribute with my work to the company, the employees, and the local community as well. If someone recognizes it, then it’s proof that you’re doing the right thing, and rewards follow logically. Hower, the awards set new goals before you, and you have to justify the given trust; there is no relaxation. I am extremely satisfied with the cooperation with the Chamber of Commerce and Industry of Serbia as well as with the RCC Sremska Mitrovica.
What was this year’s major challenge for JAF Group as a leading European wholesaler of panel materials, timber, and wood products? How did you balance between the extreme price jumps and the needs and possibilities of the clients?
— Since the beginning of the pandemic, the market has transformed. The pandemic caused disruptions in production, transport, trade, and the availability of raw materials. All this caused instability in product prices. JAF Group, like many other distributors and wholesalers, has faced shortages of certain products, delivery delays, and price increases. Flexibility in business enabled the placement of alternative products, and JAF Group consequently had an extremely successful year in 2021, with a turnover exceeding one billion euros. The price increase by the producers of panel materials and wood has put before us the demanding task of increasing the prices ourselves. However, the general situation in the construction industry and the total increase in the prices of all construction materials somehow leveled everything. Everyone continued to work, and this trend continues to prevail. Last year was also extremely successful for JAF Serbia.
Who are your main clients, which products are in high demand, and is your business growing from year to year, despite the crisis, since the construction industry in Serbia is still expanding?
— Our clients are carpenters, construction companies, manufacturers of doors, windows and floor coverings, architects, architectural offices, furniture manufacturers, interior designers, investors, specialized industry, facade system contractors and many others. JAF is Central Europe’s leading wholesaler of wood and wood panel materials. The clear vision of the founder and the homely approach to business contributed to the fact that customers see JAF as a reliable partner that offers them good service with an extremely wide range of products at all times: plywood, veneers, veneered panels, compact panels for interior and facades, timber, univer, raw chipboard, plywood, decking and much more. JAF is recognized for its wide range of veneers and processing center that provides our customers with the service of cutting, joining, and pressing veneers. Numerous online tools are available to our customers, such as Veneer World, an online shop for B2B customers, and webcut. In the past few years, JAF Serbia has recorded exceptional growth, which is directly conditioned by the large expansion of the construction industry in Serbia and the region as well.
A European corporation with a tradition longer than 75 years that operates in 18 countries is expected to be a leader in the circular economy and social responsibility. What are your practical experiences, since the high standards of the JAF Group are aplied to all branch offices?
— We are a domestic company with 100% Austrian capital. We are part of a corporation, and unlike domestic companies with owners, we have certain standards in business that are mandated by the corporation. With our work and contribution to the community, we try to transfer and apply not only European but also world standards. I would like to mention some of the projects we are working on or that we have implemented. We joined the dual education system this year. In order to complete the knowledge gained during the first two years of attending the Furniture Design Technician course with experience in our company, the first students arrived in October.
We also support projects that focus on gender equality and celebrate the International Day of the
JAF Serbia has big plans ahead Girl Child, trying to use our company’s example to show that women are equally accepted as leaders and managers.
I would also like to mention the donations and sponsorships to the Faculty of Architecture and Mechanical Engineering through the excellent projects they organize (BEOAVIA association, Nikola Dobrović’s exhibition and other projects), Regional Trade Fair in Nova Pazova – within which the employment fair is also organized, where we gather at the local level and work together to strengthen the local economy. We also participate in conferences and events intended for architects and designers.
In all the interviews, you’ve mostly talked about how important it is to build a good team, respect your colleagues, and invest in their education and career advancement. What kind of relationship do you have with your team at JAF, and how much do some typically female skills and that innate female instinct to “take care of everything and everyone” help you in this?
— People “make” business, and one cannot do it alone. A good team and good teamwork bring results. A good team is created, nurtured, and transformed. You must nurture employees, stimulate them, invest in their development, and improve their working environment. People have to trust you and recognize a leader in you—someone who holds the helm firmly in his or her hands. I currently lead a team of 80 people, which is 80 families. People sometimes forget that the position of general manager also carries a huge responsibility. Women’s skills and that innate female instinct to “take care of everything and everyone” definitely add value to management because women are more meticulous and go into more detail. I often joke with my female friends who are in management positions that women are like “housewives who clean up and bring order to the company.”
People spend eight or more hours at work. The company is their second home, and I believe that
people should go to work happy, not with discomfort and uneasiness. However, tasks must be completed and work must be done. If you take care of people, the company will progress, and the work environment will transform itself in a positive direction.
To what extent does the construction industry, including JAF itself, offer women with the necessary professional qualifications (or the possibility of retraining) the opportunity to get a better-paid job and a chance to show their qualities? And how ready are women to use that opportunity?
— In the construction industry, you have many women in various business roles, and many of them are in very high management positions. Many women are the authors of important architectural projects in Serbia and around the world, and they are also members of world-class teams of architects and civil engineers who construct numerous modern buildings and objects of reconstruction, carrying out the restoration of historical works.
JAF is a corporation that respects equality, with great respect for women. Out of eighteen countries in the JAF Group, there are women in director positions in five countries. Beside me, there are four other female directors in the JAF Group—in Slovenia, Bosnia and Herzegovina, Poland, and Bulgaria. I must say that all of these countries are very successful in their businesses.
Out of ten employed forestry engineers in our company, two are women. We have female colleagues who work in the sectors of sales, procurement and logistics, and production. My colleague Dragana is the head of production. My colleague Vesna works in a machining center for joining and pressing veneers, and some would say that this is strictly a man’s job. People should be given a chance, and women are “wolves” who know how to use that chance.
I believe that nowadays the problem is not emancipation and the equalization of men’s and women’s jobs. Women are more burdened, but in addition to the work in the household and caring for children, they are successful managers, which is not easy. An important issue in our country and in the world is the wage gap between women and men. Women are still paid less than men. We hope that this will change in the near future.
The path to the position, reputation, and success that you can boast about today was certainly not easy. Who supported you more along the way— women or men?
— The path to success is never easy for anyone. I have always been my own biggest supporter, and the support of my family has been additional “wind at my back.” I have had excellent communication and cooperation with both men and women all these years, so I could not make any differences in this regard. Women’s solidarity exists at work, and I have had a lot of support during my career. I think it is important to be fair and professional in your work and to help people as much as you can. It always pays off in the end.
No one knows what new challenges are in store for us next year, but it is certain that we will still need beautifully crafted wood with a modern design to enhance our living and working spaces. What will be the focus of your business in 2023, and what new trends in the design of your product range can you announce?
JAF Serbia has big plans ahead. Next year we are celebrating a small jubilee, 15 years of business in Serbia, so that is a light motive for us that will run through all spheres of our business. Further growth and development are planned, depending on what challenges 2023 has in store for us. The guiding idea of our corporation is “Wood is our World”, and I would add that we are a reliable partner for decorating your interiors with wood and wood products. Wood still holds the primary position in interiors, so that trend will continue. There is still an emphasis on wood decor with regards to chipboard, and all stone decors are in trend as well. Compact panels and laminate panels continue to have significant applications in the furniture industry. As a general manager and leader, I would add that you should go step by step, day by day. You should not be afraid; you should carefully plan your operational business in the next year; you should invest in marketing. But we cannot certainly know and control what will happen. Crisis is also a chance for growth, and we must be realistic optimists.
JAF Serbia showroom, GTC Green Heart, Novi Beograd
