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Jelena Petrov

"Everything Happens For A Good Reason"

Jelena Petrov is recognised as one of the core team of coaches that were instrumental to bringing the International Coaching Federation (ICF) to Serbia. She also served as Director of Membership & Vice President for the ICF Serbia Chapter. Her early professional career began as a research analyst for the well known B92 Television and media company, in Serbia and progressed to Human Capital Manager at Citadel Securities, the distinguished market maker. The experience gained with these firms led her to become one of the first accredited coaches in Serbia, as far back as 2008, and went on to work with companies as CocaCola HBC, Lidl, Schneider Electric, and TetraPak.

“The easiest way would be to say this is their problem…”

As a result of her ardour and character, Jelena was shortlisted for the prestigious ICF Young Leader Award in 2021. This is true testament of character which she brings to her coaching. Jelena explains, “My highest guiding principle is to remain authentic and, at the same time, extremely responsible in applying a coaching approach”. She bares the mark of a formidable coach!

Total Years of Coaching
Business Coaching
Executive Coach
Corporate Coaching
International Coaching
Senior Coach
Evidence Based Coaching


MA in Psychology

Coaching Certification
-ECA Master Coach - Coaching Academy, European Coaching Association
-ICF PCC - ICF Professional Certified Coach
-Certified Team Coach (TA O - ICF)
-Master Business Coach METAFORUM, Italy (Sabine Klenke)
-Transactional Analysis
-Integrative Therapist (Switzerland)


With an MA in Psychology and being one of the first accredited coaches in Serbia, Jelena Petrove explains "I command a solid portfolio of proven methodologies customised to each individual circumstance."

Jelena Petrov uses rich concepts from her coaching certification and academic background that have been tested and proven in practice, "I strongly believe that people should follow their visions and be brave to do what is needed to live an inspiring life."


"Every time I talked with Jelena I had a paradigm shift! The solution was not where I was looking, my standard approach was a part of the problem."

An Interview with me

ETIMY: “How would you like to be perceived by your clients?”

Jelena Petrov: “As I authentically am – curious and compassionate, and at the same time strong, intuitive and inspiring.”

ETIMY: “What makes you good at what you do?”

Jelena Petrov: “I nurture trusting, honest, joyful and professional relationships and look forward to meeting the uniqueness of each client in discovering and developing their full potentials.”

ETIMY: “What’s really fun to do in your job as a Career Coach?”

Jelena Petrov: “Deep, deep listening and spotting and demystifying invisible chains that prevent clients from advancing in their lives. After that, we laugh together at the beauty of inner logic that always thinks it protects us.”


Jelena Petrov explains how relevant genuineness is in her achievements, “I nurture trusting, honest, joyful and professional relationships and look forward to meet the uniqueness of each client in discovering and developing their full potential.”

Her clients substantiate how Jelena helps them “have less stress, people feel better and achieve new levels of trust.” after being coached by her.


Through her comprehensive foundation in psychology studies, Jelena Petrove improved her knowledge through her coaching certifications. She utilises a range of coaching and psychology methods such as, Situational Leadership, Polarity Management, Identity Compass, whole-being oriented, i.e. Transactional Analysis, Integrative Medicine (Medicine of Consciousness) Modern Systemic and Energy Psychology, but not limited to.

A true leader by example, as she explains, “I’ve recognized early on my dedication to support people on this journey.”

My thoughts

Jelena Petrove explains her motivation as a senior coach, “Having a comprehensive baseline from the studies of Psychology, I continue searching for the keys that make changes in human behaviour and motivation. As a result, better behaviours are easier to recognize, practical to manage, and fulfilling to accomplish.”



Your future

“My integrated methodological approach benefits development, natural curiosity and sensitivity. I create a safe, partnering atmosphere for my clients to open up, be brave, discover and grow beyond their expectations.”