Elinda is a digital transformation leader at A1 Macedonia, a convergent operator offering all mobile and fixed telecommunications services and ICT. On a daily level, she and her team tackle day-to-day challenges that arise in the digital landscape. She is a highly experienced professional who looks at e-commerce with the glasses of a sociologist. She is committed to perfecting digital projects that improve user experience and achieve goals. Over the years, she has focused on identifying anomalies in user experience by utilizing various tools such as GA4, conducting research, and implementing co-browsing scenarios.