Meet Jasmin Huljaj, President of the Board at PHOENIX Farmacija.
In this issue of Leadership Voices, Jasmin reflects on EL PHARMA in Croatia:
“In Croatia, we operate our Representation Business within PHOENIX Farmacija, leveraging a decade of experience and numerous local projects. For now, we keep all activities integrated – Wholesale, HCL & Marketing Services, and Representation to maintain simplicity and synergy.”
Jasmin highlights the very beginnings of EL PHARMA in Croatia and it’s growth:
“Our Representation Business began as “Rent-a-Rep” services for major pharma companies, supporting their established portfolios while they focused on launching new molecules. We also help exclusive partners invest in field force promotion without opening a local entity.
Today, we are a strong organization of nearly 50 professionals, structured into business units dedicated to partners. Our 12-person sales team visits pharmacies and HCPs, supported by a marketing department with four brand managers.”
As Jasmin notes, our added value lies in: “unique services that help big pharma sustain established brands while focusing on innovation, and enable small and medium-sized pharma, OTC, medical device, and veterinary companies to bring new, value-added products to the Croatian market faster and more effectively.”
Drawing from his personal background, Jasmin reflects on the leadership values that influence his approach: “Sports shaped my competitive spirit early in life. I played football for Hajduk Split until the age of 16 before focusing on academics. I graduated second in my class at the Faculty of Pharmacy and began my career at Jadran Galenski Laboratory (JGL), where I learned the importance of entrepreneurial spirit and customer focus. I joined the company as a Sales Representative in 1994 and spent 24 years growing with the organization, serving as CEO from 2014 to 2017. During this period, we transformed JGL from a local Croatian producer into a global leader in certain OTC categories.
Later, as President of Hajduk Split Football Club, I learned to manage emotions in business, football is emotion first, business second. Today, as President of the Board at PHOENIX Farmacija, I balance corporate structure with local success, guided by the principle: Think globally, act locally.”
His leadership philosophy is: “Success depends on having the right people in the right roles, an organization focused on end-to-end processes, customer value, and continuous improvement – every day, everywhere, by everyone. Business is about people, not just figures or products. We must enjoy our work, celebrate success, learn from mistakes, and keep emotion in business.”