Who we are

Building the future of photonics marketing.

We exist to solve a fundamental challenge: photonics companies are building consequential technologies, yet most remain invisible to the buyers who need them. The gap isn't technical–it's commercial.

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01 Our Mission

To make the best photonics companies visible to the buyers who need them.

Photonics companies are building some of today's most advanced technologies, yet most remain invisible to the buyers who need them. The gap isn't technical, it's commercial.

Winning in a competitive market requires visibility, credibility, and the ability to consistently reach the right buyers at the right moment. That is why we created Digital Alley, the only full-service digital marketing agency in photonics, built to engineer visibility and drive growth for the companies shaping the industry.

02 What We Do

The only full-service digital marketing agency built for photonics.

We engineer visibility and drive growth for the companies shaping the industry – end to end, across the full funnel.

We work with companies across the full spectrum of the sector, from lasers, optics, and sensors to spectroscopy, imaging, scientific instrumentation, advanced manufacturing, and the many adjacent fields where highly specialised technology meets a demanding market.

Why this niche

Marketing photonics is different.

Marketing a photonics company is not like marketing a software product or a consumer brand. The audiences are technical and exacting. The sales cycles are long. Buying decisions are made by people who understand the underlying science and expect it to meet a high standard.

Generalist marketing agencies do not understand this. They apply broad frameworks to niche problems and produce work that feels irrelevant to the people it is meant to reach.

We built Digital Alley specifically to address that gap. Our playbooks, campaign structures, and content systems were developed from scratch based on photonics-specific experience, not based on frameworks built for other industries.

Our Approach

Systems thinking, not siloes.

01 How we work

We think in systems, not isolated actions.

Every piece of work connects back to a commercial objective: visibility, leads, or market position.

Strategy, content, advertising, SEO and AEO, branding, and website work together as a connected system. Each element supports the others.

02 Who Leads the Work

Who leads the work

Digital Alley is led by two senior marketing and business development professionals with a combined experience of nearly 40 years. The agency is based in Brussels, with team members across Europe.

Digital Alley operates as part of The Right Street group, an established communications group with a broad client portfolio. This gives us the depth and infrastructure of a mature organisation, combined with the focus and agility of a specialist boutique.

We are an active member of EPIC - the European Photonics Industry Consortium - and part of the ecosystem we serve.

Meet the team

Goran Karanovic

Goran Karanovic

Co-founder, Managing Director

Goran Karanovic is the Managing Director of Digital Alley and the strategic lead behind the agency's work in search, advertising, and content. A digital marketing and SEO expert, he leads our PPC advertising across Google and social media, and oversees the agency's approach to both traditional SEO and AI-powered search. Goran comes from a media background, having spent a decade in TV journalism before moving into digital marketing. He is a writer, SEO copywriter, content creator, and award-winning author. Google certified, he holds a PhD in Law and is a member of Mensa.

Filip Lugovic

Filip Lugovic

Business Development Director

Filip has over 15 years of experience in business development within the Brussels public affairs arena. Before co-founding Digital Alley and The Right Street, he helped DeHavilland, the London-based political intelligence provider, grow the EU arm of their business, and led commercial efforts for EUobserver, the leading online newspaper for EU politics. Filip holds an MBA degree and has studied and worked in Croatia, Russia, the United States and Belgium.

Nardjes Atia

Nardjes Atia

Head of Operations and Client Services

Nardjes built her professional background in sales and marketing, gaining experience in paid advertising and developing a results-driven and analytical approach to communication. Over time, this experience has strengthened her ability to understand audiences and optimise performance in competitive environments.

Maya Taal

Maya Taal

Senior Consultant

Maya has over 15 years of experience in communications and is a skilled copywriter. She started her career in the human rights field in the United States and has since branched out in many different directions, including work for the EU institutions, the corporate sphere and the startup world.

Ivana Franeta

Ivana Franeta

Senior Consultant

Ivana was a professional photographer for a decade before focusing her talents on digital marketing and social media. Her work at Digital Alley spans paid ad campaigns, data processing, analysis, copywriting and community building. Ivana has a BA in English and literature.

Kenan Kovacevic

Kenan Kovacevic

Senior Consultant

Kenan, a Business Informatics graduate, is a digital marketer specialising in social media and advertising. At Digital Alley, he dedicates his time to creating impactful paid campaigns across diverse social platforms. As a LinkedIn creator, he enjoys sharing marketing insights with his network.

Damir Hrnjicic

Damir Hrnjicic

Head of design

Damir is a designer with over 20 years of experience in the creative industry, working across agencies, the real sector, and marketing environments. Throughout his career, he has built a strong foundation in visual communication, brand development, and digital design, contributing to a wide range of projects across different industries.

Anastasija Angelovska

Anastasija Angelovska

Designer

Anastasija is a designer experienced in branding, digital design, and visual communication. Having worked with agencies and freelance clients, she has contributed to diverse creative projects, focusing on clear and impactful visual designs.

Tomislav Klisanin

Tomislav Klisanin

Designer

Tomislav was almost an art history and philosophy professor, but that did not work out for him and eventually he found his passion in graphic design. We could describe him as a lover of typography, but that is not all he is. He is experienced in various fields of graphic design and art.

Yuliia Shumeiko

Yuliia Shumeiko

Tech Team Lead

Yuliia is a Tech Team Lead. Armed with a master's degree in Marketing and a background in Project Management, she possesses a blend of technical skills and business acumen. Yuliia is deeply passionate about uncovering new insights, driving product development, and planning innovative solutions..

Goran Sutalo

Goran Sutalo

Web Developer

Goran is a self-taught WordPress developer whose expertise extends to all aspects of web development and design. With his graphic design background and an art degree, Goran brings a keen eye for elegance and style to his projects.

Maksim Maksimov

Maksim Maksimov

Account Manager

Max transitioned from a career in economics to policy communications, using his solid knowledge of public affairs to assist clients in effectively communicating within the European political landscape.

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