The arena of international business is ever changing, opening doors to endless possibilities in business. In this time and age, leaders in the domain of finance need to do more than just be guardians of figures. They are now transformational architects, growth catalysts, and champions of innovation. Among this new generation of leaders, Branislav Loncar is known to excel at integrating strategic vision with operational discipline, leading organizations through difficult transitions as well as developing a culture of ongoing improvement.
Early Curiosity and the Birth of a Finance Leader
Branislav’s foray into finance started with an intense curiosity to understand how companies really work at their core. He always considered finance as the “engine room” of any successful business—a vibrant arena where strategy, performance, and operating decisions intersect. This underlying philosophy guided his initial career, with a wide and solid exposure across different finance functions and sectors.
He began his career as an auditor, a position that taught him to maintain keen attention to financial controls and compliance. It was a valuable beginning, learning the virtues of discipline, precision, and upholding ethical standards—virtues that would ring true in his leadership. Moving on to investment analysis, Branislav broadened his scope, learning to analyze financial decisions not only for their short-term effect, but for their strategic worth in the long term. These early years set him up for his transition into financial management, in which he started shaping more comprehensive business results.
Climbing the Ranks: From Auditor to Regional CFO
Branislav’s rise to prominence in the world of finance was accompanied by a series of increasingly demanding positions. He became Chief Financial Officer at Publicis Groupe, a global marketing and communications group, in 2011. The position offered him a platform to spearhead financial strategy in the context of a complex, multinational group. He quickly established himself on the strength of his capacity to marry financial planning with commercial goals, winning praise for his strategic insight and teamwork.
By 2016, Branislav had risen to the role of CFO for the Adriatic region, and two years after that, he was appointed CFO for Southeast Europe. These roles within the regions were instrumental in influencing how he handled finance leadership. Leading across different markets necessitated him coping with disparate regulatory landscapes, cultural differences, and business maturities. It was here that Branislav developed his skill at mixing local adaptability with global conformity—a talent that would serve him well in his future positions.
His tenure at Publicis One was characterized by the implementation of an ERP system with top marks from internal Paris audits. Not only did it enhance the efficiency of operations, but it also raised the bar on financial management and transparency within the company.
Career Change: Turning Professional with MaxBet and Flutter Entertainment
In 2024, Branislav undertook a pivotal career change by becoming the CFO of MaxBet Serbia, which is owned by the Flutter Entertainment Group. This change was not just in terms of industry—leaving behind marketing and communications and moving into gaming and sports betting—but also in terms of expanded leadership responsibilities. Within a year, he was made CFO for the wider Central and Eastern Europe (CEE) region in Flutter, handling the integration of MaxBet, driving regional M&A efforts, and propelling automation and process efficiency within CEE and the International Division.
Branislav’s contribution at MaxBet was instant and far-reaching. He was instrumental in shepherding the business through integration with Flutter, an exercise which required disciplined financial planning, open governance, and delicate change management. His guidance ensured that MaxBet not only preserved operational stability throughout this period of change but also emerged more resilient, agile, and poised for growth.
At MaxBet, Branislav has played a pivotal role in adopting new software environments, driving digital innovation, and implementing automation and robotics for increased efficiency. He emphasizes ensuring that financial planning is in sync with technological developments so that there’s a competitive advantage in the fast-changing gaming industry.
The Modern CFO: More than Numbers
For Branislav, being a CFO is so much more than simply a money manager. He considers finance to be an integrative function in the company, bringing together commercial, operational, technological, and compliance functions. In his own words, “The CFO is no longer just a financial gatekeeper, but a strategic architect who makes sure that finance is embedded in all critical business functions.” This philosophy forms the foundation of his style of leadership and has been a key driver of cross-functional integration at MaxBet and Flutter.
Branislav’s approach as a leader is one of charisma, strategic thinking, and insatiable innovation. He leads with purpose and clarity, motivating his teams to adopt change and strive for ongoing improvement. His enthusiasm for technology is clear—not for technology’s sake, but as a driver for boosting operational effectiveness, supporting hybrid working models, and opening up new sources of value creation.
Embracing Technology and Data-Driven Decision Making
A hallmark of Branislav’s time as CFO has been his support for technology-led transformation. He understands that in dynamic industries such as iGaming and betting, being able to leverage data and make use of cutting-edge analytics is an ultimate differentiator. During his leadership, MaxBet has embraced AI-powered forecasting, automated financial close, and real-time opex dashboards, minimizing manual burdens and enhancing decision-making accuracy.
Branislav is especially excited about the promise of AI as a hybrid support model—complementing human decision-making while releasing capacity for higher-value tasks. He is also sensitive to the disruptive power of blockchain and decentralized finance (DeFi) thinking, seeing them as future drivers of trust, transparency, and efficiency in regulated sectors.
He is convinced that technology must act as an enabler of individuals so that finance functions can dedicate less time to reconciliation and more to business partnering. By integrating sophisticated analytics and predictability into decision-making, Branislav has enabled MaxBet to become a genuinely data-driven business where insight informs strategic action and facilitates quicker, better-informed, and more forward-looking decision-making.
Leadership Philosophy: Empowerment and Continuous Improvement
At the heart of Branislav’s leadership philosophy is a sense of the power of people. He espouses a Kaizen-like attitude, one that fosters ongoing improvement through challenging the existing order and promoting critical thinking at all levels of the organization. His style is flexible and more decentralized, releasing individuals to take the initiative and make their work their own.
Branislav’s role goes far beyond standard reporting and compliance. He considers himself to be a link between finance, commercial teams, and strategic leadership to make sure that financial strategy not only drives but also foresee business goals. Whether market growth, digital innovation, or operational effectiveness, he makes finance an early part of business planning, product launches, and marketing ROI.
He attributes his style of leadership as charismatic, strategic, and innovation focused. He leads with vision, yet also with faith in people and their ability to change.
Balanced Scorecard: Combining Short-Term Performance with Long-Term Value
One of Branislav’s major contributions has been to build a balanced scorecard approach to financial management. He identifies the conflict between short-term pressure to deliver and long-term investment to build value. His response is a visionary but disciplined approach that balances tactical cost controls with solid forecasting models and scenario planning for long-term investment.
Branislav lays major stress on customer-oriented metrics like Lifetime Value (LTV), Average Revenue Per User (ARPU), bonus efficiency, and cost of acquisition. These numbers paint a more complete picture of business well-being, building on conventional financial markers like EBITDA, cash flow, and ROI. By incorporating these markers into decision-making, Branislav keeps MaxBet nimble, customer-driven, and poised for long-term growth.
In addition, he has introduced free cash flow projections, net revenue vs. gross gaming revenue (NGR vs. GGR), and real-time opex dashboards to remain responsive and aligned with group-level compliance, tax effectiveness, and return on invested capital (ROIC) across markets.
Industry Perspective: Navigating a Dynamic Landscape
Branislav’s vision for the gaming and iGaming sector is influenced by his own conviction of the changing impact of technology and customer-focused strategies. He realizes that charting the moves and interests of customers is crucial to creating engaging propositions and fueling business growth. This customer-led strategy has been the cornerstone of the success of MaxBet in new territories and informs the company’s continuing growth strategy.
He is also highly sensitive to the regulatory intricacies of the business. His cross-market management experience has endowed him with the adaptability to operate in varied regulatory landscapes, both compliant and flexible. Branislav’s capabilities to balance innovation and governance have enabled MaxBet to be the frontrunner in the fiercely competitive gaming industry.
Recognition and Achievements
Branislav’s work in finance and business has been well acknowledged. In 2018, he was conferred Serbia’s Best Young Manager, an award that reinforced his position as a visionary leader. He has also been a repeated nominee for CFO of the Year by the Association of Financial Directors of Serbia, an indication of his consistent greatness and contribution to the practice.
His Publicis One leadership was highlighted by the successful rollout of an ERP system that earned high marks from internal audits in Paris. Such accomplishments highlight his power to instill change in operations and achieve quantifiable results within complicated, multinational settings.
Education and Professional Development
Branislav’s dedication to ongoing education is reflected in his academic background. He has a master’s in economics and an MBA from the United Kingdom’s University of Cumbria. He has also supplemented his experience with specialized training in Paris, Amsterdam, and London in areas such as digital transformation, financial reporting standards, and strategic management. This investment in continuing education has prepared him to meet the changing needs of finance leadership today.
Vision for the Future: Developing Flexible, Data-Driven Organizations
Looking forward, Branislav is centered on developing flexible finance teams, spending on data infrastructure, and inculcating a culture of learning in the organization. He thinks it takes curiosity about technology, the ability to adapt to change, and the willingness to drive transformation to be a successful finance leader in current times. He motivates future leaders to move beyond numbers, adopt a larger role as strategists, communicators, and change agents, and to inculcate a culture of thinking critically and innovating.
He is especially sensitive to new trends like AI-based planning, decentralized finance, real-time reporting of compliance, and the growth of embedded finance. Branislav believes that organizations must prepare themselves for such trends by making technology investments, creating cross-functional teams, and instilling a culture of constant improvement.
Personal Philosophy and Life Beyond the Office
Branislav’s individual philosophy is captured in his saying that “when you build in silence, others don’t know what to destroy.” This reflects his dedication to strategic planning, innovation, and resilience. He believes in continuous learning and adaptability, values which shape his decision-making and leadership style.
Branislav is also outside of the workplace still enthusiastic about technology and trends, especially in AI and blockchain. He likes to connect with innovation through reading, debates, and guiding upcoming professionals. Family, peers, and students give him inspiration and context while time spent with them gives him inspiration and perspective. Nature and sports are also how he finds balance and rejuvenation, and they are a source of discipline, concentration, and relentless improvement.
An Everlasting Legacy in Finance and Business
Branislav’s own transformation from inquisitive auditor to powerful regional CFO is a lasting testament to the strength of vision, flexibility, and leadership. His ability to harmonize finance with strategy, technology, and people has made him a revolutionary force within MaxBet, Flutter Entertainment, and the wider business community. By his dedication to innovation, operational excellence, and learning, Branislav is inspiring the future of finance leadership—positioning organizations not only to drive change but to thrive amidst it.
