A decade of Umbraco expertise, in the Middle East.

The story starts in Dubai, 2014. A senior developer from Belgrade — experienced, confident, and familiar with several CMS platforms — had just landed his first role in the Middle East. Within weeks, his new team handed him something he had never encountered before. It said "Umbraco".

The initial reaction was somewhere between curiosity and genuine confusion. Document Types. Templates. Content nodes. A hierarchical tree that behaved nothing like the PHP-based CMSes he had built from scratch. The logic was different. The relationship between content structure and presentation felt almost architectural — and not in a way he immediately understood.

The documentation at the time was sparse. His colleagues were either too busy or not inclined to transfer knowledge. So he did what you do when you are stubborn and determined: he read everything he could find, built small things, broke them, rebuilt them, and gradually started to understand.

What happened next was unexpected. The more he worked with Umbraco, the more he liked it — not in spite of its structure, but because of it. It made complex editorial relationships intuitive. It made digital builds faster and more coherent. And it sat comfortably inside a .NET stack he had come to respect. The love-hate relationship eventually settled, firmly, on the side of love.

Years of agency work, freelance projects, executive technology leadership, and a growing reputation for Umbraco across the GCC region followed. Then came the Umbraco Certification — the first Umbraco Certified Master in the Middle East. Then Cloud. Then uCommerce. The journey from that first confused encounter to Certified Master took about three years. The commitment to Umbraco never wavered after that.

Nemanja's background is unusual because it combines executive leadership experience with technical expertise that stays current. He started as a web developer, progressed through senior development and technical leadership, founded and ran a boutique digital agency, then moved into CTO, Head of Digital, and Managing Director roles across Dubai and the UK.

This gives him a genuinely different perspective on Umbraco engagements. He can discuss strategy, budget, governance, and vendor selection with leadership teams — but he also understands how Umbraco solutions are architected, built, deployed, and maintained at a technical level.

Nemanja has led and advised on digital and technology work across commerce, financial services, public-sector, ecommerce, customer experience, and advisory environments — across the GCC, UK, and Europe.

His regional experience includes the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Oman, the UK, and Europe. He also serves as Vice Chair of the Serbian Business Council, supporting technology strategy, digital investment, and Europe–Middle East market-entry advisory.

Nemanja holds a degree in Information Technologies from the University of Belgrade, combined with professional certifications across project delivery, platform technology, and ecommerce — including Umbraco's highest level of practitioner certification.