Sanel Čeljo

With more than 25 years of uninterrupted professional experience across multiple industries and markets, Sanel Čeljo, Vice President of Supply Chain at AS Holding, represents a leadership profile shaped by results, transformation, and continuous learning. His career spans multinational corporations, regional systems, acquisitions, and complex integrations, all grounded in a strong belief that leadership begins and ends with people.

A Career Shaped by Diversity and Scale

Sanel’s professional journey began early, alongside his university studies, in a demanding post-war environment where learning happened primarily through practice. Step by step, he progressed from sales representative to regional sales manager, key account roles, and eventually senior leadership positions in multinational, regional, and local companies.

Over the years, he built experience in industries ranging from FMCG and tobacco to alcohol beverages and large distribution systems. He spent nearly seven years at Imperial Tobacco, followed by more than eight years at Badel 1862, before taking on complex regional roles within NELT.

One of the defining professional milestones of his career was his involvement in NELT’s expansion into the Albanian market. Together with colleagues from Belgrade, Sanel participated in the entire process — from market scanning and due diligence to acquisition, spin-off, stabilization, and full integration of Albancorp into the NELT system.

“My primary responsibility was protecting shareholder capital, stabilizing the business, and preparing the company for full integration.”

Shortly before the COVID-19 pandemic, he accepted a leadership role with Sarantis in Bosnia and Herzegovina. Although strategic plans were initiated, the pandemic significantly disrupted operations, marking yet another leadership challenge shaped by uncertainty.

Looking back, Sanel describes his career as “long, intensive, and diverse,” without a single professional interruption — a journey defined by constant exposure to different organizational cultures, markets, and leadership expectations.

How COTRUGLI Changed the Strategic Perspective

Before enrolling in the EMBA program at COTRUGLI Business School, Sanel’s career progression was strongly results-driven, focused on operational targets and growth — often without a clearly articulated strategic framework.

“As I grew professionally together with the companies I worked for, I often felt I lacked a broader perspective.”

COTRUGLI proved to be a turning point, particularly at the strategic level. It helped him understand business as an integrated system and recognize the interdependence of all functional segments within an organization. He highlights the strong influence of professors such as Anthony J. Evans, Terence Tse, Nicolas Kfuri, and Mark Esposito, whose lectures left a lasting professional and personal imprint.

One particular moment from a module helf in Poreč remains vivid in his memory — early discussions about artificial intelligence, long before AI became part of everyday business vocabulary.

“At the time, predictions about automation and digital transformation felt futuristic. Today, we are witnessing their full realization.”

Beyond knowledge and tools in strategy, decision-making, and project management, COTRUGLI also provided what Sanel considers invaluable: a regional and international professional network that remains active to this day.

Leadership Today: Structure, Strategy, and AI

The company Sanel works for today has grown rapidly, primarily through acquisitions, resulting in complex and often misaligned management processes. His current leadership focus is on establishing a clear strategic framework based on defined goals, strategic maps, and principles of balanced management.

A second major pillar of his work involves the implementation of modern technologies, especially artificial intelligence, to improve business efficiency. “AI allows faster access to information, automation of repetitive tasks, and more effective decision-making with a strong emphasis on data security.”

From real-time financial insights to workforce analytics, AI-driven tools have dramatically reduced the time needed for reporting and analysis, transforming how leaders interact with data.

Preparing Leaders for the Future

In Sanel’s view, artificial intelligence is no longer optional. At a recent business congress he attended, nearly 80% of topics focused on AI — a clear signal of where leadership education must go.

“There is less and less workforce available, especially in our region, and that gap must be filled with tools that can replace certain human tasks.”

However, he emphasizes that technology alone has no value without people. Alongside AI and agile management, emotional intelligence, understanding employee needs, and managing diverse personality profiles will define successful leaders of the future.

Mentorship and Giving Back

Mentorship is not only something Sanel supports, it is part of his personal vision. “That’s where I see myself in the future — sharing experience with future students and managers.”

He believes mentorship should go beyond classrooms and include study visits, exposure to real production environments, and direct interaction with leaders inside large organizations. “It’s one thing to talk about business in a classroom, and something completely different to see how companies actually operate.”

Leaders Who Shaped His Path

Throughout his career, Sanel has worked with exceptional leaders who left a strong imprint on his development. Among them, he highlights Daniel Ezenhauer from Imperial Tobacco for his balance of professionalism and emotional intelligence.

Within NELT, he was inspired by CEO Miloš Jelić and company owners Nebojša Šaranović and Ranko Šaranović, whose respect for people and hierarchy represent a rare but powerful leadership example. He also credits Milan Radovojević as both mentor and lifelong friend, someone from whom he learned through real projects and collaboration.

Finally, he points to Rusmir Hrvić, co-owner and director of AS Holding, whose ability to identify, revive, and grow struggling companies stands as a masterclass in acquisition-driven leadership.

Lessons for the Younger Self

If he could speak to himself at the beginning of his career, Sanel would emphasize lifelong learning as a necessity and self-investment as the most profitable decision.

“Failure should not be feared. Every attempt is new knowledge and new experience.”

Equally important, he believes in surrounding oneself with high-quality people, individuals who are driven, capable, and focused on growth. He resonates strongly with the American philosophy that failure in business is not an end, but a beginning.

Above all, he stresses the importance of remaining human.

“Never underestimate anyone, and never overestimate anyone. We are all made of the same material, what others can do, you can do too.”

What Defines a Successful Leader Today

For Sanel, leadership starts with building the right team and leading by personal example. “A leader must show people how to behave — through knowledge, integrity, and experience.”

Continuous development, openness to feedback, and the ability to adapt are non-negotiable. A successful leader listens carefully, questions themselves constantly, and uses feedback, both positive and negative, as a tool for growth.

In his view, true leadership rests on integrity, empathy, learning, and the ability to develop others. “That is the foundation of authentic leadership.”