A few years ago, when virtual assistants were still largely unknown in our region, Dolores Pečenković was already unknowingly living that role. She first worked as an executive assistant to the director of a small company in Rijeka, and later came across a random LinkedIn ad that opened the door to the world of VA careers. Step by step, she discovered her passion for marketing, completed a specialization in digital marketing alongside her job, and eventually started her own business.

As the social media manager at GoThrive, Dolores is the creative force behind the content you see every day — from visuals and posts to Reels videos. We talked with her about her beginnings, the campaigns that shaped her the most, the challenges of marketing online communities, and what motivates her to combine education, creativity, and connection through her work.

How did you join the GoThrive team, and what motivated you to pursue digital marketing, especially within an educational and community-driven project like ours?

Katarina and I met completely by chance. We both worked at the same VA agency, each in our own role as virtual assistants. As often happens when you communicate and collaborate daily, we soon realized we shared the same feeling — that we could and wanted to achieve more. Around that time, Katarina launched her first live VA course via Zoom, and from that idea, GoThrive was soon born. On my side, I kept discovering how much I enjoyed working as a marketing VA, so I started my own business and eventually became part of the GoThrive team as a social media manager.

For me, digital marketing has never been just about advertising or numbers — it’s about telling a story, inspiring, and motivating. The educational and community aspect we’re building at GoThrive perfectly combines those elements — the opportunity to reach people through content and communication, offer support, and show them they’re not alone on their journey. That’s why I’m here and why this story means so much to me.

What does your process look like when creating a marketing campaign – from idea to execution – and what’s your favorite part of it?

Creating a marketing campaign involves a lot of behind-the-scenes work. Before a single post sees the light of day in its final form, there’s a great deal of planning and organization behind it.

Here’s how the entire process looks from my perspective:

What’s always important — perhaps even the most important — is knowing who you’re talking to. Whether it’s a social media post or a newsletter, the audience determines the tone and direction of communication. Only when we understand who our audience is and what interests them can we move forward.

Next comes selecting the main focus topics for the upcoming month. For example, these might be the VA course and the MeetUp event. It’s important to connect the topics — if one post emphasizes the MeetUp, it can also mention the VA course, and vice versa. That way, communication stays consistent and the content feels cohesive.

Once the focus is set, I create a list of ideas and topics. This is the part of the process where I love to explore and find inspiration — most often through current trends, relevant research, and other creators. I always adapt the content to the season — for example, August posts have a relaxed summer vibe, while December content feels warmer and more festive.

When the list of ideas starts to make sense, I move on to my favorite part of the process — the visuals. Even while writing the ideas, I usually already have a vision of how each post should look. That’s why I always create the visual first and write the copy afterward. It helps me connect the message and the image from the very start.

The next step is scheduling the posts. I set the dates and organize everything in monday.com, where I manage the entire workflow. In that tool, I have a clear overview of everything: visuals, text, publishing dates, and approval status. Once everything is finalized and reviewed, I send the posts for approval. If any edits are needed, the post moves to the “to revise” status, so I always know what’s ready and what still needs work.

The final step is publishing — a part I often do directly from my phone, in real time.

What has been your favorite GoThrive campaign or project so far, and why does it stand out to you?

If I had to choose one campaign that truly stayed with me, it would definitely be our very first GoThrive MeetUp. From creating the branding and speaker announcement templates to organizing the program, sponsors, social media posts, and Meta campaigns – it all required a lot of work. At times it felt challenging, but that very dynamic brought a special sense of fun and togetherness.

What really stuck with me was the incredible support and response we received. The community energy was absolutely amazing. Everyone was so excited about the event – both our team and the virtual assistants who eagerly bought their tickets. You could even feel the excitement through our Slack group. That was the moment I truly realized how powerful GoThrive is at connecting people and building a community.

What are the main challenges in marketing for online communities, and how do you approach them?

One of the biggest challenges in marketing for online communities is the lack of physical contact. When you don’t see people in person, it’s easy for them to drift apart — even if they’re technically always “online.” While Slack allows for quick communication, it’s simply not the same as sitting next to someone in an office and exchanging ideas face-to-face.

That’s why, through social media and our Facebook group, we constantly look for ways to engage and motivate the community. We often post discussion topics or polls where people can share their opinions. Personally, I try to create as much organic content as possible — using real photos and videos, featuring our virtual assistants and genuine moments. Of course, stock photos have their place, but I believe nothing can replace the authenticity of real people and real situations.

Besides connection, GoThrive is primarily built on education. We aim to reflect that in the content we share — offering practical advice and information that helps both current and future virtual assistants. We cover everything from how to apply for HZZ grants for virtual assistants, to finding clients, debunking common myths about the VA career, and sharing tips for successful, long-term collaboration.

This way, our community consistently receives high-quality and useful content, stays active, and — most importantly — continues to grow with us.

What advice would you give to someone who wants to develop marketing for educational projects or online communities?

A lot of patience. Marketing itself requires time and persistence because results almost never come overnight. For online communities, this is even more true, as it can sometimes be hard to see tangible results right away.

Still, even when it feels like no one is noticing your work — they absolutely are. People are watching, absorbing, and appreciating the content you create. That’s why it’s important to stay consistent, trust the process, and keep providing value to your community without expecting instant results. In the long run, that’s exactly what builds trust and strengthens relationships.

Conclusion

The story of Dolores Pečenković’s journey in virtual assistance and GoThrive shows that the biggest changes sometimes grow out of chance opportunities. From a LinkedIn ad and her first steps in assistance, to meeting Katarina, starting her own business, and working on campaigns that bring people together — every step was a lesson and a chance to grow.

If she had to share one message with anyone considering digital marketing, education, or entering the VA world, it would be this: don’t wait for the perfect moment — believe in yourself.

The perfect moment doesn’t exist. What truly matters is your effort, perseverance, and willingness to invest time in what you want to build. Results may not come immediately, but over time every step, every post, and every attempt bears fruit. And when you put in the work and trust the process, success gradually begins to come together almost on its own.

Dolores Pečenković has been working as a virtual assistant for four years, and it all started quite by accident — by finding a job through LinkedIn. Before that, she spent two years as an executive assistant to the director of a small company in Rijeka, where she was, in fact, already performing VA tasks without fully realizing it.

Today, she is a virtual assistant specializing in marketing, with a diploma in digital marketing and her own business through which she provides digital marketing services. On the GoThrive team, she works as a social media manager. Her work includes creating content, designing visuals, and filming Reels. What motivates her most is that through her work she can combine creativity and education — helping others grow and build careers on their own terms.

Contact: dolorespecenkovic@gmail.com