Aretera Announces Key Leadership Promotions to Drive Regional Expansion
October 7, 2025
October 7, 2025
October 7, 2025
Aretera is pleased to announce that Philip Merrell has been appointed as Head of Emerging Markets, whilst Lana Avakumović has been promoted to Regional Director for Adria and the Western Balkans.
Philip Merrell – Head of Emerging Markets
Philip has been a member of the Aretera team since 2022, providing day-to-day guidance to our Southeast European practice, as well as strategic insights and counsel to several of our regional clients. His appointment as Head of Emerging Markets represents a natural progression as Aretera deepens its presence in high-growth regions.
Philip brings extensive experience across emerging markets, having lived and consulted multinational and regional in the Middle East and North Africa, Turkey, Central Asia, and Southeast Asia. This deep regional expertise positions him uniquely to lead Aretera's strategic expansion into the emerging markets, including MENA and APAC, where the firm is rapidly establishing new client relationships and building local capabilities.
In his new role, Philip will spearhead Aretera's growth strategy across emerging markets, manage global client relationships spanning multiple regions, and provide strategic oversight to our expanding reputation management practice.
Lana Avakumović – Regional Director, Adria & Western Balkans
Philip will be succeeded by Lana Avakumović, who has been supporting our Southeast European practice as Senior Advisor for two years. Her insights and counsel have been invaluable to Aretera's recent growth across the Western Balkans, and her promotion recognises her exceptional contributions to the firm's regional success. Throughout this period, Aretera has developed offices and strong on-ground capabilities in each of the six Western Balkans markets, in addition to Croatia and Slovenia.
As Regional Director for Adria and the Western Balkans, Lana will lead our growing regional team and practice. She will manage relationships with our growing portfolio of regional clients and oversee engagement with government and regulatory bodies. She will also be responsible for business development initiatives and strengthening Aretera's position as the leading advisory firm in Southeast Europe.
Aretera is pleased to announce that Philip Merrell has been appointed as Head of Emerging Markets, whilst Lana Avakumović has been promoted to Regional Director for Adria and the Western Balkans.
Philip Merrell – Head of Emerging Markets
Philip has been a member of the Aretera team since 2022, providing day-to-day guidance to our Southeast European practice, as well as strategic insights and counsel to several of our regional clients. His appointment as Head of Emerging Markets represents a natural progression as Aretera deepens its presence in high-growth regions.
Philip brings extensive experience across emerging markets, having lived and consulted multinational and regional in the Middle East and North Africa, Turkey, Central Asia, and Southeast Asia. This deep regional expertise positions him uniquely to lead Aretera's strategic expansion into the emerging markets, including MENA and APAC, where the firm is rapidly establishing new client relationships and building local capabilities.
In his new role, Philip will spearhead Aretera's growth strategy across emerging markets, manage global client relationships spanning multiple regions, and provide strategic oversight to our expanding reputation management practice.
Lana Avakumović – Regional Director, Adria & Western Balkans
Philip will be succeeded by Lana Avakumović, who has been supporting our Southeast European practice as Senior Advisor for two years. Her insights and counsel have been invaluable to Aretera's recent growth across the Western Balkans, and her promotion recognises her exceptional contributions to the firm's regional success. Throughout this period, Aretera has developed offices and strong on-ground capabilities in each of the six Western Balkans markets, in addition to Croatia and Slovenia.
As Regional Director for Adria and the Western Balkans, Lana will lead our growing regional team and practice. She will manage relationships with our growing portfolio of regional clients and oversee engagement with government and regulatory bodies. She will also be responsible for business development initiatives and strengthening Aretera's position as the leading advisory firm in Southeast Europe.