Irena Čuk has been working in the Investment, Private and Retail Banking division of NLB d.d. Ljubljana since 1984 in different operational, project and management positions. Mrs Čuk is currently the General Manager of the Customer Segment Management Department, responsible for key segments product range, market and pricing strategy for NLB retail banking. Mrs Čuk gained project development experience building the first direct banking channels in the country during the early 1990s, specifically in the ATM Network and NLB Contact Centre. Her first managerial position was in investment banking, where she managed the implementation of the first brokerage and asset management IT system, which, heavily upgraded, is now widely used by many Slovenian banks. During 1997–2004, she was the General Manager of the bank’s Research, Development and Marketing Department. During those years many new product lines (mortgages, bank assurance, investment funds, business accounts and payments) and direct channels (internet and mobile) were developed and introduced to market. During 2004–2009, she led the development and implementation of the private banking arm of NLB and became its first General Manager. In 2010, with her knowledge of the essence of financial advisory services in investment and private banking, Mrs Čuk became a project manager for developing personal financial advisory services. NLB was the first bank in the region to introduce multichannel Financial Advisory Services in Retail Banking. The project received awards and nominations as one of the most innovative banking solutions.