Cveta Majtanovic is Chief Sustainability Officer at Rubber Conversion, an advanced tech company redefining waste rubber as a high-value circular material. With its patented, solvent-free devulcanization technology, the company transforms end-of-life tires and production scrap into sustainable rubber compounds, reducing reliance on virgin raw materials and enabling tire, automotive, footwear, and industrial manufacturers to close material loops.

With degrees in Psychology, Industrial Engineering, and a dual PhD in Computer Science, Cveta is currently on her Executive MBA journey with ESMT Berlin, enriched by a global residency at UC Berkeley Haas in California. A two-term Board Member of the UN Global Compact Network Italy, startup co-founder and University lecturer, she is passionate about building purpose-driven ecosystems.