Strategic Leadership for Growth-Stage Companies
MY STORY
Twenty years of building, leading, and learning.
Some impressive wins along the way, but also redundancies, failures, and tough calls.
Two master's degrees earned, two kids raised and countless pivots made.
This is my story — the wins, the losses, and everything that shaped who I am today.
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FROM THE GROUND UP
My career, which began with a M.Sc from Tallinn University and MBA from Talltech, has been a dynamic and evolving journey.
Starting as a sales representative, it transitioned into product management, and eventually leading to building and guiding international marketing teams.
I've played a key role in driving the growth of several fintech companies, both locally and across Europe. Managing in this sector, known for its intense regulations and competition, requires innovation and resilience, as well as a deep understanding of the audience and market nuances.
STARTING A BUSINESS
Founded and scaled a niche advertising agency offering branded takeaway coffee cup campaigns — back then a unique media channel in the Baltics. The first customer was Luminor Bank with a huge campaign oll over Estonia and also baltics. Within time it evolved into a boutique marketing consultancy agency. Expanded the service portfolio into integrated digital and offline marketing, building tailored campaigns aligned with business goals. Delivered customized marketing solutions for major Estonian brands, including Liviko, Luminor, LHV, Tele2, CityMotors, and others.
INVESTOR SINCE 2005
I'll admit, my investment decisions have often been driven more by gut instinct than by thorough market analysis. This approach has brought its share of both triumphs and learning opportunities.
Despite these challenges - including navigating the financial impacts of recent global events like war and COVID-19 - I have made several successful investment decisions. Each represents a step towards my ultimate objective: securing a stable and prosperous future.
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MY HOBBIES
I play tennis already 10 years. As the ball is the same, then padel and beach tennis came organically. But that is not all. I also go to gym regularly. I strongly believe in the transformative power of fitness, not just for physical health but also for mental well-being. Fitness, to me, is about finding balance, challenging oneself, and relishing the journey of personal growth and improvement. As I am a licenced fitness coach myself, I teach new fitness coaches marketing and sales to be successful in their business.
IN SHORT
I have learnt that growth often comes with pain, and although it might not be evident at the moment, it always turns into something better. I try to nurture myself with compassion and have faith in the purpose of transformation to look back with gratitude because I never gave up.
