Strategic Leadership for Growth-Stage Companies
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THE STORY
From the ground up
My career, which began with a MSc from Tallinn University and MBA from TalTech, 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 in EMEA region. 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.
The results: 39% portfolio growth in my first year as Group CMO, €1M raised in three months, winning major clients running a digital marketing agency, managing eight B2B SaaS products simultaneously in Vendisys Inc, and launching products like Monefit SmartSaver.
Me on my first marketing position
Starting my first business
I founded The New Cup Agency, which started with a simple idea: branded advertising on takeaway coffee cups — back then a unique media channel in the Baltics.
My first client was Luminor Bank. We produced branded coffee cups as part of their rebranding campaign and spread them all over Estonia and the Baltics. It was creative, different, visible and impactful.
Over time, the agency evolved into a boutique marketing consultancy, expanding into integrated digital and offline marketing. We built tailored campaigns for major Estonian brands including Liviko, LHV, Tele2, Samsung, Tele2 and CityMotors.
The first Pan-Baltic campaign with Luminor
Investor since 2005
I've been an active investor since 2005, currently a member of EstBAN (Estonian Business Angels Network) and Investeerimisklubi, an Estonian investment community.
I'll admit, especially in the beginning, my investment decisions were driven more by gut instinct than thorough market analysis. That approach brought its share of both wins and hard lessons. Over time, I developed a more disciplined thesis: diversification is key — I don't hold more than 20% in any single asset except real estate, which occasionally exceeds that threshold.
I'm a relatively passive investor, but I stay engaged and informed through my involvement in the investment community. Navigating global events like the war in Ukraine and COVID-19 tested my portfolio, but also taught me resilience and the importance of thinking long-term.
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Curiousity is a trait
My hobbies
I've been playing tennis for 10 years — it's my absolute love. Since the fundamentals are the same, padel and beach tennis followed naturally. Last year, I got my golf green card, which seems to be a natural progression for tennis players.
I'm also a regular at the gym. I strongly believe in the transformative power of fitness, not just for physical appearance but for living a healthy, and long pain-free life.
As a licensed fitness coach, I also teach new fitness coaches in Intensive PT marketing, sales and business development to help them succeed in their new endeavour.
Physical resiliance is as important as mental
In short
Whatever I do, and whomever I work for or provide services to, I try to think like a business owner. That perspective comes from two decades of being on both sides of the table: building companies, investing in them, sitting on boards, and running a media agency where every decision had to be justified to clients.
I work with companies flexibly — whether that's full-time leadership, fractional CMO services, interim placements, or strategic consulting. The model matters less than the fit and the opportunity to drive real results.
Although I teach others, I'm a constant learner myself. I'm currently pursuing Strategic Financial Management at Estonian Business School, adding to my two master's degrees. Life is beautiful and it teaches you something new every single day.
