Creative Direction & Consulting
Marketing Parrot – Creative Lead
Parrot Conference & Awards – Creative Lead
Südi – Creative
JEUDI Paris, Worksup, YIT – Consultant
Lartusi Home – Marketing & Creative Lead
Regionaalhaigla – Consultant, Editor
Brand & Marketing Leadership
Villeroy & Boch Estonia – Marketing Lead
Lartusi Home Online – Creative Lead
Lartusi Home — Marketing & Creative Lead
Marketing Parrot — Marketing & Creative Lead
Editorial & Content
Winning Friends by e-Residency of Estonia – Editor, Copy
Storybook I–II – Author
Äripäev, Best Marketing Eesti, Äri-IT, Marketing Parrot – Writer
Production & Events
Balticbest – Production
Password – Production
Best of Global Digital Marketing Events – Production
Best Marketing International – Production
Parrot Conference & Awards — Production
Marketing Parrot — Production
The person you call with “what do you think about…?”
Probably the most pragmatic creative person you’ll ever meet.
As an edgy teenager, I dreamt of becoming a cool PR lady. I took a gap year and ended up working in business media and events; I learned marketing by writing about it and by putting together agendas for conferences. Then came the hands-on part in lifestyle marketing and content. Today, I’d place myself somewhere between media and advertising, writer and copywriter, editor and creative. This professional ambiguity is both a blessing and a curse – it makes personal branding unreasonably hard.
At the core of my work are strong, dynamic relationships where we ideate, align, and create together. I’m a thinker and a listener – and a much better doer once the thinking and listening are done. The current state of the world, and my niche specifically, doesn’t really foster this approach, but I believe that when we can’t keep up, the ability to stop and analyse might be the only remedy against madness.
I speak Estonian, English, Russian, and passable French. I promise to learn Latvian.
What else? I’m physically based in Riga, but mobile.
Karin calls me "the godmother of Lartusi". It all started with Villeroy & Boch. Karin wanted to go properly multi-brand. We had already launched the e-shop for Villeroy, and we had good momentum to build on. We came up with the name, hunted for brands, moved to a bigger space.
We planned and executed almost all marketing in-house. And kept growing. I learned to make every cent count. Did the longest newsletters in history. Served customers. Did deliveries.
One highlight was the Villeroy & Boch Signature PR event where the duchess visited our mall store... funny concept that turned out beautifully. I did the planning and PR.
At some point we needed a website that showed the full scope of what Lartusi offers. Painful process, but got it done thanks to wonderfully patient partners. In 2024, we ran an experiment in Latvia and Lithuania. I updated the brand, planned the campaign, designed it, executed it.
Lartusi is a big chapter in my life. I made lifelong friends and grew into myself professionally. Thank you Karin, Sandra, the team, Ronald, Nina, Mauri and all our partners.
I first met them in 2019, when I was running a consultancy with Hando. We reworked their content marketing, introduced and produced the weekly podcast, and started handling communications in Russian.
Then COVID hit. We worked hand in hand to keep communications up to date and helped execute several urgent campaigns. Later, we were recognised for the comms effort with an award.
I learned to pick up the phone at all times and act fast. A crazy schedule, but great chemistry with the team. Thank you, Stina, Elina, and Andra.
My first job was following Hando around and writing articles for Best Marketing Estonia and Äripäev. At the same time, I was writing and collecting marketing case studies for Hando’s international conference – two books came out of that work. Some pieces were even published in foreign business media, including the Shanghai Business Review, which I’m still quite proud of.
I’ve kept writing sporadically over the years; you learn a lot by writing about things you initially know very little about.
Worked on the agenda for Password and other industry events.
I have a band picture marking the highlight of my event-production days. That night I went out with Jacqueline, Zaheer, Igor and Bernhard – we talked about life, handbags, work, China, the Baltics. I really cherish that moment.
Thank you Maarja, Hando and Maarit.
An ongoing project I somehow got involved in. I do the copy and editing. Very impressive production, haven’t seen anything like it in Estonia.
Thank you Liisa, Kadri-Liis, and e-Residency of Estonia.
This will be our next project. It will be new and exciting.
The Marketing Parrot universe
Inception and transformation with Lartusi Home
Always on with Regionaalhaigla
Writing about things I know very little about
Thank you for joining our event
How to make friends and influence people with Winning Friends
Something new & exciting
First of all, it’s called Parrot because parrots are the most intelligent and the prettiest birds. Hando came up with the idea when I was still living in Moscow, and we started building it piece by piece, event by event. Our mission was to give Baltic B2B marketing a voice, a stage, and a sense of community. Quirky, intelligent, old-school – a reflection of us.
I built the website, helped write the content, handled marketing, lead gen, sponsorships, sales – whatever needed to be done, because it was just the two of us. It was very hard at times, mostly due to limited resources and the stress that comes with running events.
I hope it gets the financial backing it deserves. Thank you, Hando, and thank you to the Baltic B2B community. My heart and soul are in this one.
