Kristina Mustonen
Strategic Advisor

I am a results-driven business leader with 18 years of experience in company development, including 3 years as a Chief Executive Officer, leading organizations through transformation, growth, and value creation.

I built my career from an entry-level position to CEO within 12 years at one of the largest retail groups in the Baltics. This progression reflects a consistent track record of performance and the trust placed in my leadership across increasing levels of responsibility, from operational roles to senior executive management.

I have also served as a member of the management board for over 8 years, making decisions that shape overall company strategy, performance, and long-term development. This experience gives me a deep understanding of how businesses operate from the inside, how strategy connects to execution, how decisions impact results, and how external market dynamics and global trends influence business outcomes.

Throughout my career, I have been a trusted representative of the companies I have led - serving as the main point of confidence for investors, shareholders, and partners, while also building strong credibility with customers. This dual perspective, balancing stakeholder expectations with customer value creation, has been central to driving sustainable business performance.

My experience spans real estate development, retail, FMCG, DIY, and industrial production, providing a broad commercial perspective and the ability to lead complex organizations. I have driven large-scale transformations, improved profitability, and aligned teams around clear strategic priorities, working closely with boards, investors, and senior stakeholders.

I have led a two-year pricing transformation program in collaboration with McKinsey & Company, implementing a structured, end-to-end approach to pricing and delivering measurable commercial impact.

My commercial experience includes leading rebranding initiatives, developing assortment strategies in FMCG and DIY, building marketing strategies, and shaping long-term company direction, including 5-year strategic plans and international growth targets. I have also led market research and customer insight initiatives across FMCG, DIY, production, and real estate to support data-driven decision-making.

I bring a strong focus on decision-making in complex situations, where clarity, speed, and judgement are critical. Central to this is a deep understanding of the customer - how needs evolve over time, how behaviour shifts, and how businesses must adapt not only for today, but for the next 1, 5, or 10 years.

As a leader, I have built and managed large teams with up to 60 direct reports, creating high-performing organizations focused on execution, accountability, and results.

I hold an MBA from Estonian Business School, as well as a Bachelor’s degree in Human Resources and Finance from the University of Economics. I have also completed executive education in business development and commercial performance across the Baltics and Scandinavia.

I am known for strong commercial judgement, decisive leadership, and a collaborative approach. I build high-performing teams, challenge the status quo, and translate strategy into measurable outcomes, particularly in environments that require clarity, speed, and accountability.