I am a strategic business advisor and former CEO with over 18 years of leadership experience across FMCG, DIY, and real estate sectors.

Over the course of my career, I have held senior leadership roles including Head of Commerce and Business Developer at Maxima Eesti OÜ, Bauhof AS, and HKScan Estonia OÜ (Rakvere, Tallegg), as well as CEO positions at Maxima Eesti OÜ and Arco Vara AS. This breadth of experience has given me a strong commercial foundation and a deep understanding of how to drive performance across different industries and business models.

I hold an MBA from Estonian Business School and have complemented my education with extensive executive training across the Baltics and Scandinavia, focusing on business development and commercial performance.

What defines me is clear thinking, direct communication, and the ability to quickly understand what truly drives business performance. I combine strong analytical skills with hands-on leadership experience, allowing me to move beyond theory and focus on practical, high-impact solutions.

I am particularly strong in advisory roles because I have been in the decision-maker’s seat myself. I understand the pressure, complexity, and accountability that come with leading organizations. My approach is structured, calm, and focused on helping leadership teams make clear, actionable decisions.

As part of my experience, I led a two-year pricing strategy transformation project in Estonia in collaboration with McKinsey, one of the world’s leading consulting firms. I was responsible for leading the initiative from concept to full implementation, acting as project lead and ensuring delivery of measurable business results.

I help owners, boards, and executive teams on strategy, performance improvement, and business transformation, always with a focus on clarity, disciplined execution, and measurable outcomes.

I am known for my integrity, resilience, and ability to create focus in times of change. I challenge assumptions, bring structure to complexity, and ensure that strategy translates into real results.

From Assistant to CEO - A Personal Story Featured in Äripäev