Riga, Latvia
I believe marketing is numbers, not “creatives,” and that strong marketing leadership sits at the intersection of data, technology, and human behavior. For me, marketing must drive revenue and be ROI-accountable. I have 22 years of experience in marketing across both B2C and B2B, leading marketing functions with multi-million budgets and teams (including remote ones), while still believing in Human-to-Human marketing, story, and message. I have led teams and built marketing functions from the ground up in performance-driven B2C businesses (online services, fintech, e-commerce, and travel), where marketing must generate registrations, calls, and direct sales at scale with strict unit economics; and in B2B environments (SaaS, AI, and ERP software), where marketing supports complex sales cycles, brand awareness, strategic positioning, expert content creation, and long-term demand generation. I lead the full marketing function end-to-end, including: • Marketing strategy and market positioning • Multi-million marketing budget management and ROI accountability • Building and leading marketing teams • Brand development and messaging • Demand generation and growth channels • Pricing strategy and product-market alignment • Marketing analytics and performance measurement For the past decade I have operated at the C-level, sitting on the executive board and aligning marketing strategy with overall business strategy, revenue goals, and company growth.
Saas: AI-powered software (B2B). As CMO, I lead the company’s global marketing strategy, positioning Graip.ai as an AI-powered Intelligent Document Processing platform and building the marketing infrastructure to support international growth. My role covers the full marketing function, from strategic positioning to demand generation and revenue support. Key responsibilities include: • Defining market positioning and messaging for Graip.ai’s AI and document automation platform • Building and leading the end-to-end marketing function, including brand, product marketing, and demand generation • Developing go-to-market strategies for new product capabilities and AI solutions • Creating and executing digital demand generation programs across multiple channels • Aligning marketing with sales and product teams to support pipeline growth and customer acquisition • Leading content strategy and thought leadership around AI, automation, and document processing • Managing marketing analytics and performance tracking to ensure ROI-driven decision making • Team hiring and management My focus is on building a scalable marketing system that supports Graip.ai’s growth in the global AI and enterprise software market.
Enterprise software - system integration (B2B marketing). Global marketing strategy for CLARITY, a consulting and technology company specializing in SAP solutions, enterprise automation, and digital transformation. My role focuses on building a scalable marketing system that supports complex B2B sales cycles and positions CLARITY as a trusted partner for enterprise technology initiatives. Key responsibilities include: • Defining market positioning and messaging for SAP-related solutions, and enterprise automation • Developing go-to-market strategies for consulting services and technology solutions across international markets • Building and managing the end-to-end marketing function, including brand, content, digital marketing, and demand generation • Supporting lead generation and pipeline development for enterprise sales • Leading thought leadership and expert content programs around SAP technologies and digital transformation • Managing marketing analytics and performance measurement to ensure ROI-driven growth • Building and leading marketing teams and coordinating work across internal stakeholders and external partners My focus is on aligning marketing with sales strategy and long enterprise buying cycles, creating clear market positioning and a predictable flow of qualified opportunities.
I was responsible for developing and implementing marketing technology and automation systems to improve operational efficiency, customer lifecycle management, and retention. My role focused on building scalable digital infrastructure that supported both marketing performance and long-term customer engagement across the company’s online businesses. Key responsibilities included: • Leading the implementation of marketing technology (MarTech) systems to automate marketing and customer lifecycle processes • Designing and optimizing customer retention strategies through automation, segmentation, and lifecycle marketing • Integrating digital platforms to support data-driven marketing and performance tracking • Improving marketing efficiency by implementing automation across customer acquisition and retention processes • Aligning marketing technology with business goals, growth strategy, and customer experience My focus was on transforming fragmented marketing processes into automated, data-driven systems that improved marketing efficiency and strengthened customer retention.
Led the marketing function for EcoFinance, responsible for customer acquisition, sales growth, and retention across multiple EU markets. Managed multi-million marketing budgets and high-volume direct response campaigns supporting both online and phone-based sales. Key responsibilities: • Developing lead generation strategies from scratch in several European markets • Managing the full marketing channel mix: affiliate networks, SEM, SMM, SEO, email, SMS, display, RTB, and offline channels • Overseeing web presence, frontend performance, and CRO • Leading international marketing teams and working closely with call center and sales teams • Building data-driven marketing infrastructure, including complex analytical frameworks and performance tracking
Responsible for digital marketing across the entire sales funnel, supporting both online bookings and call-based sales in the travel industry. Key responsibilities: • Managing digital acquisition channels, including affiliate marketing, partner marketing, SEO, email, and SMS • Developing marketing strategy, channel mix, and budget allocation • Driving customer acquisition and lead generation for travel products • Working as Project Manager for the development of an in-house analytics platform integrating company websites, CRM, CMS, back office, and other internal systems into a unified data environment