I am a marketing and business development professional. Over nearly 20 years in various leadership roles, I have built extensive experience in strategy development, marketing planning, and brand building. This enables me to combine strategic thinking with execution, align marketing with commercial logic, and make decisions while taking full responsibility for results.

Today, I work as an external marketing partner for companies that don’t need just another idea, but a clear direction and someone who can turn it into a working system.

Where it all began – NIKE

My career started with NIKE, the global leader in the sports category, where I led the Equipment & Accessories category in Lithuania. This experience shaped my understanding early on of what truly builds a strong brand and became a professional compass — a clear reference point for the direction ambitious and disciplined marketing should take.

The core of my professional experience – TRIDENS

TRIDENS, one of the strongest distribution companies in the Baltics, became the place where marketing stopped being just one of the business functions and turned into its driving force.

I held various leadership roles there, growing together with the business and its ambitions. As Head of Marketing, I built a strong team, and marketing became a key engine of business growth. Creative and data-driven strategies enabled efficient budget investments, brand strengthening, and consistent growth of competitive advantage.

Later, as Business Development Manager for the Baltics, I developed long-term portfolio strategy, planned the introduction of new brands, built partnerships, and managed multifunctional teams across all three countries. This stage provided a broad, systemic perspective — the ability to integrate marketing, commercial strategy, and business development into one coherent growth strategy.

A personal success story – JÄGERMEISTER

The most prominent experience, best reflecting my thinking as a marketing strategist, is related to JÄGERMEISTER — the transformation of the brand in Lithuania from a little-known product without a clear direction into one of the largest and strongest brands in its category.

The work began not with campaigns, but with strategic direction — a clear understanding of who the brand is for and why consumers should choose it. A balance between creativity and discipline, data analysis, and close cooperation with partners made it possible to achieve not only sustainable growth, but also to develop several best-practice solutions later adopted by the producer in other markets.

Ultimately, JÄGERMEISTER became not only a category leader in Lithuania, but a true phenomenon. The phrase “from zero to hero” applies here literally.

Experience that shaped intuition – over 100 brands

Working with a wide range of FMCG brands provided a broad professional context. Different categories, price segments, and audiences required the ability to quickly immerse and identify the most suitable growth direction for each brand.

Operating in a highly dynamic distribution environment, I developed strategies and adapted global practices to the Lithuanian and Baltic markets, learning both from global category leaders and from fast-growing, innovative brands. This experience sharpened my professional intuition and became the best possible school.

Education reinforcing practice

Although I am first and foremost a practitioner, theory has always accompanied real work. I hold a Bachelor’s degree in Business Management and a Master’s degree in International Business, later complemented by the LIMA / NIMA international marketing leadership certification, which helped structure my accumulated marketing knowledge and further strengthen my strategic approach.

Time to share

Nearly 20 years across different business contexts have given me the experience to see marketing not as a set of isolated activities, but as a growth system closely linked to business objectives.

Today, I apply this experience by working with companies that value clarity over activity — clear direction, well-defined priorities, and decisions that deliver measurable impact.

If you are looking for a partner who can contribute to strategic discussions, decision-making, and execution — I invite you to get in touch.