HEAD OF BRANDING
BOLTON OÜ, MAY 2024 - ….

After five years supporting Bolton’s FMCG brands as an external expert, I joined full-time to build and lead the company’s Branding and Marketing department.

• Built branding operations from zero, transforming the company’s brand presence into a competitive market force.
• Develop and implement high-level brand strategy for B2B and B2C markets.
• Defined and now oversee all branding processes, incl brand guidelines, packaging design, digital presence and content.
• Lead and motivate creative team.
• Drive cross-functional collaboration with R&D, sales, and production teams to align branding with market and product strategy.
• Manage branding and marketing budget, optimizing investment and maximizing visibility.
• Led a full rebranding of Veganic, strengthening visual identity and international positioning.
• Launched 2 new brands and 3 product lines, creating strong narratives and securing placement in major retail chains.

Creative director and photographer
METAPHO LABS, 2017-2024

Led high-profile creative projects, combining advertising, photography and brand strategy to craft compelling narratives and elevate brand visibility.

• Directed creative campaigns, overseeing concept development, execution and team leadership.
• Collaborated with agencies and marketing teams, aligning visual storytelling with business goals.
• Optimized production processes, reducing re-shoots by 90% through efficient planning and clear communication.
• Showcased work at international expos, contributing to successful brand representation for multiple clients.
• Participated in art competitions, including Pink Lady Food Photography Awards and Arte Laguna Prize.

Wordpress Developer, web designer & SEO
PROJECT-based, 2016-2023

Specialized in Elementor WordPress development, enhancing SEO, user engagement and web design to drive growth.

• Optimized website UX/UI, improving navigation and layout, leading to a 45%–65% increase in average session duration.
• Integrated high-converting CTA elements, boosting lead generation by 20%–75%.
• Increased conversion rates by 75% by implementing a structured inquiry brief for potential clients.
• Improved organic Google rankings, achieving TOP 5 positions for linvort.ee (2024-25), annajpg.com (2023-24), and TOP 10 for arangur.ee (2017–2020).
• Monitored and optimized SEO & user engagement using Google Analytics, Ahrefs, and SEMrush, resulting in a 20% increase in engagement.

GRAPHIC DESIGNER,
PROJECT-based, 2010-2023

Specialized in marketing, advertising and publication design, with a focus on creating visually compelling materials that drive engagement and conversions for businesses.

• Created high-performing visuals for social media, improving ad performance by 12%–37%.
• Conducted 250+ A/B tests on ad creatives, optimizing designs to significantly boost conversion rates.
• Designed 100+ marketing materials, boosting attendance and brand visibility in both local and global markets across various industries.
• Created exhibition stands for high-profile events, including SIAL Paris, elevating international brand presence.

Digital Marketing Manager
PROJECT-based, 2010-2023

Led impactful digital branding strategies that fueled growth, engagement and ROI across multiple industries.

• Developed over 40 brand strategies and digital marketing plans, tailored to elevate client positioning and market presence.
• Boosted email marketing performance, increasing the subscriber base by 18% and open rates by 35%.
• Managed and optimized paid advertising campaigns across Google Ads, Facebook and Instagram, ensuring maximum ROI and brand visibility.
• Attracted 17 000+ followers on Facebook and 10 000+ on Instagram, amplifying brand presence and audience engagement.
• Produced impactful content and visuals, enhancing ad performance by 12%-37% and increasing engagement by 7%-45%.
• Conducted 250+ A/B tests, refining conversion rates and improving user experience.
• Collaborated with 100+ influencers, elevating brand awareness and expanding reach.

Product Manager
ARANgur grupp oü, 2010-2018

Led the introduction and growth of a famous Italian brand in Estonia’s professional haircare market, driving brand awareness and expanding customer reach.

• Successfully launched the brand, growing its presence and credibility within Estonia’s salon community.
• Expanded the customer base through 1,000+ cold calls, contributing to a strong market presence.
• Built partnerships with top beauty influencers, driving a 65% increase in engagement and boosting brand visibility.
• Developed and launched an OpenCart-based e-store, increasing online sales by 30% within the first year.
• Identified and capitalized on a market gap by introducing professional hair dyes to individuals, driving a 20% growth in online sales within six months.