Ten years inside Unilever, Sodexo and Inchcape taught me one thing. Neither systems nor careers change because someone bought a plan. They change when a real person decides the new way is worth it, and someone helps them get there.
My career runs through three international companies — Unilever, Sodexo and Inchcape — in commercial and digital roles across the Baltics, Nordics and Central Europe. The through-line was always the same: a company invests in a serious platform — CRM, BI, marketing automation — and then discovers the hard part isn't the software. It's the three thousand people who didn't ask for it.
That became my specialty. I've gathered requirements from around 3,000 users and supported adoption across dozens of markets. I've grown BI report usage six-fold on a single rollout. At Inchcape, I wrote the Salesforce adoption strategy for Poland, Finland and the Baltics and got it signed off by managing directors in five markets — then made adoption measurable, with KPIs tracked weekly. On-time lead handling reached 90%; digital leads for the largest brand grew 31%.
Along the way I noticed something: the conversations that moved a stubborn system forward — listening, reframing, small commitments, honest metrics — were coaching conversations. So I trained formally, earned my ICF credential through Erickson Coaching International, and began applying the same discipline to the other big adoption problem people face: their own next career move. More than 110 sessions later, that is half of what I do.
Today I do both. I coach professionals through career turning points using a structured, evidence-based method — the one I teach on Day 2 of the Career Revitalisation course at SSE Riga Executive Education. And I consult for companies that want their CRM and digital tools to finally pay back, drawing on the playbook I teach in the CRM module of SSE Riga's Sales & Marketing Programme.
I'm based in Riga, Latvia, and work across the Baltics and remotely — in English, Latvian and Russian.
I built this site with Claude Code. It is the same practical AI I teach to non-technical teams.
Led the customer platform for Jaguar, Land Rover and Mazda dealer networks across Poland, Finland and the Baltics. On-time lead handling to 90%; +31% digital leads for the largest brand.
Reporting for a 70-country launch to ~3,000 users. Data quality +22% in under six months; BI adoption up sixfold to 180+ executive users.
Pioneered business intelligence in the company; measurable turnover and profitability growth across three countries.
Teach the CRM module of the Sales & Marketing Programme; co-lead Day 2 of Career Revitalisation. Erickson Professional Coach, ICF-accredited. 110+ sessions.
Also on LinkedIn ↗
The CRM module on the Sales & Marketing Programme, which also runs as a standalone course, and Day 2 of Career Revitalisation.
Everything I teach I have run myself at Unilever, Sodexo and Inchcape, with budgets, deadlines and sceptical users attached.
SSE Riga Advanced Management Programme, 2026. This site was built with Claude Code, and non-technical teams learn the same tools from me.