My Story
I’ve never been someone who fits neatly into a box. I’m most at home when I’m solving problems, building something new, or finding a better way to do things– whether that’s in highly regulated industries or side projects I create to test an idea or to contribute to something.
Right now, I lead a marketing team in the world of medical education. I enjoy the complexity, but what keeps me going is seeing meaningful change and how small shifts can lead to better outcomes.
I grew up on a small island in the Baltic Sea, where creativity and resourcefulness were essential. That early experience shaped how I think, and it’s still at the heart of everything I do. I’m curious, hands-on, and happiest when I’m learning.
In my work, data is not a reporting function. It is how I think. I spend a lot of time figuring out what is working, what is not, and where behaviour shifts in ways that numbers alone do not fully explain. That is where my fascination with AI and machine learning began — the idea that we could build systems smart enough not just to track behaviour, but to understand it.
What excites me most is what happens at the intersection of people and algorithms. How do we design models that support human decision-making rather than replace it? What is the line between useful influence and manipulation? Can we really spot changes in collective behaviour before they tip into something bigger? These are the questions that keep me curious.
Data, AI and Machine Learning
Current Obsession
I’ve always been drawn to the stories hiding in data. Not the tidy, obvious ones, but the messy, human kind. The kind that only make sense once you’ve asked the right questions (and maybe wrestled with a few spreadsheets).
Also, I actually enjoy building Excel sheets.
Not proud. Just honest.
Creative Ventures
As a bilingual mother once fluent in four languages, I wanted to help my sons stay connected to their heritage and develop a love of languages. Lost Tots in Translation is a multilingual children's book series available on Amazon in Estonian-English and Spanish-English.
Over more than a decade I worked as a freelance photographer and brand designer for B2B and B2C clients. My photography portfolio lives here. While I havent touched my camera since 2021, i like to keep the site alive.
