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Work Background
WhatifiContent Development Executive
Jul. 2019 - May. 2021Tallinn, EstoniaWhatifi is a storyhacking platform for vertical interactive movies that puts viewers in control of the narrative at key turning points. I worked with UK and US-based indie filmmakers to bring several interactive live-action movies (including "House Hack" by Stephanie Zari and John Bradburn's "Save Luna") from script to screen as Executive Producer, and was chief gardener for the corporate tone and all copy, from web to the app itself. (Note: The job actually had no title —we weren’t big on labels.)
FunderbeamCo-Founder, Storytelling
Jun. 2013 - Aug. 2016Tallinn, EstoniaI helped Funderbeam define its soul, story, and presence through full-spectrum marketing and comms work during the company's most challenging, turbulent, and exciting growth period.
General SpecificsMessagist & Wordmonger
Aug. 2012Tallinn, EstoniaQUICK VERSION: I run a little bilingual consulting shop. Whether in English or Estonian, I help extract raw sense from messy messaging and hammer it into pointy word needles that have polish and flair. From journalism to comms and copy, I've burned the messaging oil for 25 years. Whether or not that's a good thing is up for debate. - - - - - TEDIOUS VERSION: I help companies excite their customers and other stakeholders. Seed-stage startups and creative agencies are often the most fun and varied. That said, I'll happily lend a hand to if you're doing interesting work, are nice as a person, and pay your bills on time. I’ve created new brands and revived worn ones, defined tones of voice, written sticky copy for websites, blogs, and UX/UI components. I've built pitch decks and written thought-leadership pieces for CEOs, speeches for prime ministers. One client even got me to write a book ("Fuckupedia: the Fundamendals of Fucking Up.") Customers have included Wise, Veriff, Ridango, Metaplanet (VC), Skaala (ex Taavet+Sten), Silen (office privacy pods), Funderbeam, Estonia's Government Office, Starman/Elisa, Eesti Energia (Estonia's public electricity company), Enspire (Dubai), Telliskivi Creative City (Tallinn), Hektor Hotels (Tallinn), BackThen (prev. Lifecake, UK), Fyma, Whatifi, Toggl, creative agencies Velvet and Fraktal, and countless others.
Hill & Knowlton EstoniaCEO
Jan. 2008 - Aug. 2011Tallinn, EstoniaOversaw the company's direction and strategy, managed its day-to-day operations and consulted senior local and international clients in the entertainment, financial, technology,
energy, and FMCG sectors. Devised and provided crisis, media and social-media training to client executives, and spawned creative campaigns.
SkypePR Manager, CEE & Nordics
Sep. 2006 - May. 2008Tallinn & LondonRecruited to oversee Skype's PR activity in CEE and the Nordics, a role that later expanded to managing global partner and mobility PR. Additional responsibilities included guiding Skype's social-media strategy, writing the company's global blog, and helping keep a worldwide network of some 20 PR agencies happy and productive.
Hill & Knowlton EstoniaStrategic Consultant
May. 2005 - Sep. 2006Tallinn, EstoniaAdvised Estonian and international companies in their communication activities. Clients included leading regional players in energy, banking, internet communications, IT, construction and transportation industries.
The Prague PostStaff Writer
Mar. 2004 - Apr. 2005Prague, Czech RepublicSpecial sections writer for the Czech Republic's English-language weekly newspaper. Focused on telling stories that involved culture, education and real estate.
Radio Free Europe/Radio LibertyBroadcaster and New Media Editor
Apr. 2001 - Dec. 2003Prague, Czech RepublicEdited news and features on a rotational basis. Proposed and oversaw automated web content syndication to media partners. Numerous broadcast stories republished in major Estonian newspapers.
Equitygate.comWriter and News Editor
Jun. 2000 - Mar. 2001Stockholm, SwedenWrote news items and feature stories for a venture capital news and features service, mainly focusing on IT and new technology investments. Published weekly newsletter, wrote press releases and other corporate copy. After failing to secure further financing due to adverse market conditions, the company bowed out in spring 2001 (no connection to the current owners of the domain).
Radio Free Europe/Radio LibertyBroadcaster
May. 1998 - Jun. 2000Prague, Czech RepublicLed the transformation of RFE's Estonian Service from a radio station to a "media station", adding web and print channels, expanding our audiences and extending the shelf life of RFE content. Designed the layout and functionality of the station’s Estonian-language website. Served as a broadcaster, with a focus on international business, politics and technology.
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