You are currently working as a Management Associate in Marketing at LIQID. How would you describe your role and its impact on the company’s growth?
My role is quite broad and still evolving, which is something I really enjoy. I work at the intersection of strategy and execution and often act as a bridge between management and operational teams. A big part of my job is helping turn holistic ideas and strategic directions into clear structures, concrete initiatives, and scalable solutions – including how we translate them into messaging, headlines, and tangible user experiences. I really enjoy shaping how ideas are communicated, not just how they are planned.


You previously spent several years building and scaling a company as Head of Business Development. What motivated you to join LIQID and move into the WealthTech space?
In my previous role, I spent many years helping build and scale a company from its early days into a growth stage, with a strong focus on ownership and execution. At some point, I was looking for a new challenge: a new industry and new problems, but with a similar level of entrepreneurial responsibility. WealthTech offered exactly that – a complex and meaningful space where growth requires structure, trust, and long-term thinking. LIQID felt like the right environment to continue building and learning.


Growth often sits at the intersection of marketing, sales, and product. How do these areas come together in your day-to-day work?
In my day-to-day work, growth rarely belongs to just one function. I often move between management discussions and operational teams, helping align priorities and translate decisions into actionable next steps. When working on acquisition flows, campaigns, or landing pages, we focus on creating solutions that are not only effective, but also repeatable and scalable. My role is very much about making collaboration practical and execution-oriented.


You have experience in fast-growing, customer-centric companies. What does “customer-centric growth” mean to you in practice?
For me, customer-centric growth starts with curiosity and listening. It means trying to understand why people engage with a product, where doubts arise, and what creates confidence – even if that understanding is never final. Growth initiatives should simplify complex topics and make decisions feel clearer and more approachable. Sustainable growth comes from relevance and trust, supported by clear structures and repeatable solutions.


How does marketing in a WealthTech differ from marketing in other industries you’ve worked in?
Marketing in WealthTech is more deliberate and more responsible than in many other industries. Products are complex, decision cycles are long, and trust plays a central role. You need to be precise and transparent, while still finding creative ways to make topics accessible and engaging. This combination of structure and creativity makes the work particularly interesting.


Which skills or mindset do you think are essential for working in Marketing at LIQID?
A strong learning mindset is key. You don’t need to know everything, but you should enjoy digging into complex topics and improving step by step. Ownership and pragmatism matter a lot, as ideas have to move quickly from concept to execution. It also helps to enjoy the creative side of the work – finding the right words, headlines, visuals, and narratives to make complex topics clear and engaging. Collaboration and openness are essential as well.


What motivates you to grow your career at LIQID, and what excites you about the journey ahead?
What motivates me most is growing together with the company. LIQID is at a stage where many things are still being shaped, which creates a lot of room to build sustainable structures and learn along the way. What really makes a difference for me are the people – working with thoughtful, open, and genuinely kind colleagues makes everyday work enjoyable. In the end, it’s not a completed to-do list that defines a good day for me, but the people you work with, the challenges you tackle together, and the fun you have along the way.