A hands-on entrepreneur, not a slide-deck consultant.

For more than two decades I've worked where communication, technology and business meet. It began in the public sector — leading public relations in ministries and EU institutions — and moved into entrepreneurship: building and running companies across digital marketing and fintech.

I studied political science at the University of Latvia, and that training still shows up in the work. Entering a new market, winning over a sceptical audience or explaining something unfamiliar is rarely a technology problem first — it's a people problem.

That's why I approach AI the way I do. I don't build technology for its own sake; I build tools that fit how a business actually earns money, serves customers and runs day to day. I'd rather ship something small that works this week than a plan that never lands.