My path into hospitality wasn’t linear - but it’s been deeply intentional.

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Raised in Estonia, educated across New York, Italy and Switzerland, and shaped by a career that has spanned consulting, publishing, and strategic advisory, I’ve always been drawn to the spaces where people gather, share, and connect. Over the past 11 years, I’ve turned that passion into a career at the intersection of food, beverage, and hospitality strategy.

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I began in finance, before realising my heart was in storytelling and experience design. Since then, I’ve worked with global hotel brands, visionary developers, independent operators, and award-winning creatives to shape hospitality concepts that resonate on a cultural and commercial level.

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Today, I advise clients on everything from brand positioning to F&B strategy, with a focus on creating thoughtful, future-facing hospitality. I write and speak regularly on industry trends, moderate international panels, and contribute to publications that set the agenda for what’s next.

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At the core of everything I do is a belief in the power of hospitality to inspire, to innovate, and to bring people together. That belief continues to shape my journey—and the projects I choose to be part of.