Karīna Viļumsone
Riga
Summary
Results-driven marketing professional with extensive experience leading digital, eCommerce, and omnichannel initiatives across the Baltic markets. Skilled in brand building, media strategy, and data-driven growth, with a proven track record of driving engagement, sales, and innovation. Passionate about creating campaigns that connect with people, inspire teams, and deliver measurable results.
Overview
9
9
years of professional experience
Work History
Baltics Digital Business Lead
SIA Unilever Baltics
09.2023 - Current
- Lead a 4-member cross-functional team, driving digital transformation across the Baltic markets
- Define and execute regional digital strategy, aligned with Unilever’s global vision
- Drive eCommerce growth and optimize digital channels, platforms, and partnerships
- Oversee digital marketing, media, and data initiatives to boost brand visibility and ROI
- Represent Baltics in European Digital Leadership forums, sharing best practices and influencing strategy
- Champion innovation and foster a digital-first mindset within the organization
- Manage budgets, resources, and KPIs to ensure measurable business impact
E-Commerce Marketing Manager Poland & Baltics
04.2023 - 09.2023
- Developed and implemented the first dedicated eCommerce strategy for the Polish market
- Led digital marketing and shopper campaigns across Poland and the Baltics, aligned with Unilever’s global vision
- Built strong partnerships with key eCommerce retailers and marketplaces to optimize visibility, conversion, and sales
- Analyzed online shopper behavior and category trends to inform data-driven marketing and portfolio strategies
E-Commerce Marketing Manager Baltics
05.2022 - 05.2023
- Developed and executed the Digital Ice Cream business strategy, driving growth across online channels
- Defined and implemented marketing and eCommerce strategies, including omnichannel campaigns across digital and offline channels
- Planned and managed digital media buying and campaign execution, optimizing ROI and engagement
- Built and maintained partnerships with key online retailers and marketplaces to maximize visibility and sales
- Analyzed consumer behavior, sales data, and category trends to inform targeted marketing initiatives
- Collaborated with cross-functional teams to deliver data-driven, results-focused campaigns
Senior Marketing Manager
Lieliska Dāvana SIA
06.2020 - 05.2022
- Developed and executed brand marketing strategies to strengthen market position and drive sales growth
- Planned and managed multichannel marketing campaigns, including digital, social media, and traditional channels
- Oversaw media planning and buying, including Google, Meta, and other digital advertising platforms, optimizing reach and ROI
- Managed marketing budgets and performance KPIs to ensure measurable business impact
- Opened new retail stores in major shopping malls, supporting brand expansion and visibility
- Conducted competitor analysis and market research to inform strategy and identify growth opportunities
- Collaborated with influencers and key partners to enhance brand awareness and engagement
- Led B2B marketing initiatives, strengthening relationships with corporate clients and partners
- Coordinated with cross-functional teams to launch new products and promotional initiatives
Marketing Project Manager
TVNET SIA
02.2019 - 07.2020
Advertising Manager
Baltic Media Alliance
04.2017 - 07.2019
Education
Bachelor - Social Science (Management & Marketing)
University of Latvia
Riga, Latvia02.2020
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Riga State Gymnasium No. 3
06.2016
Skills
- Operations management
- Stakeholder management
- Innovation management
- Teamwork
- Multitasking
- Excellent communication
- Organizational skills
- Team collaboration
- Task prioritization
- Analytical thinking
- Goal setting
- Professionalism
- Strategic planning
Languages
English
Professional Working
Latvian
Native or Bilingual
Russian
Native or Bilingual
German
Elementary
Timeline
Baltics Digital Business Lead
SIA Unilever Baltics
09.2023 - Current
E-Commerce Marketing Manager Poland & Baltics
04.2023 - 09.2023
E-Commerce Marketing Manager Baltics
05.2022 - 05.2023
Senior Marketing Manager
Lieliska Dāvana SIA
06.2020 - 05.2022
Marketing Project Manager
TVNET SIA
02.2019 - 07.2020
Advertising Manager
Baltic Media Alliance
04.2017 - 07.2019
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Riga State Gymnasium No. 3
Bachelor - Social Science (Management & Marketing)
University of Latvia