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Born 2002 in Laulasmaa, Estonia. One rule since day one: say yes, then ship. From wooden six-pack holders at twelve to factory floors in China — here's the climb.
Origin · Laulasmaa
2014It started young. In sixth grade I made and sold merch with a classmate; the next summer it was wooden six-pack holders, sold to my brother's beer business. Maybe twelve years old — already hooked on turning an idea into something someone would pay for.
Laulasmaa · where it started
Field log · Bolt
2019Two years on the bike as a Bolt courier through Tallinn. It taught me the city, the grind, and the thing everything else is built on — showing up and finishing the run, every time.
Venture · PAXULT OÜ
2020Founded PAXULT in May 2020. The first plan was pizza delivered to the beach in Laulasmaa — until Peetri Pizza opened down the road and killed the margin. So I pivoted to the web: WordPress and Shopify builds, Apple Watch bands on Etsy, then shops for ear-cleaning devices and party card games. Every failure poured the foundation. Different walls — each one I broke made me sharper and smarter.
Service · EDF
2021Platoon leader in the Estonian Defence Forces — 30 people, decisions under pressure, owning the outcome either way. During Siil 2022 I organised battalion formation shootings for roughly 300 participants: logistics, safety and timing that simply had to work.
Commissioning · EDF
Recognition · TalTech
2023By now I was studying Business IT at TalTech (since 2022) — and the wins landed. Won the Digiriigi hackathon: €5,000 grand prize and Best Pitch of the night. Named a Playtech scholar. Co-founded a startup building an AI-powered learning tool and shipped a working prototype.
Digiriigi häkaton · first place
Operator · Nordenbeauty
2024Joined Nordenbeauty as head of export & marketing manager. Tripled revenue in my first month — five figures to six — then kept it climbing. This is where e-commerce got real: logistics, operations, growth. I mastered Meta ads, ran Google ads, managed the social channels, and pushed my web-dev and AI skills further with every campaign.
The climb pays off
Expedition · Canton Fair
2025Flew to the Canton Fair in China — Guangzhou, Shenzhen, Hong Kong, Macau. Walked the production floors, met suppliers I'd only known online, and finally grasped the true scale of things. Graduated TalTech the same year.
Canton Fair · China
Systems · AI + n8n
2026Then I stopped doing the repetitive work and started building the thing that does it. AGENT_M — a self-built AI marketing department: a director agent orchestrating specialists for content, design, ads, analytics and customer service, with approval in Slack. Around it, 68 n8n workflows run Nordenbeauty — product copy in six languages, SEO blogs end to end, stockout forecasting, competitor monitoring, a daily CEO briefing. The payoff shows up in search: deep SEO and GEO work took Google impressions from ~30K to 1.7M in three months. One operator, a whole department's output — sharpened with CXL growth courses.
Running ops · Bali
Present · Tallinn 🇪🇪
NowHead of export by day, building by night — and making music when the screens go dark. Commissioned in the reserve, still chasing the next thing worth saying yes to.
Villi-Pert · Tallinn
A fleet of 68 n8n workflows and AI agents keeps Nordenbeauty moving around the clock — content, forecasting, monitoring and reporting — all orchestrated by AGENT_M with human approval in Slack.
A director agent orchestrating specialists for content, design, ads, analytics and support — every action gated by approval in Slack.
Product descriptions written and localized into six languages — on-brand, SEO-aware and ready to publish.
Keyword research to published article, end to end — briefs, drafts, internal links and metadata, no hands on keyboard.
Sell-through and lead times modelled per SKU, flagging reorders before shelves go empty — no more surprise stockouts.
Rival pricing, launches and ad angles watched continuously — changes surfaced the moment they happen.
Sales, ad spend, traffic and alerts distilled into one report that lands every morning before coffee.
First-line replies drafted from order and product context — fast, consistent, and escalated to a human when it matters.
Deep search and generative-engine optimization that took Google impressions from ~30K to 1.7M in three months.
Factory floors in China, first place on stage, the pitch that won — the climb, in photos.
