2025-03-24 Podcast - Evija Kezika

Introduction

Welcome to "AI Ranch" where human ingenuity meets the wild west of AI! Today, we’re happy to have marketing and operations professsional Evija Kezika. With over 15 years in the marketing and advertising world, Evija has worked with industry heavyweights like VUCA Communications, Bounce, Kolonna Cosmetic Company, and Wandoo Finance Group. Get ready to explore how her creative approach and business knowledge overlaps with latest AI advances.

GenAI and marketing

1. Could you Describe Consumer journey in the age of AI to access new products?

2. The more people ar using Perplexity, SearchGPT over old search engines like Google and Bing, how it would change marketing in digital world?

3. What do you think will happen with AI enabled lead generation tools which write highly targeted emails, linkedin messages etc? Will they become part of tomorrow’s marketing or will they be banned or just stop working because of too much noise in our message boxes?

4. Meta recently have stated that their platforms will feature fully automated text, image, video ads using AI & brandbook in near future (https://searchengineland.com/meta-generative-ai-video-advertising-tools-447367) in combination with AI targeting, what will be left to human professionals to do?

5. Are there creative ways could AI-powered chatbots not only enhance customer service but also add a touch of personality to your brand’s interactions? (We recently deployed intelligent chatbot Dzirkstele in Tele2 https://tele2.lv/internets?ai=1)

Buisness operational efficiency and AI

1. If you could assign one repetitive task to an AI “robot assistant” to free up your team’s creativity, what would it be and why?

2. Which operational business processes you see are getting automated first and which do you think will be the hardest to automate?

3. What is and will be the role of human in team collaboration when business processes become fully automated with AI?

4. What would it look like if your company’s “AI secret weapon” automatically reallocated idle resources to spark new projects or creative ideas? Will AI automation allow companies to innovate much faster or we are hitting limit of human capabilities already?

5. As you might know Latvia and Europe is lagging heavily in AI adoption rate, will competition force companies finally to start implement AI in business processes or you see other ways this could happen? https://eng.lsm.lv/article/economy/business/23.01.2025-latvias-use-of-ai-in-business-doubled-in-a-year.a584321/ https://explodingtopics.com/blog/companies-using-ai

Fun questions towards the end

1. What’s the quirkiest place you’ve ever found campaign inspiration?

2. If you could hire any celebrity for your next big campaign, who’d you choose?

3. If “marketing” were renamed, what playful new label would you give it?

4. What’s your most memorable “marketing MacGyver” fix in a crisis?

5. If you could time-travel to study one marketing era, which would it be and why?

6. What’s your top tip for turning a marketing flop into something fantastic?

7. Pop-up shops or pop-up ads?

8. Creative brainstorms or data-driven insights?

9. One viral video or 1,000 loyal subscribers?

10. In-house marketing team or outsourced agency?

11. One Massive influencer or micro-influencer army?

12. Live event booth or virtual webinar?

13. Freebies and giveaways or exclusive VIP events?

14. Long-form brand storytelling or short, snappy content bites?

15. When chatbots become embodied in robot bodies and they walk or drive around shopping mall how should they look to not scare away potential customers?

16. If your marketing strategy were a movie, what would the title be?

17. Which marketing buzzword do you secretly wish would vanish forever? Is it AI?

Bio

As a seasoned professional with over 15 years of experience in marketing and advertising, I offer comprehensive operational business consultations specifically designed for solopreneurs and entrepreneurs in the advertising and marketing industry. My expertise spans project management, team leadership, and business operations optimization, ensuring that your business can enhance efficiency and profitability.

How I Can Help:

-> Operational Efficiency: I provide insights into optimizing workflows, improving resource allocation, and streamlining processes to enhance profitability. -> Strategic Planning: I assist in developing strategic plans for growth, including workforce planning and resource management. ->Team Management: With experience in leading teams and managing client service departments, I offer guidance on effective team leadership and talent development. -> Marketing Strategy: I help refine marketing strategies to better align with business objectives, leveraging my background in marketing and advertising.

Marketing&Advertising Strategist

Evija Kezika is a professional with experience in marketing and sales within the beauty services and professional cosmetics distribution sector in Latvia. She served as the Head of Marketing and Sales at KOLONNA, a prominent company in this industry. During her tenure, Evija demonstrated significant capabilities in her role. LinkedIn

Additionally, an individual named Jevgenija Kezika co-authored a bachelor's thesis titled "Trends in Corporate Advertising: Latvian Case" in 2001. While the surname is the same, it's unclear if Jevgenija and Evija Kezika are the same person.Rīgas Ekonomikas Augstskola

Please note that detailed biographical information about Evija Kezika is limited based on the available sources.

• Marketing Strategist and Operations LeaderMarketing Strategist and Operations Leader

  FreelanceFreelanceMar 2023 - Present · 2 yrs 1 moMar 2023 to Present · 2 yrs 1 moLatvia · RemoteLatvia · Remote

  • • MARKETING AND ADVERTISING -> Marketing Communication Strategy development: Communication challenge, KPI definition, Brand persona (interests, values, usage of media, demographics) , Human insight finding, Brand problem-solving insight development, Main campaign message development (the change in consumer mind, behavior before and after campaign) -> Brand Strategy development: Brand health check, Category background check, Consumer prospecting, Context prospecting, Positioning development, Brand insight development, Brand story and communication essentials -> Consumer Journey mapping: Communication plan. Touch-point journey mapping. Channels by goals, by audience, by phase, devices, triggers. Storytelling (sales funnel) awareness > engagement > conversion, Message adaptation to story line, tactical tasks. Adjusting triggers and Call to Action.

      BUSINESS OPERATIONS AND LEADERSHIP -> Operational Efficiency: I provide insights into optimizing workflows and streamlining processes to enhance project profitability. This includes implementing management software programs like SCORO, ASANA, etc. to increase team effectiveness and reduce manual tasks digitalization process and automation tools. -> Business Strategic Planning: I assist in developing strategic plans for growth, including workforce planning and resource management. -> Team Management: I offer guidance on effective team leadership, team developmenet and talent development. This includes fostering a culture of innovation and high performance, as well as implementing talent hiring, onboarding, and mentoring processes. -> Data-Driven Decision Making: I help to develop KPI tracking system to optimize company’s business performance. This involves analyzing existing business operational data, defining tracking metrics and data sources. -> Business growth: I excel in managing client relationships, developing loyalty programs, and identifying new business opportunities.MARKETING AND ADVERTISING -> Marketing Communication Strategy development: Communication challenge, KPI definition, Brand persona (interests, values, usage of media, demographics) , Human insight finding, Brand problem-solving insight development, Main campaign message development (the change in consumer mind, behavior before and after campaign) -> Brand Strategy development: Brand health check, Category background check, Consumer prospecting, Context prospecting, Positioning development, Brand insight development, Brand story and communication essentials -> Consumer Journey mapping: Communication plan. Touch-point journey mapping. Channels by goals, by audience, by phase, devices, triggers. Storytelling (sales funnel) awareness > engagement > conversion, Message adaptation to story line, tactical tasks. Adjusting triggers and Call to Action. BUSINESS OPERATIONS AND LEADERSHIP -> Operational Efficiency: I provide insights into optimizing workflows and streamlining processes to enhance project profitability. This includes implementing management software programs like SCORO, ASANA, etc. to increase team effectiveness and reduce manual tasks digitalization process and automation tools. -> Business Strategic Planning: I assist in developing strategic plans for growth, including workforce planning and resource management. -> Team Management: I offer guidance on effective team leadership, team developmenet and talent development. This includes fostering a culture of innovation and high performance, as well as implementing talent hiring, onboarding, and mentoring processes. -> Data-Driven Decision Making: I help to develop KPI tracking system to optimize company’s business performance. This involves analyzing existing business operational data, defining tracking metrics and data sources. -> Business growth: I excel in managing client relationships, developing loyalty programs, and identifying new business opportunities.

  • • Skills: #systemsandproceses · #projectandbusinessprofitability · #workprocessefficiency · #strategicmanagement · #administrativeassistance · #managerialaccounting · Leadership · #customerservice · #resourceplanning · #professionalserviceindustrySkills: #systemsandproceses · #projectandbusinessprofitability · #workprocessefficiency · #strategicmanagement · #administrativeassistance · #managerialaccounting · Leadership · #customerservice · #resourceplanning · #professionalserviceindustry

• 

  Director of Client ServicesDirector of Client Services

  VUCA · Full-timeVUCA · Full-timeMay 2019 - Mar 2023 · 3 yrs 11 mosMay 2019 to Mar 2023 · 3 yrs 11 mosRiga, Latvia · RemoteRiga, Latvia · Remote

  • • • Policy, planning and strategic advisory for the management of the company • Develop, implement, enforce, and evaluate policies and procedures; Develop processes for product-service development • Analyze and improve organizational process and workflow, employee workload, talents, capacity and efficiency • Leading client service and creative team. Traffic management function • Manage relationships with key operations vendors • Communicate customer issues with operations team and devise ways of improving the customer experience, including resolving problems and complaints • Operational data calculations and analytics on project and business level • Client portfolio management (budgeting, forecasting, sales targets) • Client service department (on-boarding, mentoring) • Implement quality, and customer-service standards • New business, new client sales • HR function (recruit, train, supervise) • Manage staff levels, wages, hours, contract labor to revenues• Policy, planning and strategic advisory for the management of the company • Develop, implement, enforce, and evaluate policies and procedures; Develop processes for product-service development • Analyze and improve organizational process and workflow, employee workload, talents, capacity and efficiency • Leading client service and creative team. Traffic management function • Manage relationships with key operations vendors • Communicate customer issues with operations team and devise ways of improving the customer experience, including resolving problems and complaints • Operational data calculations and analytics on project and business level • Client portfolio management (budgeting, forecasting, sales targets) • Client service department (on-boarding, mentoring) • Implement quality, and customer-service standards • New business, new client sales • HR function (recruit, train, supervise) • Manage staff levels, wages, hours, contract labor to revenues

• 

  Assisting Project ManagerAssisting Project Manager

  Wandoo Finance Group · Part-timeWandoo Finance Group · Part-timeJul 2018 - Mar 2023 · 4 yrs 9 mosJul 2018 to Mar 2023 · 4 yrs 9 mosRiga, LatviaRiga, Latvia

  • • • Analysis of P2P platforms • Follow-up on social media • Marketing communication recommendations • Digital trends• Analysis of P2P platforms • Follow-up on social media • Marketing communication recommendations • Digital trends

• Director of Client Services

  Director of Client ServicesDirector of Client Services

  Bounce · Part-timeBounce · Part-timeJan 2017 - Mar 2019 · 2 yrs 3 mosJan 2017 to Mar 2019 · 2 yrs 3 mosRiga, LatviaRiga, Latvia

  • • • Leading client service and creative team. Traffic management function. • Operational project data calculations and analytics • Client portfolio management (budgeting, forecasting, sales targets) • Client service department (onboarding, mentoring) • New business, new client sales • HR function (recruit, train, supervise) ▪ Preparation of regular management’s report’s ▪ Business process improvements by changing existing and implementing new work processes and systems• Leading client service and creative team. Traffic management function. • Operational project data calculations and analytics • Client portfolio management (budgeting, forecasting, sales targets) • Client service department (onboarding, mentoring) • New business, new client sales • HR function (recruit, train, supervise) ▪ Preparation of regular management’s report’s ▪ Business process improvements by changing existing and implementing new work processes and systems

  • •  

       

      Home - BOUNCEHome - BOUNCE

• Kolonna Cosmetic Company logo

  Head of marketing and salesHead of marketing and sales

  KOLONNAKOLONNAApr 2012 - Jun 2014 · 2 yrs 3 mosApr 2012 to Jun 2014 · 2 yrs 3 mosLatviaLatvia

  • • ▪ Leading and motivating 12 employees ▪ Wholesale and retail procurement function ▪ Change of several internal business processes ▪ Introduction of beauty service classification, pricing and profitability ▪ Market and competitor analysis ▪ Strategy development and implementation at a corporate and business levels ▪ Annual budgeting and follow up ▪ Preparation of regular management’s report’s ▪ Business process improvements by changing existing and implementing new work processes and systems▪ Leading and motivating 12 employees ▪ Wholesale and retail procurement function ▪ Change of several internal business processes ▪ Introduction of beauty service classification, pricing and profitability ▪ Market and competitor analysis ▪ Strategy development and implementation at a corporate and business levels ▪ Annual budgeting and follow up ▪ Preparation of regular management’s report’s ▪ Business process improvements by changing existing and implementing new work processes and systems

  • •  

      KOLONNAKOLONNA

      Beauty service and professional cosmetics distribution and wholesaleBeauty service and professional cosmetics distribution and wholesale

• 

  Head of advertisingHead of advertising

  BaltkomBaltkomNov 2011 - May 2012 · 7 mosNov 2011 to May 2012 · 7 mosLatviaLatvia

  • • ▪ Development and implementation of marketing communication strategy ▪ Work on brand image and sales campaigns ▪ Work with business partners (agencies, suppliers, etc.)▪ Development and implementation of marketing communication strategy ▪ Work on brand image and sales campaigns ▪ Work with business partners (agencies, suppliers, etc.)

• 

  account directoraccount director

  Alpha Baltic Ltd.Alpha Baltic Ltd.Jun 2007 - Sep 2011 · 4 yrs 4 mosJun 2007 to Sep 2011 · 4 yrs 4 mos

  • • ▪ Leading and coordinating creative department (20 employees) ▪ Introducing changes in operational business processes ( new MIS system for managing projects, project profitability calculations) ▪ Development of marketing strategies (ATL, BTL) for clients Baltcom, L’Oreal, Ergo, CSDD, Glaxo Smithkline, Avon, Maxima ▪ Business pitch to new clients ▪ Project-based teamwork on different scale of creative and media campaigns ▪ Work with third parties (production suppliers, media channels, other)

• Riga Business SchoolRiga Business School

  MBA, managementMBA, management2010 - 20142010 - 2014

• Riga Stradins University

  Riga Stradins UniversityRiga Stradins University

  BA, Sociology (market research)BA, Sociology (market research)2003 - 20072003 - 2007

• Valmieras Viestura secondary school

  Valmieras Viestura secondary school

Professional Background: She has built a career in the beauty services and professional cosmetics distribution sector in Latvia. In her previous role as Head of Marketing and Sales at KOLONNA, she was responsible for driving strategic initiatives, expanding market reach, and developing marketing campaigns that contributed to the company’s growth.

• Skills & Expertise: Her work demonstrates proficiency in strategic planning, team leadership, market research, brand positioning, and campaign management. Her expertise appears to be centered on combining creative marketing with data‐driven insights to achieve sales objectives.

• Educational & Early Career Notes: Some records also mention a “Jevgenija Kezika” associated with a bachelor's thesis on corporate advertising trends (dating from around 2001). It is not fully confirmed if this is the same person or a relative, but it suggests an early involvement or academic interest in marketing communications and corporate advertising.

• Industry Impact: Her leadership at KOLONNA and experience in the cosmetics industry underline her role in shaping marketing strategies that align with evolving consumer trends in the beauty and wellness market in Latvia.

For more detailed or updated information, reviewing her LinkedIn profile or direct company biographies would be recommended.

(Information compiled from available online professional profiles and public academic records.)

Evija Kezika is a Latvian business professional with extensive experience in marketing communications and business management. While limited information is available in the provided sources, her LinkedIn post from March 2023 offers insights into her professional background and expertise.

Professional Experience

Evija Kezika has built a substantial career in the marketing communications industry, spanning more than 15 years as of 20235. Her professional journey demonstrates significant progression, as she has advanced from an entry-level position as a project manager assistant to eventually becoming a company manager5. This career trajectory showcases her ability to grow professionally and take on increasingly responsible leadership roles.

For approximately six years prior to 2023, Kezika specialized in operational business management, developing expertise in creating efficient work processes and systems5. This focus on operational efficiency appears to be one of her core professional strengths.

Areas of Expertise

According to her own professional summary, Kezika identifies two primary professional strengths:

1. Operational Efficiency and Process Management: She excels at developing work processes and systems to enhance business efficiency5.

2. Leadership and People Management: She describes her second "superpower" as understanding, listening to, and managing people effectively5. Her experience includes building and leading teams over several years.

Industry Experience

Throughout her career, Kezika has collaborated with clients across diverse industries, giving her broad exposure to various business needs, specifications, and challenges5. Her marketing background has provided her with experience not only in developing communication strategies but also in creating and implementing broader business strategies5.

Current Professional Focus

As of March 2023, Kezika was offering operational business management consulting services specifically tailored for small and medium-sized companies in the service industry5. Her consultancy focuses on:

• Improving work process efficiency

• Increasing business profitability

• Helping businesses identify their main operational problems

• Defining appropriate tools to address these problems

• Prioritizing solutions and implementing them effectively

Her consulting approach addresses various aspects of business operations, from determining service costs to resource planning, optimizing service workflows, improving or implementing new project management tools, and selecting appropriate IT systems for quality data accounting5.

Contact Information

For professional inquiries, Evija Kezika can be reached at evija.kezika@gmail.com5.

Conclusion

Evija Kezika has established herself as a business professional with expertise in operational management, marketing communications, and leadership. Her comprehensive understanding of business processes and ability to optimize operations position her as a valuable consultant for service-based businesses seeking to improve their efficiency and profitability.