Janne Laik-Lõhmus
Janne Laik-Lõhmus, Maag Food’s Director of Product Development and Marketing, values teamwork and like-minded people
Janne has been working as Marketing Director since the beginning of 2021, and soon after also took on the role of Director of Product Development. She says that this time has been full of exciting challenges. She describes her workdays as active, fast-paced, and creative. “My biggest achievement so far has been building a new marketing department structure, modernizing competencies, and putting together a new team. Right now, we definitely have one of the strongest marketing teams in the entire Baltics. I’d also highlight the launch of three large-scale projects, which will already show results in the first half of 2022,” she explains.
Being a market leader means more than just numbers
As one of the main challenges, Janne mentions maintaining brand awareness and relevance across all three markets. ‘Live up to the market leader position expectations! All three Baltic countries are very different in terms of consumer behavior, taste preferences, and other such aspects. It is important to find the right balance in the brand portfolio in each market in order to keep the brand value in the eyes of the consumer spontaneously very high. Selling the same assortment in every market while at the same time expecting brand growth is not sustainable in the long run. The market leader position is not just a number – brands need refreshing, new innovations brought to the market. Also, the implementation of the CR strategy into brand communication and activities is essential in order to become the leading voice in the food industry in this field. In addition, I said that a strong team must be maintained and inspired. My team is very important to me – we give each other energy, inspiration, and strength, and together we bring change to life!’ When it comes to teamwork, Janne has plenty to say, especially words of praise.
The young spirit of the Baltic team
“In the company, the importance of teamwork is deeply rooted. Collaboration, plenty of open-minded colleagues, and a good dose of humor. My team members have a thirst for innovation and calculated risks,” says Janne, describing her employer as a company with a long history that still carries a pleasant start-up vibe. “The outdated frames such as ‘we don’t do it this way,’ ‘it can’t be done,’ ‘we’ve never done it like that,’ or ‘this isn’t our thing’ are disappearing. The Baltic team has a very young spirit, and that truly appeals to me!” she explains with passion. “I see that the company upholds values that align with my own. That makes working here both exciting and, so to say, homelike for me. I have a strong desire to contribute, because I see that everyone else is doing the same. My colleagues are awesome, and I’ve found like-minded people here – it feels like family.”
When talking about the must-have qualities of a great marketing manager, she highlights courage, curiosity, creativity, agility, and strong business thinking. “These are the five key qualities that are absolutely fundamental for success. What motivates me is the team, the fast pace, ambitious projects, revolution, and the opportunity to bring my ideas to life – in other words, having free rein.”
Always be 100% present in what you do
“Outside of work, I also keep my mind active—partnering in creating concepts for large-scale events and doing interior design projects as a hobby. When it comes to balancing work and family, I follow the principle that attention to work or family should never be divided. Both deserve your full focus.
For me, this doesn’t mean fixed hours like putting down my pen at 5 or 6 p.m. and leaving the office. But when I go home, I’m 100% with my family. Luckily, my husband follows the same principle. Often, we both work on weekends too, but then we agree on strict time limits—for example, on Saturday from 9:30 to 16:00 we’re in work mode. This discipline makes us both give our maximum during that time and teaches us to use our time efficiently, because after 16:00 it’s only family time.
At first, this approach seemed almost humorous, but it works perfectly for us. I never work half-heartedly—sending emails while halfway focusing on family and then switching back to work. That just ruins focus and divides attention. My principle is simple: whatever you do, always be 100% present in it.”
