My job is to enable growth - the growth of our people, our company and our customers.
Kadrian Jaagund-Ratasepp believes leadership is about enabling others to succeed. As Senior Vice President of Marketing, Sales and Customer Engagement at Lindström, Kadrian sees herself as an enabler. “Alone, I am nobody. It is difficult to achieve truly meaningful things in life alone. My job is to enable growth – the growth of our people, our company and our customers.”
Jaagund-Ratasepp’s career has been shaped by growth: both her own and the people around her. As a lawyer at heart and by education, she started her career in debt collection law before moving into financial services, where she led country operations and sales teams. Her path to Lindström was driven by curiosity about new industries and the opportunity to apply her expertise in a broader business context
I’ve grown from a specialist to a top leader, and that journey has taught me that the best leaders enable others to grow with them.
For Kadrian, everything starts with the customer. “I visit customers as often as I can, both existing and new ones. I want to hear their strategies, pains and successes and find common ground for partnership opportunities. That’s what drives me.”
She balances data-driven decision-making with instinct, seeing gut feeling as an underestimated leadership tool. “Your gut is a reflection of your true values. If you make decisions based on it, you make the right ones because they align with who you are.” But instinct alone isn’t enough. “I’m a logical person. I need numbers and reasoning to support my decisions. But if data and gut feeling are in conflict, you’re probably making the wrong choice.”
She thrives in an environment where people challenge each other. “I like people who argue with me, who challenge me, who don’t always agree. That’s how we grow.” This also applies to business strategy, if you ask Kadrian.
The market might not always know what it needs, but we at Lindström should have the insight. Our job is not to wait for demand; it’s to create it. Whether it’s digital transformation, sustainability, or new ways of working, we must be ahead of the market, not just follow it.
Her personal philosophy is built on continuous improvement. “I should be better tomorrow than I was yesterday. That’s my responsibility. If I don’t improve, neither will the people around me.” This mindset extends beyond work. Kadrian swims in icy waters before starting work in the morning as a mental exercise in resilience. “Sometimes it’s damn cold, but you block everything out and just do it. That attitude applies to everything.” She also enjoys running and playing sports like padel and golf.
For Kadrian, success isn’t just about business but also balance. Travelling, good food, and family is important to her. “You should respect your family as well as your workplace. Being mindful with the people you’re with, whether at home or at work, is important. That’s real respect.”
Looking ahead, her vision is clear. “We don’t just want to succeed in the next five years. We want to shape the next eight, ten, and beyond. That means thinking end-to-end, working across functions, and ensuring we stay ahead of customer engagement, sales, and marketing trends. That’s how we create real impact.”
