Martin Lond
Tallinn
Summary
Product strategist and digital commerce operator with 15 years of experience in eCommerce, SaaS, and tech consulting. Proven track record in leading omnichannel launches, closing B2B SaaS deals, and co-founding a successful fan engagement platform with over 50,000 users. Expertise in aligning business objectives with technical execution, delivering projects involving various ecom platforms (Magento Shopify, NopCommerce, EpiServer, WooCommerce), ERP/CRM/PIM integrations and custom SaaS builds. Strong communicator with skills in stakeholder alignment, proposal writing and workshop facilitation, driving structured thinking, self motivation and fast delivery.
Overview
19
19
years of professional experience
Work History
Co-founder & Head of Product
Scorestars OÜ (ex Cryplect)
Tallinn
01.2019 - 08.2025
- Co-founded a VC-backed SaaS startup delivering white-label fan engagement platforms, with clients in 5 countries and over 50K users
- Led product strategy, discovery, and B2B sales across 12+ accounts, including MVP scoping, UX wireframes, and technical proposals
- Built monetization logic and digital product store, peaking at €12K MRR from in-app sales
- Raised €725K in investor funding and managed international stakeholder relationships
- Owned full product lifecycle and technical collaboration across distributed teams
Board Member
Estonian Ecommerce Association
Tallinn
02.2018 - 02.2022
- Served on the board of Estonia’s leading eCommerce industry body, representing digital businesses across sectors
- Contributed to policy discussions, quality standards, and initiatives promoting best practices in online commerce
- Supported member companies through events, advisory efforts, and industry-wide digital transformation advocacy
Head of Commerce Business Development
Finestmedia AS
Tallinn
09.2019 - 06.2021
- Owned sales and delivery of digital commerce transformation projects (ERP, PIM, CRM, OMS)
- Led pre-sales, discovery, and workshop facilitation for B2B clients across private and public sectors
- Brainstormed and built eCom suite https://finestcommerce.ee/
- Built and validated internal product development concepts and value-driven sales playbooks
- Managed budgeting, mentoring junior consultants, and full customer lifecycle relationships
Executive E-commerce Consultant
Finestmedia AS
Tallinn
11.2018 - 08.2019
- Audited client eCommerce operations and provided strategic roadmaps for digital transformation
- Scoped and negotiated technical work proposals including cost estimates and contract terms
- Supported project delivery through handover-to-development and stakeholder management
E-commerce Business Development Manager
Tallinna Kaubamaja AS
Tallinn
01.2014 - 01.2018
- Spearheaded launch of award-winning omnichannel eCommerce platform (kaubamaja.ee)
- Set up a dedicated eCom department, photo studio, and modernized operational workflows across logistics, IT, and sales
- Launched and ran osturalli.ee as a digital-first version of Estonia’s largest department store campaign, hitting 1M+ visits and 6-figure sales days
- Oversaw platform UX, CRM, returns, and PIM workflows
Department Manager & Retail Roles
Tallinna Kaubamaja AS
Tallinn
01.2007 - 01.2014
- Managed retail teams, budgets, visual merchandising, and sales performance in home and tech departments
- Led quality-of-service improvement initiatives, staff training, and process upgrades
- Contributed to internal IT rollout projects like work time planning tools and system migrations
Education
History
University of Tartu
TartuSkills
- eCommerce Expertise
- Store setup, app selection, integrations
- eCom architecture (ERP, CRM, OMS, PIM)
- Omnichannel commerce operations
- Payment & logistics workflows
- Digital product monetization Business Development & Solution Consulting
- B2B SaaS sales
- Discovery workshops & stakeholder interviews
- Technical pre-sales & scoping
- Solution proposal writing
- Client onboarding & retention
- Contract drafting & negotiation Product & Strategy
- Product ownership & roadmap definition
- MVP design & user validation
- UX strategy & wireframing
- No-code/low-code tooling (eg Supabase, Lovable)
- AI-powered workflows
- Cross-functional team leadership Technical & Analytical
- Business intelligence (Power BI, SQL, Mixpanel, GA4)
- Data modeling & product analytics
- Familiarity with Liquid, HTML, CSS
- Integration planning (APIs, headless setups)
- Project estimation & delivery coordination Communication & Soft Skills
- Public speaking & presentations
- Remote team collaboration
- Clear communication with technical and non-technical stakeholders
- Self-driven and outcome-focused
- Confident in fast-paced, international environments
Languages
Estonian
First Language
English
Proficient (C2)
C2
Finnish
Elementary (A2)
A2
Russian
Beginner (A1)
A1
Norwegian
Beginner (A1)
A1
Core Strengths
Strategic Thinker – Naturally sees the bigger picture, connects patterns, and finds clear paths forward in complex, ambiguous environments
Self-Starter – Operates with high internal drive and accountability; takes ownership of outcomes without waiting for instruction
Deliverer – Relentless focus on execution and finishing what gets started — from MVPs to enterprise platforms
Empathic Connector – Easily builds trust with stakeholders by understanding their needs, translating between technical and business teams
Creative Problem-Solver – Enjoys turning limitations into innovation; thrives on building lean, clever systems with real impact
Personal
Based in Tallinn, Estonia
Married, two kids
Enduro motorcycle enthusiast
Hobbyist music producer (electronic / breakbeat / UK garage)
Lifelong learner and systems tinkerer
Timeline
Head of Commerce Business Development
Finestmedia AS
09.2019 - 06.2021
Co-founder & Head of Product
Scorestars OÜ (ex Cryplect)
01.2019 - 08.2025
Executive E-commerce Consultant
Finestmedia AS
11.2018 - 08.2019
Board Member
Estonian Ecommerce Association
02.2018 - 02.2022
E-commerce Business Development Manager
Tallinna Kaubamaja AS
01.2014 - 01.2018
Department Manager & Retail Roles
Tallinna Kaubamaja AS
01.2007 - 01.2014
History
University of Tartu
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