Product & Marketing Expert · Smart MasterKey

Chief Product & Marketing Officer.

25 years in IT, product and marketing. Today I lead product and marketing at Smart MasterKey, after delivery work for Eesti Energia, Modera, 1Office, Nissan Europe and Jamiroquai.

Get to know me Let's talk

Product strategyMarketingPartner onboarding

WordPress · Web development

Websites that look sharp and actually sell.

I design and build fast WordPress sites, landing pages and online stores for small businesses, from first sketch to launch.

See my work Web development

WebsitesLanding pagesWooCommerce shops

Hello, I'm Mike

Product, marketing and the web.

I have worked in IT, product and marketing for 25 years, and today I am Chief Product and Marketing Officer at Smart MasterKey in Tallinn. This site is my portfolio: the work I am proudest of from the last ten years.

Get to know me See my work

My story in 2 minutes. The last ten years of a 25-year career, scripted, animated and edited in my own studio.More videos I've made →

Work delivered for

Eesti EnergiaNissan EuropeModera1OfficeJamiroquaiYolo GroupSmart MasterKey

Recommendations

Trusted by 48 colleagues.

Managers, teammates and the people I’ve led, in their own words on LinkedIn.

Read them on LinkedIn

I have seen this man transforming a product from zero to hero within 6 months… His mindset and #letsgetthingsdone attitude is contagious which makes him an outstanding leader among others.

Romet SaalisteManaged Mike directly What sets Mike apart is his ability to balance innovation with practicality, making him both creative and pragmatic in his work.

Mari LeinerCOO, Weblock Mike is the kind of leader who transforms both teams and projects with his positive energy and open mindset. He has a rare ability to make everyone feel valued while driving results with clarity and focus.

Anna SolankiTalent Acquisition, ABB After Mike joined birkleIT there was an immediate and positive shift in one of our in house projects Mike was assigned to. Deadlines were finally met, retention rate went up…

Fredi PoobusSolution Architect, birkle IT Mike isn’t just a skilled project manager—he’s a strategic thinker, a trusted partner, and someone who elevates everyone around him.

Paul BrunoSales Manager, Net Group

I have seen this man transforming a product from zero to hero within 6 months… His mindset and #letsgetthingsdone attitude is contagious which makes him an outstanding leader among others.

Romet SaalisteManaged Mike directly What sets Mike apart is his ability to balance innovation with practicality, making him both creative and pragmatic in his work.

Fredi PoobusSolution Architect, birkle IT Mike isn’t just a skilled project manager—he’s a strategic thinker, a trusted partner, and someone who elevates everyone around him.

Paul BrunoSales Manager, Net Group

Mike creates an outstanding team atmosphere that brings out the best in everyone… He’s consistently brought projects to successful completion without unnecessary overhead or micromanagement.

Roman MaltsevSoftware Developer · Reported to Mike I encourage you to learn from Mike. He has the art of co-creating products and managing projects across technical and business stakeholders.

Juri LuninEngineering Mike is pure creative energy. Working with him is a chance to see ideas come alive and learn from someone who truly knows his craft… He’s the real deal.

Anna-Maria AasoGraphic design Mike is a true “people’s person,” with an innate ability to connect with and motivate his team.

Anne-Mai LõppIT Business Analyst Working with Mike is fun. He is always in a good mood and carries the team with him… He turned an abandoned bench project around and made everyone on the team proud again.

Tim LoewelWorked on the same team

Mike creates an outstanding team atmosphere that brings out the best in everyone… He’s consistently brought projects to successful completion without unnecessary overhead or micromanagement.

Roman MaltsevSoftware Developer · Reported to Mike I encourage you to learn from Mike. He has the art of co-creating products and managing projects across technical and business stakeholders.

Juri LuninEngineering Mike is pure creative energy. Working with him is a chance to see ideas come alive and learn from someone who truly knows his craft… He’s the real deal.

Anna-Maria AasoGraphic design Mike is a true “people’s person,” with an innate ability to connect with and motivate his team.

Tim LoewelWorked on the same team

Featured work

Recent projects, start to finish.

Strategy, design, build and launch. Three projects from product companies to a 150-site dealer network.

See all work Start a project

Live now

Personal brand · Website

The new mikematon.com

A full rebuild of my own site: new design system, case studies, career pages, studio and blog, all on WordPress.

11case studies11career pages8articles

New design system across every page
11 case studies and 11 career pages
Studio with product videos and gallery
SEO groundwork: schema, sitemap, one H1 per page

View case study

SaaS · Mobile access control

Smart MasterKey

Product website and investor demo for a mobile access control platform, in 8 languages.

View case study

Automotive · Nordic & Baltic

Nissan Europe

Dealer website platform rolled out to 150+ Nissan dealers across 7 markets.

View case study

What I do

What I do best.

Four areas I work in. Open any one to see what I have built.

Product & marketing

Product strategy, roadmaps and go-to-market for SaaS. Currently, CPO & CMO at Smart MasterKey, building mobile access control.

Product strategyGo-to-marketPartnerships

My CV

Web development

Fast, SEO-ready WordPress websites, landing pages and online stores that look sharp, load fast and actually sell.

WordPressWooCommerceLanding pages

See web development

AI automation

AI tools that take the repetitive work out of the day, from finding customers to planning the morning. Each has its own case study, and I approve everything that goes out.

Inspect it Smart MasterKey AI Daybook AI templates

Explore the AI tools

Music studio

My Little but Loud Studio: music production, native English voiceovers and training videos.

ProductionVoiceoverVideo

Step inside

Not sure which fits? Tell me what you need.

Start a conversation

The AI tools are shown as interactive mock-ups with sample data. Real client details are never published.

Marketing you can play

I built a game to bring two brands together.

KEYLESS is a Christmas arcade game for Smart MasterKey and HID. Fly the ship, shoot down old keys and plastic cards, and climb the Top 20. It is live, and you can play it right here.

How I use games in marketing