Smart MasterKey.

I lead product and marketing at Smart MasterKey, where we turn any smartphone into a universal key for buildings.

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Tallinn, EstoniaFull-time1 yr 6 mos

Current role

Roles at Smart MasterKey

Chief Product & Marketing Officer (CPO & CMO)Oct 2025 – Present · On-site
Director of Business DevelopmentMay 2025 – Oct 2025 · Remote

smartmasterkey.com

The company

About Smart MasterKey.

Smart MasterKey's cloud platform connects legacy and modern access control systems through one app and mobile wallet credential, so customers get mobile access without replacing their hardware. We serve commercial real estate, offices, multifamily housing, hospitality and critical infrastructure.

7Website languages

2Roles: CPO & CMO

5Sectors served

Responsibilities

What I did.

Highlights across my roles at Smart MasterKey.

Product (CPO)

Leading product direction across mobile and web, deciding what we build so customers get the best solution for their sites
Owning the roadmap and backlog, from discovery and specs to release, with our backend, web, mobile and design teams
Designing every product screen and user flow in Figma, from first concept to developer handoff
Building integrations with access control partners, including Inner Range Integriti and its move to REST API v2
Mobile wallet credentials, including Google Wallet push provisioning with HID for hospitality
Onboarding technical partners and resellers with the documentation and support to go live smoothly
Shipping features that make life easier for site admins, like bulk actions across users, tenants, roles, access points and keys

Marketing (CMO)

Owning brand, positioning and messaging across every channel
Leading a full rebrand with a new corporate visual identity (CVI)
Rebuilding the company website from the ground up, now live in seven languages
Creating all investor content, from pitch decks to investment materials, designed in Figma
Blog content, SEO and LinkedIn, plus event presence and partner and reseller marketing
Keeping the team and leadership aligned with regular product and marketing updates

Director of Business Development

Joined to grow the business, before stepping into the CPO role in October 2025
Built relationships with partners, resellers and integrators across Europe
Led pre-sales conversations, demos and proposals with property and facilities customers
Brought customer and partner feedback straight back into the product

Tools & skills

SaaSProduct strategyRoadmappingFigmaAccess controlMobile walletPartnershipsSEOBrand & CVIGo-to-market

Previous roleInspectITCEO · Apr 2025 – Present All roles

Let's talk

Want to work together?

Whether it's product, marketing or a new website, I'd be happy to hear what you're working on.

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Next Project

InspectIT – CEO