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New Marketing and Communication Manager for Viru Keskus


New Marketing and Communication Manager for Viru Keskus

Kristel Sooaru with wide experience in fashion and retail trade started to work as the Marketing and Communication Manager of Viru Keskus on February 10, 2020. She considers her greatest challenges to maintain the position of Viru Keskus as the shopping centre with the greatest visitor numbers in Estonia through ever renewed offers of shopping and entertainment concepts to visitors.

“Viru Keskus is a landmark among Estonian shopping centres, the place where all retail sellers wish to see their flagship shops and where customers get fresh fashion inspiration. This is a place where people first go to see if new collections have arrived, a centre with special marketing messages that have become classics,“ said Kristel Sooaru.

Nevertheless, we should always turn our eyes toward the future, because the present will not be enough for long. “People value their personal time ever more and take into account the impact on the environment. The customer expects both the digital and the physical route to be as smooth as possible, while also providing constant flow of new emotions. This daily challenge that fashion and retail trade faces together with the excellent opportunity to take part in the upcoming renovation process of Viru Keskus were the factors that enabled me to dare to accept the new challenge. My aim is to enhance the value of Viru Keskus as a brand, while representing the interests of all our lessors, and thereby offer the best experience to our visitor,“ Kristel added.

“In order to retain customer preference in the current highly competitive and changing trade scene one needs to focus on consistent development and therefore we are happy that before the renovation phase of Viru Keskus we could engage a practitioner with such a strong marketing and trade background,“ commented Gertti Kogermann, CEO of Viru Keskus.

Kristel Sooaru has over 25 years of experience in different fashion and retail trade enterprises, and she has been active in many different areas from quality management to marketing management. She considers her most successful projects the changing of the men’s premium brand BALTMAN and its successful management in 2009-2015 as well as development of the Tallink Group fashion shops portfolio in 2017-2020.


Additional information:

Kristel Sooaru
Marketing and Communication Manager
Viru Keskus
Telephone: +372 610 1404

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