Kärt Vilt has taken up the position of Head of Marketing and Communications at Viru Keskus.

Since the beginning of May, Kärt Vilt is leading the marketing and communications activities of Viru Keskus. Her responsibilities include strengthening the centre’s market position, integrating sustainable values more clearly into marketing, and maintaining the brand’s presence in a fragmented media landscape.

Previously, Kärt Vilt worked at Tallink Group, where she was responsible for the visual identity, marketing concepts, and campaigns of the company’s core brands. Before taking on the role of Group Brand Manager, she held the position of Marketing Manager for the Estonian market. She began her career at Tallink in the company’s newly established in-house media agency, where she laid the foundation for content creation and social media strategy. Earlier in her career, she also worked at Äripäev as Head of Training Marketing.

According to Gertti Kogermann, CEO of Viru Keskus, the new Head of Marketing and Communications brings a much-needed combination of innovation and strategic structure to the centre.

ChatGPT said:

“Viru Keskus has a strong marketing legacy and a highly valued brand, but in an increasingly fast-changing security and economic environment, we must constantly adapt to new conditions. Evolving consumer expectations present new challenges, and responding to them is both a dynamic and inspiring process. Additionally, the centre plays an increasingly important role in the development of the city centre, helping to shape a modern urban space. Kärt brings versatile experience – from digital marketing to international brand campaigns – which gives us confidence that we can take Viru Keskus’ marketing to the next level.”

Kärt Vilt adds:

kõik on oodatud uuenenud Viru Keskusesse.“

“As a city centre resident, I feel a personal connection to Viru Keskus – it has been part of my daily life for years. I also have great respect for Viru Keskus’ strong brand, which has consistently impressed with its bold and well-thought-out marketing communication. At the same time, it must be acknowledged that although Viru Keskus is the most visited place in Estonia, the recent construction work in the city centre has inevitably affected people’s movement habits. It’s time to send a clear message to the market that the heart of the city is open again, free of traffic jams, and everyone is welcome at the renewed Viru Keskus.”

In recent years, Viru Keskus has undergone the most extensive transformation in its history – 86 new stores and concepts have been opened and renewed. The centre has evolved into a diverse urban environment that offers visitors much more than just shopping. The wellness area on the fourth floor and the Food Hall located on the Tammsaare Park side are prime examples of this change. In addition to its role as a trendsetter, Viru Keskus aims to be an active contributor to the development of urban space and a promoter of a sustainable living environment, encouraging people to move more by foot, bicycle, and public transport.