From RSU lecture halls to Brand Manager at Laima: the professional journey of Līva Utāne

‘At Rīga Stradiņš University (RSU), I found a balance between analytical thinking and creativity. What motivated me even more was knowing that a university degree is highly valued on the labour market,’ says Līva Utāne about her decision to study at RSU.

She holds a bachelor’s degree in International Marketing and Advertising and a master’s degree in Management of International Marketing and Business.

Currently, Līva is Brand Manager for Laima. She has also found her way back to her alma mater as a guest lecturer, sharing her professional experience with students. In the interview, Līva reflects on her studies at RSU, her career development, and the skills that have helped her manage one of Latvia’s historically strongest brands. 

Why did you choose to study marketing at RSU?

At school, I was a diligent student with good grades in all subjects, but without a particular passion that would clearly point to a future field of study. As a result, choosing my major was not easy. I was drawn to the bachelor’s study programme International Marketing and Advertising, because I saw it as a balance between analytical thinking and creativity. After completing my bachelor’s studies, the natural next step felt to be continuing my development in the master’s study programme Management of International Marketing and Business.

How do you remember your studies at RSU and what is standing out most – courses, your classmates, or lecturers?

The start of my studies was challenging: a new environment, new people, and a completely different pace of learning that required quick adaptation. There were only two state-funded places in the programme, and after receiving my first results, I realised I had a real chance to compete for one of them, even though I had started my studies as a fee-paying student. This became a strong motivation to study with full dedication and achieve this goal. A particularly memorable experience was the Erasmus+ exchange programme at the American University of Bulgaria, which allowed me to see my studies from a completely different perspective.

If I had to describe my bachelor’s studies in one word, it would be “summaries” – intensive work with information, while my master’s studies could be characterised with the words “group work.”

What knowledge and skills acquired during your studies at RSU are most helpful in your professional work?

From my bachelor’s studies, the most valuable skill I gained is the ability to quickly navigate large amounts of information, identify what is essential, and draw clear conclusions. It is a skill I use every day. My master’s studies, on the other hand, gave me very practical teamwork skills, such as how to collaborate, delegate responsibilities, and leverage each team member’s strengths to achieve a common goal.

Since graduating, you have built a successful career and are currently the brand manager for Laima. What has your professional path been like leading up to this position?

I began my professional carrier at the company Danone Latvia as an assistant brand manager already during my studies. Alongside my studies, I also gained experience working at several small advertising agencies. After my maternity leave, I joined MAXIMA Latvia, where over five years I grew professionally and gained extensive experience in campaign management and the implementation of loyalty-building activities, as well as a deep understanding of retail in general. During this time, I was also responsible for developing Latvia’s largest loyalty programme PALDIES.

Now, I have returned to brand development as a brand manager for Laima. I work with specific product categories and projects, and I am also involved in the development of new international brands, such as the launch of Smash! in Latvia.

 

Working with a brand as historic as Laima requires both strategic thinking and creativity. What are the greatest challenges and the greatest motivation at your work?

Working with a brand often seems very creative, but in reality, it is a balance between creativity and very precise analytics. One of the major challenges is that results cannot always be measured directly and quickly, especially in the food category, where purchasing decisions are influenced by many other external factors. That is why positive feedback from colleagues and consumers is particularly valuable. It is also the greatest motivation to keep developing the brand.

You have returned to RSU as a guest lecturer. What do you teach students, and what is motivating you to share your experience with them?

My ties with RSU have actually never been broken, largely thanks to the wonderful collaboration with lecturer Kristīne Blumfelde-Rutka. In 2025, we had the opportunity to jointly deliver the master’s study course Consumer Behaviour in the Global Environment. It was both a challenge and a great chance for growth.

Preparing for lectures requires not only structuring my own experience but also constantly following the developments in the field. This process is also my greatest motivation - the opportunity to develop my own knowledge, while sharing my experience with students.

What advice would you give to today’s RSU students who are just starting to build their careers in communications or marketing?

I believe that studying today is both easier and harder – advances in technology and artificial intelligence certainly help, but competition in the job market is also increasing.

That is why my main recommendation is not only to study diligently, but also to actively seek opportunities to apply your knowledge in practice, because practical experience is what turns knowledge into real value and helps you find your path.