"Senukai" appoints Liubovė Aleksandra Zaiceva to lead Baltic communications

Liubovė Aleksandra Zaiceva joined the "Senukai" team in June 2026 as the new Head of Communications for the Baltic states. In her role, she is responsible for the group's strategic communication in Lithuania, Latvia, and Estonia, managing media relations, executive communications, and developing long-term partnerships with Lithuanian higher education institutions.

Zaiceva is a seasoned strategic communications professional with over 15 years of experience in both public and private sectors. Previously, she served as a press representative for the Ministry of Social Security and Labour, where she managed the ministry's communications and media relations. She later enhanced her expertise at Vilnius University's Faculty of Law, focusing on media law, freedom of speech, and reputation protection.

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Joining "Senukai" was driven by the opportunity to contribute to one of the largest business transformation projects in the Baltic states. "Senukai" is today one of the most advanced organizations in the Baltic states, consistently investing in artificial intelligence, digitalization, business transformation, and the development of new competencies. For me, as a communications professional, it is very interesting to be part of these changes and help tell the story about them in Lithuania and the entire Baltic region.

Before joining "Senukai," Zaiceva worked at the communications agency "Salve Agency," advising Lithuanian and international organizations on strategic communication, reputation management, and media relations. She was drawn to "Senukai" by the opportunity to contribute to one of the largest business transformation projects in the Baltics.

"Senukai" is currently investing heavily in artificial intelligence, digitalization, business transformation, and talent development. Zaiceva expressed her enthusiasm for being part of these changes and communicating them across the Baltic region. One key initiative under her leadership is the "100 Talents for Lithuania" program, which aims to encourage Lithuanians studying and working abroad to return and build careers in Lithuania, contributing to the nation's economic growth and competitiveness. The company plans to invest 6 million euros in this program over the next five years to attract at least 100 highly qualified specialists in fields such as artificial intelligence, technology, data analytics, and e-commerce.

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