Curriculum vitae

1.Family name:Liepins

2.First names:Baiba Yngve

3.Date of birth:5 November 1946

4.Nationality:British and Canadian

5.Civil status:Married

6.Education:

Institution, Dates / Degree(s) or Diploma(s) obtained:
University of Toronto, Canada / Masters of Business Administration (1972)
McGill University, Canada / Bachelor of Arts (1968)

7. Language skills: Indicate competence on a scale of 1 to 5 (5 – excellent; 1 – basic)

Language / Reading / Speaking / Writing
English / Native
Latvian / 5 / 5 / 4
French / 4 / 4 / 4
Spanish / 4 / 3 / 3
Russian / 3 / 2 / 1
Serbo-Croatian / 2 / 1 / 1

8.Membership of professional bodies:Fellowship of the Institute of Canadian Bankers (FICB), British Chamber of Commerce in Latvia

9.Other skills:IT proficient

10.Present position:Management Consultant

11.Years within the firm:9 years

12.Key qualifications:

Ms Baiba Liepinsis an international marketing expert with extensive work experience in the area of marketing strategy and implementation, communications and human resources for commercial banks, private enterprises and public institutions in transition countries.

Her work with clients has included marketing and branding in the context of a post-command economy and development of training courses on strategic planning, business plans, organizational development and structure, inter-organizational networking and customer service. In the course of several missions over seven years for a leading bank in Mongolia, Ms Liepins advised on a segmented approach to meeting the financial needs of diverse urban, peri-urban, rural and nomadic small business as well as retail market segments.

Recently, Ms Liepins has advised commercial banks in Belarus, Russia, Croatia, Serbia, Romania and Macedonia on branding, marketing and public relations. She also has extensive experience reorganising marketing functions and designing targeted media campaigns, product advertising and promotion strategies. Prior to her consulting assignments, Ms Liepins worked in senior positions for leading multinational corporations and media companies.

Specific experience in the region:

Country / Date / Country / Date
Belarus / 2010 / Russia / 2008
Serbia, Macedonia, Croatia, Romania / 2007-2008 / Bosnia / 2006
Bosnia, Albania, Macedonia, Serbia / 2002

13.Professional experience

Date / January - March 2011
Location / Hungary, Romania
Company / TA Consult ltd
Position / Short term consultant
Description / Conductd a series of trainings on branding, marketing strategy, market research and analysis, marketing department organisation
Date / January, May, August, October and December 2010 (next mission planned for 1st qtr 2011)
Location / Belarus
Company / DAI Europe (funded by EBRD and EU)
Position / Short term consultant
Description / Advice on branding, marketing strategy, market research and analysis, marketing department organisation
Date / January, 2009
Location / Indonesia
Company / Mercy Corps/Bank Andara
Position / Short term consultant
Description / Advice on corporate culture for newly established bank servicing the microfinance sector
Date / 2001- 2008 –16 short term missions
Location / Mongolia
Company / Agricultural Bank of Mongolia (Khan Bank)/ Development Alternatives Incorporated
Position / Short term consultant
Description / Ongoing consultancy over 7 years including management consultations and training, recommendations on marketing strategy and implementation, public relations, organisational development and human resources.
First 4 missions were part of a process of assisting this state-owned bank to prepare for privatisation in the context of Mongolia’s transition to a market-driven economy. Subsequent missions were to assist the now privately-owned bank in consolidating its leadership position in the marketplace and to continue a programme of professional development for management and staff. Specific activities included:
  • Seminars for senior management on results-oriented management techniques and integrated branding processes
  • Series of consultations with senior management and marketing personnel on long and short term marketing strategy
  • Development and update of the bank’s marketing plans and reorganisation and professional development of marketing department
  • Development of corporate media campaign and product advertising and promotion
  • Initiation and development of a market research programme for the bank
  • Analysis of the bank’s urban and rural customer profiles, recommended customer relations strategy
  • Implementation of a train-the-trainer programme in customer service and cross-selling techniques for frontline staff
  • Training of branch managers in sales and promotion planning and implementation
  • Consultations on organisational development/HR at the Bank
  • Designing and conducting seminars on management-for-results for head office and branch management, including issues of leadership, delegation, mentoring and motivation
  • Advising on various HR issues including recruitment goals and standards, interviewing guidelines and techniques, performance appraisals, dealing with performance problems
  • Advising on training organisation and issues; preparing train-the-trainer materials and conducting train-the-trainer programmes with emphasis on an interactive/participative learner-centred methodology.

Date / February, June, September 2008
Location / Russia
Company / DAI Europe (funded by EBRD and EU)
Position / Short-term expert, SME Facility
Description / Advice on branding, marketing and PR, development of positioning strategy
Date / January, March, September 2007; May 2008
Location / Vietnam
Company / DAI Europe (funded by SECO)As part of a team assisting the state-owned bank prepare for equitisation
Position / Short term expert - marketing
Description / Advice on branding and marketing, marketing organisational structure, research requirements and marketing strategy; including branding seminar and on-the-job training
Date / January 2007 - 2008
Location / Serbia, Macedonia, Croatia and Romania
Company / DAI Europe (funded by EBRD and EU)
Position / Short-term expert on marketing, SME Finance Facility
Description / Short term adviser on marketing issues for several of DAI’s SME lending projects under the SME Finance Facility funded by EBRD and EU. Missions included:
  • Metals Banka, Serbia (January and October 2007)
  • Investbanka, Macedonia (Sept. 2006 and June 2007)
  • Raiffeisen Bank, Croatia (Feb. 2008)
  • Bank Leumi, Romania (May and September 2008)

Date / May/June 2006
Location / Latvia
Company / Centre of Commercial Education (Komercizglitibas Centrs) -KIC
Position / Consultant
Description / Design and delivery of seminars and brief consultations for KIC clients on leadership and other management issues
Date / April–July 2006
Location / Latvia
Company / Riga City Council–Department of Development (Rīgas domes Pilsētas attīstības departaments)
Position / Consultant
Description / As part of a EU co-funded project, (Baltmet Inno Project) participated as an external expert in a team project to analyse and compare regional marketing strategies of other Baltic and Northern European cities and to provide advice on the development of a marketing strategy for Riga targeted to the business community.
Date / 2003 - 2006
Location / Latvia
Company / Komunikāciju Akadēmija (Academy of Communications)
Position / Consultant/trainer
Description / Design and delivery of a series of seminars on leadership and management techniques, project management and branding.
Date / February–May 2004
Location / Bosnia & Herzegovina
Company / IMC Consulting/ Resanco Ltd (funded by DFID)
Position / Short term expert, Post-Privatisation Enterprise Restructuring Project (PPERP)
Description / As part of the Post-Privatisation Enterprise Restructuring Project (PPERP) in BiH, advised two firms (a manufacturer of laundry detergent/household cleaning products and a foundry) on marketing strategy and implementation.
Date / November 2001–December 2002
Location / Armenia
Company / DAI (USAID-funded)
Position / Short term consultant, Agribusiness SME Market Development Project
Description / Advised on branding issues to SMEs, including facilitating primary qualitative research, guiding brand strategy and new product development..
Date / April–July 2006
Location / Bosnia, Serbia, Macedonia, Albania
Company / Southeast Europe Enterprise Development–a facility of the World Bank’s International Finance Corporation
Position / Short term consultant/ trainer
Description / Designed and delivered marketing training programme for SMEs and marketing professionals.
Date / January 2001–August 2001
Location / Kosovo
Company / International Development and Refugee Foundation (IDRF), Canada
Position / Short term consultant
Description / Advised on marketing and business planning issues in new micro-credit programme.
Date / November–December 1998
Location / Latvia
Company / CIDA/Latvian National Federation in Canada
Position / Short term consultant
Description / Conducted organisational review of legislative translation centre and facilitated development of training strategy and implementation
Date / November 1998
Location / Latvia
Company / UNDP/Latvian Nat. Human Rights Office
Position / Short term consultant
Description / Conducted seminars on organisational strategy and planning
Date / April 1996–July 1998
Location / Bosnia & Herzegovina/Canada
Company / Canadian Feed the Children/George Brown College
Position / Short term consultant
Description / Conducted needs assessment and developed training programme in management techniques and marketing.
Date / December 1995–October 1997
Location / Estonia
Company / Canadian International Development Agency (CIDA)
Position / Short term consultant/ monitor
Description / Monitored Canadian capacity-building project for Translation and Legislative Support Centre.
Date / 1992–1995
Location / Canada/ international project locations
Company / International Development and Refugee Foundation
Position / Short term consultant
Description / Facilitated strategic planning. Monitored projects in Bosnia and Croatia, assessments in Palestine and Sudan.

14.Others: N/A