Materia365 co-founder

Kristaps Kalniņš

Marketing and AI visibility strategist

Kristaps is a marketing and business strategist with more than 14 years of experience across digital marketing, company leadership, product development, and commercial growth projects.

At Materia365, he is responsible for AI visibility strategy and positioning—identifying the customer questions where a company should be discoverable, connecting visibility work with business objectives, and establishing a repeatable measurement approach.

Work at Materia365

In AI visibility engagements, Kristaps leads the strategy workstream. Together with the client, he defines the market, commercial priorities, and questions potential customers ask AI tools. The benchmark then records whether the company appears, how it is described, which competitors are mentioned, and which sources support the answers.

Kristaps connects these observations with the company’s offer, positioning, website structure, and sales objectives. The result is a prioritised roadmap and a consistent method that can be repeated after implementation.

  • AI visibility strategy and measurement design
  • Marketing strategy and brand positioning
  • Go-to-market and commercial growth planning
  • Fractional CMO and marketing leadership
  • Product strategy, prototyping, and UX leadership
  • Data analysis and media planning
  • Team and agency leadership
  • Lectures, seminars, and workshops

Professional experience

Materia365 — co-founder 2025–present

Leads AI visibility strategy, positioning, and client engagements. Materia365 also provides marketing strategy consulting, workshops, and corporate lectures.

EMU Education Solutions — co-founder and product lead 2025–present

Leads the development of an education data and AI-assisted analysis product, from strategy and roadmap to UX/UI and delivery.

Coold — founder 2022–present

Advises small and medium-sized businesses on growth, marketing, and go-to-market strategy.

Frank by Inspired — managing director, later strategic partner 2018–2025

Led a digital marketing agency and its team, then continued as a strategic partner working on business development and client consulting.

MashaMedia — chief commercial officer 2022–2024

Led commercial strategy at an international digital and affiliate marketing company in Tallinn.

Kilo Health — head of partnerships 2024–2025

Responsible for media partnership strategy and relationship management.

Inspired eCommerce — project director 2014–2018

Led digital marketing and ecommerce engagements for clients across the Baltics.

Omnicom Media Group — digital strategist and media planner 2012–2014

Worked across digital media strategy, planning, and campaign effectiveness analysis.

Education

  • University of Latvia — master’s degree in sociology and anthropology, 2015; distinction for the master’s thesis.
  • University of Latvia — bachelor’s degree in physics, 2013.
  • Stockholm School of Economics in Riga — Mini MBA in Innovation Management, 2026.
  • RISEBA — professional development in 3D modelling and printing, 2019–2020.
  • Google — Certified Google AdWords Specialist.

The combination of physics and sociology informs Kristaps’s approach to marketing: quantitative analysis paired with an understanding of how people and organisations make decisions.

Publications, teaching, and media

  • Featured expert in the Swedbank Business Blog article “Content marketing online”.
  • Lecturer in an LIAA ecommerce masterclass on ecommerce strategy.
  • More than 15 lectures, seminars, and workshops on marketing strategy and digital marketing.
  • Mentor in a SEB business growth programme.
  • Expert contributor to media and business events on data, digital marketing, and company communication.

Professional perspective

“Leaders ask how much this will cost. The better question is what it will cost when a customer researches your market without you.”
“AI visibility is not only a content task. First decide which questions the company should appear in—the rest is execution.”

Frequently asked questions

Who is Kristaps Kalniņš?

Kristaps Kalniņš is a Materia365 co-founder and marketing strategist with more than 14 years of experience in digital marketing, leadership, and product development.

What is Kristaps responsible for at Materia365?

Kristaps leads AI visibility strategy, positioning, and measurement. He connects customer questions and AI visibility observations with the company’s commercial objectives.

Which languages and markets does Kristaps work in?

Kristaps works in Latvian and English, primarily across Latvia and the Baltic markets.

How can I contact Kristaps Kalniņš?

You can contact Kristaps at kristaps@materia365.com or send him a message on LinkedIn.

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