Today, we’re talking to Elena Shaibani, Unikie’s brand-new Senior Sales Manager. Elena’s story is truly inspiring – it’s about embracing change, taking risks, starting fresh, building a successful career, and living your dream. Her journey highlights the power of resilience, lifelong learning, and a passion for innovation.
Putting Customer First
Elena works as a Senior Sales Manager at Unikie, helping the growing company build new business in the European market.
In less than five months, Elena has taken a deep dive into what she considers the core of her role: engaging with potential customers and understanding their needs. One of the strategies she uses to approach customers on a personal level is attending conferences. Relevant industry events provide a chance to see solutions in action, connect with product managers, and meet the developers behind embedded software solutions.
In the past four months, Elena has attended six major Automotive, Industrial Automation, and IoT conferences, gaining insights and building relationships.
“At events, it’s amazing to meet people face-to-face, experience live demos, and connect directly with the innovators behind the technology. Whether it’s Level 3 and 4 autonomous driving solutions, AI-powered tools, or complex cybersecurity solutions, every interaction is a chance to learn and build meaningful collaborations.”
Elena attended the Automotive Supplier Summit in Wolfsburg, Germany in September 2024 © Automotive Supplier Summit
There is a growing demand for what Unikie offers. The company provides services and expert talent – engineers, developers, and technical experts who design, build, test, and deploy complex technological solutions for customers.
“From innovations in automotive to the future of edge computing, AI, and cybersecurity—Unikie solves some of the most pressing challenges in technology today. I love being a part of that story.”
Rebuilding Your Life from Square One
Born in Tallinn, Estonia, Elena studied at the Academy of Security Sciences and began her career in public administration at the Ministry of Sports. After six years in a steady, predictable career, she took a life-changing turn when she met her husband and moved to Berlin, Germany.
“It was a quick decision, and suddenly, I found myself in a new country, not knowing the language and having to restart my career from square one. Quite a challenge!” Elena recalls.
Drawn to sales and marketing, Elena enrolled in an MBA program at the Berlin School of Economics and Law.
“The MBA changed my life. It was a truly international program that allowed me to expand my network, explore new roles through internships, and ultimately focus my career on sales.”
After finalizing her thesis on data-driven business management, she faced the next big question – which industry would best match her skills and interests?
Getting into Technology
Estonia has always been at the forefront of technology and digitalization. Coming from a highly digital nation, Elena dreamed of working in a field that impacts society and constantly evolves.
However, with no industry experience or engineering background, even understanding the job requirements was a struggle.
“I did a lot of reading, courses and even YouTube videos to understand what the tech companies were offering. Finally I landed a junior sales position through an open-minded hiring manager who believed in me.”
Elena flourished in the job and her career in technology took off. Today, if you ask Elena what she admires most about her work, she’ll tell you without hesitation: the engineers.
“Engineers are a unique species! They’re like modern-day wizards. Sometimes, it’s science, mathematics, logic, and knowledge—but often, it’s fighting an invisible dragon. They tackle problems so abstract, it feels almost magical. It’s inspiring to see how their minds work!”
This year, Elena opened a new chapter in her story as she accepted a position at Unikie. At the same time, she and her family decided to make one dream come true and moved to Barcelona, Spain.
“Once again, I wanted to learn a new country, a new language, and start fresh.”
“Your home is where your family is. Barcelona is a dream city for me, as I also get to fully enjoy the hobbies I’m passionate about—salsa dancing, surfing, and beach volleyball. What else do you need in life? I believe in working hard for your career but also keeping a healthy balance between your personal life. I am passionate about everything I do—I love my family, technology, my new job, my customers, and I’m so excited for what’s ahead!”
Inspiring Others
In addition to learning, Elena also believes in sharing what she has learned. So if you want insights from industry events, be sure to connect with Elena on LinkedIn!
