Ada Mockute Jaime is the Chief Marketing Officer at Nordcurrent, the largest Baltic video game development and publishing studio.
With over a decade of marketing leadership across finance, tech, and consumer goods, she brings a data-driven and community-focused approach to gaming. Previously, she led marketing and customer intelligence at Luminor Group and served as CMO at Citadele Bank, driving brand growth in competitive markets. At Nordcurrent, Ada is focused on strengthening the company’s global brand, fostering player-driven content and communities and expanding in key markets like Asia, North America and Europe. She is passionate about championing diversity and inclusion in gaming.
How did you land your current role? Was it planned?
Yes and no. I spent years working across different industries, always in roles connected to growth, communication and transformation. After having two children, I reached a point where I wanted a meaningful shift, something more creative, strategic and inspiring. When conversations with Nordcurrent started, I wasn’t specifically targeting the gaming industry. I didn’t know much about it, and initially my interest was more in the position than the sector. But then I went to my first face-to-face interview with the managers. I remember leaving that meeting thinking, “I want to work here.” Their attitude, their clarity, their openness – it was genuinely inspiring. They talked about the company and the industry with such energy that it was impossible not to get intrigued. What started as a neutral “let’s see” quickly turned into a very strong feeling that this was the right place for me. So no, it wasn’t meticulously planned, but the people made it feel very right.
What are the key roles in your field of work, and why did you choose your current expertise?
In many companies, marketing, communications, PR, community, creative, and user acquisition are split into separate functions. In my current role at Nordcurrent, these areas are combined under one umbrella. I oversee gaming marketing, community, creatives, user acquisition, our overall company brand, PR, internal communications, and employer branding. It’s a wide scope, and it reflects how interconnected these areas are. A decision in one part of the system impacts the others – how we communicate affects how we hire, how our community reacts affects our marketing, how our creatives perform affects UA, and our overall brand influences both players and potential employees.
I chose this broader, integrated path because it fits how I naturally think. I’ve always been drawn to roles where creativity, communication, strategy and people all overlap. This structure allows me to see the full picture rather than operate in silos, and it gives me the ability to build one coherent story for the company across games, brand, communication and culture. It’s not a standard structure everywhere, but it works extremely well for Nordcurrent and aligns with the way I like to work.
What are you most proud of in your career, so far?
I’m most proud of the people I’ve worked with – the teams, the connections, and the specialists who grew into confident, talented managers and leaders. Watching people evolve and flourish is incredibly rewarding. I don’t take credit for their success, but I hope and want to believe that I had at least a tiny little impact on their development along the way. Those relationships and seeing how far people go after our paths cross – that’s the achievement I value most.
What does an average work day look like for you?
My day starts very early (usually around five in the morning) and I like to be in the office early as well, because evenings belong to my kids. One thing I love about Nordcurrent is the flexibility. You can build a day that works for your life. My role is broad: I oversee marketing, creative, UI, communications, internal comms and employer branding. So no two days look the same. It’s dynamic, fast paced and very project-driven. The mornings are my favourite part. The “early crew” comes in around the same time and we start with a coffee and 15–20 minutes of catching up, laughing or discussing what’s happening in the world. Our culture is also refreshingly different from many traditional corporate environments, where we don’t fill calendars with unnecessary meetings. The ones we do have are quick, focused and practical. That leaves space for actual work and all the spontaneous conversations where the best ideas happen. My typical day is early, busy, collaborative and unpredictable – which is exactly what I enjoy!
Are there any specific skills or traits that you notice companies look for when you’re searching for roles in your field?
The most important skill today is the ability to combine creativity with data-based thinking. You need imagination and intuition, but you also need the ability to analyse, calculate and understand what truly moves the numbers. For more senior roles, having a wide, integrated view is crucial. You need to see the whole funnel, not just one element. It’s about understanding how product, creative, UA, communication, community and content all connect, and making decisions that work across the entire system. Modern marketing is no longer about being a specialist in one narrow task. Companies look for people who can integrate strategies, channels, creativity, execution and data into one coherent loop.
Has anyone ever tried to stop you from learning and developing in your professional life, or have you found the tech sector supportive?
I wouldn’t say anyone tried to stop me, but I have worked in environments where growth depended entirely on your own initiative. No one pushed you forward, so you had to pull yourself forward. In tech and gaming, I’ve experienced the opposite. The culture is fast, curious, and naturally supportive of learning. People don’t expect you to know everything. They expect you to adapt, experiment and keep improving.
And I am especially grateful for the culture at Nordcurrent. There is a lot of space for learning by doing, for experimentation and for trying new approaches – as long as you have a clear reason and a calculated approach. That level of trust from leadership makes an enormous difference. It gives you the confidence to grow, explore, and bring stronger ideas back to the team.
Have you ever faced insecurities and anxieties during your career, and how did you overcome them?
Absolutely. The officially non-existing imposter syndrome is very real. A lot of anxiety came from comparing myself to others – not to who they actually are, but to the version people present to the world. When you only see the polished image, it’s easy to question yourself. Mismatched expectations or situations that didn’t go as planned also created a lot of self-doubt. What helped me was grounding myself in purpose and clarity. A Lithuanian singer once said, “A human is not a dollar – not everyone is going to love you.” And I think that applies to work as well. Not every idea will be accepted, not every decision will make everyone happy and that’s okay!
I learned to focus on the reasoning behind my decisions, to tie them to real benefit for the business or the team and to understand why I’m doing or not doing something. I’ve stopped taking things personally and often remind myself that I don’t have a “personal horse in the race.” My goal is to do what I truly believe is best for the company, the work and the team. That mindset reduces a lot of anxiety.
Entering the world of work can be daunting. Do you have any words of advice for anyone feeling overwhelmed?
The first thing is, it’s completely normal to feel overwhelmed. Most people are figuring things out as they go, even if they look confident from the outside. Remember that work isn’t a test – it’s a long journey of learning, unlearning, trying and finding your pace. Don’t compare yourself to people who’ve been doing this for ten or twenty years. Your path will unfold at its own speed. And most importantly, anchor yourself in intention. If you understand why you’re doing something, the how becomes much easier. Ask questions, communicate openly and give yourself room to grow. Feeling overwhelmed usually means you’re at the beginning of something important.
What advice would you give other women wanting to reach their career goals in technology?
Don’t limit yourself before anyone else has the chance to. Tech may look intimidating from the outside but inside it’s full of people with diverse backgrounds and unconventional paths. There is no “perfect” profile. Don’t underestimate the value of your perspective. Women often bring context, empathy, clarity and a wider lens – these are not soft skills, they’re strategic skills. And take space. Apply for roles that feel slightly too big, ask questions, speak up. You don’t need to know everything before you start – you grow into the role. Find leaders who support your voice, and let that support give you confidence. Your ambition is valid. Your perspective is needed. Tech becomes stronger every time a woman steps into it!
