May 2025 marked an exciting milestone at Draivi since we got two new Country Leads to our team. It’s been two years since Lena and Alexandra joined Draivi and this May they made a step up becoming Country Leads to our markets in Germany and Sweden.
A few months have gone since they jumped into their new roles as Country Leads, let’s reflect on their journeys so far and ask them about the fresh challenges ahead.
From Newcomers to Core Team Members
When Lena and Alexandra joined Draivi two years ago, they entered a fast-moving environment fuelled by innovation and experimentation. Right after start they quickly demonstrated a unique combination of curiosity and resilience. Whether optimizing local campaigns, experimenting with new channels, or rolling up their sleeves to iterate on user journeys, both consistently went the extra mile to learn and improve.
Why did you join Draivi in the first place?
“I was ready for a new challenge and motivated to move from short-term client projects to something more long-term, where I could have a direct and lasting impact. Draivi offered the perfect opportunity: a dynamic shift from agency life into the fintech space, with the promise of new challenges, a fresh environment, and the chance to grow in a new direction professionally.”
“What attracted me to Draivi was the chance to be part of something still in its growth phase. I saw the potential to develop alongside the company, take ownership, and really make an impact. Being a part of scaling a business, while having the freedom to shape my own role based on my strengths and interests, felt exciting.”
What are some of the biggest lessons you’ve learned here in the past two years?
Alexandra: Definitely working in a fast paced environment. The industry shifts constantly, so staying ahead means always testing and learning. Juggling with multiple markets has not only taught me to understand each market in a unique way, but to also collaborate with partners and co-workers.
Lena: “One of the most valuable lessons I’ve learned is that growth comes from continuous testing and creative thinking. It’s not about finding the perfect solution right away, but about exploring different approaches and seeing what works. Along the way, some things won’t go as planned, but even those moments offer valuable learnings that help refine the next move.”
What skills or mindsets have you developed at Draivi that you didn’t expect when you started?
“One of the biggest shifts for me has been learning to fully embrace a test-and-learn mindset, not just in marketing, but across teams and processes. I’ve become more comfortable with uncertainty, faster at making data-informed decisions, and more confident in turning creative ideas into experiments.” Lena reflects.
“Fail fast mindset” Alexndra adds. “By consistently testing new ideas, analyzing results, and iterating with speed, we are able to find the most effective, scalable solutions. This mindset has been key to driving performance, adapting to market changes, and delivering long-term growth, both for the company and me personally.” She continues.
Embracing New Challenges as Country Leads
As Country Leads, they now guide local strategy, lead cross-functional initiatives, and mentor their team members. They are the key link between vision and execution in their markets, owning performance and market-specific innovation.
Their rapid growth into these roles reflects one of Draivi’s core values: trusting people early with real responsibility.
When asked about what stepping into the Country Lead role means to them both mentioned taking the responsibility, being in charge of the bigger picture and opportunity to grow.
“Having a direct hand in shaping our strategy and driving the success of our operations in the German market.” Says Lena.
“I’m especially excited about the opportunity to continue growing the Swedish market, expanding our presence there, and working closely with our partners to strengthen those relationships even further.” Says Alexandra.
What are your top priorities in this new role?
Lena: My top priority is driving sustainable growth through structure, collaboration, and a deep understanding of our users. We’ve already seen how much more productive, creative, and motivated we can be when teams like marketing, sales, and IT work closely together. That’s why I want to continue fostering a collaborative environment with more cross-functional projects, hands-on workshops, and shared problem-solving.
A key focus will be gaining deeper insights into user behavior and conversion patterns. To scale profitably, we need to develop our own quality score and implement better user filtering. This will allow us to target more precisely and make smarter decisions about where to invest our marketing budget.
Finally, optimizing the user journey is essential. As we grow, delivering a seamless and modern customer experience becomes even more important. To achieve this, we will focus on strong branding, even more professional landing pages, and application forms that are intuitive and user-friendly.
Alexandra: There are many exciting projects ahead. One of my main priorities is to strengthen and expand our partnerships, because long-term growth relies heavily on strong, collaborative relationships. Open communication, both internally and externally, is the key to finding the best outcomes for everyone involved. I want to ensure we’re building a brand that’s not only competitive, but genuinely trusted in the market.
The Journey and Growth Continues
We’re thrilled to see Lena and Alexandra step into these larger roles.
“There’s so much potential ahead, and I’m especially excited about all the opportunities to expand and optimize our marketing efforts.” Lena says.
“I’m most excited about the endless possibilities ahead,” says Alexandra. “There’s always something new to try or an area where you can push a bit further. I’m looking forward to growing into the Country Lead role while continuing to work across other markets with my colleagues, all working toward our common goals. Draivi is growing fast, I’m excited to be a part of that and contributing to both our success and the work environment in every way I can.” She continues.
For new Draivi employees or someone who wants to join, they want to say:
Lena: Stay curious, be proactive, and don’t be afraid to challenge the status quo. Draivi is a place where testing, learning, and thinking creatively are truly valued. Bring your ideas to the table, question how things are done, and look for ways to improve. That mindset will not only help you grow but also make a real impact from day one.
Alexandra: Just start trying things out, don’t overthink it. One of the first things I was told was, “you learn by doing”, and I would still say it holds true. Don’t be afraid to ask questions, most likely we all have asked them before. Be curious and proactively collaborate with others, everyone is supportive and pushing toward the same goals.
To Lena and Alexandra: thank you for the past two years of hard work, energy, and impact! We are happy to have both of you in our team. Staying driven, thoughtful, and experimental with a high bar for quality is in our core. We don’t hire just anyone – we want the bold, the brilliant, and the brave.
We’re always curious to meet people who share our mindset. Check out our open positions and apply!
