We are delighted to bring you a Member Interview with Elena Pinakatt, CMO, SparkyAI, Founder of Monoceros Marketing
What’s your golden rule?
Always lead with integrity and invest in people. When you do, results will follow. When you don't, no metric can save you.
Who has been your biggest influence?
“My dad—an OB/GYN who spent 40 years earning trust in women’s most vulnerable moments. He really cared about his patients, showed up fully, and never judged. He never compromised his integrity. To me, that’s what real leadership looks like.”
What is your most hated business expression?
I have two! 1. ‘Let’s take this offline’: This often means ‘I’m uncomfortable to discuss this here, and I hope you forget.’ The best leaders create space for the real talk. 2. 'Trust the process is another gem. It's often code for ‘don’t rock the boat.’ But real progress comes when we’re willing to rock the boat a little.
What’s the smartest business idea you’ve ever had?
I’m still working on how to turn my love for LEGO, people, and champagne into a viable business. But when I crack that code, you will be the first ones to test it out.
Which leader do you admire most and why?
One of my first leaders, Rebecca. She led from the front, cared deeply about her team, trusted us fully, and always had our back. And she was funny as hell, great at influencing up, open for experimentation, and didn't take everything too seriously. She really brought out the best in people and has been my role model ever since.
What is on your mind the most right now as a marketing leader?
Many marketing teams are exhausted. They are pulled in every direction by the pace of change, the pressure to upskill, and the uncertainty AI brings. What’s on my mind? How to help them navigate this with courage, confidence, and clarity. That means building the skills they need in their toolbox - technical, interpersonal, and leadership - and reminding them they’re not alone in the chaos.
Why is being part of The Marketing Society important for your career?
Marketing is changing rapidly, especially right now. The people at The Marketing Society are at the forefront of this transformation. I want to be part of this global community of brilliant and creative minds who shape what’s next in marketing. This is what makes The Marketing Society so valuable to me.
Why does marketing matter to you?
I love that Marketing is so multi-faceted. It’s a discipline that blends business, creativity, data, psychology, tech, and storytelling. It's where business strategy meets human insight. If done well, marketing has a massive impact as a driver of growth. Key is that we marketers are able to communicate this impact in the language of the business.
Tell us something that’s not on your CV
I am a passionate and unashamed AFOL - Adult Friend of Lego. I am currently building my own Lego city - and my son (who is 8) is contributing the "Nether" to it - because every Lego city needs a portal to another dimension.
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