When Helina joined Citycon’s Rocca al Mare shopping centre in spring 2019, she did not yet know how broad and demanding her role would become. Over the years, her responsibilities have evolved from marketing and communications into leading the daily operations Citycon's Estonian asset, Rocca al Mare. Her story shows how openness to change and a willingness to learn can open doors to new opportunities at Citycon.
When Helina joined Citycon seven years ago as Marketing and Communications Manager for two centres the role felt like a natural continuation of her background in retail and marketing, while also offering the opportunity to work closely with tenants, internal teams and external partners at centre level. In spring 2025, Helina’s responsibilities expanded as she took on the role of Centre Manager for Rocca al Mare alongside her marketing duties. Reflecting on this period, she describes it as an important learning phase that prepared her for a broader leadership role.
Not long after, Helina made a full transition into the Centre Manager position, leaving her marketing responsibilities behind. This step marked a significant milestone in her career, allowing her to focus fully on the overall operations, development and long-term performance of the centre. “I don’t come to work just to complete tasks, I come because I genuinely care about what I’m building and how we can improve the way things are done,” Helina explains. For her, one of Citycon’s greatest strengths is the continuous opportunity to learn and evolve: “Not everything always goes according to plan, but even setbacks help you grow. What really makes the difference is having a supportive and committed team around you.”
As a Centre Manager, every day brings new situations and challenges that require fast decision-making and the ability to balance multiple priorities. Helina believes the most important lesson in her career has been staying open to change and maintaining a positive attitude. “Holding on to old ways doesn’t help, you need to be open to changes and not swim against the flow,” she sums up. Her work involves actively monitoring and reporting on the centre’s financial performance and collaborating closely with various stakeholders, including teams and tenants. The role is a versatile mix of financial and operational responsibilities, and over the years Helina has had the chance to join in many projects across different business areas. “What I value most is working with people who are open to collaboration. When you show interest in other parts of the business and are willing to take responsibility, that attitude is always encouraged,” she adds.
Over the years, Helina’s professional development at Citycon has been supported by a working environment that has allowed her to take on increasing responsibility and grow into broader leadership roles. Opportunities to learn, develop and step into new challenges have played an important part in shaping her career path. In addition, Helina values teamwork and ensuring that everyone feels appreciated and works toward a common goal. “I value the way our team here in Estonia works, we openly discuss challenges, exchange ideas and focus on finding practical solutions that move things forward,” she says.
Estonia, Tallinn
