Service Design for Marketing

Scott Abel is a media and communication expert with over 25 years of international experience in journalism, public relations, and higher education. He has worked as a writer, editor, and lecturer, combining practical industry expertise with a strong academic background.

He is a Lecturer in Communication at Estonian Business School, teaching public relations, crisis communication, and media-related subjects at both undergraduate and master’s levels. His research focuses on journalistic practices, news production in post-Soviet contexts, as well as media management and innovation.

Scott Abel holds a Master’s degree in Journalism from Kansas State University.

Kadi Kivirand has extensive experience in marketing and has been working at EBS since 2026. She has established the continuing education centre at the Baltic Film and Media School, worked as an advertising sales project manager and media planner at a media agency, and served as a marketing analyst at Telia. Her professional track record also includes the launch of Kinnisvara24, now Estonia’s largest real estate portal, the role of Head of Marketing at Domus Kinnisvara, and the market entry of a new restaurant concept.

Kadi holds a Master’s degree from the University of Tartu.

In recent years, Kadi Kivirand has led the Marketing Department of the Estonian Public Broadcasting. Among her most significant achievements is the creation of the new Jupiter brand and its successful development into Estonia’s number one streaming platform.

Her professional background reflects broad experience across both the public and private sectors, with a strong focus on strategic marketing, digital communication, and brand development.
Kadi holds an MA in Business, Management and Marketing from the University of Tartu, specialising in Service Design.

Nilay Rammul is a Strategic Planner with 10+ years of experience in fusing consumer insights, market trends, and business objectives to craft compelling brand narratives.
She has worked at global renowned advertising networks like Saatchi & Saatchi, Grey, and BBDO, building creative attack strategies to build sustainable and meaningful brands. Nilay holds an MA in Marketing & Advertising Communications, obtained from Bournemouth University, UK in 2011.
Over the years she have worked as the key strategist for brands like Milka, Cigna, Seesam, RedBull, Jacobs, Sbarro, PepsiCo, Mars, Põltsamaa, World Cleanup Day, Rohetiiger, TAI and many more. She was also part of the strategy team that won 11 Effie Awards Turkey in 2015 right before she moved to Tallinn, Estonia.