Diane Sirelpuu

Chief Executive Officer @ Nicorex Baltic OÜ

About

🚀 Growth-Focused Executive | Distribution & Supply Chain Strategy | FMCG & Regulated Markets I am a results-driven distribution and operations executive with over 8 years of experience in scaling supply chain networks, wholesale distribution, and international market expansion across regulated consumer goods industries. Throughout my career, I have built and optimized multi-channel distribution strategies—from B2B wholesale partnerships to direct-to-consumer (DTC) sales. My expertise lies in navigating complex regulations, streamlining supply chain operations, and leading high-performance teams to drive revenue growth and operational efficiency. Key Achievements: ✅ Expanded distribution network to 5 new countries, boosting international revenue by 40% ✅ Optimized supply chain operations, reducing average delivery time from 5 days to 3 days ✅ Negotiated strategic B2B partnerships across 50+ retail and e-commerce channels ✅ Implemented an inventory management system, cutting stock shortages by 30% ✅ Led business development in regulated consumer markets, ensuring full compliance with evolving EU trade regulations I thrive on solving complex logistics challenges and building scalable distribution models that drive growth. While I have extensive experience in the nicotine industry, I am always eager to apply my skills to new consumer product markets, including FMCG, health & wellness, and retail tech. 💡 Let’s connect! I am open to partnerships, collaborations, and discussions on supply chain optimization, market expansion, and strategic distribution growth.

Country

City

Estonia

Industry

Retail

Skill

Management, Team Leadership, Strategic Planning, Partnerships, Business-to-Business (B2B), Regulatory Compliance, International Trade, New Market Expansion, Business Development, Digital Supply Chain, Retail Distribution, Sales & Distribution, Wholesale, Distribution Management, Inventory Management, Logistics Management, Supply Chain Management, Negotiation, Sales, Purchasing

Experience

Chief Executive Officer

Nicorex Baltic OÜ

2019-10 - Present · 7 yrs

Estonia

CEO of Nicorex Baltic – leading a wholesale and retail distribution network for regulated consumer products. Oversaw supply chain, inventory management, and market expansion to 50+ retail outlets and e-commerce channels. Nicorex Baltic OÜ is a leading distributor specializing in smokefree nicotine products, nicotine pouches, and vape products, serving consumers across Estonia and international markets. As CEO, I lead end-to-end business operations, oversee wholesale and retail distribution networks, and drive strategic growth initiatives. My focus is on scaling market reach, optimizing supply chain efficiency, and ensuring regulatory compliance in a highly evolving industry. Key Responsibilities & Achievements: ✔ Strategic Leadership: Spearheading short- and long-term business strategy to expand distribution channels and strengthen Nicorex Baltic’s market presence. ✔ Distribution & Supply Chain Management: Managing inventory, logistics, and B2B partnerships to enhance operational efficiency and drive revenue growth. ✔ Market Expansion & Business Development: Negotiating strategic partnerships with key retail, wholesale, and e-commerce platforms, ensuring strong market penetration. ✔ Regulatory Compliance & Risk Management: Navigating the complex regulatory landscape of the consumer goods industry, ensuring full compliance with evolving EU trade policies. ✔ Innovation & Customer-Centric Growth: Leading the company’s efforts to introduce reduced-risk product alternatives, making regulated consumer goods more accessible to Estonian and international customers. 💡 Under my leadership, Nicorex Baltic has expanded its footprint across multiple retail and digital channels, optimizing our supply chain and increasing operational efficiency.