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Liene Lapsevska.
Head of Marketing & Communications · OroraTech
Guest
Liene Lapsevska
Head of Marketing & Communications
Company:
OroraTech
Location:
Munich, Bavaria, Germany
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In this episode of The Marketing Front Lines, we speak with Liene Lapsevska, Head of Marketing & Communications at OroraTech. OroraTech is a German space tech company using satellite data for wildfire detection and earth observation. Liene brings a unique perspective from her journey through journalism, classical music events, public relations, and now B2B tech marketing. Based between Germany and Denver, she shares tactical insights on managing international expansion, navigating European vs. US media landscapes, and building authentic relationships in highly technical, niche markets.

Topics Discussed:

Six takeaways from this conversation.

Actionable for Aerospace & Defense Tech marketers

  1. Build Founder Passion Into Your Marketing Engine
    Liene emphasizes that founders are naturally the best storytellers for their companies because "this is their passion, that's their drive." Rather than trying to control founder messaging, enable and amplify their authentic enthusiasm. Create systems that capture their natural storytelling ability while providing the right strategic framework and media training.
  2. Adapt Your Media Strategy to Regional Cultural Differences
    German media operates with strict editorial independence - journalists are government-funded and maintain hard lines between editorial and marketing. UK media is more flexible with synergies between marketing departments and journalists. In the US, there's significant fragmentation with journalists building independent platforms. Tailor your approach accordingly rather than using a one-size-fits-all strategy.
  3. Embrace AI as Your Creative Enabler, Not Replacement
    Use AI to handle time-consuming, low-value tasks like first drafts and formatting, freeing up time for relationship building and strategic thinking. Liene notes that even skilled copywriters acknowledge AI can produce excellent content when properly directed. This allows marketing teams to focus on the high-value work that drives business results.
  4. Press Releases Need Relationship Activation
    Press releases aren't dead, but they only work when combined with pre-existing relationships and compelling stories. As Liene puts it, "Press release only survives these days if it's sexy" and if you've done the relationship groundwork first. The press release becomes the messenger, but relationships provide the environment for it to succeed.
  5. Navigate Niche Markets Through Multi-Platform Thought Leadership
    In highly specialized fields like space tech and earth observation, traditional media boundaries blur. The same individuals operate as journalists, event organizers, thought leaders, and social media influencers. Build relationships with these multi-platform players who can amplify your message across multiple channels within your niche.
  6. Scale International Operations Through Strategic Location Choices
    OroraTech chose Denver for their US operations because it provided strategic access to wildfire-prone regions (their primary use case), resembled Munich culturally, and had existing team members in the area. Consider operational needs, cultural fit, and existing network connections when expanding internationally.
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