Meet Ieva: Growth Happens Through Reflection, Not Perfection

Over the coming weeks, we’re sharing stories from the leaders of the Novature companies. Who are they? What drives them? And how does their leadership shape the culture we’re building at Novature?

“I measure my success by how empowered the team is without me”

When Ieva Kukeviciene talks about leadership, she doesn’t frame it around hierarchy or control. Instead, she speaks of trust, respect, and empowerment: values that have guided her more than twenty-year journey from marketing specialist to CEO.

Based in Lithuania, Ieva leads with a clear vision: creating an environment where people feel safe, supported, and inspired to take ownership. It’s a vision that feels increasingly relevant in a world where change is constant, uncertainty is the norm, and leaders are expected to adapt quickly.

From marketing to leadership

Ieva’s career began in marketing, creating marketing strategies, developing campaigns, and shaping brand identities. “I didn’t have a role model,” she recalls. “I often asked myself: what would I want from a leader if I were an employee? That question shaped my leadership vision long before I held a title.”

In 2017, she started at Simplanova as a marketing manager, and at the end of 2018, she stepped into a leadership role shaping the company culture she had envisioned. “It wasn’t just about managing people; it was about embedding values that mattered to me and to the company’s founders. Respect, equality, transparency, clarity: these aren’t buzzwords, they’re how we treat each other every day.”

Her path wasn’t typical. “In previous roles, I saw leaders making decisions without consulting their teams, ignoring problems, or tolerating behavior that shouldn’t be acceptable,” she says. “I wanted something different. I wanted a culture where issues are addressed openly and where everyone feels psychologically safe.”

Leading by Example Through Respect and Authenticity

Respect is non-negotiable for Ieva. “It’s the foundation of psychological safety. If people feel unsafe or ignored, growth stops. And growth, personal and organizational, is everything.”

Her leadership isn’t about being perfect; it’s about being authentic. “I make mistakes, openly. I want my team to see that failure isn’t shameful. It’s an opportunity to learn and grow.” This philosophy is visible in weekly one-to-one meetings, where she often tells her team about situations where she made the wrong call. “It shows that growth happens through reflection, not perfection.”

During these meetings, Ieva also checks in on workload, goals, and even personal well-being. “I ask, ‘How are you feeling today?’ It’s not just about work. Understanding how people feel allows me to support them effectively and prevent small issues from becoming big problems.”

Her focus on communication extends to international challenges. When the war in Ukraine escalated, she implemented frequent one-to-one conversations, not just to discuss work, but to check on how people were coping. “It’s about creating a safe environment where fears and concerns can be shared openly.”

Equality, transparency, and clarity

Ieva leads a company where equality is a given. “Everyone is evaluated based on work and contribution, not gender, age, or seniority,” she explains. “That sets the stage for real empowerment.”

Transparency is another pillar. Quarterly presentations and team updates clearly outline company goals, mission, and vision. Employees know how their role contributes to broader objectives. “When people understand the why, they take ownership of the how,” Ieva says. “Clarity removes ambiguity, reduces stress, and fosters accountability.”

During moments of uncertainty, such as the COVID-19 crisis, this style of leadership became even more important. “Some colleagues were worried about sick family members or business partners affected by closures. My job was to communicate more, not less,” she explains. Whether it's responding to challenges or encouraging team development, Ieva sees her role as creating space for others to grow. “If someone grows because of the support I provide, that’s the proudest moment of all.”

Adventures that inspire leadership

Outside the office, Ieva’s personal experiences shape her leadership style. Hiking, walking 10,000 steps a day, listening audiobooks, and fitness routines aren’t just hobbies, they’re forms of reflection and personal growth.

One memorable adventure took her to climb a 4,000-meter mountain in the Atlas Mountains of Morocco. “I didn’t reach the very top, 100 meters short, but the journey taught me more about resilience, teamwork, and self-discovery than any conference or training could,” she laughs. Experiences like these translate into her philosophy at work: growth often requires stepping out of your comfort zone, embracing challenges, and trusting others to rise to the occasion.

Empowerment as the measure of success

For Ieva, true success is measured by the team’s independence. “I measure my success by how empowered the team is without me,” she says. Delegation, trust, and careful planning enable employees to take ownership and deliver results even when she steps back.

She regularly evaluates herself: Are her actions enabling growth? Are team members confident in their decision-making? Are goals and expectations clear? “If the answer is yes, I’m doing my job as a leader,” she explains.

Looking ahead: leadership in a changing world

Ieva sees the future of leadership as fast-moving and dynamic. “The pace of change is faster than ever. Leaders must be adaptable, calm under pressure, and able to empower their teams even when the environment is uncertain,” she says.

Technology, turnover, and global events constantly test leaders’ resilience. For Ieva, preparation and experience are key. “A leader can’t freeze in uncertainty. You have to stay active, make decisions, and model behavior for the team. That’s how you maintain stability while delivering results.”

Her international experience has expanded her perspective. Working with diverse cultures and personalities has taught her to listen actively, understand motivations, and adjust communication styles, without compromising core values.

Proud moments and reflections

Ask Ieva what she’s most proud of, and her answer is immediate: “Seeing my team members grow, change, and reach goals they thought were beyond them. Knowing I played a role in creating that possibility is real pride.”

Reflecting on her own evolution, she adds: “I’ve changed a lot over the years. I’m more patient, I delegate more, and I focus on enabling people rather than controlling them. Feedback from my team has been a powerful tool in shaping me into the leader I am today.”

What the future brings

Ieva’s story shows that leadership is about empowering people, creating psychological safety, and inspiring growth. Her philosophy is simple yet profound: “Lead with respect, communicate openly, and empower others to shine. That’s how you build a team that can succeed, no matter what the future brings.”