To kick off our ‘meet the Green Ibex squad’ series, we have Viktoriya, our Senior Client Engagement Partner.

Not many people can say they’ve cycled across Europe and loved every second of it—but Viktoriya just has that adventurous heart. A startup marketer, initiator, and insight-getter, she has diverse interests. She has founded and led volunteer projects, plays basketball, and now leads the customer engagement team of Green Ibex. And this is not everything. Her passion for innovation and market insight drives her to seek the answer to one of the most challenging questions: Where is the demand in this relatively young industry? Good thing she loves a challenge.

🔹 Finding purpose in sustainability

For Viktoriya, sustainability isn’t just a career—it’s a way to contribute to something bigger.

“I’ve always been drawn to sectors and companies that aim to make the world a nicer place to be—it’s part of who I am”.

Her journey started in the medical diagnostics industry, where most companies had a similar mission: to democratise access to good quality healthcare, especially for marginalised communities.

“Sustainability consulting is very similar. It has that altruistic feel. We’re all aiming to slow down the climate crisis—or at least help organisations get a handle on their emissions and their impact on the environment so they can start meaningfully reducing.”

Being ethical is only one part of it. Businesses are starting to realise that there are numerous benefits they can get from transitioning to net zero. The challenge? Helping businesses navigate this transition in a way that makes sense for them.

“Transitioning to a net-zero business model takes time and skill. But the economics already make sense—now we just need collation and knowledge-sharing to accelerate change. It’s exciting.”

5️⃣  Things About Viktoriya

1. 🚴‍♀️ Has biked across Europe. No big deal. She once cycled from Cardiff to Sofia, Bulgaria, and now struggles to holiday like a “normal person.”
2. ☕ Currently obsessed with coconut flat whites. And yes, it has to be in her reusable Green Ibex mug.
3. 🌍 A builder of ideas, businesses, and communities. She has launched startups, commercialised new products in international markets, and founded volunteer NGOs in grassroots sports and civil society. She’s passionate about the new generation of businesses, one where sustainability is the norm, not the exception.
4. 🛍 Loves thrifting vintage furniture & supporting small businesses.
5. 🧩 Sees careers as a garden, not a ladder. The best career advice she’s received? Focus on growing skills and doing more of what amplifies your natural strengths.

🔹 Innovation, challenges & what’s next…

What drives Viktoriya most is the intersection of customer experience and sustainable innovation.

“As a marketer and a consumer, I can tell you—if a product sucks to use, it doesn’t matter how sustainable it is. People buy products because they get a certain job done. What drives me is helping companies continue to delight their customers and retain their differentiation while finding better, more sustainable ways of doing it.”

According to Vik, when it comes to the Green Ibex team, the strength of the group makes all the difference.

“How knowledgeable everyone is, and the genuine pride we take in delivering really good work. It’s rare to see a team that’s equally strong in strategic insight and hands-on delivery, and that makes me feel confident about what’s to come.”

Oh, one more thing – without giving away too much, we’re excited about launching our improved website with a couple of additional innovative services we hope our customers will love. So keep your eyes peeled!