I've spent most of my career solving the same problem in different industries: a supplier makes something genuinely good, and the right buyer can't find them.

At Arrival, that was electric vehicles — I helped close $70M+ in enterprise orders with UPS, DHL and LeasePlan, and played a key role in a €100M strategic investment with Hyundai. At REMY Robotics, it was AI-powered food automation — I built the entire commercial architecture from ICP definition to enterprise close, and the company was subsequently acquired. At BridgeLine IT, it was enterprise AI software — €1M+ in revenue within eight months across fintech, mobility and services.
The specifics changed every time. The core challenge didn't: how do you take a product that deserves international attention and build the commercial channel that gets it there — with the right buyers, on terms that work, without years of failed introductions?

That question is what Yota is built around. Spain has an extraordinary concentration of manufacturers who produce world-class goods in cosmetics, leather, ceramics and food. They are small, often family-run, deeply skilled, and almost entirely invisible to international buyers who would pay a premium for exactly what they make. The gap isn't quality. It's commercial infrastructure.

Yota exists to close that gap. We identify manufacturers who meet a specific standard — authentic origin, genuine craft, international readiness — and connect them directly with B2B buyers who need differentiated product: boutique retailers, HoReCa buyers, e-commerce brands, corporate procurement and private label operators across Europe, the GCC, North America and Asia.

My role is to make that connection work commercially: verifying suppliers, structuring terms, coordinating logistics, managing communications across languages, and staying in the deal until it closes. The same discipline I've applied across 20 years of enterprise sales — now applied to a category I believe deserves a proper commercial engine.
Alexey Fedchenko is the founder of Yota and a GTM strategist with 20+ years of experience scaling cross-border commercial operations. He has held VP and Head of Sales roles at Arrival (Nasdaq: ARVL), REMY Robotics and BridgeLine IT, and previously built two telecom operators from greenfield as Country Manager for Yota Americas — scaling to 300,000+ active users and contributing to a $1.2B acquisition. He holds an MBA from St. Petersburg State University and is based in Madrid.