As Malta’s real estate landscape continues to evolve, Alliance has made a strategic appointment aimed at shaping the next chapter of its brand. Alina Terletchi, the company’s new Chief Marketing Officer, joins at a time when both the industry and consumer expectations are changing rapidly.

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With a background that bridges corporate leadership and creative entrepreneurship, and experience across global markets, Alina brings a blend of strategic clarity and fresh thinking to the role. Her focus is clear: leverage technology without losing the human connection, refine the brand’s positioning, and ensure Alliance continues to lead not only in visibility but in trust and experience.

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In this interview Alina shares her vision for the brand, her approach to marketing in the Maltese context, and how she sees the future of real estate unfolding, both for clients and for the industry.

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1. Congrats on stepping into the CMO role at Alliance. What was it about this opportunity, and the brand itself, that made it the right next move for you at this point in your journey?

The ambition. The people. The potential to disrupt a traditional industry with smart, modern marketing. The opportunity to shape the future of a brand that is already respected. Alliance has always been successful because it has a strong foundation and deep market knowledge, so there is no need to reinvent the wheel. It is about building on that heritage, making thoughtful adjustments, and guiding the brand into its next chapter.

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2. You’ve worked across different industries and geographies. How has that shaped the way you think about marketing, and how do you see that playing out in the Maltese market with Alliance?
Having worked across various industries and geographies, I have learned that while every market has its nuances, the essence of successful marketing remains the same: understanding people and their needs. It is about listening, adapting, and finding authentic ways to connect, wherever you are.

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In Malta, that means combining global best practices with a deep understanding of the local culture, mindset, and unique property dynamics. I am excited to bring this approach to Alliance, blending international experience with a strong focus on trust, relationships, and creating real value for our clients, our agents, and the communities we serve.

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3. Real estate marketing is evolving fast. Where do you see the biggest shifts happening, especially around digital, data, and brand storytelling in the context of Malta’s property scene?
Real estate has always been about people first. From my experience, building trust and truly understanding clients makes the greatest difference. Technology does not replace the human element; it enhances it — with tools like virtual tours, data, and automation that save time and allow us to focus on what really matters: listening to people and guiding them through life-changing decisions.

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The future of real estate is both high-tech and high-touch. Marketing today is no longer about relying on a single channel. It is about combining digital platforms and data to meet buyers and sellers where they are, when they are ready, and with messaging that feels personal. In Malta, this means using technology to streamline the process and reinforce trust at a local level.

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4. What are your first priorities for the Alliance brand?
My priority is to build on the visibility and trust that Alliance already enjoys. Externally, that means refining our presentation to ensure our messaging is clear, compelling, and consistent across all channels, so that when people think of real estate in Malta, they think of Alliance.

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Internally, it is about fostering a culture in which every team member acts as a brand ambassador. We need a shared understanding of who we are, what we stand for, and why that matters to our clients. When people feel connected to that story, it naturally comes through in every interaction. That is how we ensure Alliance is not just a name, but a meaningful experience. It is also how we grow as both a trusted partner in the market and a collaborative, passionate organisation from within.

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5. From your time at WFDM to founding Doup, you’ve straddled both corporate and creative start-up worlds. How does that blend of experience shape the way you lead as a CMO?
That mix of corporate structure and start-up agility has been incredibly valuable. It taught me the importance of discipline and process, but also how to remain adaptable and open-minded. As a CMO, it allows me to balance strategic thinking with a hands-on, experimental mindset. I understand how to build a strong brand within a larger organisation, while still encouraging innovation and creative problem-solving.

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6. Malta’s a tight, competitive market where trust and relationships really matter. How do you think a brand like Alliance can stay innovative without losing that human connection?
For me, innovation should deepen human connections, not replace them. Malta is a market built on trust and personal relationships, and technology should support that. It should make it easier for people to connect and improve the experience by making it more seamless, personalised, and transparent. At Alliance, our focus is on blending digital tools and insights with a genuine, human approach, so that every interaction adds value and builds trust.

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7. You’ve led both B2B and B2C strategies. How do you bring sales and marketing into alignment in a way that supports growth but also builds long-term brand strength?
The key is ensuring that both sales and marketing teams work from a shared understanding of the customer and aligned objectives. Sales relies on marketing to build trust and open doors, while marketing depends on sales to deliver the experience and strengthen relationships. By aligning efforts — through shared data, clear messaging, and a focus on long-term value — we can drive growth that not only meets short-term goals but also reinforces the brand’s strength over time.

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8. Looking ahead, what’s your vision for Alliance as a brand? And how do you hope to influence the way people experience real estate in Malta?
My vision is for Alliance to be more than a successful real estate brand. I want it to be a trusted partner that guides people through one of the most important decisions in their lives. In Malta, that means combining deep market knowledge with a forward-looking approach, making the experience smoother, more personalised, and ultimately more rewarding for both clients and teams. I want people to feel that working with Alliance is not just a transaction, but the beginning of something meaningful — the place where their story truly starts.

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With Alina’s appointment Alliance is taking a strategic step toward the future of real estate in Malta. It is a future defined by digital capability, internal culture, and strong personal relationships. Her leadership will be central to how the brand adapts, grows, and continues to stand out in a competitive and fast-changing market.