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Queen of Moldova

A decisive election victory offers a welcome rebuke to Russian meddling

September 29, 2025

6 min read

September 29, 2025

6 min read

Photo: Dreamstime.

Against considerable odds and an avalanche of Russian cash, Moldova has delivered a verdict that reverberates far beyond its borders. With nearly all votes counted, President Maia Sandu’s Party of Action and Solidarity (PAS) secured more than 50 per cent of the vote in yesterday’s parliamentary election, comfortably ahead of the pro-Russian Patriotic Bloc’s 24 per cent.

The result ensures PAS retains its majority in Moldova’s 101-seat legislature and, more significantly, represents a stinging defeat for the Kremlin’s most sophisticated attempt yet to capture a European democracy through the ballot box.

Wedged between Ukraine and Romania, Moldova functions as a landlocked buffer between Russia’s war and the borders of the EU and NATO. A pro-Russian victory would have threatened Ukraine’s western flank, complicated Romania’s security, and handed Vladimir Putin a critical foothold for hybrid attacks on the European Union itself.

Instead, the election delivers something increasingly rare in European politics: an unambiguous triumph for democratic resilience over authoritarian subversion.

The price of democracy

The Kremlin’s investment in undermining this election was staggering. Sandu warned before the vote that Russia had spent “hundreds of millions of euros” attempting to buy votes, spread disinformation, and recruit provocateurs. In the 2024 presidential election alone, authorities discovered that tens of millions of US dollars had been transferred to over 138,000 Moldovans—approximately 10 per cent of the active electorate—through the Russian bank Promsvyazbank.

The scale of this corruption scheme dwarfed anything seen in recent European elections.

Russia’s arsenal extended well beyond vote-buying. Election day brought cyberattacks on electoral infrastructure, fake bomb threats at polling stations across Belgium, Italy, Romania, Spain, and the United States, and organised illegal transportation of voters.

Before the vote, authorities dismantled a network linked to Russia’s military intelligence service, the GRU, which had trained over 100 Moldovans in Serbia to employ violent tactics. The Kremlin deployed its full repertoire of hybrid warfare—and lost.

Sandu’s steel beneath the surface

The victory belongs, above all, to Maia Sandu herself. At 53, Moldova’s first female president cuts an unlikely figure for Europe’s front-line defender against Russian aggression. A Harvard-educated former World Bank official, she won the presidency by a landslide in 2020 and her party swept to power the next year. Her calm demeanour and diminutive stature belie a steeliness that has repeatedly outmanoeuvred far more flamboyant adversaries.

Described by observers as possessing “an extraordinarily strong moral compass and sense of purpose”, Sandu’s approach combines technocratic competence with political courage. During the campaign, she did not simply complain about Russian interference—she acted.

Days before the vote, police carried out hundreds of raids, detaining scores of people allegedly planning to cause “mass riots” and destabilise the country. The Central Election Commission barred two opposition parties for taking undeclared foreign funds and violating campaign rules. Critics decried overreach; pragmatists noted that democracies facing existential threats cannot afford excessive timidity.

The results vindicate her strategy. Sandu and her party have now twice won elections by commanding margins, despite widespread Russian meddling. This consistency matters. It suggests Moldova’s democratic institutions, however fragile, possess genuine public support that cannot simply be purchased with Kremlin roubles.

Ukraine’s stake

For Ukraine, the outcome provides crucial breathing space. Moldova shares a lengthy border with Ukraine, and a hostile government in Chișinău could have forced Kyiv to divert precious military resources westward to counter mounting Russian threats.

Transnistria, Moldova’s Russian-backed breakaway region, currently hosts around 1,500 Russian troops along with large supplies of Soviet-era military equipment. Russian reinforcement of this garrison—likely under a pro-Moscow Moldovan government—would directly threaten Odesa, Ukraine’s maritime lifeline.

Moldova’s independence ultimately relies on Ukraine’s ability to withstand Russia’s kinetic aggression, whilst Ukraine’s chances of victory and post-war stability increase with the assurance of a resilient partner in Moldova. The two countries’ fates remain intertwined. Yesterday’s result strengthens both.

Romania and Europe’s eastern anchor

Romania, too, has a vital interest in Moldovan stability. The two countries share linguistic and cultural bonds, and Moldova absorbed over 1.5 million Ukrainian refugees during the war’s early months. A pro-Russian Moldova would leave Romania dangerously exposed, creating a hostile territory where Romania expects a friendly neighbour advancing towards EU membership.

For the European Union more broadly, the election demonstrates that enlargement remains its most potent geopolitical weapon. Moldova secured EU candidate status in 2023, with accession negotiations formally opened in 2024. The government has spent recent years deepening interconnections with Romania, integrating into the European power grid, and diversifying energy sources to reduce dependency on Russia. These tangible benefits of European alignment proved more persuasive than Russian propaganda.

As Sandu recently told the European Parliament, “If our democracy cannot be protected, then no democracy in Europe is safe.” Her point extends beyond mere rhetoric. Moldova has become a testing ground for techniques Russia will deploy elsewhere. Its success in repelling interference offers a template for other vulnerable democracies.

The diaspora decides

As in last year’s presidential election, Moldova’s substantial diaspora proved decisive. With over 240,000 people voting abroad, PAS captured approximately 78 per cent of migrant votes compared with just over 44 per cent domestically. This pattern reveals Moldova’s generational and geographical divide.

Those who have experienced life in the EU overwhelmingly support European integration; those who remain, particularly in rural areas, prove more susceptible to Russian messaging about traditional values and economic security.

The EU committed approximately 300 million euros to Moldova in 2025 alone, equivalent to roughly 1.8 per cent of the country’s GDP. For voters, the choice increasingly presents itself not as abstract geopolitics but as concrete economics: which alignment delivers better wages, pensions, and opportunities?

Beyond the ballot

Igor Dodon, head of the Patriotic Bloc and Sandu’s predecessor as president, has called for protests outside parliament. The battle for Moldova’s future continues beyond election day. Yet something fundamental has shifted. As one analyst observed, “Moldova has demonstrated that Russia can be defeated against all odds and even in a hugely asymmetric fight.”

Moldova remains poor, its institutions fragile, and its path to EU membership lengthy. PAS completed only around 56 per cent of its 2021 promises during its four years in government. Economic frustrations persist, and voters expressed disappointment with the pace of reform and spiralling gas prices since weaning itself of Russian supplies.

Sandu’s second term will demand delivering tangible improvements, not merely resisting Russian subversion.

But for now, Moldova has earned the right to celebrate. In an era when democratic setbacks often dominate headlines, here is a small country that refused to be bought, intimidated, or deceived. Sandu embodies what Harvard’s dean described as “principled and effective public leadership”—qualities in desperately short supply amongst Europe’s political class.

Her quiet competence and unyielding integrity have secured not merely an election victory, but a vindication of the proposition that democracy, properly defended, can withstand even the most aggressive authoritarian assault.

For Ukraine, Romania, and the whole of Europe’s embattled eastern frontier, Moldova’s message could not be clearer: resistance is possible, and victory achievable.

Sometimes, as Sandu has demonstrated, the most formidable strength comes wrapped in the most unassuming package.

Photo: Dreamstime.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.