Blog

Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

Blog

Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

Blog

Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

Blog

Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

Blog

Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

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Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

27.10.2025

In this edition of our employee spotlight we’re catching up with Jamie, who’s swapped the world of B2C for an exciting new chapter at Aibidia! From takeaway tech to used cars and flexible workspaces, Jamie’s career journey has taken her to many industries and now she’s diving into the world of Transfer Pricing! Today, she’s sharing what inspired the move and what life at Aibidia is really like.

Stepping into Something New - B2C to B2B

Jamie, tell us a bit about your background and what brought you to Aibidia.

I come from a B2C background, having worked across a variety of industries with companies such as Just Eat (online takeaway), Cazoo (used cars), and The Instant Group (flexible workspaces). While B2B was always an area of interest for me, the timing and opportunities hadn’t quite aligned until now.

To be completely honest, if you had asked me earlier this year whether I knew who Aibidia was or what Transfer Pricing meant, I probably would have said, “Not at all!”. Fortunately, I had previously worked with another Abidian, Min, and when she reached out, I knew that if she was thriving, culturally aligned, energized by the challenges, and motivated by the mission, then it was likely going to be a great fit for me as well.

The more I learned about Transfer Pricing, the more fascinated I became. The idea of solving such a complex puzzle and how Aibidia’s founders saw the potential to reshape the way the world approaches it resonated with me. Our vision of “Making transfer pricing, just happen”, and to move beyond manual processes, building innovative digital solutions, while bringing together great people and a strong culture, was inspiring. It felt like it was too good an opportunity to miss. Four months in, I couldn’t be happier with my decision.

At Aibidia, it truly feels like we’re building something special, and that sense of purpose shows every day.

Describe a typical day for you at Aibidia.

For me, there’s really no such thing as a “typical day”. Every day brings its own opportunities and challenges, and I think that’s part of what makes the work exciting.

What does remain consistent, however, is the strong emphasis on collaboration and communication across the business. From daily syncs with engineers aligning on the progress of new features and functionality, to updating stakeholders, gathering feedback from both internal and external voices, and using these insights to identify the next big opportunities; teamwork is at the heart of everything we do.

It’s about more than just “shipping things”, it’s about ensuring we validate and prioritize effectively, so the work we deliver creates real impact and adds value to our clients and the business.

What was the moment you knew you made the right decision to join Aibidia?

I wish I could point to just one standout moment, but in reality, it’s been a culmination of many. From collaborating with teammates and seeing firsthand the passion and hard work that has gone into building Aibidia, to hearing our founders’ stories and their dedication, not only to the success of the business, but also to our clients and every individual here, those moments collectively make the experience special.

Culture here truly reflects a “work hard, play hard” mindset, where respect and loyalty shine through at every level. What excites me most is the incredible room for growth - both for the company and for each of us individually. People are empowered to take ownership, drive change, and shape their own personal development, all while contributing to transforming the industry.

What motivates you in your work?

One of my biggest motivators is having the space to be my authentic self, doing what I love while working alongside people who approach new opportunities and processes with openness, curiosity, and a collaborative spirit.

I genuinely enjoy solving problems and seeing hard work and dedication turn into real results. Whether it’s speaking with clients to deeply understand their needs, or watching our team successfully deliver solutions together, the most rewarding part is achieving value in a way that feels both collaborative and fun.

What would you say to someone considering a career at Aibidia?

For anyone unfamiliar with the world of Transfer Pricing, don’t be intimidated. At Aibidia, you’ll find a team that is not only highly skilled, but also supportive, collaborative, and welcoming. It’s an environment where you can truly thrive, challenge yourself, and grow alongside great people.

You can connect with Jamie here on LinkedIn.

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REPORTS

Employee Spotlight: Meet Jamie-Louise Baker, Product Lead at Aibidia

Hereʼs Why You Should Get the Report

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See how peers are adapting to global change

Understand how 140+ MNEs and advisory firms are responding to shifting regulations, heightened audit scrutiny, and technology-driven change, and where your approach stands in comparison.

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Learn how others are driving compliance

Explore the approaches to resourcing, data management, and operational transfer pricing that teams are using to tackle growing workloads.

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Identify emerging trends shaping the profession

Gain insight into how AI, automation, and operating models are redefining transfer pricing, so you can plan for the skills, tools, and processes youʼll need next.

Insights

What youʼll learn inside the Aibidia report 2025

The rising cost of tax scrutiny
01

The rising cost of tax scrutiny

Heightened tax authority demands are driving up the time and money TP teams spend on audits. Companies with stronger documentation processes, centralised data, and proactive OTP practices are better positioned to contain both costs and risk.

02

The state of OTP maturity

Only 35% of companies have a well-defined OTP process, while 24% have none at all. Barriers to OTP maturity include poor data access, complex business models, and limited coordination between tax, finance, and IT.

03

The importance of structured data

With 72% of companies in fragmented data environments, the report shows how centralised data helps TP teams insource more processes, ensure consistent compliance, and handle audits more efficiently.

04

Technology and AI adoption in practice

42% of MNEs are investing in specialist software, reducing reliance on traditional tools. AI interest is steady rather than explosive, hinting that TP teams need clean, structured data before advanced analytics can add value.

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Expert insights

Structured, reliable data is essential for executing a consistent, defensible transfer pricing strategy. Common barriers to structured data include siloed legacy source systems, unclear data ownership, and inconsistent definitions across entities and functions.

Prasad Parwidala
Head of Professional Services, Aibidia
Read the case study

We see significant variation in OTP maturity across companies. In many cases, if existing processes appear to work, there’s less motivation to change. However, where we see this changing, is within MNEs that have faced increased scrutiny or operate with more complex structures.

Pia Honkala
Global Commercial Head - Operational Transfer Pricing, Aibidia
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While there are many challenges in accessing the right data for TP calculations and analysis, one of the most significant barriers to OTP adoption can be the misalignment of KPIs between Finance and Tax teams.

Marlon Manto
Director, Transfer Pricing Advisory, Aibidia
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We’re seeing practical AI adoption in areas such as navigating country-specific documentation requirements, researching transfer pricing methods, comparing jurisdictional rules, and tracking global compliance timelines.

Maria Helander
VP Product, Aibidia
Read the case study