Experience

Valve

• Finland
• Advertising Services
• 100 - 200 Employee

• Business Director, Senior Consultant | Brand Strategy, Growth Marketing and Communications Solutions

  • Mar 2016 - Present

  I am responsible for the Built Environment Business Area (B2B) in Valve focusing on profitability and growth. I also manage matrix teams per client. I have had several responsibilities for business development such as People & Culture Development and the development of the employer image. My main mission is to help Valve’s clients and employees succeed in their business. This is accomplished by clarifying their value proposition and brand strategy in a customer- and business-oriented manner and putting it into practice through modern growth marketing and communication. My job is to ensure that we have the best, most motivated and efficient team of marketing, communications and design experts to do the magic. I have had several responsibilities for business development such as People & Culture Development and the development of the employer image. ● Business Director, 02/2022-present ● People & Culture Director, 09/2019-02/2022 ● Senior Consultant/ Account DIrector, 03/2016-08/2019 RESULTS: ▸ Manage clients from various industries, such as traffic, communications, healthcare, telecommunications, automotive, real estate, construction, infrastructure and built environment ▸ Produce profitable double-digit growth of the business area and key accounts for which I am responsible ▸ Built and implemented a self-directed organisational model, recruitment and onboarding practices according to business needs and, at the same time, continued growth of eNPS ▸ Initiated employee satisfaction, NPS measurements and monitoring ▸ Repeatedly succeed in turning challenging customer or organisational situations into winning solutions ▸ Led the cultural change with Recommended Finland integration to Valve (01/2020) ▸ Won major tenders with my team in 2022 Show less



Auntie

• Finland
• Mental Health Care
• 1 - 100 Employee

• Co Founder and Chairman of the Board | Brand Strategy, Concept Design and Communication Planning

  • Oct 2015 - Jun 2017

  Three professionals, including myself, established Auntie. My responsibilities were developing Auntie´s concept, MVPs, and brand and communication strategy from scratch. We prepared the business plan together in the early stages of Auntie. ▸ Created the business concept (name, product and brand design, tone of voice) ▸ Stepped out and concentrated on my work at Valve because of lack of time and resources to invest more into the company Auntie is a start-up company with a mission to make the world a happier place to live. Auntie is revolutionizing psychotherapy services in everyday life crises offering multiple choice of channels, including mobile application and digital services as well as concepted packages for psychotherapists. startups * healthtech * healthcare disruption *brand concepts * digitalservices * wellbeing Show less



SodaStream International, Ltd.

• Israel
• Manufacturing
• 700 & Above Employee

• Country Manager | Business, Brand, Sales, Communication & Sustainability Strategy Development

  • Jan 2014 - Dec 2015

  I started with the goal of growing the turnover and taking the market share from bottled sparkling water. After 10 months, I was promoted from Marketing Director to Country Manager. Reported to the Nordic General Manager. P&L responsibility for Finland, 4 direct reports. Member of the Nordic management team and member of a global management teamMy responsibility was leading sales, marketing and back-office operations and coordinating the third-party and merchandise partners.I managed the expanding operations in Finland and developed a strong growth plan by creating a consistent brand communication strategy, building the winning team, structuring sales processes and streamlining the product portfolio. I also developed the Nordic-level communication and built the sustainability strategy. Based on deep market understanding and data, I challenged the HQ marketing strategy and built a sustainable approach relevant to the Nordic market. As an effective networker, I developed strong professional relationships, for example, with local clients and opened new distribution channels.▸ Developed the Finnish company into the leading country for SodaStream by all KPIs including profitability, market share, household penetration and brand awareness▸ Led Finnish Soda Stream to number one globally in the company in a household penetration (30%), profitability and brand recognition in our region▸ Built the company’s Nordic marketing communication and sustainability strategy that was adopted globally▸ Created our sustainability campaign built around the world's best Finnish water, which gained wide media visibility and was even made an example in a high school textbook▸ Launched the Soda Bar online shop and shop-in-shop concept, which was scaled globallyInternational Business | beverages | retail | brand concepts | sustainability | drinks | Product marketing | market leader Show less

• Marketing Director | Brand & Marketing Strategy, Sustainability, Sales Growth

  • Apr 2013 - Jan 2014



Nanso Group Inc.

• Finland
• Retail Apparel and Fashion
• 1 - 100 Employee

• Business, Brand & Marketing Director | Business & Brand Development, eCommerce, Communications

  • May 2009 - Jan 2013

  As Business Director, I served Nanso Group in an HQ role to manage global initiatives while leading 40 employees with sales, marketing and design functions for brands: Black Horse and Finnwear. P&L responsibility 30 M€, 4 direct reports. Member of the management team, reported to the CEO My goal was to lead the change in the organisation. There was a need to unite three units into one, harmonise field sales processes and integrate the operational models. My job included developing brands and strategies. I renewed the Blackhorse brand. I also designed and implemented comprehensive marketing and communication strategies to create awareness of the brands and the company’s business activities. RESULTS: ▸ Led the transformation of merging three separate business units into a unified team ▸ Built new efficient working models and guidelines ▸ Achieved cost-effectiveness in sales processes and improved the product and category management processes ▸ United the sales, marketing and design departments From 2011 to 2013 I was additionally responsible for Brand & Marketing for all brands: Nanso, Black Horse, Finnwear, Vogue, Norlyn, Amar and KS. P&L responsibility 70 M€, 5 direct reports. Member of the management team, reported to the CEO RESULTS: ▸ Lobbied and initiated the online store launch with overachieved sales targets ▸ Doubled sales and conversion targets via eCommerce within two months after leading the web store project from preliminary analysis and business case to opening ▸ Planned and executed campaigns for promotion and the launching of new products ▸ Created strategy and content for the company’s online presence and social media accounts ▸ Led the successful rebranding and marketing strategies for all brands ▸ Developed a corporate sustainability strategy and served as the company’s ambassador to the media and stakeholders ▸ Achieved media coverage with a sustainability focus fashion | retail consumer goods | premium brand | textile | e-commerce Show less



Kuudes

• Finland
• Design
• 1 - 100 Employee

• Account Director | Sales, Marketing and Communication Strategies, Creative Brand Concept Design

  • Dec 2007 - Apr 2009

  Managed relationships with clients, taking a lead in clients’ marketing and advertising strategies. This was a consultant role involving new customer acquisition. My clients were, for example, Finavia, RAY, IBERO, SPU Systems and Olvi. I built the strategic team per client and coordinated 4–6 people per project (project manager, designers, architects and copywriters). My responsibilities were to coordinate the resources of the service projects, build strategic operational plans and balance the expectations of clients with the execution of creative work. I led the team to provide the utmost level of client service. I also completed projects on a specific schedule and within an agreed budget. RESULTS: ▸ Ensured the smooth production of campaigns – from briefing designers and copywriters to managing budgets ▸ Increased potential work by promoting the expansion of business with existing clients ▸ Generated new accounts Show less



Lumene Group

• Finland
• Personal Care Product Manufacturing
• 100 - 200 Employee

• Retail / Trade Marketing Manager | New Retail Concepts, Sales Growth, Category Management.

  • Apr 2006 - Nov 2007

  My role as a Trade Marketing Manager was the same as a Retail Marketing Manager but in an HQ role. My goal was to develop new retail concepts, support sales growth and improve category management. Budget responsibility, 6 direct reports. Reported to the VP of Marketing, Global My stakeholders were key account, product and marketing managers. I created a retail marketing strategy and communicated with the marketing team to execute the plan across the targeted areas while targeting global business objectives. I drove brand visibility across various categories and products in retail, coordinated the creation and delivery of marketing materials and content, conducted vendor management and created global retail tools and guidelines. My other responsibilities were to report on data and industry trends related to trade categories and create trade marketing plans for individual products and product ranges. ▸ Led and implemented a global shop-in-shop concept development project ▸ Developed collaboration with Target and CVS (US) and Kicks and Åhlens (Sweden) ▸ Innovated first-in-Finland 30+, 40+, 50+ (age) product categories to help customers buy the products ▸ Increased sell-through per retail outlet by double-digit sales growth through implementing category management in merchandising cosmetics and creating a systematic communication hierarchy ▸ Minimized the product range and focused on the best-selling product groups cosmetics | skincare | e-commerce and retail | customer loyalty | best-sellers | merchandise solutions Show less



Nike

• United States
• Retail
• 700 & Above Employee

• Country Retail Manager | Franchising Partnerships, Sales, Marketing, Budgeting and Key Accounts

  • Oct 2002 - Apr 2006

  My goal was to find the location and franchising partner and establish a brand new Nike store. My responsibility was to lead the retail team with sales, marketing, budgets and key accounts as well as franchisee and retail location negotiations. I managed a team of three merchandising professionals. Budget responsibility, 3 direct reports. Reported to the Retail Director, Northern Europe RESULTS: ▸ Opened one of the first Nike Store in Scandinavia in Helsinki ▸ Improved the cost-effectiveness of retail marketing with strategies ▸ Built the brand manual, materials and co-marketing criteria for our partners (Intersport, Sportia, Stockmann) ▸ Developed the shop-in-shop concept in Stockmann that affected the yearly double-digit sales growth ▸ Achieved best sales per square metre results in Northern Europe every year Show less



Unilever

• United Kingdom
• Manufacturing
• 700 & Above Employee

• Category Manager | Product & Category Management, Brand Development, PR, Key Account Management

  • Aug 1999 - Oct 2002

  Managed new product launches, media and advertising planning, PR, category and business analysis, and trade marketing, as well as account management. My responsibility was to manage new product launches, media and advertising planning, PR, category and business analysis, trade marketing and account management for the strategic retail chains. It was overall responsibility for brands, sales and marketing for the premium ice cream product category. ▸ Managed new product launches for media and advertising planning, PR, category and business ▸ Launched Carte D’Or Ice Cream to Finland and achieved Market Leadership (n1) for Carte D’Or in premium ice creams FMCG | FOOD | Ice Cream | Premium Brand | Market leader | Product Category Management | Product Marketing Show less



Mondelēz International

• United States
• Food and Beverage Manufacturing
• 700 & Above Employee

• Brand Manager | Product Marketing, Category Management, Portfolio Management & Sales

  • Dec 1997 - Aug 1999

  I was nominated as a Brand Manager for chocolate brands after six months of excellent results in developing the Out of Home sales model. Together with the category management team, we influenced the big chains. Our motivation was to challenge the market leader. We worked in cooperation with the Nordic team. Before Kraft Foods, I had great experience in field sales in FMCG from my summer internship at Leaf. Our customers were Kesko, S-ryhmä and other big retail chains in Finland. I developed the Out of Home sales model. FMCG | Chocolate | FOOD | CONSUMER GOODS | brand portfolio management | product marketing Show less