Experience

Work & Co

• Italy
• Leasing Non-residential Real Estate
• 1 - 100 Employee

• Product Management Lead

  • Mar 2023 - Present

  Copenhagen Metropolitan Area

• Senior Product Manager

  • May 2022 - Mar 2023

  Copenhagen, Capital Region, Denmark After being a part of a transformation journey at Kesko and accelerating the organisation's change from the inside out, I relocated myself from Helsinki to Copenhagen and joined Work & co Copenhagen office. At Work & co, we design, build and launch great digital products. In my role I get to solve complex problems related to strategy, design and technology in various industries still leveraging my understanding from customer data management and loyalty. My responsibility is to… Show more After being a part of a transformation journey at Kesko and accelerating the organisation's change from the inside out, I relocated myself from Helsinki to Copenhagen and joined Work & co Copenhagen office. At Work & co, we design, build and launch great digital products. In my role I get to solve complex problems related to strategy, design and technology in various industries still leveraging my understanding from customer data management and loyalty. My responsibility is to lead the product development all the way from creating a product vision and strategy to prioritising tasks and making sure the actual product is shipped to users on a high-quality manner. Additionally, I am in charge of building trustworthy client relationships.



Kesko - K-Group

• Finland
• Retail
• 700 & Above Employee

• Head of Customer Data and Loyalty Services

  • Jul 2020 - Apr 2022

  In my role at Kesko, my daily tasks were strongly tied to product management of a Customer Data and Loyalty Services product portfolio. I was in charge of the product development, prioritisation of different development items and managing budgets and dependencies between teams. I enjoy working closely together with designers as well as developers in order to understand the processes as well as technicalities behind beautiful user interfaces. All together, we were 40–50 people (five… Show more In my role at Kesko, my daily tasks were strongly tied to product management of a Customer Data and Loyalty Services product portfolio. I was in charge of the product development, prioritisation of different development items and managing budgets and dependencies between teams. I enjoy working closely together with designers as well as developers in order to understand the processes as well as technicalities behind beautiful user interfaces. All together, we were 40–50 people (five direct responses) working in cross-teams. Our responsibilities cover a portfolio of several products: *Loyalty platform products: customer master data management products *Customer APIs: the layer that enables using customer data in customer-facing products (e.g. plussa.fi and k-ruoka mobile application) *User-facing products: purchase insights (K-Ostokset) and membership portal (www.plussa.fi) and internal tooling for customer care agents *Customer Identity and Access Management: a centralised access management used by K Group's B2C services (K-Tunnus) Additionally, our team was in charge of the development of GDPR related processes. Therefore, I built a good understanding of the regulation as well as the requirements it sets to businesses collecting customer data. On top of these responsibilities, I was contributing to the strategic work related to data and digitalisation.

• Development Manager, Data and Analytics

  • Apr 2019 - Jul 2020

  Helsinki, Southern Finland, Finland After working a few years with K Group's loyalty program, I had gained a deep understanding of the value the loyalty program brings to different business units. I had also moved into more technical role and in 2018, I started as a lead for "Customer Data and Data-based Services" development stream. The target of this stream was to discover, define and implement engaging services that are based on loyalty member's own purchase data. Together with our cross-team, we launched our first… Show more After working a few years with K Group's loyalty program, I had gained a deep understanding of the value the loyalty program brings to different business units. I had also moved into more technical role and in 2018, I started as a lead for "Customer Data and Data-based Services" development stream. The target of this stream was to discover, define and implement engaging services that are based on loyalty member's own purchase data. Together with our cross-team, we launched our first data-based service "K-Ostokset" only after 100 days of development. The service gives a loyalty members insights on their own purchases and tells e.g. the carbon footprint of the member's shopping basket. After launching the purchase insights service I got more responsibilities. I started managing another product that aimed at simplifying ways the loyalty member manages his loyalty membership. After a few months of development, we launched the new service (www.plussa.fi). Results: - Purchase insights "K-Ostokset": * active usage results in +10%p. higher basket * after the first years, the service has more than 200 000 unique users - Plussa.fi: * decreasing the loyalty member's on-boarding time from two weeks into two minutes * decreasing the back office work related to loyalty member's on-boarding -98 % * the renewed API layer behind plussa.fi performs 20x better than the old APIs Leading product development of two very different types of products developed my dependency management as well as prioritisation skills. In both projects we faced many challenges and even though we worked in a legacy environment, we found our ways and always overcame obstacles sometimes related to technology and sometimes dependencies. Awards: - Our insight service K-Ostokset won the biggest national digital award Grand One 2020 in the category "Best Usage of Data"

• Product Owner

  • Jun 2017 - Apr 2019

  Helsinki Area, Finland In this role I continued to focus on developing K Group's loyalty program K Plus. I got to be in charge of the development of a new loyalty tier for younger customer segments. Based on background analysis and customer-centric discovery methods as well as business case calculations our team conceptualised a new tier to K-Plus loyalty program called "Student's K-Plus". I was in charge of running the decision-making process and after approval, I was also in charge of the implementation… Show more In this role I continued to focus on developing K Group's loyalty program K Plus. I got to be in charge of the development of a new loyalty tier for younger customer segments. Based on background analysis and customer-centric discovery methods as well as business case calculations our team conceptualised a new tier to K-Plus loyalty program called "Student's K-Plus". I was in charge of running the decision-making process and after approval, I was also in charge of the implementation phase. In two months we built all required processes, planned the to-market strategy and launched the new loyalty tier. This project was one of a kind and developed my project management, business case analysis and conceptualising skills. Additionally, it improved my stakeholder management communications skills. In addition to the project work, I continued to develop further K-Plus' digital marketing and trained my campaign planning and execution skills especially with Facebook's tools. I was also in charge of the loyalty program's partnerships in banking and hospitality industries. These responsibilities improved my business acumen and deepened my understanding of strategic partnerships (e.g. contract negotiations). My greatest achievements included: - Student's K-Plus improved K-Group's performance amongst the younger customer segments. After two years, K-Group's market share amongst 20–30 year old Finns has improved significantly. - I conceptualised and executed several improvements on how marketing actions were planned and executed: I created an annual clock model, campaign calendar and KPIs. - I conceptualised and executed a new campaigning model for co-branded cards, where all bank partners (OP, Nordea, Danske Bank) were together. Tens of thousands of members applied for a co-branded cards during these new campaigns. Special honors / awards: 12/2017 appointed member of an advisory board for the Senior Management Group of Kesko Ltd.

• Digital Marketing Specialist, Customer Relationship Marketing

  • Nov 2016 - Jun 2017

  Helsinki Area, Finland In this role I got a chance to learn the company's business model through customer analytics. I continued to work very closely with marketing but at the same time I understood how much I enjoy the more technical part of the business development. In this role I learned more about data-driven marketing and how 1st party data (from the loyalty program) could be used in order to maximise the return on marketing investments. I provided professional consultation to various business units on… Show more In this role I got a chance to learn the company's business model through customer analytics. I continued to work very closely with marketing but at the same time I understood how much I enjoy the more technical part of the business development. In this role I learned more about data-driven marketing and how 1st party data (from the loyalty program) could be used in order to maximise the return on marketing investments. I provided professional consultation to various business units on how to do paid social media marketing and how to create campaigns and analyse the results. Additionally, I modernised K Group's loyalty program's (K-Plus) marketing strategy from print marketing into digital marketing based. I was also part of a team who planned and executed a new member tier "Best Customers".

• K Digital Trainee

  • May 2016 - Oct 2016

  Helsinki Area, Finland K Digital Trainee Program is a six month trainee program, which aims to develop future digital retail professionals. During the trainee period, my main task was to create a situational analysis on data-driven marketing and define key areas of improvement for the top management of marketing and loyalty. I was also in charge of improving the level of personalisation of targeted email programs. In addition to this, I created processes for organic and paid social media marketing and… Show more K Digital Trainee Program is a six month trainee program, which aims to develop future digital retail professionals. During the trainee period, my main task was to create a situational analysis on data-driven marketing and define key areas of improvement for the top management of marketing and loyalty. I was also in charge of improving the level of personalisation of targeted email programs. In addition to this, I created processes for organic and paid social media marketing and coordinated campaigns. K Digital Trainees are expected to be bold, innovative and striving for both business and professional development.



Tutkimus- ja koulutuskeskus Synergos - Tampereen yliopiston johtamiskorkeakoulu

• Research Assistant

  • Apr 2016 - May 2016

  Tampere Area, Finland Our research topic, "New mechanisms of shared value in service economy", grasps the current discussion of how businesses can be organized and managed so that simultaneously when making profits they are able to tackle societal problems. In my work I used case study methods, which developed my data gathering skills. After data gathering I wrote several reports of how shared value is emerging in retailing and those reports where used later in the research project.



LähiTapiola

• Insurance
• 700 & Above Employee

• Insurance Specialist

  • Apr 2014 - Aug 2015

  Insurance claim consulting and customer service to private customers. I participated in various projects and received positive feedback of my customer service and team working skills.



Brand Model Management

• Business Consulting and Services

• Fashion Model

  • Jan 2012 - Aug 2015

  Working in the fashion industry as model has taught me numerous things of how fashion brands are built through the camera lens and in different kinds of events. Working in different countries has taught me to me to be independent and confident and taught me to appreciate fast-changing environments. Working abroad: Spring 2013 Singapore, Ave Management Autumn 2013 Los Angeles, USA, Kismet Management Spring 2014 Hong Kong, Synergy Models Spring 2015 Athens, Greece



Gigantti Oy

• Computers and Electronics Manufacturing
• 500 - 600 Employee

• Sales Person

  • Jun 2013 - Dec 2013

  Responsible for contributing to the overall performance of the store by driving sales at every opportunity whilst at the same time making sure every customer receives exceptional levels of service.



Valmennustiimi Eximia Oy

• Finland
• Professional Training and Coaching
• 1 - 100 Employee

• Marketing Assistant

  • Dec 2011 - May 2013

  Eximia is one of the largest companies offering coaching courses for entrance examinations to Finnish Universities. As marketing intern I was doing field marketing at various fairs where our team was connecting with potential customers. In addition, I was responsible for composing test questionnaires of marketing literature which required punctuality and efficiency.