Experience

Lataamo Group Ltd

• Finland
• Marketing Services
• 1 - 100 Employee

• Chief Executive Officer

  • Mar 2023 - Present

  We are designing good deeds for brands to connect with their customers and stakeholder groups. We are designing good deeds for brands to connect with their customers and stakeholder groups.



Kesko - K-Group

• Finland
• Retail
• 700 & Above Employee

• Vice President Marketing, Member of an Executive Team, Grocery Trade

  • Sep 2016 - Feb 2022

  In this position, I was tasked with directing brand and customer experience development, as well as introducing analysis for comprehensive research and customer insights, in order to extend growth and meet long-term company goals. I established and fostered the brand's purpose, identity, and competitive edge to remain ahead of the market competition. As a member of the management team, I developed solid marketing strategies and conducted in-depth annual planning for all K-food store chain businesses. I was also responsible for marketing strategy and education for K-900 Group's independent merchants. Moreover, I directed a team of 55 to 60 persons in a matrix-based business setting.Key Contributions: • Pioneered digital service development encompassing K-Ruoka.fi and K-Ruoka mobile application along with content planning, partner management, and production. • Transformed 100% traditional marketing activities in to modern, data-driven, brand, and tactical marketing endeavours. • Built media business from scratch that today contributes significant revenue and is growing 40% annually. • Designed ROMI and customer insight process from the ground up as well as produced marketing technology stack that enables to use loyalty program data in combination of third-party media data.

• VP brand and identity

  • Jul 2015 - Sep 2016

  I led the development of a new K-brand by defining a new strategy, creating an engaging story, and establishing a market-driven visual identity. I adopted a customer-centric methodology and realigned the total focus towards customer orientation to maximise customer satisfaction and loyalty.Key Contributions: • Raised brand value by 30% to 1.6B€ in the most recent report for 2022 versus the previous year, successfully leading Kesko from 47th rank in 2015 to 4th in 2022. (Brand Finance)• Successfully transformed negative market share development of K-Group Grocery through a rapid turnaround in market share development in 2018.• Drove significant internal cultural changes and renewed Kesko's employer brand from 2017 to 2019, being listed as one of the fastest-growing employer brands by Universum.



Metsä Tissue

• Finland
• Paper and Forest Product Manufacturing
• 500 - 600 Employee

• Brand Director Serla

  • Jun 2014 - Jul 2015

• Brand Director, Katrin

  • Jan 2013 - Jun 2014

  I adapted a new business strategy and converted a commodity firm into a service business to drive distinction and maximise profitability. I directed portfolio/product development with a focus on customer and market insights. I guided the creation of a communication platform (bought, own, earned media, trade). I implemented KPIs to enhance performance and preserve quality throughout the organisation. Besides this, I planned, devised, and implemented impactful strategies to increase market share in all European markets.Key Contributions: • Revamped brand strategy, identity, and communication for regions including Finland, Sweden, Norway, Denmark, Baltic, Germany, France, UK, Poland, Hungary, Czech, Slovak, Slovenia, and Russia.• Introduced new service business for cleaning and maintenance industry.

• Brand Director Mainstream (Serla, Mola, Tento)

  • Dec 2011 - Jan 2013

  I planned and devised brand and marketing roadmaps as well as undertook portfolio and product development for each market. I orchestrated and executed key plans based on consumer and market insights. I developed and implemented a communication platform (bought, own, earned media, trade). Moreover, I collaborated actively with sales, technical product development, and manufacturing departments. Key Contributions: • Designed and implemented brand KPIs to enhance performance and boost commercial growth• Managed mainstream category to retain and enhance one unique brand strategy and identity, subsequently increasing sales and saving costs throughout Europe.

• Brand manager

  • Jun 2011 - Dec 2011

  Brand material planning, KPI follow-up, annual communication plan, product development



N2

• Executive producer

  • Jan 2011 - Jun 2011

  Stora Enso identity project management Stora Enso identity project management



Bayer

• Chemical Manufacturing
• 700 & Above Employee

• Brand manager

  • Aug 2009 - Jan 2011

  I tailored and executed market-driven marketing, communication, and global brand strategies in Finland. I managed budgets and conducted production forecasts. I coordinated actively with the global team in Switzerland and USA to produce brand strategies as per defined commercial objectives. Key Contributions: • Planned, devised, and executed a new brand strategy and led a new product launch for Aspirin. • Earned overwhelming recognition for rolling out first-ever online marketing campaign for Berocca in the Finnish market.



Louder Ltd

• Account Director

  • May 2006 - Sep 2007

  Major clients: Nokia, Microsoft, Coca-cola Major clients: Nokia, Microsoft, Coca-cola



Contra Oy

• Helsinki Finland & London, England, United Kingdom

• Project director

  • Apr 2005 - Apr 2006

  I was the head of the team responsible for Nokia’s snowboarding sponsorship program in Europe. The Leave No Trace concept was planned by Contra in Helsinki and London and executed in 15 European countries. The concept covered 360 marketing as well as events. https://vimeo.com/2351385 I was the head of the team responsible for Nokia’s snowboarding sponsorship program in Europe. The Leave No Trace concept was planned by Contra in Helsinki and London and executed in 15 European countries. The concept covered 360 marketing as well as events. https://vimeo.com/2351385



G2 Helsinki

• Advertising Services

• Project Director, Concept planner

  • Nov 1999 - May 2005

  I was invited into the great marketing communications agency group, SEK, to develop the action marketing and distribution channel competencies. As a team leader I was responsible for action marketing team recruitments, clients, team strategy and budget. As a member of cross-functional SEK client teams I had the opportunity to learn from the best and to develop marketing strategies, multi-channel and new channel approaches, and brand building for some of Finland's most distinguished companies.