Anni Romu Email & Phone Number

I am responsible for VR Group's media relations and reputation, as well as communications partner for long-distance traffic business area.

Finland

As a member of the management team I was responsible for brand, marketing and communications in Finland.

I helped my clients shine and success by the means of strategic communications.

I was responsible for managing and executing the Group´s external and internal communications, as well as marketing communications to B2C customers. Team leader for 4-6 professionals.In internal communications we developed more effective ways of digital collaboration and introduced Microsoft 365 digital workplace tools and new intranet.During my time in Terveystalo the company´s media visibility and brand awareness and preference rose to an all time high being the best in the industry. Communications had a significant impact on the company´s business in an ever-changing operating environment.

I worked as an interim Communications Director during the spring when Covid-19 pandemic started. The pandemic required active internal and external communications to support the business and guide both employees and customers in this exceptional situation.

I was responsible for Terveystalo´s content strategy, content management and contents in own digital channels (e.g. newsletters and social media), purchased and earned media. I participated in developing digital marketing and marketing automation concepts, as well as SEO, SEM and analytics. I managed the customer service in social media. I was a team leader for 4 professionals.In addition, I worked as a communications business partner for both the digital remote services and the wellness business areas working in close cooperation with marketing. In our thought leadership strategy we wanted to profile Terveystalo as an expert of Finnish health. Based on the vast data pool of the patient information system, we regularly published the data of how Finns are doing, "Näin Suomi voi". The content was success in media, but also helped our B2B business to communicate better for example the importance of mental health in occupational health.

When I started in Terveystalo the company lacked the policies of internal and external communications. I was responsible for creating internal communications processes, practices and tools. I was also in charge of building the concept for project communications and supported change communications - for example numerous mergers and acquisitions required active internal communications and cooperation with HR in building the company´s culture. I was also responsible for internal communications channels and led the renewal of intranet as a project manager. I supported supervisory communication and trained our supervisors. I was responsible of employer image and recruitment communications in cooperation with HR.The mission was to give the personnel tools, skills and courage to communicate theirselves, instead of communications team doing it for them. It was a big success to notice that people got empowered and took responsibility. More open communication culture was also credited in personnel surveys.From 2013 onwards I concentrated more on external communications, media relations and content. I built the processes for media and social media service desks. I trained our professionals as spokespersons in media and social media. Results were great: Terveystalo became the industry leader on all media coverage KPI´s and still held the position when I left the company in 2021. I was also responsible for the contents of external communications channels, e.g. social media, and worked as a managing editor of customer magazine. I supported reputation management and developed crisis communications. From 2015 onwards I worked also as a communications business partner for the new dental health business area. In three years the brand awareness raised to the top of it´s own business category.

Helsinki

During my years in Lemminkäinen the company went through a major strategy and brand reform. Numerous small local construction brands in Finland and abroad were merged under one Lemminkäinen brand. I was responsible for Lemminkäinen´s internal communications and created the processes and tools for internal communications. I developed internal communication channels: I worked as a managing editor of personnel magazine and intranet. I also supported the change communications and created internal project communications concept. I was responsible for employer image and supported supervisory communications in cooperation with HR.As part of brand renewal project I was responsible for communicating it internally, but also created a brand product collection (PR).

Helsinki

I planned, executed and measured versatile communications and marketing communications projects to the customers especially in healthcare, construction, IT and FMCG. I was also responsible for designated customers as an account manager. I am particularly proud of the publicity I got to my healthcare business customer of tick vaccination. We started the communication of TBE in 2006 and the topic has been hot in media every spring ever since.

Jyväskylä

Articles for regional newspaper Keskisuomalainen and several other publications.

Ma, Organizational Communication And Pr

Communications, Languages, Business Studies

Erasmus exchange student Fall semester 2002