Marketing:- Developed and executed comprehensive brand and marketing strategies tailored to each market, focusing on both Above-the-Line and Below-the-Line activities- Created compelling marketing campaigns that resonated with diverse international audiences, increasing brand awareness and engagement- Leveraged digital marketing expertise, particularly in social media, to enhance brand visibility and drive consumer engagementSales:- Collaborated with international sales teams to identify and leverage strategic opportunities, including the USA, Switzerland, Ukraine, and China, driving revenue growth and expanding market share, ensuring alignment with overall business objectives- Initiated and managed sales activities, strengthening distributor partnerships and fostering deeper market penetrationFinance:- Managed Advertising & Promotion budgets, ensuring optimal allocation of resources to maximize ROI- Conducted thorough market analysis and pricing dynamics to inform strategic decision-making and maintain competitive positioningCategory/Product/Portfolio Management:- Drove the global expansion of Anora’s esteemed portfolio and brands, ensuring successful market entry and growth- Evaluated and adjusted product offerings to meet market demands, enhancing the portfolio’s competitive edgeBusiness Management:- Reported directly to the VP of Expansion Markets, providing strategic insights and recommendations for business development- Formulated and implemented holistic business strategies that balanced creative and financial considerations- Cultivated strong cross-cultural communication and networking skills, enabling effective collaboration with diverse teams and stakeholdersImpact:- Enhanced Anora’s global presence through strategic brand management and market expansion initiatives- Developed and executed innovative strategies that drove international growth, leveraging extensive experience in business and brand management

Marketing:- Led marketing initiatives across On Trade, Open Retail, and Wholesale, focusing on globally recognised brands, e.g. Johnnie Walker, Captain Morgan, and Smirnoff- Developed and executed strategic marketing plans, enhancing brand awareness and engagement through innovative campaigns and digital marketing efforts- Utilised digital and social media marketing expertise to increase brand visibility and drive consumer engagement, leveraging cross-cultural communication skills for successful collaboration with diverse teamsSales:- Drove growth through strategic business planning and execution of comprehensive sales strategies- Fostered deep cooperation with strategic customers via Joint Business Planning, contributing to developing and implementing sales activities- Monitored competition and managed operations with key customers to optimise sales performanceFinance:- Oversaw P&L management- Implemented KPI metrics to track and measure performance, ensuring strategic initiatives delivered on revenue and profit growth targets- Conducted thorough market analysis to inform pricing strategies and maintain a competitive edgeCategory/Product/Portfolio Management:- Played a pivotal role in expanding the Diageo portfolio, identifying opportunities for new product categories and opening new distribution channels- Managed product lifecycle and portfolio management, ensuring alignment with market needs and business goals- Implemented best practices for flagship brands Baileys and Johnnie Walker, contributing to sustained brand growth and market presenceBusiness Management:- Drove strategic business planning and management, enabling significant brand growth and market penetration achievements- Strengthened existing customer relationships and developed new ones, fostering sustainable growth and market expansion- Provided strategic insights and recommendations to senior leadership, contributing to the overall business strategy and objectives

Marketing:- Led marketing initiatives for a diverse portfolio of approximately 80 products across 17 brands, including Tanqueray and Lagavulin- Developed and executed a comprehensive 360 brand plan for Johnnie Walker, facilitating its successful relaunch in the Finnish market- Redrafted marketing strategy for Baileys, resulting in a significant increase in market share and sales record, leading to recognition by the Baileys International Brand teamSales:- Drove sales efforts across the country and ensuring alignment with overall business objectives- Crafted and implemented a strategic turnaround plan for the whisky category growth despite a challenging market environment- Actively worked with Alko to activate and grow sales with new product launches and pricing adjustmentsFinance:- Conducted thorough market analysis and pricing strategy development to maintain competitive positioning and drive profitability- Achieved a +8% profit contribution growth compared to the previous year, demonstrating strong financial management and strategic planning capabilities- Managed P&L for the Diageo portfolioCategory/Product/Portfolio Management:- Implemented strategic initiatives to elevate market share for key brands, including a significant turnaround in the whisky category- Collaborated with the Baileys International Brand team to share best practices and contribute to global brand strategiesBusiness Management:- Served as the primary liaison between Diageo and Hartwall, navigating challenges and making informed decisions with the full trust of Hartwall's leadership- Provided strategic insights and direction to advance Hartwall's growth and development with Diageo products- Managed a team of sixAchievements:- Successfully elevated market share through a strategic turnaround plan, achieving notable profit growth- Directed a remarkable increase in Baileys' market share, leading to sales records and recognition by the Baileys International Brand team

Marketing:- Defined and executed On Premise marketing strategies within Festivals & Events, Key Accounts, Distribution & Wholesalers- Developed and planned effective marketing initiatives, optimising brand presence and engagement within the On Premise environment- Conducted market research and analysis to inform strategic marketing decisions, leveraging insights to enhance campaign effectivenessSales:- Shaped and optimised the team and area structure, culminating in the creation of the Business Plan, driving substantial sales growth- Led a dedicated team, fostering a cohesive and results-oriented approach that tripled On Premise sales- Developed and implemented robust sales strategies, enhancing performanceFinance:- P&L responsibility- Managed budgeting, forecasting, and reporting processes, providing financial insights to support strategic planning- Implemented effective financial strategies to optimise profitability and drive growthCategory/Product/Portfolio Management:- Oversaw the portfolio, ensuring successful market presence and growth- Conducted data analysis to identify market opportunities and inform product positioning strategies- Collaborated closely with the marketing team to align product offerings with market needs and business goalsBusiness Management:- Played a critical role in defining and executing the National Business Plan, driving success in On Premise sales and marketing strategies- Nurtured valuable customer relationships, particularly with national accounts such as NoHo and S-Group, enhancing customer satisfaction and loyalty- Provided strategic leadership to both internal and external teams, ensuring a cohesive and high-performing work environmentAchievements:- Tripled On Premise sales through effective leadership and strategic planning- Successfully developed and executed data-driven business model and marketing strategies- Enhanced brand presence and engagement within the On Premise environment

Marketing:- Developed and executed initiatives to enhance Red Bull's brand image and increase market share and consumption in the On Premise sector- Collaborated with key stakeholders to maximise the impact of major On Premise image-building and consumption-driving initiatives- Planned and created relevant and productive campaigns, as well as point-of-sale (POS) materials, to support sales efforts and strengthen brand presenceSales:- Boosted the profitability of festivals and increased sales through strategic planning and meticulous execution of marketing initiatives- Worked closely with the National On Premise Director and marketing teams to support sales strategies and optimise market penetration- Provided regular reporting and analysis to inform sales strategies and improve campaign effectivenessFinance:- Managed budgets for marketing initiatives, ensuring optimal budget utilisation and maximising ROI.- Conducted weekly and monthly reporting to gain a comprehensive understanding of the broader On Premise market landscape.- Utilised financial insights to guide the team in working more efficiently and optimising resource allocation.Category/Product/Portfolio Management:- Oversaw developing and POS materials, ensuring alignment with brand strategies and market needs- Expanded understanding of logistics as a holistic process, enabling more effective management of the POS supply chainBusiness Management:- Provided strategic recommendations to optimise marketing and sales initiatives, driving business growth and profitability.Achievements:- Successfully boosted the profitability of festivals and quadrupled festival sales through effective marketing strategies- Enhanced Red Bull's brand image and market share- Improved efficiency and budget utilisation through strategic planning and meticulous execution of marketing initiatives

Marketing:- Executed brand and volume-building events and campaigns across On Premise accounts in Southern and Western Finland and Åland- Orchestrated brand partnerships and activations at festivals in Finland, enhancing Red Bull’s visibility and engagement in the local nightlife scene- Actively networked with key figures to establish strong local partnerships and promote brand initiatives effectivelySales:- Managed and activated accounts, ensuring alignment with business priorities and maximising business partnerships- Extended scope to Off Premise accounts and wholesalers in Åland, broadening market reach and driving sales growth- Improved negotiation skills through over 5000 meetings, enhancing the ability to close deals and foster long-term business relationshipsFinance:- Oversaw budget allocation for brand activations and partnership initiatives, ensuring optimal use of financial resources- Conducted financial planning and forecasting for festival partnerships and account management, maintaining alignment with business objectives- Developed strategic approaches to maximise ROI on marketing and sales initiatives, contributing to overall financial performancePersonal Growth:- Significantly improved negotiation skills and strategic meeting preparation, setting clear goals and adapting to different scenarios- Acquired new skills in sales, marketing, and relationship management, aligning personal interests with professional growth- Learned from real-world experiences, understanding that every interaction offers an opportunity for success or valuable lessonsAchievements:- Successfully managed and activated On Premise accounts, contributing to Red Bull’s market growth in Southern and Western Finland and Åland- Enhanced brand presence and engagement through effective festival partnerships and local nightlife activations- Improved personal and professional skills through extensive hands-on experience in sales and marketing

As a Shift Manager, I was responsible for ten staff members in every shift I worked. I also was responsible for staff training and developing the business and consumer experience. I participated also bar renovation project at the Casino.

As a restaurant and bar manager, I worked in multiple bars and nightclubs (Restamax Oy & SK Ravintolat Oy). I took care of staff and overall day-to-day businesses.

Over the years, I have worked for almost 30 different employers across Melbourne, Sydney, Cairns and Broome. From restaurants, bars, cafes, pubs, and nightclubs to cocktail bars, I have held various job titles, from dishwasher to assistant club manager. This invaluable experience taught me much about people skills, team leadership, cultural differences, and multicultural work environments. Through my hard work and dedication to every job I have held, I have learned to be humble and appreciate the hard work of all people working in different positions within a company. Every job matters and is essential to the success of any organisation. This experience has made me a confident and capable leader, as I now understand people's behaviour and differences better. Moreover, it has helped me develop my empathy and resilience, which has led to my ability to perform under pressure.