Jutta Karppi Email & Phone Number

As the CEO of Orkla Suomi, I lead the thriving company with a turnover of 243 MEUR and fantastic team of 478 people in 2023. Our portfolio features iconic brands such as Taffel, Panda, Felix, Grandiosa, Ekströms, FunLight, Jacky, Kantolan, Oolannin, Paulúns, and Risifrutti, all of which have a long-standing history in the Finnish food and snack industry..

Leading an independent country organization with team of 35 people (sales, marketing, finance, customer service, HR, logistics + own warehouse) with P&L responsibility for the 30 M€ business. Liaising closely with key principals (Heinz, ABWF, Twinings, Go Tan, General Mills etc) and key retail, food service and Horeca clients. Reporting directly to the.

Helsinki Area, Finland

• Led 26 people (KAMs & sales field with direct reporting line, rest in the matrix); P&L responsible for the 46 M€ snack business. Liaised closely with key retail partners. Partnered with Nordic category leads for.
• Completed a structural turnaround of the business across customers & categories: Long-term sales growth generated both in Kesko & SOK: CAGR 2015-2018: 10,5% & 4,8% respectively.
• Boosted margins & growth for Marabou chocolate via a new portfolio strategy.
• Launched Oreo to the Finnish market.
• Divested local biscuit brands (Domino, Fanipala & Jaffa) to Fazer.
• Introduced Mondelez Cocoa Life- Sustainability program to both trade and consumers in Finland.

Helsinki, Finland

• My mandate was to build a strategy for the biscuit portfolio with P&L responsibility for the 35mio USD (Domino, Fanipala, Jaffa, TUC, Marabou biscuits, belVita). Strategic lead in 18mio USD Fuel category (TUC &.
• Formalized Domino brand equity into a brand book, created new portfolio strategy & positioning matrix leading to my recommendation to divest the local biscuit brand (Domino, Fanipala & Jaffa).

Nyon, Switzerland

• I was accountable for OTC, Allergies & Foot Care brand development with P&L responsibility globally (130 M USD). I was based in Novartis HQ in Nyon Switzerland. I was also a brand and innovation strategy owner and.
• Completely reshaped the brand, refining its identity, packaging, design, and digital presence.
• Collaborated with key global markets, including Russia, Greece, and Germany, conducting consumer research and working with leading agencies in package design, naming architecture, and marketing/digital campaigns.
• Resulted in refined brand identity, defined strategic 5-year pipeline, and optimized packaging, design, and digital presence, aligning core markets with the brand's direction.Company info: Novartis Consumer Health.

Greater Stockholm Metropolitan Area

• I was accountable for the cough and cold / Flu category (OTC, Otrivin, Strepsils & Tixylix) in Northwestern Europe, P&L responsibility for 60 M€. I led a team of five country brand managers (Nordics and UK).I managed.
• Created regional cough and cold portfolio strategy and the resulting innovation pipeline.
• Introduced Otrivin Complete and created a regional launch platform (All-Time High in Sweden in 2008).
• Succeeded in entering Norway and Denmark, achieving market leadership in both markets with Voltaren.

Greater Stockholm Metropolitan Area

• Nordic Brand Manager (OTC), based in StockholmDeveloped Voltaren brand in the region (DK, NO, SWE and UK), Nordic market share growth from 2005 18% to 41% in 2008.𝐊𝐞𝐲 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬
• Created materials to support Voltaren's launch in Denmark & Norway (market leader since launch).
• Created and rolled out a 100% guarantee campaign in the Nordics (Voltaren gel market share in Sweden grew from 33% to 47%).
• Optimized Voltaren pricing and portfolio in Finland (All Time High market share of 40%, achieved market leadership over Mobilat).Company Info: Novartis Consumer Health, Inc. manufactures healthcare and medical products.

Helsinki Area, Finland

• P&L responsible for 14 M€ cat care portfolio (animal care: Sheba, Whiskas, Kitekat, Misscat & Catsan)- Supervised one direct report (marketing trainee)Created and implemented portfolio strategies and optimized.
• Upscaled the portfolio and reshaped media and marketing strategy according to consumer insights.
• Grew market share and led Sheba sales to grow from -4% to +12% in Finland.
• Created a digital customer loyalty platform engaging thousands of members via Internet, mobile & mailing.Company Info: Mars, Incorporated is an American multinational manufacturer of confectionery, pet food, and other.

Helsinki Area, Finland

• Different positions in 4 years: Product Manager, skincare (Aug. 2002 – Jul. 2004), Jr Product Manager, skincare (Jan. 2002 – Jul. 2002) and Marketing trainee (May 2001 – Dec. 2001)𝐊𝐞𝐲 𝐚𝐜𝐡𝐢𝐞𝐯𝐞𝐦𝐞𝐧𝐭𝐬
• Created and implemented a strategy that led Garnier Skin Care to yearly sales of 1 M€.
• Conducted budget, forecast, and activity planning in cooperation with sales.
• Adapted ATL materials and created BTL materials for Finland.
• Established Garnier Skin Care range - SOM evolved from 5% to 11%.
• Created a promotional concept that made Garnier Lift day cream a TOP3 face cream.

Embassy Of Finland In Kuala Lumpur, Malaysia

• Worked as a trainee at the Embassy of Finland in Kuala Lumpur, Malaysia.
• Observed and reported on the political and economic situation in Malaysia.
• Assisted the 2nd man of the embassy in his projects.Organization Info: The Ministry for Foreign Affairs promotes the security and welfare of Finland and the Finns, and works for a secure and fair world.

Master Of Science In Economics And International Business, International Marketing

Bachelor Of Business Administration (Bba), Marketing