I lead operations in Finland and act as a lead strategy advisor for international enterprises. I support enterprises in the leap towards data, digitally driven marketing and sales operations. Petra provides enterprises with personalized data powered websites, portals, ecommerce, integrated digital marketing and digital asset management solutions. Petra accelerates customer engagements with marketing automation, customer journey and web analytics. I act as an advisor for CMOs, Chief Digital Officers, Sales Heads and Enterprise Architects to create holistic long-term vision and plans. I provide organizations with the right operating models, technologies and processes. This enables data flows between various systems like customer portals, CRM and commerce to create seamless digital services and a holistic customer experience.

I worked as a senior transformation consultant at Taival. Taival combines technology, business and IT architecture, design and strategy in a perfect combination. I accelerated digital transformations and took digital possibilities to the center of change. I acted as a consultant, chief digital officer, transformation agent, business designer and as a program manager for clients. I created holistic customer experiences around new digital services and products. I used business architecture frameworks to create order around chaos. This facilitated not only a structured change but created new operational and business models. Through data strategies I changed data and information to be strategic assets and knowledge for companies to accelerate customer engagements, sales profitability and new ways to do business. I linked up startups and build new value through ecosystems. I accelerated change by equipping knowledge workers with the right tools, capabilities and governance models.

I was responsible globally for digitalisation at SSAB. SSAB is a globally leading steel supplier of materials and services. Annual sales around €6 Billion. I led SSAB digital transformation. I created commitment, built and facilitated digitalisation strategy, vision, budgets and resources. Headed major change management initiatives and created agility and speed across digital initiatives. Renewed digital governance, built new teams and competences. I enhanced sales efficiency by improving sales processes. I set up new ways to manage customer processes. Led projects around data and knowledge management. Ensured seamless user experience across different channels and touch points. Drove service design and CX philosophy. ► Digital transformation – created a digital culture - Digital vision, roadmaps. - Created digital teams/ roles, enhanced competences. - Renewed digital governance and decision making. - Established agile development.► Established data driven solutions and decision making - Initiated SmartSteel open data ecosystem project to consolidate all factory data, connect to cloud, enrich data along the value chain. - Created new product data management system. Structured data enabled dynamic multiplication of technical information and building new applications. - Personalised offering through machine learning.► Renewed www.ssab.com - Awarded as the best customer experience in the Nordics - Increased leads by 500% - Moved content to cloud services to improve experience and download speed - Integrated advanced translation processes ► Built customer self-service portal for easier order process - Moved SSAB to be the leading steel company in digital services in the U.S.► Established global CRM - Salesforce.com - Increased usage by 50% in 6 months period - Established CRM as integrated part of sales, marketing and customer services

Driver and owner of digital transformation, CRM and customer centered culture within international steel and construction (b2b, b2c) group with revenues of €2.4bn. Ruukki was acquired by SSAB during summer 2014. Ruukki operated in more than 30 countries including Nordics, Russia, India, China and South America.► Established CRM philosophy as fundamental part of customer interactions. - Managed global roll-out, network and Salesforce development. - Created price to quote (CPQ) sales tool that reduced offer time in Russia by over 7 days. - Established marketing automation and campaign management ► Transformed digital marketing to be a driver for sales. - Managed around 30 000 (B2C, B2B) contact requests yearly - integrated to CRM. - Awarded globally as the best marketing automation program. In competition with PayPal, Dell... - Ruukki websites were awarded as the best online service in Finland► Established customer insight and experience function. - Enhanced allocation and focus of R&D and marketing. - Established customer satisfaction survey (C-SAT) processes as the B2B benchmark. - Pre-sales analyzes utilizing internal and external data. ► Headed business design and strategic marketing to move Ruukki closer to customers - Led re-positioning - fundamental change in roofing business that moved Ruukki closer to B2C - Established and owned Aalto Executive Education value selling program for Ruukki. - Drove a change for Ruukki Russia business through customer insight.► Headed Ruukki digitalization to improve sales effectiveness and growth. - Impact on operating profit in tens of millions backed by solid business cases.

Headed a new web 2.0 team to boost up software sales, enhance channel management and to improve internal efficiency. I was globally responsible strategic partner and start-up solution marketing. My responsibilities included software IT reseller channel marketing and marketing strategies for both B2B and B2C. I was member of Nokia’s marketing strategy team. My geographic focus areas were North America and Europe.► Created and headed Nokia Bizz eCommerce platform and online sales to boost 3rd party sw sales. eCommerce platform could be characterised as a mini version of Apple iStore.► Accelerated significantly technical support and information flows by introducing new knowledge management and collaborative IT tools. ► Managed digital team that increased B2B leads by 50%. ► Renewed Nokia for Business brand which increased credibility among IT decision makers. ► Led strategic alliance marketing which enabled market entry and insights towards leading enterprise players such as IBM, Oracle, Symantec and SAP.

I was responsible for sales in Central and South Europe, Latin America and Middle East regions. I established new sales channels, pricing strategies, tendered nationwide multi-million infrastructure and device deals.I had responsibility for global business unit strategy facilitation, marketing strategies, planning and marketing execution in public safety and professional cellular segments.► Raised Nokia’s market share in the Middle-East from almost zero to the market leader position. ► Raised Latin America sales over 90%, due to efficient channel marketing and pricing strategies.

I established Nokia brand, office, distribution channels and Nokia Shop retail concept. I was member of the Nokia APAC management team. ► Increased brand awareness and market share from almost zero to being the leading brand in four years.