CEO / Managing Director

Business turnaround completed – profit contribution +115% & EBIT tripled:- Full P&L responsibility Kesko & Alko- Business Turnaround through new account strategy delivered - strong growth Net Turnover, Profit contribution +115%, EBITDA, Share of market, EBIT tripled- Delivering appr. 30% of Hartwall total net revenue- Finland retail trade - All time high share of market past +20 years achieved- Top 10 best supplier within Kesko during last 4 years- Comprehensive responsibility of central trade, central trade co-operation & leadership- Sales & Sales Leadership- Strategy & Business Development- Responsible of Sales Channel strategies - Key account and field force leadership and development - new operating model developed and launched- Responsible of pricing strategies and account profitability- Brand portfolio strategy, Marketing and TM&D supervision- Full value chain management- Omni-channel and e commerce development- FMCG professionals guidance – Cross Functional Leadership and co-operation- Responsible of the plan and execution regarding Kesko takeover of Suomen Lähikauppa- Member of Commercial Leadership Team- Hartwall total Net revenue approx. 350 Mio €

BeNeLux countries business processes renewed – business reactivity became faster and streamlined:- Responsible of BeNeLux cluster strategy and its development- Marketing processes and their improvement – yearly strategy process and monthly processes (SOP process) revised in Q3 2014- Business unit, trade (KAM ja field force) and brand portfolio development- Trade channel strategies, shopper marketing and TM&D programs- Forecasting of the results and searching of new business opportunities- Market and consumer research- New strategy launched in Q3 2014 - Restructuring of the organization in Q4 2014- Member of the BeNeLux cluster Executive Management Team and Commercial Management Team- BeNeLux retail and wholesale trade - Pricing strategies- Leading a team of 16 FMCG professionalsBritish American Tobacco plc is a multinational global consumer goods company operating in more than 200 countries with leading global brands. It is the largest tobacco company in the world based on net sales. Annual Net revenue 28 Bn £ and profit 10,5 Bn £.

Business unit and P&L turnaround achieved through growth – new strategy implemented inQ1 2013:- Full Business unit and P&L responsibility - Net turnover approx. 20 mio € - Business turnaround achieved through new business unit strategy. Net revenue and operating profit in strong growth.- Market share increased by +2.4ppt- Sales margin growth approx. >+10%- Responsible of business unit and trade strategy, and their development- Comprehensive responsibility of sales (key accounts, field force, HoReCa, category management) and key accounts as well as trade channel strategies- Pricing strategy responsibility - Restructuring of the organization in Q1 2014 (relevant annual savings achieved)- Leading a team of 31 FMCG professionals in the organization (key account, field force, trade marketing / category management, HoReCa, supply chain, corporate ja marketing finance, HR, project responsible, IT, corporate and regulatory affairs director)- Member of Northern Europe Executive Management Team, Northern Europe Marketing Leadership Team & Chairman of Finland Leadership Team- Launch of a new innovative category within the Finnish cigarettes market, enabling first mover advantage. Share of market 1.8%.- Full value chain management- Overseeing Marketing, TM&D programs and Brand Portfolio Management- Channel strategies and central trade co-operation- Change management

Northern Europe business processes renewed – leading contribution in business growth:- Responsible of Northern Europe strategy and its development - Marketing processes and their improvement – annual strategy process and monthly processes (S&OP) renewed Q1 2012- Business unit, trade (KAM and field force), marketing and brand portfolio development- Trade channel strategies, shopper marketing and TM&D programs- Forecasting of the results and searching of new business opportunities- Pricing strategies- Market and consumer research - Value chain management- Member of Executive Management Team Northern Europe, Marketing Leadership Team & Commercial Management Team- Northern Europe retail trade - Denmark, Norway, Sweden, Finland, Iceland, Faroe Islands, Greenland, Baltic Countries - Leading a team of 13 FMCG professionals

Market share growth by +3,4ppt in the lead market Denmark:- Full responsibility of Premium Brands portfolio, portfolio strategy and its development in Northern Europe- Strong growth and market share growth delivered- Marketing and sales campaigns. Product launches and development.- ATL ja BTL marketing- Close co-operation with sales, trade channel strategies and their supervision- Shopper marketing and central trade TM&D programs - Pricing strategies and category profitability- Portfolio P&L and market share responsibility in Northern Europe- Responsible of creating the advertising agency set up and co-operation in Northern Europe- Responsible of the biggest tobacco brand in Northern Europe (Prince)- Launch of the new Prince family in Northern Europe - Member of the Northern Europe Marketing Leadership team- Leading a Team of 7 FMCG professionals - Market share in premium segment grew by +3.4ppt in Denmark and by +0.2ppt in Sweden

Market share growth by +3ppt – BAT Finland turned into a profitable business unit:- Business turnaround achieved. Operating profit grew from heavily negative to positive.- Net turnover 14 mio €- Full responsibility of brand portfolio and development of portfolio strategy- Responsible of portfolio P&L and market share. Portfolio profitability.- Central trade co-operation and responsibility of trade channel strategies- Responsibility of pricing strategies- Overseeing sales and marketing campaigns. Shopper marketing.- Responsible of Marketing & Consumer Research- Preparation and execution of House of Prince A/S takeover / merger in 2007-2009- Winner of the DFNI ”BEST MARKETING CAMPAIGN 2009” Travel Retail, Stockholm Arlanda- Restructuring of the marketing organization 2009- Head of Scandinavian Tobacco Group business - third partner management- Leading a Team of 7 FMCG professionals- Member of BAT Finland Executive Management Team

BAT global snus category launch in Nordics – strong growth in Northern Europe:- Strong growth and market share growth delivered in all lead markets- Responsible of the Lucky Strike brand strategy and its development in the Nordic countries (Sweden, Norway, Denmark, Finland, Iceland, Faroe Islands, Greenland, Baltics) - Responsible of marketing and sales campaigns- Responsible of pricing strategy- Close co-operation with trade, development of trade programs & trade channel strategies- Product development - Value chain management - New business area starting in Northern Europe- Market share growth in the lead markets Norway +1.2ppt and Sweden +0.4ppt

Sales manager at Kesko / K-kauppiasliitto:- Development and launch of the K-group retail strategy- Train K-group staff at strategy seminars. Co-ordination of events. - Retail strategies- Leading a Team of 5 professionals

Start Up company and its development – Top 5 business unit in Europe- Start Up company- Sales- Sales and marketing processes