Linda Laivisto Email & Phone Number

Helsinki, Fi

Helsinki, Uusimaa, Finland

- Building the bank-level customer realtionship marketing and digital sales concept thatalso supports banks outbound calls. Model generates mothly visibility, activates bothcustomers and customer interface, creates leads and direct sales for the bank.Contains a multichannel customer marketing concept for Owner Plus customers,which has already increased awareness by 15 percentage point.- Establishing, developing, and leading a team responsible for digital path leads, basedon data. Promising results have been achieved in a short time with a positive, inspiringcoaching approach, and agile experimentation, all led by strict data analysis. Buildingand developing customer marketing, digital sales, and campaign reporting.- Leading a cross functional team responsible for the bank’s campaign targets, theirneeds, and resource planning. The team identifies campaign target groups thatsupport different business units' objectives, creates bank-level target groups, andutilizes groups produced by the OP Group. Also responsible for ensuring the utilizationof targets through reporting and continuous optimization.- Enhancing the bank's campaign target and customer data understanding.Conceptualizing the bank's monthly calling day together with the functional team andconstructing the reporting. Supporting the implementation of Genesys campaigncalling.- Monthly responsibility for reporting campaign target results in the customer steeringgroup, reflecting on the resource situation.

• Creating a vision and action plan for B2C strategy. Including roles and salary models, future channels, resources, KPI's, target group understanding• Development and implementing of campaign management system at the Group level, technical and operational. One of the most important goal is to build a hybrid world where salespeople are fluent part of customers digital journeys.• Building integration for marketing automation, CRM and contact center.• Business representative in the digital marketing cross-functional team. We recognized needed marketing automation nurturing models for B2C and build a documentation model for those.• Lead of cross-functional team that identifies and implements operating models that streamline and unify the sales process. Goal is to make the buying process easy for customer and salespeople.• Implementing and leading monthly Group level Outbound campaign / event that increases significantly sales and appointments made• Steering group work B2C Group level

• Creating and leading group level cross-functional team that included people from marketing, communications, analytics and business (Desk).• Creating a concept for combining sales and marketing teams closer together and implementing it to regional companies. Included facilitating workshops and managing the operational cross-functional team who supported regional companies in the change journey.• Change management, Agile methods

Espoo

Toimin pääsuunnittelijana projektissa jonka tehtävänä oli ottaa Adobe Marketing Cloud:in Campaign ja Analytics työkalut käyttöön. Vastuullani oli erityisesti tietomallien ja tarvittavien yhteyksien rakentaminen. Työssä menestyminen vaatii läheistä työskentelyä eri ulkoisten toimijoiden, ICT-osaston, markkinoinnin ja analytiikan kanssa. Vastuullani oli markkinoinnin automaatio kokonaisuuden kehitys ja hoitomallien ideointi, konseptointi ja rakennus. Vanheinpainvapaani aikana 03/2017-05/2018 konseptoin asiakasohjelmia markkinoinnin automaatioon mm. poistuma ohjelma, lisää ostavien ohjelma, talouden ohjelma sekä ajoneuvovakuuttamisen ohjelma.Toinen päätehtäväni oli ajoneuvovakuuttamisen verkkomyynnin kasvattaminen. Rakensimme monikanavaisen kokonaisuuden, jossa median ja digimarkkinoinnin elementtien avulla rakennettiin kokonaisuus, jonka avulla onnistuttiin kasvattamaan huomattavasti verkkomyyntiä. Saimme myös nostettua verkon suurimmaksi kanavaksi autovakuutusten myynnissä. Otimme käyttöön ohjelmallisen ostamisen ja rakensimme seurantamallin, jonka avulla pystyimme seuraamaan eri kohdennusten tuottoja tarkasti ja näin ollen myös reagoimaan muutoksiin päivätasolla.

Customer Management Development

As a Planning Manager, I am responsible of initiating and leading various projects related to increasing customer (B2C) value and effectiveness of multichannel CRM actions. For example, for LocalTapiola’s S-Card customers a new personalized and triggered direct marketing process that creates valid leads (based on customer online behaviour and segmentation) to our sales - increases sales and retention.Part of my job is to manage LocalTapiola’s marketing automation and to use the data gained to develop models and actions within. I’m also responsible for initiating and launching performance dashboards for marketing automation, campaign management and lead management. One of my main duties is to work closely with our ICT department, regional companies, ICT vendors and suppliers, partners, customer service and various other inner customers.

Customer Management Development

My main responsibilities consisted of management and development of multichannel marketing automation and customer dialogue processes. In addition, part of my job was to plan and develop multichannel customer relationship management models.I was in charge of a project that integrated campaign and marketing automation processes including reporting in a merger situation (Tapiola and Lähivakuutus). As a project manager my responsibilities were overall project reporting, budgetary responsibilities, marketing for inner customers, change management, designing and implementing training sessions nation wide and leading project members. In addition, I was responsible for integrating marketing automation as a mutual operational model and creating a target state for campaign and lead management.

Marketing And Customer Services

I started by initiating and building an incident and content management model for Tapiola Group's new marketing automation system based on customer data triggered CRM processes. From 2012 on I was responsible for management and development of the new marketing automation system. I was also in charge of Tapiola Groups campaign management and its development that contained data extraction with SAS and SQL. In addition, I was responsible for development and introduction of web analytics for Tapiola Group extranet.

Marketing And Customer Services,

My job as a trainee contained data analysis with SAS and SQL (sales, churn rates etc.) for a customer service pilot, development of a campaign order process for inner customers, creation of workspace and an order form for campaign management with MS SharePoint.

Masters, Marketing

Masters, Exchange Student, Management

Bsc, Marketing, Business Law