Leading a team of four Regional Marketing and Communications Leads, I fostered collaboration across 12 regions consisting of 75 markets and aligned closely with various specialists and experts at HQ marketing & communications function. Together, we shaped and managed the global marketing plans and strategies, as well as brand image, ensuring consistency and resonance with target audiences all over the world.Involvement in many cross-functional high-impact projects, including digital transformations and organisational restructuring and transformations, reflects my commitment to industry innovation.Integral part of a 10-member executive team, working together with 450 marcomms colleagues at HQ and more than 1,000 marcomms professionals globally securing the development, goal setting, and execution follow-up of global marketing and communications strategies.Some highlights from this role:-Strategic Team Restructuring: Successfully transformed the team from project-focused roles into strategic regional leads, actively involved in crucial initiatives within HQ marcomms, cross-functionally, and with regions. Led the team through several organisational transformations and restructures. -Data-Driven Campaign Excellence: Together with my team, HQ experts and colleagues in regions/markets developed and executed cost-effective, data-driven campaigns meeting local needs and delivering outstanding results.-Effective Communication Channels: Established and maintained efficient communication channels, forums, and structures to ensure alignment, drive global and local results, and promote continuous improvement and knowledge sharing between global HQ function and colleagues all over the world.-Collaboration Building with HQ Functions: Established robust collaborations between the marketing and communications and its counterparting HQ functions, being an integral part in initiatives in expansion, business technology, business units, franchise, sales, and operations.

I worked in B2B2C constellation closely with franchise partners, their management teams and marketing and communications executives and teams in MENA, Thailand, Cambodia, Indonesia, Israel, Panama, and Costa Rica, developing marketing and communications strategies for both short and long-term brand growth.As a key player in the HQ Franchise function management team, I represented marketing and communications in the strategic discussions and visions and collaborated with various business areas like commercial planning, product, sales (both physical and online), expansion, finance, HR, and business technology.Some key highlights from this role:-Brand and Marketing Advocacy: Elevated the brand and marketing agenda within franchise partners' highest management teams, bringing essential developments and investments into focus.-Strategic Collaboration: Collaborated with franchise partners, some even larger than H&M, to develop tailored versions of the global marketing strategies and plans, ensuring execution feasibility in diverse markets, as well as local campaign development.-Goal Setting and Analytics Expertise: Supporting the business and commercial goals by developing plans and setting goals and measurable targets in collaboration with franchise partners' highest management, emphasising and driving data and analytics capabilities development.-Digital Transformation and Expansion Success: I was part of successful digital transformations and franchise expansions, including online platform and store launches, marketplaces, and physical stores in new markets.

Led a team of 15 seasoned marketeers across Finland, Latvia, Estonia, and Lithuania. As part of the management team, collaborated across various business areas, including commercial planning, product, sales (both physical and online), expansion, finance, and HR.Some highlights from this role:-Strategic Marketing Leadership: Shaped and executed marketing strategies in Finland and Baltic countries, covering all media types (TV, social media, performance, affiliate, print, radio, out of home) buying and planning, and comprehensive marketing plan development and optimization.-Market Dominance and Expansion Success: Maintained a continuous market leader position and dominance in challenging conditions in Finland, continuously maintaining top-of-mind and biggest market share status. In the Baltic countries, orchestrated a record-breaking market share and market leader position through effective marketing and media planning.-Comprehensive Brand and Marketing Oversight: Held responsibility for overall marketing communication, budget management, and Return on Advertising Spend (ROAS) across all communication channels.-Loyalty Program and CRM Mastery: Successfully managed the loyalty program, overseeing data and analytics. Achieved record-breaking results with the company's best-ever loyalty program launch, quickly reaching member targets and sustaining engagement with exceptional results.-Online Launch Success: Together with the team and colleagues from HQ created a successful launch of the online site in Baltic countries, contributing to the company's expansion and digital presence.

Overall responsibility of marketing and communcations at H&M Finland.

As a Co-Founder and Chief Operating Officer at Sisko, together with the other female founders in the team, I played a pivotal role in steering the startups multifaceted operations. My responsibilities ranged from project management and content creation to accounting and branding to managing customer communications - or as any other founder knows: anything that had to get done.Key achievements with Sisko:-Paying customers and vibrant communities in various social media platforms.-Successfully navigated Sisko through the TechChill 2023 pitch battle, and with some superb storytelling skills earning a position in the top 5 finals.-Recognized for excellence at the KasvuOpen Superfinns and Digital Health Growth spring 2023 programs, with honorary mentions.-Participated in Finland's leading accelerator Kiuas program during the autumn of 2022, contributing to the startup's development and growth.