Mervi Holmén Email & Phone Number

Helsinki, Finland

• Developed and executed multi-market marketing campaigns across paid and earned media, utilizing emotional intelligence and data to engage target audiences through diverse channels
• One such example is the globally acclaimed “Rent a Finn”-campaign, positioning Finland as the world’s happiest nation and the fastest-growing Nordic destination at the time, delivering an ROI of 1,099 euros per every.

Helsinki, Uusimaa, Finland

• Senior Advisor, Partnerships
• Cultivated strategic partnerships with Nordic and European countries, leading high-impact campaigns across multiple channels (PR, digital and B2B) in cross-team collaborations
• Led joint Nordic brand campaign in China and Finland's largest global centenary campaign (Symphony of Extremes) - a fusion of strategic and tactical efforts across digital channels, PR, social media and events.
• Symphony of Extremes achieved 98m impressions and 13m video views with a cost per video view of 0.01€ per view. The campaign's PR efforts alone delivered an ROI exceeding 30x the initial investment, highlighting.

Helsinki, Uusimaa, Finland

• Director, Nation Brand and Marketing
• Developed and executed several successful campaigns, such as the viral Finngenerator campaign and "100 days of Polar Night", which resulted in 1.2 million euros in earned media, 3.9 million video views and 23.6 media.

Helsinki, Uusimaa, Finland

• Led the development of the Visit Finland brand, leveraging expertise in tourism, destination branding, and strategic creativity
• Evaluated communication plans, implemented measurement frameworks, and drove organizational transformation toward a modern branding approach while ensuring consistency through strategic management

• Led the Finnish Tourist Board offices across China, Japan, India, Australia, the US and the UK, managing marketing, budgeting and customer relations
• Served as team lead and account manager for key markets, building cross-team and cross-cultural expertise

Helsinki, Uusimaa, Finland

• Spearheaded the creation of CRM processes and a global platform concept, driving a major strategic shift
• Personally conducted customer interviews with key customers to ensure alignment with their needs

Helsinki, Uusimaa, Finland

• Marketing Director, Prime Minister’s Office, External Economic Relations Unit – Team Finland-team
• 1-year leadership development programme
• Selected to help shape Finland's national brand identity working on key messaging, brand hierarchy, and tone of voice
• Led the renewal of the Team Finland brand, expanding my understanding of sectors beyond tourism

Helsinki, Uusimaa, Finland

• Initiated Nelonen Media’s B2B marketing efforts, a new venture at the time, to boost media space sales
• Led campaigns for media agencies, buyers, and internal stakeholders, collaborating closely with the sales team
• Successfully integrated traditional media with digital platforms while refining time, budget, and resource prioritization skills

Helsinki, Uusimaa, Finland

• 1-year leadership development programme
• Managed global sales strategies during Finnair’s initial steps toward its Asia-focused strategy, gaining valuable experience in change management
• Collaborated with the global sales team to design products and marketing tools, while deepening expertise in pricing strategies for different flight routes and capacities
• Played a key role in implementing yield management practices, an early form of dynamic pricing, to optimize revenue
• Demonstrated adaptability by successfully applying skills across industries

Mba, Brand Marketing

Master'S Degree, Scandinavian Languages, Literatures, And Linguistics

Swedish Language and Literature, Communications and Media, Social Psychology