Heading a combined team of marketing, communications and revenue management at S Group hospitality operator Sokotel. We run 14 Sokos Hotels, 7 Radisson Blu Hotel and the brand new Radisson RED Helsinki. Stay tuned.

Heading marketing and communications for the retail and hospitality businesses operated by S-group SOK Liiketoiminta Oy:- 14 Prisma supermarkets in Estonia, where I’m also responsible for Prisma Estonia loyalty program, customer data and CRM- 22 Sokotel hotels and restaurants in Finland and Estonia, with brands Sokos Hotels and Radisson Hotels. Was also responsible for marketing, communications and CRM/loyalty in Prisma Russia until SOK exited the business in June 2022. Now turning customer relationships and 1st party customer data into sales growth and competitive advantage. Stay tuned.

I launched a new start-up consumer brand Familings (LullaMe since Jan 2018), a self-rocking baby mattress that helps families sleep better - one of the most amazing experiences in my career. Continued as advisor until 2020. I was the first marketing employee and CMO, doing hands-on work building marketing basics: brand identity, new website, photos and videos, customer testimonials and press releases. I led the first launch and PR operation in September 2016. The story landed in all top 5 Finnish media with over 10.000 shares to social media in the first 2 weeks. Our product video peaked as the #5 most viewed YouTube video in Finland and we made it to international press, including The Independent. Familings won the Innovation Award at Kind+Jugend 2016 in the category of Kids Furniture, one of the most important prizes in the industry.I've mentored and coached various other start-ups in businesses ranging from software, consumer gadgets, SaaS, sports navigation and fashion.

I led marketing and communications for the brands of S-Pankki and FIM Private Banking & Asset Management. S-Bank is a fast growing digital-first bank. Started as marketing director and headed the combined team of marketing and communications since September 2018. Highlights:- S-Bank became the strongest finance brand in Finland and the only service brand in top 10 recommended brands (YouGov BrandIndex 2019)- S-Bank achieved double-digit annual sales growth while dramatically decreasing marketing costs and improving ROI, by e.g. using 1st party data and AI-based recommendation models- ”Laina laina” is still one of the best known advertising songs in Finland, generating sales 4 years in a row - Consolidated marketing and communications into one single team, with employee satisfaction rates above company and country averagesRead more on S-Bank brand building in the articles section.

I led global product marketing from concepting to launch for Nokia-branded basic mobile phones ("Feature phones"), a billion Euro business. Our mission was to connect millions of people to the internet for the first time, many of them with their first mobile phone ever.Major achievements:-Recruited and built a team which performed on and over targets -Achieved record online attention for launch and fastest sales ramp-up for any phone from Microsoft with the Nokia 215 -Reduced product marketing costs by over 200.000 € annually while introducing a more human-centric creative style-Helped exceed sales and profit targets for fiscal year 2015-Our products maintained and in many cases improved global Net Promoter Scores (NPS) even as we relentlessly drove product cost down to make our phones more accessible

I was part of a new product marketing team that brought marketing into the heart of R&D at Nokia mobile phones, something that had never been done before at the company. We helped make Nokia affordable mobile phones the most successful products of Nokia phones portfolio. I was responsible for concepting value propositions and insights for the classic keypad mobile phones ("Feature phones"). I also worked on unannounced visionary products meant to open up new markets and customer segments.My responsibilities included marketing strategy, insights, positioning, value propositions and guiding portfolio planning, concepting and innovation projects of Nokia classic phones ranging from 15€ to 150€. I planned and joined hands on in consumer research and co-design sessions in China, India, Vietnam, Russia and Kazakhstan, the UK and Germany - and actioned the results.Major achievements: -The Nokia 105 was shortlisted as the Product of the Show in Mobile World Conference 2013, won the Feature Phone of the Year award in Mobile World Conference 2014 and sold over 80 million units to date.-The classic metal phone Nokia 515 became the #1 selling phone in Russia in its price range, at the premium position we targeted, and one of the best value contributors to Nokia -The Nokia 225 was so much loved by customers that IMEA region markets were able to increase Recommended Retail Price (RRP) during its lifecycle - the only product in the past 5 years to achieve that

Delivered up to 10m € annual savings in inventory costs by rolling out and negotiating a new open-books model for customization and assembly services with the world's largest contract manufacturer Foxconn. Helped build and steered a cross-functional team of 10 people with engineering, R&D, quality and five Nokia factories in Finland, China, Hungary, South Korea and MexicoPrevious roles and achievements include: -Global sourcing of Printed Circuit Boards (2008-2010). Managed and negotiated deals for a business with over 160m USD annual value. Delivered up to 20m USD savings.-Software tool licenses and services (2007-2008). Led the creation of a sourcing strategy with a cross-functional team of experts, negotiated complex license and service contracts, delivered first cost savings 2 months into the job.

Procter & Gamble is the world's largest fast moving consumer goods company (FMCG) and invented many marketing and management practices as we know them today.I supported the brands Pampers, Tampax, Always and Swiffer by sourcing nonwoven fabrics to 11 factories around the world. I worked side by side with Pampers R&D, supply chain and brand team to source the right materials and technologies for new product introductions.Achieved over 1m € annual savings and secured 100% shipments for Pampers wipes business with high seasonality.