Throughout my career I have worked in a wide range of roles connected to digital marketing, sales and business, all centred on developing digital services. Rolling out digital strategy, keeping the customer at the centre, and building and maintaining omnichannel technology are at the core of what I do.

I have experience both from in-house roles on the business and customer-facing side and from working as a consultant across different industries. This combination has taught me to look at things from both the customer’s goals and the supplier’s delivery. I understand what kind of support organisations need internally, and equally what can and should be expected from partners. In consulting work I have grown used to taking on new subject areas quickly and stepping into them as a credible expert.

I have a strong understanding of how technology evolves and how digitalisation affects the operations and processes of different business units, which is why I am able to lead varied projects. I am used to driving digital change at different levels of an organisation, and to doing it in a way that ties together business goals, customer experience, technology and regulation.

I have broad experience, education and competence in developing digital services from the perspectives of marketing, sales and business. I can lead projects involving both internal and external stakeholders and partners. I am able to see the big picture, but I also recognise the critical details that have long-term consequences. With my skills I add value to the organisation and management by strengthening understanding of digital development, customer data, data protection and the continuous change around them.

I have worked in digital roles long enough to understand how effective, customer-centric development and marketing of digital services is led in practice. My background in technical work helps me assess the growing demands of marketing and customer-facing technologies (MarTech, AdTech, CDP, automation, consent management) and their business impact in both the short and long term. I know what is required from an organisation’s different stakeholders and partners for workflows to run as smoothly as possible. I am an analytical doer who can combine technology, customer experience, data protection and business needs.

I use AI daily in my work. I have used generative AI and large language models since their release as part of concepting, analysis, fast content validation, preparing solution proposals for clients, and small-scale prototyping and agent-style automation. This has made my own working time more efficient, improved the quality clients receive, and sped up decision-making.

At the moment I am deepening my expertise especially in data protection, regulation, customer-data management and information security. I want to make sure that marketing, sales and service-development solutions are technically sound but also compliant with legislation and ethical principles.

I have led the launch of numerous digital services, websites and applications and managed their development projects. This has required constant communication between different stakeholders, an understanding and ongoing tracking of business goals, and the ability to form a clear view of what is worth doing next. Underpinning it all is practical experience and the ability to see things through.

Sales and e-commerce have been part of my work especially at Blue1 and Ifolor, where the business was effectively built on digital channels and e-commerce. At Paulig, on the B2B side, e-commerce was part of the wider whole we were developing.

In my roles, analytics, segmentation, search engine optimisation, social media and other areas of digital advertising have been everyday work. My role has often been that of an enabler: I develop new ways of working and make sure that the different stakeholders (marketing, sales, IT, business, external partners) have what they need to succeed. I make sure projects are delivered as planned and reach their goals within the agreed budget. I set clear metrics to steer the work and improve the service.

As part of hands-on delivery I have in recent years used AI to automate work steps, test content, concept customer journeys and sketch technical solutions. This has accelerated my learning of new subject areas and made it easier for me to step into a new topic convincingly and quickly in front of a client.

I led several digitalisation projects that brought digital development onto the business agenda. I brought the digital agenda to the management team and led a strategic change project that addressed the impacts and opportunities of digital transformation from both a B2C and a B2B perspective. On the basis of this work, we defined how digital strategy, marketing technology and service concepts support a better omnichannel customer experience.

I led customer-experience projects in which we designed concepts and services based on service design and customer journeys. We used technology, analytics and segmented, customer-data-driven models to produce more targeted and relevant content and to improve conversion. I developed a digital segmentation tool and concept for Paulig that allowed us to collect and use customer data for business needs. I was also responsible for the development of a DAM solution.

I led the launch of a new international web service and was responsible for its continuous development. I was also responsible for the strategic and technical development of Paulig’s Coffee Moments app.

I was part of the data-protection working group, ensuring that GDPR requirements were met in customer-facing touchpoints. This laid the foundation for my later focus on consent management and ePrivacy questions.

At Helen I developed a digital customer-profile capability in which omnichannel customer data is used to deepen understanding of the customer and to build personalised services. I was responsible for planning and piloting the rollout of a Customer Data Platform (CDP) so that customer data could be used in real time across different use cases.

I was involved in renewing marketing automation and connecting it to CRM development. My work also covered customer-data protection, customer experience in digital channels, segmentation planning and use, and consent-management topics. In this role I adopted an increasingly strong perspective on how data, consents, data protection, regulation and business goals can be reconciled so that the result is also workable from a legal point of view.

In my current role I focus on customer-data strategy and help clients adopt, in a controlled way, solutions related to data, technology, personalisation and consent management. The aim is business growth in an environment where permission-based first-party data is central and where trust, transparency and regulatory compliance are emphasised.

I work both at a strategic level (what technology is worth building / buying / changing, why, and against which metrics) and very hands-on (how the models and processes are taken into everyday use). This includes designing CDP architecture, modelling consent and preference management, taking data protection and regulation into account, and developing personalisation and automation capabilities.

I act as a consultant towards clients. This has strengthened my ability to learn quickly, to frame complex matters understandably, and to perform as a trusted expert even in situations that are evolving and where decisions need to be made on a fast schedule.

I am part of Dagmar’s AI working group, where we follow the development of AI and bring it into clients’ practical solutions. I use AI in my everyday work to support analysis, generate proposals and models, test solutions quickly, and in internal development (for example AI-agent-style automation of recurring work steps and light technical prototypes).

At Dagmar I also take part in the responsibility working group, where we develop ways to ensure that the use of data and technology is transparent, ethical and sustainable — especially from the perspective of customer data, consents and privacy.

In addition, I am developing an internal innovation programme aimed at speeding up the creation and rollout of new service and product concepts.

I am a member of IAB Finland’s Data & Martech working group, which addresses the interplay of marketing technology, customer data and regulation, as well as practical operating models for Finnish companies.

I have often spoken on topics related to these themes. Below are links to talks, podcasts and writing:

• Daguventures 2021: Leading marketing after the cookie — what the cookie change means for the CMO (in Finnish)
• IAB seminar, 7 June 2023: Permission-based customer data (in Finnish)
• IAB seminar, Smart Marketing, 7 Sept 2023: IAB Studio: The customer-centric organisation of the future (in Finnish)
• DaguTalks: AI as a driver of business growth (in Finnish)
• IAB Studio Podcast: Permission-based data in business (in Finnish)
• Blog: Is your customer data already responsible? (in Finnish)

In my studies and continuous professional development I focus on how to combine technology, data, customer experience, regulation, data protection, information security, service design and business goals so that the result is realistic and achievable.

I am developing my skills especially in the areas of EU regulation, data protection and customer-data management. I am training in data protection, the fundamentals of legislation and information security so that I can support organisations in a situation where the value of customer data is growing while the conditions governing its use are becoming ever stricter.

I want to work in a role where I can develop business and services together with the organisation, use data and technology responsibly, and build solutions that hold up against changing regulation too. My goal is a role where I can challenge myself, draw on my broad background and skills, and support the organisation in a practical way — not just by planning, but by seeing things through to the finish.