Helsinki, Uusimaa, Finland
I work with organisations that want to change. Step-change growth, new business models, getting rid of legacy, finding the next strategic move. I help them figure out what kind of a change they need, how to do it, and how to make it stick. I’ve built a career at the intersection of strategy, commercial growth, and technology, connecting areas that too often stay siloed. It’s a rare combination that brings real value when change is overdue and it can’t be messed up. Before management consulting, I led in-house marketing & CX teams, managing 7-figure yearly budgets and large business technology initiatives with strong ROI and measurable commercial impact, and sat on extended management teams. I’ve seen how ambition levels and everyday reality collide and learned to build plans that can handle both. People I work with like me for bringing clarity into complex (or just plain stuck) situations. I spot what matters and help others see it too. I challenge ideas without bruising egos, back my thinking with real data and examples, and keep collaboration optimistic even when the topic’s a headache. I earn trust in boardrooms and operational teams alike, and if I say I’ll get something done, I’ll get it done. Examples of challenges I’ve worked on: ✅ Sustainable customer base growth: A growth plan to improve retention and acquisition efficiency through smarter segmentation, data utilization, and investment targeting. Outcome: Over 30 % net growth (YOY) rate in key segments while reducing customer acquisition cost. ✅ Business-driven IT strategy: Reducing business continuity risk, improving cost-efficiency, and sharpening investment focus by aligning tech with business priorities. Outcome: Clearer investment roadmap, more structured governance, and improved internal user satisfaction. ✅ Customer profitability plan: A model combining customer profitability, potential, needs, and purchasing behaviour, providing a clear lens to steer customer acquisition, management, and offering development. Outcome: More cost-efficient resource and investment allocation. ✅ Data strategy and business case: Mapping out the transformation of a fragmented data environment into a human and AI-fit data capability. Outcome: A phased roadmap and investment logic to build a more robust data infrastructure and culture. If it’s complex, cross-functional, or feels like a bit of a mess, I’m probably interested. Bring on the chaos. I’ll bring clarity & coffee. ☕️ Let’s talk.
I work with Nordic clients across strategy, commercial development, and technology, typically with senior leadership and boards. In practice, this currently means helping organisations understand what's changing in their environment, especially due to new technologies and disorganized economic conditions; what's worth pursuing, and how to turn that into a tangible transformation they can successfully execute. Industries I often work with: Banking & insurance | FMCG & retail | Energy & utilities | Professional services
I work across strategy, commercial development, and technology & IT, supporting Nordic clients’ leadership teams when things are complex, priorities compete, or decisions need to get clearer fast. I lead client projects and project teams in areas such as growth, data and insight, and business-driven technology development. Examples of assignments I’ve worked on: ✔️ Strategy design and activation (commercial & IT) ✔️ Customer-driven growth plans ✔️ Data and insight utilization revamp (e.g. customer data infrastructure planning) ✔️ Program management for large-scale strategy and system implementation
Business design, but with a broader nuance of customer relationship development and project leadership. Also acting as the competence team lead for business design, helping our team and clients level up their design skills.
Worked with a cross-functional team to frame the approach and focus areas of a digital transformation initiative aimed at improving self-service, making services easier to use for customers, and ensuring cost-efficient service operations. The work focused on identifying the right transformation areas and designing the future service model across teams. Key contributions: ✔️ Identified customer needs through insight sprints, website behavior data, and feedback analysis—set the direction for what to fix and what to build. ✔️ Designed customer journeys and service blueprints to guide how services should work in the new platform from both user and internal perspectives. ✔️ Prioritized development focus areas based on customer value, business goals, and compatibility with the existing digital setup. ✔️ Set success metrics to track how the new model would improve both user experience and operational performance. ✔️ Led cross-functional strategic and development work to align departments, get decisions made, and keep things moving across teams.
Worked with the commercial leadership team to improve how NutraQ acquires and retains customers in key markets. The focus was on growing the customer base, increasing lifetime value, and making growth planning and tracking work more efficiently across teams. Key contributions: ✔️ Ran targeted research (quantitative + qualitative) to surface actionable customer insights—advised the Head of Commercial and CMO on where to focus. ✔️ Mapped growth gaps by comparing acquisition and retention flows against the ideal customer journey and CLTV potential. ✔️ Defined must-win battles and growth KPIs, and worked with data analysts to improve visibility using Google Data Studio and Power BI. ✔️ Built growth routines with the commercial team, clarifying responsibilities, adding structure to planning, and making tracking key metrics part of weekly work. ✔️ Worked with CRM and product teams to apply customer insights to journey design and define key performance metrics in Salesforce.
Worked across sectors to support business growth, market entry, and smarter decision-making. Typically brought in when clients needed to move quickly, cut through uncertainty, and base their decisions on something more solid than gut feeling. Examples of projects: ✔️ SaaS market expansion: Shaped go-to-market strategies for SaaS companies expanding across Europe, the US, and Asia. Identified the best markets, early adopters, and decision drivers—helping avoid unnecessary investments and sharpen commercial focus. ✔️ Tech product launch: Built a go-to-market plan for a new tech-based product. Prioritized markets and customer segments to make expansion more targeted and cost-efficient. ✔️ Operational efficiency for growth: Worked with a scaling company to find ways to support growth without growing headcount. Focused on clarifying priorities, restructuring roles, cutting down on manual work, and streamlining decision-making. Industries I worked with: Banking and insurance, SaaS, retail, transportation
Leading the reformation of the marketing function, in a quest for more agility and customer-centricity, less hassle and improved ROI. Led the marketing team and worked as a member of Autokeskus retail chain’s management team. ° Designing a marketing strategy to support business objectives and building a KPI framework to bring more measurability into marketing and help the team steer and prioritise their own work + develop their skills based on individual OKR’s. ° Designing the first steps of Autokeskus’ customer strategy to increase customer retention and life-time value. ° Developing processes and the marketing technology infrastructure to allow for more agility, possibilities for small-scale testing and a data-driven approach to marketing. ° Planning for the standardisation of the Autokeskus customer and brand experience, building a roadmap for implementation and coordinating the process. ° Managing marketing automation implementation project (HubSpot) and multiple customer insight pilot projects. ° Working with large international brands such as BMW, Nissan and Škoda, and a large partnership network to fortify the brands' position in the Finnish market.