Helsinki, Uusimaa, Finland
As one of my favourite ads used to say “Hate something, change something, make something better”, which is the way I like to work. I have 25 years of expertise in regional and global marketing for world-class companies such as adidas, Nokia, Mars Confectionary, Skullcandy and Bacardi; learning, sharing, adapting and innovating with some iconic brands and great people; a senior marketing leader with deep experience of sport, youth culture and commercial growth, with a track record of delivering revenue and EBITDA impact in listed, global businesses. My expertise centres on resetting brands and marketing organisations with purpose, cultural relevance, ownable storytelling and performance marketing to drive measurable outcomes across brand, acquisition, engagement and customer lifetime value (CLTV); increasingly focused on how AI and technology can amplify creativity, speed and effectiveness, particularly in reaching and engaging younger, digitally native audiences. With direct experience of managing multi-million euro marketing budgets and teams of up to 100 people across 20 markets, I lead with energy and accountability for end-to-end marketing performance and contribution to income and long term profitability. I have led organisational development and transformation programmes, evolving marketing operating models, capabilities and structures to meet changing strategic and market demands Talk to me about: - The business impact of creativity. - Customer acquisition, retention and lifecycle management (CLTV / LTV). - Growth strategy and revenue acceleration. - Marketing and organisational transformation aligned to strategic priorities. - Leading leaders and large teams with energy and empathy. - AI-driven content creation and personalisation. - Omni-channel marketing development and roll-out. - Performance, digital and social-first marketing. - The importance of Data health and Martech curation. - How Membership and Loyalty drives digital commerce (despite what Byron Sharp says).
EVP & CMO with responsibility for Marketing at the Elisa Group. Elisa is a global pioneer in telecoms and digital services, which is listed on Nasdaq Helsinki (market cap ±6.7bn euros) and employs over 6,000 professionals in over 20 countries. With over 140 years of experience, Elisa offers solutions to millions of consumers, corporate and public administration customers in the Nordics and internationally.
Management Team member responsible for the Marketing and Content (Promotional and Product) for the adidas digital fitness experience. Driving Membership Acquisition and Engagement into adiClub, the adidas membership program. Leadership of CRM, Social, PR, Partnerships, Key City activation, in-house Studio (full service), Localisation, User Acquisition + ASO and Product Marketing teams.
Head of Global Brand Marketing and member of the Global Leadership Team for adidas Outdoor: all adidas jackets plus footwear and apparel for Hike, Trail Running, Bike, Climb and Snow. Key Stakeholder in the Digital Transformation of the adidas Outdoor business towards a singular Strategic Business Plan for Europe, US, LAM and China with a focus on DTC and specialty.
Global Marketing Consultancy.
Campaign Lead responsible for overall creative development, financial and project management of global marketing campaigns.