Board Member | Advisor | C-Level Executive

Sari Sotkas is a seasoned marketing, sales and business executive with a proven ability to lead organizations through digital transformation and customer-centric growth. With an extensive track record across the Nordic region and international markets, she brings deep strategic insight and operational know-how to companies seeking to future-proof their business through innovation, data, and AI.

Driving Impact at Scale

Sari has consistently delivered transformative results across diverse industries. As Chief Marketing Officer at Tallink Silja Oy, she led a major shift in eCommerce performance, reimagining marketing, customer experience, and team agility to meet rapidly changing customer expectations in a digital-first environment.

At Auto Bassadone, she played a pivotal role in redefining how vehicles are sold online. By developing and launching a new digital sales and marketing concept, she enabled significant growth in a sector traditionally anchored in offline sales - reshaping customer behavior and setting new standards for the industry.

Strategic Leadership with Global Reach

At IKEA, Sari held multiple senior leadership positions, where she helped redefine how one of the world’s most iconic brands connects with customers

• She developed and led a new loyalty program concept in Finland and Norway that became a global benchmark within IKEA.

• She drove the evolution of omnichannel marketing at global level, aligning digital and physical experiences through data-driven strategies.

• At the global level, she co-created a foundational marketing framework that is now used across all IKEA markets.

• She supported capability building and strategy alignment in her role at IKEA Retail Services AB, ensuring that country organizations had the tools and knowledge to operationalize customer-focused strategies effectively.

From Agency Expertise to Enterprise Transformation

Earlier in her career, Sari held senior roles at leading marketing and digital agencies such as Satama, Avaus, and Rapp Collins, where she led loyalty, brand development, and digital strategy programs for major clients. She has guided organizational turnarounds, built new service offerings, and driven successful business acquisitions - consistently delivering both commercial and cultural impact.

Today, Sari acts as a trusted advisor to boards and executive leadership teams, helping organizations harness AI, customer data, and digital strategy to accelerate growth and build enduring customer value. Her work is characterized by strategic clarity, sharp customer insight, and a deep understanding of how to turn complex challenges into scalable solutions.