Board Member | Advisor | C-Level Executive

I am 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, I can bring deep strategic insight and operational know-how to companies seeking to future-proof their business through innovation, data, and AI.

Driving Impact at Scale

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

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

I consider IKEA best professional achievement with the responsibility for driving the company’s shift toward data-driven business operations. We completely transformed the customer engagement strategy, digital capabilities and ways of working, resulting in sustained, double-digit growth over multiple years - a major milestone of IKEA’s key markets.

Strategic Leadership with Global Reach

At IKEA, I held multiple senior leadership positions, helping redefine how one of the world’s most iconic brands connects with customers

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

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

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

• Supported capability building and strategy alignment in the 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 my career, I held senior roles at leading marketing and digital agencies such as Satama, Avaus, and Rapp Collins, leading loyalty, brand development, and digital strategy programs for major clients. Guiding organizational turnarounds, building new service offerings, and driving successful business acquisitions - consistently delivering both commercial and cultural impact.

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