Strategic category and marketing professional with extensive experience in international FMCG across companies such as Fazer and Mondelez. I specialise in building strong brands, developing category growth platforms incl. innovation and translating consumer insight into clear portfolio direction and commercial results.
My experience spans multiple food categories and international markets, where I have led category entries, expanded brands into new consumption occasions and supported international growth initiatives. I am known for combining structured strategic thinking with an...
Led the development and execution of brand and category strategy for a broad portfolio of leading brands across Finland and international markets (Fazer, Domino, Dumle, Jaffa, Fasupala, Jyväshyvä, Carneval, Moomin, Fazer Crisp, Oululainen). The focus was on accelerating international growth, expanding consumption occasions, improving marketing investment efficiency and identifying new growth opportunities.
Key Responsibilities
- Strategic Leadership: Defined and drove brand and category strategy across portfolio development, innovation, international...
Led a cross-functional programme team in a global brand transformation initiative across multiple plant-based categories (Drinks, Gurts, Cooking, Breakfast grains) and multiple brands (Fazer Aito, Fazer ALKU, Frebaco). Ensured alignment from strategic direction through to market execution across categories and markets.
Key Achievements:
- Delivered a unified cross-category growth strategy, including brand and category vision, innovation roadmap and brand transformation plan
- Developed a distinctive global brand identity and comprehensive omni-channel...
Led brand and category strategy execution for the sweet bakery portfolio, bringing a strong commercial focus to marketing and implementing a “fewer, bigger, better” approach to brand investments. Developed year-round brand activation platforms that strengthened brand impact and improved marketing efficiency.
- Key Achievements:
- Executed a brand growth strategy including refreshed visual identity and communication assets, significantly strengthening brand visibility and marketing effectiveness.
- Revitalised a stagnating sweet bakery...
