I am a passionate brand and marketing professional with nearly a decade of experience building lasting premium consumer brands across FMCG, hospitality, and craft beverages. Whether it's building brand frameworks and processes or translating brand strategies into memorable campaigns, activations and content, I bring a combination of commercial thinking, strong organisational skills and a sharp eye for aesthetics and storytelling to every project I'm involved in.
Responsible for marketing project management across product launches and brand campaigns. Designed labels and packaging, managed social media and content marketing, coordinated paid digital campaigns and PR activities, and worked closely with internal and external stakeholders.
• Following company restructuring, took on expanded cross-functional responsibilities across brand- & portfolio management, NPD, e-commerce operations and international logistics.
Contracted to lead the Kyrö Sauna Bar pop up for Kyrö Distillery Company. Designed and implemented the customer experience concept, sourced brand partnerships and suppliers, hired and managed a team of four staff and coordinated designers, architects and construction throughout the build. Oversaw the day to day operations of the three month pop up.
• The activation covered the initial cost of the pop-up with co-branded collabora-
tions and business revenue from the bar and sauna, and increased ROI with a
high level of earned media.
Managed a portfolio of imported wine brands in the Finnish market, overseeing pricing, positioning and promotional strategy while managing a 300,000€ annual marketing budget.
• Increased portfolio market share in horeca and retail channels despite overall category decline, through targeted campaigns and pricing strategy.
