Experience

Leading strategic and creative development for Finnish and international organisations across marketing, communications, content and brand.

• Designing international content and marketing strategies.
• Facilitating annual planning, workshops and strategic roadmaps with clients.
• Leading multidisciplinary collaboration across strategy, content and execution.
• Developing multi-channel campaigns and content ecosystems.
• Using customer insight, research and data to guide decision-making.
• Introducing new tools and AI-supported ways of working.

Led multidisciplinary marketing, brand and creative projects from strategy through production and delivery for national and international clients.

• Led strategy and execution of integrated B2B, B2C and D2C campaigns.
• Developed marketing, media and content plans around business objectives.
• Managed multidisciplinary teams, resources, priorities and timelines.
• Worked across product, marketing, content and production teams.
• Mentored international teams in Finland, Sweden and South Africa.
• Developed internal processes and new ways of working.

Moved from hands-on creative work increasingly toward strategic brand and communication development.

• Brand positioning and brand strategy.
• Tone-of-voice frameworks and messaging systems.
• Campaign and concept development.
• Multi-channel content for local and international clients.
• Participation in strategic planning and cross-functional development.

Worked across creative planning, digital strategy, media and campaign development.

• Planned digital, social and marketing strategies.
• Developed campaign concepts and digital service ideas.
• Planned paid and organic media.
• Worked with Google, Meta and Finnish media ecosystems.
• Handled campaign optimisation, analytics and reporting.

Creative advertising, campaign concepts, brand messaging and copywriting.

• Developed campaign concepts and creative ideas.
• Created brand messaging and marketing content.
• Worked on tone-of-voice development.
• Built experience in agency production and multidisciplinary creative work.

Before moving fully into advertising and creative strategy, I worked in several roles that gave me a broad view of communication, technology businesses, media and organisations.

• Arrow ECS Finland — Marketing Assistant
• Valona Intelligence — Media Analyst & Content Specialist
• Finnish Red Cross — Communications Assistant
• Freelance Writer

Over the years I have worked with organisations including:

Canon · Visma · Kela / Kanta · Arrow ECS · OP Financial Group · Metsä Group · Neste · Nelonen Media · A-lehdet · Mutti

The work has ranged from brand, marketing and communication strategy to media planning, campaign concepts, content ecosystems, digital services and multidisciplinary project leadership.

Alongside client work I build independent projects to explore software, learning, publishing, data and new ways of working.

• Memstory — story-driven language learning, contextual memory and full-stack product development.
• Strategy Canvas — visual strategy and decision-making environment combining service design, systems thinking and software.
• MikaelOS — personal publishing platform, field notebook and experimental CMS.
• Mökkisää — data-driven weather interpretation and prediction service.