I help complex B2B organizations turn strategy into measurable marketing, and lead marketing teams through the change to AI-enabled ways of working.
10 years in marketing and communications. Currently Global Marketing and Communications Manager at Adven, an international energy group of 600+ people, working in Finnish, Swedish and English.
5 countriesOne Group web platform of six sites (global, Finland, Sweden, Estonia, Latvia and Poland), led through two renewals
~5Key external partners I direct: website, digital marketing, analytics, and video and brand production
~75%Less writing time per article after I led the MarCom team into an AI operating model and built TeraWord, our custom AI agent
+150%LinkedIn followers, from 4,000 to 10,000 in four years, with an 11.5% engagement rate since 2024
Flagship Cases
Adven | 2026 - Present
Leading a marketing team into AI-enabled ways of working
Took the eight-person MarCom team from uneven AI skills to a shared operating model for content creation, with a custom AI agent and guidelines that work as a management tool.
Baseline
Co-design
Pilot
Operating model
Team-wide rollout
Challenge
Generative AI was already in use, but skills and practices varied across the MarCom team, and there were no shared rules for quality or for disclosing AI use.
My role
Led the change end to end, from assessment and co-design to pilot, guidelines and rollout across the team. I also ran it as the action research for my MBA thesis.
Strategic decisions
Started from a maturity assessment of how the team used generative AI.
Ran two workshops and a one-month pilot, and prioritised seven use cases from ideation to localization.
Built TeraWord, a custom AI agent in Copilot Studio for article drafts and SEO.
Wrote AI guidelines for content creation as a management tool and rolled them out to the whole team, plus quick guidance on when to disclose AI use in content.
Stakeholders
The eight-person MarCom team: colleagues as co-developers in the workshops and users in the pilot, and now the whole team as users of the operating model. I led the change as a team member, without formal authority. The results were shared with the Group Management Team and Adven's AI project, whose internal survey I contributed to as an AI expert at my manager's request.
Outcome
The operating model and AI guidelines are now in use across the whole team, with shared ways of working, task-specific AI solutions and a clearer role for AI in content workflows. The pilot also showed the limits: with weak source material the tool hallucinated, and proofreading and fact-checking work increased.
Business impact
Around 75% less writing time per article in the pilot and in my own use, varying by writer and source material. With good source material, TeraWord produces an article that is ready to publish after proofreading in about 15 minutes. TeraWord stayed in use after the pilot: I alone have written around 20 articles with it since.
Adven | 2022 - Present
Transforming Adven's digital customer experience
Led the Group's web presence through a brand renewal and into a six-site platform across five countries, and turned the website from a periodic project into a channel that is developed and measured continuously.
Challenge
Adven's new brand had to come alive across the Group's multisite, and the website had to become a channel that serves the business between renewals, not only during them.
My role
Project manager and owner of the Group web platform: planning, technical specifications, vendor selection and continuous development.
Strategic decisions
Planned and led the brand renewal and rebuild of the five-site multisite in 2022 as part of the company-wide rebrand.
Shaped a continuous partnership model with the website partner, run through monthly development meetings with the website and analytics partners and regular analyses.
Moved GA4 from monitoring to decision support, with quarterly reporting on website KPIs.
Defined the requirements and technical specifications for the six-site renewal and ran a seven-vendor tender with the project owner. The partner was selected on the rationale I prepared.
Stakeholders
The project owner, the Group Management Team, to whom I present progress and key decisions, the business units, a procurement partner, and the website and analytics partners.
Outcome
The 2022 renewal launched across five sites. The six-site platform, which adds Poland, is scheduled to launch in Q1 2027.
Business impact
Website traffic, conversions and leads showed a clear positive change after the 2022 launch, and web data now informs decisions instead of just being monitored.
Adven | 2022 - Present
Scaling Adven's brand through people and platforms
Turned the 2022 brand renewal into a Group social media strategy, an employee ambassador programme and centrally governed brand assets, and grew the company's LinkedIn audience by 150%.
Challenge
The new brand needed a consistent voice in digital channels and among employees, and brand assets were scattered across the organization.
My role
Owner of the Group social media strategy and operating model, the LinkedIn ambassador programme and brand asset management.
Strategic decisions
Translated the new brand into a Group social media strategy in 2022, and led its 2026 update into a strategy and operating model: direction, channel roles, content principles and measurement.
Designed and built the LinkedIn ambassador programme: 20 official ambassadors and around 50 employees trained.
Launched the term Advenians for the employer brand.
Steer the strategy for brand-level LinkedIn advertising, executed by a partner.
Owned the procurement of a digital asset management platform and Sprout Social, and led the organization-wide move to centralized brand assets.
Stakeholders
Group Management Team members, whom I spar on strategically important LinkedIn content, key stakeholders across the organization, employees and the advertising partner.
Outcome
Advenians is now used across the Group in internal and external communication, and the digital asset management platform is the central source for Adven's brand assets.
Business impact
Adven's LinkedIn followers grew from 4,000 to 10,000 in four years, and the company page has held an 11.5% engagement rate since 2024.
How I Lead
Strategy into operating models
I turn business objectives into clear strategies, and strategies into operating models that make the work repeatable.
In practice
Group social media strategy and operating model
The team's AI operating model and guidelines for content creation
KPI reporting with shared dashboards
Decisions on evidence
I base decisions on data, research and clearly justified reasoning, including saying no when the evidence or the strategy calls for it.
In practice
GA4 as decision support instead of monitoring
A maturity assessment and a one-month pilot before rolling out the team's AI operating model
The rationale behind the website partner choice
Close to the business
Marketing earns its place by serving business goals, so I work directly with business leadership, sales and concept development.
In practice
Marketing and communications for the Finnish district heating business and its M&A and municipal partnership cases
Customer survey of around 2,000 district heating customers, led with the business director
Planning and tracking the district heating marketing budget
Leading through people and partners
Much of my leadership happens without formal authority: bringing people together, creating clarity and keeping work moving forward.
In practice
Project teams and external partners describe me as approachable and easy to work with: I communicate clearly, listen to everyone so that people feel heard, and set out clear next steps so the work keeps moving
Advising Group management, including the CEO, on executive communications and LinkedIn content
Leading the MarCom team's AI change as a team member, from co-design workshops to team-wide rollout
Experience
Oct 2021 - Present
Global Marketing and Communications Manager
Adven Group|Vantaa, Uusimaa, Finland (Hybrid)
Responsible for Group-level marketing and communications at an international energy group of 600+ people: brand, website and analytics, social media and digital channels, employer branding and localization. I report to the SVP, Marketing & Communications, a member of the Group Management Team, and have acted as informal team lead in the SVP's absence.
Plan the allocation of the Group MarCom budget with the SVP, follow up the budgets of my own areas, and plan and track the marketing budget of the Finnish district heating business.
Own the Group web platform: led the 2022 five-site brand renewal and lead the six-site renewal launching in Q1 2027, presenting its progress and key decisions to the Group Management Team.
Lead marketing and communications for the Finnish district heating business and its M&A and municipal partnership cases, and connect their visibility to Group channels. Leading the customer survey of around 2,000 district heating customers with the business director, from research partner selection to communicating the results.
Direct around five key external partners (website, digital marketing, analytics, and video and brand production) and advise Group management, including the CEO, on executive communications and LinkedIn content.
Built Adven's LinkedIn presence and employer brand: Group social media strategy, a programme of 20 official ambassadors and the term Advenians. Followers grew from 4,000 to 10,000 in four years.
Built the team's operating models and measurement: AI guidelines for content creation, AI disclosure guidance, quarterly reporting on digital visibility and shared KPI dashboards.
May 2019 - Oct 2021
Marketing Coordinator
Audico Holding Oy|Espoo, Southern Finland, Finland
Led marketing communications for three Audico Group companies (Audico Systems, Audico Technology and Intersonic) in line with their sales goals, across digital channels, print and the CASE customer magazine.
Developed the companies' websites (WordPress) and ran product marketing and campaigns.
Led events, training sessions and trade fairs, including Audiovisual Expo, FinnSec and SVTAV, in line with business goals.
May 2017 - Apr 2019
eCommerce and Communications Assistant
Puuilo Oy|Vantaa, Finland
Handled content, SEO and category management for the Finnish and Swedish online stores (puuilo.fi and puuilo.se), and managed the Facebook and YouTube channels.
Aug 2016 - Dec 2016
Secretary Trainee
Office of the President of the Republic of Finland|Helsinki, Finland
Assisted in planning and delivering presidential events in the Aide-de-Camp unit, including state dinners and the Independence Day Reception.
Sep 2015 - Mar 2016
Accounts Receivable Support
Fazer|Oslo, Norway / Helsinki, Finland
Part of the international team implementing SAP for Fazer's Norwegian subsidiaries; set up accounts receivable and cash management in the new system.
Sep 2012 - Aug 2015
Accountant
Oy Karl Fazer Ab|Helsinki, Finland
Managed accounts receivable and cash ledger processes for Fazer's Swedish companies at Fazer Service Center.
Education & Languages
2024 - 2026
Master of Business Administration (MBA), Business, Management, Marketing, and Related Support Services
Xamk - South-Eastern Finland University of Applied Sciences
