Digital Marketing Maker
Stay curious. Get practical. Be a maker.
I’m a (digital) marketer with a strategic mindset and practical skills in many forms of modern digital marketing. My core principles in marketing: Stay on top of what’s coming up. Stay curious about people and culture. Get practical. Be a maker.
What I do in short: Digital marketing strategy & implementation. First, plan how to make a difference. Then, how to play digital channels together to enable brand & sales growth.
Finnish – native
English – fluent
Estonian – fluent
Swedish – elementary
Currently working as...
May 2018 – Present
Hopkins is a digital marketing agency based in Helsinki, Finland. We do digital marketing for ambitious companies. My work includes planning and building effective performance marketing activities for our clients. I’m also a product manager for paid social, developing Hopkins’ offering of Facebook Ads and Smartly.io.
I want to maintain a growth mindset and a holistic way of thinking regarding the business case at hand. The most inspiring aspect of my work during the past 10 years has been the opportunity to get to know different industries and learning how to apply (digital) marketing in the right way to enable results.
Main ad tech skills
Facebook Ads & Business Manager
Google Tag Manager
People & culture
Marketing is a people business. Digital marketing might seem purely technical on the surface, but I believe success requires deep understanding of what drives peoples’ behavior. Understanding culture and societal trends is important and I find staying informed an important business skill.
I find the “people side” really important at the office, too.
I´m an advocate for open, inclusive and growth mindset-inducing company culture and leadership.
Other skills & tools
Adobe Creative Cloud
HTML & CSS basics
Marketing automation (Rich Relevance & Sailthru)
Especially in ad tech tools come and go and they change constantly. The core principles of (digital) marketing remain regardless of the tool or platform. When a job needs to be done, learning new tools is a must.
I have taken part in many successful new business cases together with my colleagues working in their roles as Account Managers, Sales Directors and Executive Directors.
Planning a new business case and a sales pitch is one of the most inspiring parts of my job. Building a new business case is essential groundwork for future success and that’s when a lot of background research and planning is actually done.
Digigital marketing expertise gives many tools & skills
for building new business cases: keyword research, researching competition in organic search,audience statistics in social media etc…
A CASE STUDY
How a real estate broker fueled growth by automating their paid social campaigns
In January 2019, Bo LKV, one of the fastest-growing real estate agencies in Finland, started ramping up growth together with us at the digital marketing agency Hopkins. Improved efficiency in Facebook Ads allowed Bo LKV to decrease CPM by 41 %, reach 30 % more consumers through Facebook & Instagram and influence a 52 % growth in total website leads.
Planning, building & presenting initial sales pitch with Hopkins’ Sales Director
Planning, building & handling paid social & paid search campaigns
Helping the client to plan new campaigns and content for paid social as ongoing consultation
Sharing account management routines with Hopkin’s project manager
How to grow in a really competitive market. How to enable effective ad operations with offices in 10 different local markets and support them all.
I brought Facebook & IG ads across 10 local market under one campaign by using Smartly.io’s Automated Ads -functionality. It enabled better use of Facebook’s machine learning when ads were concentrated under smaller number of Ad Sets in just one campaign.
Automated Post Boosting campaigns were also enabled for all 10 markets, automatically promoting content published by client’s content team to predefined target audiences.
Also, Automated Ads feature reduces time building campaigns for 10 local markets, when the whole, localized campaign structure is created automatically.
Better, holistic approach to paid social helped Bo Lkv to reach +52 % YoY growth in website leads. Improved campaign setup helped to reach lower CPM and thus reach 30 % more consumers with the budget.
PREVIOUS WORK EXPERIENCE
10 years in the Finnish marketing industry
Oct 2017-Apr 2018
Running Let´s Deal´s marketing in Finland hands-on: lead generation, growing sales through digital channels like social media, paid search, programmatic display and email & marketing automation program. Let’s Deal is a leader in daily deals in the Nordics and operated in Finland until spring 2018.
Head of Performance Marketing
Jan 2016-Oct 2017
I worked at Innolink, a market research agency, to establish it´s digital marketing department. I led the digital marketing team developing it´s offering & processes while doing plenty of hands-on work consulting clients and running digital marketing campaigns.
Performance Marketing Specialist
Aug 2014-Dec 2015
I managed performance marketing campaigns to drive revenue for several eCommerce clients and take part in developing the company´s advertising services. I was responsible for launching Tulos Helsinki´s programmatic buying activities.
Digital Performance Planner
Aug 2013-Aug 2014
I worked on performance marketing mostly on Paid Search & additionally planned, helped to sell and carried out SEO & web analytics projects. Clients included a major Finnish teleoperator, reastaurant chains, e-commerce & retail businesses.
Digital Performance Analyst
Oct 2012-June 2013
I worked to improve clients´ online performance: reaching right target group through search engines and helping to fine-tune websites in order to fulfill the business goals more often. I worked with number of Finland´s most established companies from retail, banking & insurance sectors.
Production Manager, Digital Marketing
Jan 2011-Oct 2012
Managing paid search campaigns on Google Adwords, SEO consulting & hands-on SEO production and content production and community management on clients´ social media accounts.
I used to work part-time as information graphics designer at Helsingin Sanomat, the biggest newspaper in Finland.
Performance marketing, building websites (WordPress), graphic design, photography and content production as a freelancer.
Multiple sales & customer service roles
during studies and early work-life.