May 2021 – Present
Lockwood Publishing Ltd
Avakin Life is a social 3D avatar based mobile metaverse launched in 2013. In 2021, it welcomed its 200 millionth registered user, and won a third TIGA Game of the Year award in-a-row. Avakin Life’s global community consists of 1.3 million daily active users, who design their avatars using more than 30,000 virtual items and accessories, including real world brands. In Avakin Life, players become avatars that explore, create and meet others in a rich and ever-changing virtual world.
As head of marketing, I’m responsible for managing teams for User Acquisition, In-app marketing and CRM, Social media channels and community management, influencer marketing, ASO and external PR agency. Handling partnership management and marketing coordination with key partners such as TikTok, Apple, Google. Overarching marketing strategy, planning and prioritisation.
08/19 – 03/21
Marketing Director, consultant
Hatch Entertainment – Espoo, Finland
Part time marketing strategy consultant for Hatch Kids, a new streaming service for kids games, aimed at 2-8 year olds and their parents. Market research, positioning, go to market strategy, content creation.
09/2017 – 03/2019
Head of Brand Management
flaregames – Karlsruhe, Germany
Leading a team of 8, working on games from external developer created accelerator games to full live ops internal studio titles. Building best practices and processes, creating and further developing brands, and having an overview on the marketing efforts of our portfolio titles. Focus on market research, data driven creative decisions and portfolio thinking.
12/2015 – 08/2017
Chief Marketing Officer
Lightneer – Helsinki, Finland
Leading the marketing efforts on Lightneer company brand and strategy, and as first game product started taking shape, on the product branding and positioning, and its unique go to market strategy. Leading marketing activities, presentations, planning and setting up KPIs through the seed funding phase of the startup, and establishing the marcom team as company evolved and expanded. Setting up tools and processes, and setting up the community, appstore presences and ASO deliverables, responsible for PR briefings and influencer collaborations.
Key role: Brand marketing strategy and evolution through eco system thinking starting from building a brand, setting up the processes and presences, evolving into a full Intellectual Property.
08/2015 – present
VAU Company – Tampere, Finland
One of the four co-founders of visual automation startup VAU that specialises in automating and streamlining video content production.
04/2011 – 01/2015
Rovio Entertainment Ltd.– Helsinki, Finland
Directing, managing and building relationships and accounts of key brand partners of Angry Birds as business development and marketing director. Running and overseeing brand promotions and major campaigns on global and local level ranging from retail to educational and commercial campaigns, such as NASA, Barnes & Noble, Fazer, Samsung and Fox.
Responsible for developing and managing various Angry Birds IP’s marketing planning, budgeting and KPI setting across, games, books and animation and merchandising.
Launch new Angry Birds games with Rovio style creativity, and develop and maintain marketing roadmaps for game updates and key marketing beats.
Work closely with social media team, UA team and brand office to ensure best possible digital and social marketing execution.
Award: NASA Honor Award, 2013
08/2009 – 04/11
Senior Account Manager
Isobar Global– Helsinki, Finland / London, UK
Programme and key account management for global digital marketing campaigns for Nokia’s own, bought and earned media, but especially for engagement and social media. Global coordination for Isobar
offices working on the account such as Glue, Farfar, White Sheep and Molecular.
Job role and responsibilities: Global coordination, key account management, planning, concept development, briefing, budgeting, training
08/2008 – 08-2009
de-construct – Amsterdam, The Netherlands
Working as project manager for one of the most important creative agencies in Europe for clients such as adidas football, Tommy Hilfiger, Discovery Channel, SCA and Nokia.
Job role and responsibilities: Planning, project management, budgeting, costing, resourcing, interaction and information design, concept development, account management
D-Labs – Berlin, Germany
Concepting and designing interaction, user interfaces and visual user experience for customers such as SAP.
Børsen Forum – Copenhagen, Denmark
Producing eLearning video tutorials for Microsoft Office 2007 products as the team lead for the Finnish market.
User Experience Visual Designer Intern
Microsoft – Copenhagen, Denmark
Year of interning at Microsoft Dynamics user experience team. Microsoft Dynamics is a software family for business use and it was completely redesigned by using user research, personas and visual user experience design.
Job role and responsibilities: Graphic and identity design, user interface design for web and software, information and interaction design, user research.
Quality Assurance Technician
Eidos Interactive / IO Interactive – Copenhagen, Denmark
De-bugging and reviewing game elements and gameplay of the world known video game Hitman Bloodmoney.
Sales and marketing assistant, graphic designer
Rockadillo Records / Production & Zen Master Publishing – Tampere, Finland
Working in the Finnish music industry with international jazz, world music and folk artists such as Wimme, M.A.Numminen, Kimmo Pohjonen and Coil. Promotion and management of new releases, campaigns and bringing the label to the digital age.
Job role and responsibilities: Sales, promotion, marketing, management, graphic and web design, personal assistant.
Organisations and volunteering
Rival Games, 2016 – present
ERTO Federation of Special Service and Clerical Employees, 2015 – present
Chairman of the board
IT Professionals members association, 2015-2016
Nielsen Norman Group – Amsterdam, The Netherlands
Three days of working at Nielsen Norman Group’s UX Conference, Amsterdam, The Netherlands between 16th and 20th of November, 2008.
Slush Finland, 2014
Junior Consultant for Innovation
Zentropa Workz – Denmark
Concept development, graphic design and project management with a team from Copenhagen University working for the ingredient company Danisco through Danish creative company Zentropa Workz during autumn 2007.
Print and digital graphic design since 2001 including CD artwork for various labels and bands, corporate identities and other promotional material as well as website and Myspace layouts and productions.
Translating and journalism
Translation and localisation projects from Scandinavian languages and English to Finnish vary from major software programs to Google AdWords campaigns and legal contracts. My photography, articles and interviews have been published in various papers in Finland.
Jyväskylä University: Early childhood education in Finland
Mediakasvatusseura: Digivoimaa, media education and games
EHYT: Ehkäisevän päihdetyön osaaja, varhaiskasvatus: peli- ja mediakasvatus
09/2014 – on-going
Tampere University, Finland
Master’s Degree Programme in Internet and Game Studies (135 ECTS)
Academic research on digital games and interactive media.
Aalto University, Helsinki
Game Executive Program
Leadership and commercial skills for gaming companies:
Team building and leading creative teams
Strategy, go to market
Business models in gaming
Marketing and communications
Hyper Island, Karlskrona, Sweden
Diploma in digital media (135 ECTS / 2 years)
Major in project management and graphic design in new media
Tampere University of Applied Sciences, Media & Fine Arts, Finland
Bachelor of arts, Media artist in media producing & project management (240 ETCS / 4 years)
Final thesis “Meaning of Sound Design for the User Experience in Software Applications” graded as excellent. Thesis was made in co operation with Microsoft Dynamics.
Guest student (15 ECTS) for pilot project “Practical Innovation”
Apprenticeship contract at Zen Master Publishing, Finland
Further Vocational Qualification studies for media assistant diploma in multimedia
Tampere Open University, studies in information science & history
Tampere Arts-oriented Senior School / Gymnasium, Finland
Matriculation examination, equilevant to GCSE/A-Levels, excellent grades