What do you do at Metsä Group?
I am responsible for the marketing of Metsä Tissue's consumer brands, Lambi and Serla, in the Nordic countries. Together with my six team members, we make sure that our brands stay in consumers' minds and are consumer-favoured brands. I am responsible for the visibility of Lambi and Serla for all Nordic countries (Finland, Sweden, Norway, Denmark, Estonia, Latvia, Lithuania), and for the fact that our consumer brand strategies support Metsä Tissue's strategy. My team members are responsible for brands in their local countries.
What kind of career path have you had?
I studied business at the Vaasa and Turku Business Schools, with a major in marketing. After studying, I have been fortunate and have always had the opportunity to work with leading consumer brands in marketing. Before Metsä, I worked for several years at L'Oréal in marketing and PR.
I started my Metsä career in the spring of 2020 as a Finnish and Baltic Brand Manager for Lambi and Serla. After that role, I worked as a Nordic-level Brand Manager, and now, most recently, as the Nordic Marketing Director of our consumer brands.
What is the best thing about your job?
Many things! Great brands, Lambi and Serla, which are loved by consumers, have very strong local roots and are the market leaders in the category. In addition to this, definitely my team and nice and competent colleagues: every day I get to learn about, for example, forest management, production or the market of a country. My tasks are very diverse, which keeps the work interesting and exciting. In addition, I enjoy working for a Finnish company.
What do you consider important in Metsä Group/what do you value in Metsä Group?
I appreciate the fact that Metsä is a Finnish company, its deep commitment to sustainability, its unique value chain and its proximity to people. Although Metsä Group is a large company, the atmosphere at work is very warm. I also appreciate the investment in staff: for example, I myself have grown professionally a lot thanks to interesting and challenging work roles, brilliant and qualified colleagues and high-quality training. Many of my colleagues have worked at Metsä for more than 10 years and many have worked in the company for up to 30 years: it says something about job satisfaction and trust in the employer!
What has been the most memorable project/job assignment so far?
In 2024, we launched new promotional materials for Lambi and Lambi's corresponding brand in Eastern Europe, Tento. At the heart of the materials is, of course, our beloved Lambi/Tento lamb, and we photographed the materials in, for example, the forest owned by Metsä Group in Karkkila, Finland. The project was extensive in terms of both work and launch: we worked on materials for more than a year, involved a very large number of partners, such as an advertising, media, and consumer research agency, conducted more than 3,000 consumer surveys on materials, and finally launched the materials in seven countries. This year, nearly 14 million consumers have seen our ads across Europe.
Why apply for a job in the forest sector?
I applied to Metsä for above reasons: I was interested in a large Finnish company and leading consumer brands. Since then, my eyes have been opened to the entire forest sector and, for example, to how important sustainability is seen at Metsä.
How would you describe our team spirit?
We have a warm team spirit! Our team of seven is based in a total of three countries, yet we are a very close-knit team. Thanks to Teams, we can see each other every day, which is important. We always keep cameras open at meetings, which makes the work much more human-centered.