Helinä Keskiniva

Leading the transformation of Trustly’s commercial organization from a scattered Nordic and mid-market focus to a unified global enterprise strategy through overhaul of data, processes, people, and tools, contributing to a 72% improvement in quota attainment.

• Built and scaled a 14-person Revenue Operations function spanning Sales Ops, Marketing Ops, Analytics, and CRM. Launched a new SDR team from the ground up to accelerate top-of-funnel pipeline growth, reaching 124% quota attainment during first quarter.
• Sales & Commercial Strategy: Developed and rolled out account-based selling and merchant tiering frameworks. Led territory planning and portfolio allocation across Europe, driving a 31% increase in average deal size and shifting the commercial focus toward strategic enterprise segments.
• Sales Process Optimization: Redefined the full sales process and rolled out the MEDDICC qualification framework, improving early stage pipeline conversion by 41%.
• Analytics & Forecasting: Overhauled GTM reporting, KPI metrics and dashboards, and built new forecasting models, providing full E2E revenue tracking and improving forecasting accuracy by 35%.
• Tech & Efficiency Gains: Optimized full commercial tech stack, implemented new AI based tools, and drove migration of two Salesforce instances post-acquisition, resulting in a over 350K USD cost reduction and streamlined operations.
  

Handpicked by the CCO to lead a global multi-competence team innovating and developing a new framework, tooling and enablement materials around account planning and business reviews to increase growth of Klarna’s key strategic retail partner accounts and drive standardisation and automation across global sales teams.

New tooling proved to reduce time spent on preparing for business reviews by 95% and increase effectiveness to upsell new markets and products by 20% globally.

Led Klarna’s global SDR function across North America and Europe, responsible for creating and scaling new go-to-market strategies to drive early-stage pipeline with strategic partners. These playbooks and processes became a core part of Klarna’s go-to-market strategy globally.

• Designed and implemented a new stakeholder engagement model in close collaboration with CEO in North America, resulting in a 200–300% increase in senior-level meetings MoM with top-tier prospects.
• Scaled the program globally, launching a SDR function across 7 markets and adapting playbooks for local GTM execution.
• Drove $6.5B USD in closed opportunity pipeline by enabling GTM teams to better target, engage, and convert key accounts.
• Rolled out the stakeholder mapping process in 5 completely new markets, providing foundational GTM infrastructure for commercial expansion.

Account Executive with a portfolio of Finnish mid-market and enterprise level eCommerce companies specializing in fashion and beauty. Exceeded personal YoY new sales target by over 150% within half a year.