Petra Luntiala
Helsinki,18
Summary
Entrepreneurial personality with progressive experience offering in operations leadership. Skilled at identifying and implementing process improvements to drive business transformation, digitalization, growth, efficiency and productivity. Motivating leader with proven success managing cross-functional teams.
Overview
25
25
years of professional experience
Work History
Board Member
Transmeri Oy
Espoo
05.2022 - Current
- Company is one of the leading marketers of selective cosmetics and daily consumer goods worth of 43,6M€ in Finland covering 100 % of the Finnish distribution channels
- Acting as an external member of the board in a wholesale family business
- As a board member I am focused especially on business continuity, customer experience, sustainability, eCommerce, data, competitive edge and governance
- Actively supporting the functional operational management.
Board Member
Nooa Savings Bank
Helsinki
08.2021 - Current
- The bank is part of the 200-year-old Savings Banks Group, which aims to promote financial wellbeing in Finland
- Sustainability and locality are at the heart of the operations
- Acting as an external board member, where focusing on customer experience, data & analytics, digitalization, growth, governance, business continuity, risk mitigation and budgeting
- Actively supporting operative management on business decisions
- Accredited Savings Bank board member by the Finnish Financial Supervisory Authority (Fiva).
- Fostered collaboration and development of new practices by business leaders.
Chief Commercial Officer
Smartum Oy
Helsinki
01.2022 - 06.2022
- Solutions for supporting the Finnish employees' well-being covering customer insight, sales and marketing for the employers, partners and beneficiaries of 68,5M€ turnover
- Core responsibilities cover the following areas: Ensuring business profitability, developing customer relationships, sales automation, digital sales business model and digital sales performance. Utilizing data and customer understanding in sales and developing the customer experience. Contract negotiations, pricing and customer and partnership management
- Ensuring marketing and communication effectiveness and brand image goals. Management of team members' well-being at work and goals
- Ensuring the realization of strategic and business goals.
- Created multichannel business approach to support integrated sales and marketing activity.
- Proposed pricing and contracting strategies to implement for revenue optimization.
Chief Executive Officer
Emmy Clothing Company Ltd
Lohja
08.2019 - 11.2021
- For a Finnish growth company, which is leading Nordic marketplace for pre-owned premium clothing for women, men and children
- Very low margin circular economy business
- Got company listed as SITRA’s the most interesting circular economy companies
- Transformed the operations and 38 FTE’s in Finland and Estonia with P&L responsibility of 3,1M€ in 2020, which growth and EBITDA exceeded its peer group in Finland and internationally
- Have ran two financial rounds of funding totaling 1,5M€ and rebuilt the technical webstore platform, digital marketing and automated processes. Led effective operations, where revenue vs gross sales growth 39% in H1/2021
- Focused on new customer acquisition and high customer retention, where the web store customer retention was 80% due to loyal customers
- Led company strategy reformulation and implementation and as part of the growth acceleration strategy company got selected to Business Finland's The Young Innovative Company (NIY) funding program
- Also brand and ESG strategy implemented.
- Eliminated company bottlenecks, reduced financial obstacles and addressed work constraints to promote overall growth.
- Drove company vision with collaborative employee engagement techniques and strategic leadership.
- Delivered speeches and attended industry conferences to promote company image and engage with buyers.
- Hired, trained and mentored sales and marketing staff dedicated to employing Google AdWords, Google Analytics and other SEO techniques and metrics sources.
Director
Alma Media Group, Talent Oy
Helsinki
12.2017 - 03.2019
- Member of Alma Talent Executive team and segment head in the leading Finnish B2B media company for customer, company and property data services, P&L responsibility of12M€ annual sales with staff of 55 professionals
- Core capabilities of change leadership, business development, customer experience, agile practices, learning paths embracing personal development, coaching & mentoring, knowledge management, strategy formulation target audiences and Digital Media platforms
- Created GDPR-proof customer database, which consist of transactional CRM data (contacts, meetings, invoicing etc.), digital behavioral data, marketing surveys, third party customer data, derived data from segmentation, profiles & prognosis
- Led a company analyst database project covering all companies in Finland utilizing AI (incl
- Imaging techniques and neural networks)
- Integrated teams from four different companies into one well operating business unit.
Sales Development Director
ElisaOyj
Helsinki
04.2015 - 12.2017
- Focused on sales process for all customer segments, customer database, CRM and other sales tools, improving customer satisfaction (CSAT and CES), reporting & analytics, offering and account management development, trigger-based marketing automation and lead process, intranet, core process development and change management for the sales staff of over 200 persons
- Responsible for the leading Finnish telecom company Elisa Corporate Customer Unit's customer analytics covering real time analytics and identifying for upsell & cross sell customer prospects along the customer journey
- Process development based on analytics and algorithms
- Analyzed and led tactical sales and marketing actions based on funnel development and monthly corporate customer feedback
- Increased customer satisfaction by solid +18% within one year
- Created automatically updated customer behavior segment scoring based on customer insight data and analytics modelling
- Produced analytics sales leads 25% of the total sales from the scratch
- Led Salesforce CRM system transformation and Hubspot implementation project as digital marketing platform for the inbound purposes
- Developed digital customer communication and content production process, where customers receive more personalized customer letters in digital form
- Tracked monthly sales to generate reports for business development planning.
- Reduced process gaps by hiring, supervising and coaching employees on sales strategies and protocols, optimizing performance, growth and profitability.
- Led sales planning, development and account management to grow existing accounts and establish new sales accounts.
- Rated as a very skilled team leader in the supervisory assessment scoring (4,2/5
Client Director
OP Financial Group / OP-Services Ltd
Helsinki
12.2011 - 04.2015
- Developing and implementing shared service solutions for the financial sector covering insurance and wealth management
- Focused on understanding the B2C and B2B clients' business needs and convert those customer needs into business services
- Managed MS Dynamics CRM implementation
- Developed and presented new ideas and conceptualized new approaches and solutions.
- Met with stakeholders to address issues and implement solutions.
- Implemented agile pricing approval process of the insurance sales funnel, which led to a better customer experience and cut annual overall sales costs by 4,5%.
Client Manager
IBM Finland
Helsinki
09.2007 - 12.2011
- Directed and coordinated IBM products, IT solution selling and Account Management and sales activities.
- Focused on achieving highest level of expectations to meet client and company satisfaction for Retail and Telco sector.
- Conducted highly productive meetings with customers, vendors and matrix partners.
Transformation Project Manager
IBM Finland
Helsinki
02.2005 - 09.2007
- Drove continuous improvement of project delivery process by providing strong leadership.
- Made changes to project scope and cost and implemented most effective change management processes to keep project up-to-date.
- Sales and marketing, customer success and service design.
- Built and established strong partnerships with teams, vendors and contractors.
- Developed solutions to project risks and issues, meeting quality and timeline goals and objectives.
PMO Office / Process Owner
IBM Finland
08.2003 - 02.2005
- Monitored progress by establishing plans, budgets and measuring results.
- Coordinated and directed activities of businesses or departments concerning production, pricing and sales.
- Mitigated business risks by working closely with staff members and assessing performance.
Development Manager
Metsä Group / Logisware Oy
Espoo
06.2001 - 08.2003
- Coordinated with cross-functional teams to perform product testing and develop business plans.
Key Account Manager
TJ Group Ltd
01.2000 - 06.2001
- Identified new IT business solution opportunities and leads for key clients.
Consultant
AFRY / Jaakko Pöyry Consulting
12.1997 - 12.1999
- Implemented lobbying strategies to take advantage of new opportunities for the European Community and Forest Industry Cluster (incl. logistics, chemistry, forestry)
Education
Master of Science - Econ, International Business, Accounting
Aalto University
Helsinki02.1998
High School Diploma -
Pohjois-Tapiolan Lukio
Espoo05.1991
Skills
- Constant learning
- Leadership and People Development
- Change and Growth Management
- Profit and Loss Management
- Innovative and Visionary
- Adaptable and Flexible
- Analytical and Critical Thinker
- Sales Growth
- Digital Marketing
- Contract Negotiation
- Strategic Planning and Execution
- Business & process Development
- Artificial Intelligence, technology platforms, SaaS & eCommerce
- Financial administration
- Program oversight
- Budgeting
- Business planning
Accomplishments
- 2022: Certified Board Member (HHJ), Chambers of Commerce
- 2019: Digital Service Design, Haaga-Helia
- 2018: Structured Machine Learning Projects, Coursera 2018: Elements of AI, Reaktor & University of Helsinki
- 2017: Coaching Leader, BoMentis
- 2015: Lean Six Sigma Champion, Wakaru
- 2014: Change Management, Talent Vectia
- 2012: Service Contracts, Yritys Akatemia
- 2005: Leadership in a Project Team Environment, IBM 2005: Project Management Fundamentals, IBM
Interests
Downhill skiing, Golf, Spinning, Travel, Trekking
Personality
- Happy and positive minded
- Systematic and very goal oriented
- High performance and creating enthusiasm for different things and projects
- Dynamic networker and influencer
- Coaching people to be their best selves
- Passionate to learn new things
- Self-drivenand out-of-the-box solution thinker
Languages
Finnish
First Language
English
Proficient
C2
Swedish
Upper Intermediate
B2
German
Upper Intermediate
B2
French
Elementary
A2
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Board Member
Transmeri Oy
05.2022 - Current
Chief Commercial Officer
Smartum Oy
01.2022 - 06.2022
Board Member
Nooa Savings Bank
08.2021 - Current
Chief Executive Officer
Emmy Clothing Company Ltd
08.2019 - 11.2021
Director
Alma Media Group, Talent Oy
12.2017 - 03.2019
Sales Development Director
ElisaOyj
04.2015 - 12.2017
Client Director
OP Financial Group / OP-Services Ltd
12.2011 - 04.2015
Client Manager
IBM Finland
09.2007 - 12.2011
Transformation Project Manager
IBM Finland
02.2005 - 09.2007
PMO Office / Process Owner
IBM Finland
08.2003 - 02.2005
Development Manager
Metsä Group / Logisware Oy
06.2001 - 08.2003
Key Account Manager
TJ Group Ltd
01.2000 - 06.2001
Consultant
AFRY / Jaakko Pöyry Consulting
12.1997 - 12.1999
Master of Science - Econ, International Business, Accounting
Aalto University
High School Diploma -
Pohjois-Tapiolan Lukio
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