Hi, I’m
Tiina Hovi
Marketing Director
Helsinki
I find that the harder I work, the more luck I seem to have.
Thomas Jefferson
Summary
I am a results-driven marketing leader with a diverse background in strategic marketing, digital marketing, e-commerce, digital channel development, customer experience, loyalty programs and business expansion. With over a decade of experience leading multidisciplinary teams, I have a proven track record of nurturing high-performing teams, managing esteemed brands, developing modern and scalable martech-stacks and reaching ambitious goals. I am accustomed to working in multinational matrix organizations and for the past three years I have overseen international marketing responsibilities.
My superpower is a business mindset, equipped with sufficient technological understanding, which allows me to communicate effectively with engineers. Having spearheaded complex multinational e-commerce projects, two of which were recognized as the best in their categories, I bring a unique blend of strategic vision and hands-on experience to the table. Ambitious timelines and growth targets motivate me.
Overview
18
years of professional experience
Work History
Varjo Technologies OyHelsinki
Head Of Digital Sales and Marketing
03.2022 - 01.2024
Job overview
- I designed and executed an e-commerce, B2C- and overall growth marketing strategy, improved data capture and analytics, lead generation, organic reach and conversion.
- Being responsible for 15 % of Varjo's revenue and seven-digit pipeline goals, I met and exceeded aggressive growth targets, reaching record performance in Q4/23.
- One of my greatest achievements at Varjo was to modernize the previously fragmented e-commerce into a scalable and future-proof headless solution on BigCommerce. We developed and launched three international web stores in just a few months.
- I led our growth marketing initiatives with close collaboration with the content team. SEO, lead generation and advertising performance improved significantly
- Brand awareness increased through e.g., a scaled-up influencer outreach program.
- I upgraded data tracking from UA to GA4 and PiwikPro and introduced more meaningful web data acquisition.
- I was also closely involved in our CRM transition to HubSpot, which allowed us to scale our marketing automation and customer engagement.
HMD Global OyEspoo
Head of Global Digital Marketing Operations
05.2021 - 03.2022
Job overview
- The Digital Marketing Operations team was responsible for creating localized content across all HMD's digital touchpoints including 86 local websites in 40 language versions, campaign and transactional emails, My Device App, and retail- and partner channels.
- In addition to content management, my team of ~20 digital marketing experts looked after all things related to email marketing, web analytics, cross-channel tracking, DevOps, SEO and CRO. Together we supported our global and local teams with all digital marketing-related tasks to help them reach their commercial goals.
- I improved the operational efficiency and output by identifying and eliminating bottlenecks and streamlining processes by e.g developing an internal ticketing system which led to significantly reduced cycle times, increased overall output and improved employee satisfaction and team atmosphere.
Finnkino Oy
Head of Marketing & E-commerce
08.2018 - 04.2021
Job overview
- I was responsible for B2C and B2B marketing, customer engagement, loyalty, and digital channels at Finnkino, the leading cinema chain in Finland
- I led a team of nine experts in creative design, web analytics, CRO, SEO, copywriting, retail- and POS, and social media
- During my tenure, the brand perception improved significantly thanks to content strategy development, systematic effort on tonality and various customer engagement initiatives
- I also developed the audio brand for Finnkino
- I collaborated closely with our strategic supply-, retail- and media partners to run effective joint marketing campaigns
- In terms of service design, I spearheaded several successful new service concepts and improved overall customer experience
- I was responsible for a six-digit marketing budget and worked towards ambitious EBITDA goals
- The most critical KPIs were tickets sold, average ticket and order value and share on digital sales, which more than doubled during my tenure.
Finnkino Oy
eCommerce & CRM Manager
03.2015 - 07.2018
Job overview
- I was responsible for E-commerce, CRM, customer loyalty, and all digital channels at Finnkino, both B2C and B2B
- Some of the projects I worked on include: -Product owner / NCG common web (Norway: www.odeonkino.no, Sweden: www.filmstaden.se -Loyalty program launch (www.finnkino.fi/lab) -Several smaller projects around conversion optimization and improving customer experience -Data protection regulation (GDPR) compliance -New website for Finnkino's B2B services: www.finnkinob2b.fi -Data management platform for Adform -Marketing automation and eCRM strategy based on RFM-modelling
TUI
Marketing & Online Manager
04.2013 - 03.2015
Job overview
- I was responsible for the marketing and e-commerce for the biggest tour operator in Finland
- My responsibilities included: Budget & ROI, management, local marketing strategy and localization of international strategy, vendor and partner management, media planning and traffic optimization, SEO, conversion optimization, eCRM and campaign planning
- In addition to my core duties I was also actively involved in TUI Nordic's and TUI Group's web development projects as product owner and business representative.
Estime Oy
Account Manager / Project Manager
09.2011 - 04.2013
Job overview
- Digital Marketing, SEO, SEM, Web Analytics, Website Optimization, social media marketing.
Meltwater
Senior Strategic Account Manager
02.2011 - 09.2011
Job overview
- I managed a portfolio of Key Accounts based in the UK, European countries and global accounts
- I negotiated Global Framework Agreements and consulted leading organisations with their Business intelligence, Social Media and Media planning strategies.
Meltwater
Managing Director Meltwater Talent
08.2010 - 01.2011
Job overview
- I led the talent management solutions business in Finland and launched a new HRMS solution in the Finnish market
- Despite a reasonably successful start, the product line was quickly discontinued as it was not aligned with Meltwater's core strategy and competitive advantage
Meltwater
Managing Director, Client Relations
02.2009 - 07.2010
Job overview
- I was responsible for establishing a new department for customer success management in the South-Pacific region
- I had full profit and loss responsibility over a client portfolio of ~750 companies
- I developed methodologies for improving client retention and expanding existing portfolios
- I led a team of up to eight employees and was responsible for their recruitment and training
- In addition, I actively promoted and supported the launch of new product lines in the region and consulted top organizations with their social media, media monitoring and PR strategies.
Meltwater
Sales Manager
01.2008 - 01.2009
Job overview
- I started my career at Meltwater News as a sales consultant, being part of the original crew to establish the company's Finnish operations
- Our market entry was very successful and personally I was at the top 10 of most successful sales consultants in 2008 globally
- I was promoted to a sales manager role in August 2008 taking on people development responsibilities whilst meeting and exceeding the sales targets.
Forrester
Events Specialist
07.2006 - 12.2007
Job overview
- I was responsible for event sales in the United Kingdom, Ireland and the Scandinavian markets
- Event services consultation and account management for existing clients
- I supported the Event Sales Manager in the recruitment and training of new event sales interns
- In addition, I supported with the on-site event logistics and customer relations
- I also got to support the research team with customer experience reviews for Nordic websites.
Education
Henley Business School
Executive Master of Business Administration - EMBA from Business Administration and Management, General
04.2023
Haaga-Helia University of Applied Sciences
BBA from Marketing, international business, leadership
01.2007
Tecnológico de Monterrey
BBA from International business degree
01.2005
Skills
- Leadership
- Marketing strategy
- Digital marketing
- E-commerce
- Relationship marketing
- Media strategy
- Customer engagement
- Growth Marketing
- Business development
- Brand Development
- Budgeting
Websites
Languages
Finnish
First Language
English
Proficient (C2)
C2
Italian
Intermediate (B1)
B1
Swedish
Intermediate (B1)
B1
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Head Of Digital Sales and Marketing
Varjo Technologies Oy
03.2022 - 01.2024
Head of Global Digital Marketing Operations
HMD Global Oy
05.2021 - 03.2022
Head of Marketing & E-commerce
Finnkino Oy
08.2018 - 04.2021
eCommerce & CRM Manager
Finnkino Oy
03.2015 - 07.2018
Marketing & Online Manager
TUI
04.2013 - 03.2015
Account Manager / Project Manager
Estime Oy
09.2011 - 04.2013
Senior Strategic Account Manager
Meltwater
02.2011 - 09.2011
Managing Director Meltwater Talent
Meltwater
08.2010 - 01.2011
Managing Director, Client Relations
Meltwater
02.2009 - 07.2010
Sales Manager
Meltwater
01.2008 - 01.2009
Events Specialist
Forrester
07.2006 - 12.2007
Henley Business School
Executive Master of Business Administration - EMBA from Business Administration and Management, General
Haaga-Helia University of Applied Sciences
BBA from Marketing, international business, leadership
Tecnológico de Monterrey
BBA from International business degree
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