Tomi Viiala

Company Overview: myStromer AG is the leading manufacturer of premium e-bikes in Europe, North America and the Middle East The company employs around 180 people and has a turnover of CHF 82 million

• Annual growth from CHF 52 million in 2021 to CHF 82 million in 2023
• Gross profit margin improvement of 5 % in 2 years
• Build-up of quality gates and quality defects reduced from 15% to 5% in 2 years
• Winner Red Dot best of the best Design Award in 2023 and 2024
• Desiknio after integration from CHF 1.5 million to CHF 8 million
• Achieved company growth by implementing strategic plans and streamlining operations.
• Streamlined business processes, resulting in increased operational efficiency across all departments.
• Enhanced brand reputation with effective marketing campaigns and public relations efforts.
• Developed a high-performance executive team for improved productivity and efficiency.
• Established new revenue streams by identifying market opportunities and launching innovative products or services.
• Devised and presented business plans and forecasts to board of directors.
• Initiated strategy to drive company growth and increase market share and profitability.
• Implemented cost-saving initiatives to reduce operational expenses without sacrificing quality.
• Oversaw divisional marketing, advertising and new product development.
• Maintained P&L and shouldered corporate fiscal responsibility.

• Empowered fellow board members by providing guidance on strategic issues and promoting informed decision-making practices.
• Strengthened company''s financial performance with diligent oversight of fiscal management and risk mitigation.

Company Overview: myStromer AG is the leading manufacturer of premium e-bikes in Europe and the USA. The company employs around 80 people and has a turnover of CHF 60 million

• Member of the Group Executive Board
• Developed strong partnerships with external vendors to enhance product offerings and drive higher profit margins.
• Increased profit margins by effectively controlling budget and overhead and optimizing product turns.
• Created innovative sales strategies through monitoring and evaluating market trends and competitive offerings.
• Fostered a culture of continuous improvement within the sales department, regularly organizing workshops and skill-building sessions for employees at various levels of expertise.
• Responsible for global customer service
• Management responsibility over 25 people globally
• Responsible for subsidiary company in USA since 2018
• Foundation and management of European Service Center Holland from September 2020
• Performed monthly sales forecasting and competitive analysis to determine product performance levels and need for new product developments.
• Developed short and long-term sales strategies to gain market share, uncover new sales opportunities and increase revenue.

Achievements:

• Growth from CHF 19 m in 2014 to CHF 56 m in 2020
• Turnaround Stromer 2018
• BENE sales from CHF 2.1 m in 2014 to CHF 27 m
• No 1 S-pedelec brand in NL, BE, USA, D, CH, LUX, DK,
• Gross profit margin improved by 4% in 2018
• accessories business from 1 % to 10 % of sales

Company Overview: Björndalen Marketing AG is part of the holding company Björndalen Vermögensverwaltung AG in Zug. Both companies are owned by the world's best winter athlete Ole Einar Björndalen from Norway with 7 x Olympic gold medals and 19 World Championship titles

The companies manage Ole Einar's sponsorship contracts as well as the license agreements.

• Successful restructuring of the two companies
• New sponsor contracts such as BMW and Certina acquired
• Guided the organization through periods of change by navigating complex challenges and seizing opportunities for growth.

Company Overview: ALBIRO s.rl.l was founded as a subsidiary following the acquisition of the outdoor brand Bailo and fashion brand Silvy Tricot in January 2013

The Bailo brand is represented in Europe and Asia

Frencys is the market leader for ski clothing for ski schools, ski clubs and mountain railroads

• Member of the Group Management and Board of Directors
• Implemented robust financial controls and reporting systems, ensuring accurate forecasting and budget management.
• Cultivated a strong organizational culture built on integrity accountability teamwork which resulted in higher retention rates among staff.
• Overall responsibility for EUR 8 million sales
• Strategy revision and restructuring Frency's integration of Bailo SA into the ALBIRO Group
• Repositioning of the brands (sales, marketing, products)

Company Overview: ALBIRO Group is one of the leading manufacturers of workwear and sportswear

Divided into 2 business units Work: Wikland, Marsum and ALBIRO (B2B), and Sports (Frencys, Bailo, Silvy Tricot)

Acts as market leader in Switzerland and Austria in the workwear segment and is represented with the group in Europe and Asia ALBiRO employs 220 people and generates sales of over CHF 70 million

• Member of the Group Executive Board
• Overall responsibility for over CHF 70 million in sales in the Work and Sports business units and 60 employees in CH, AT, DE, ITA
• Management responsibility for 4 country organizations in Europe as well as agents and importers in Europe and Asia
• Development and implementation of the Group strategy
• For M&A projects Responsible for the business plan and implementation
• Definition and implementation of comprehensive change management
• Processes in product development, sales and marketing
• Repositioning of the Wikland brand and new marketing campaign
• Introduction of SAP and new online strategy
• Introduction of new brand and communication strategy

Achievements:

• 5 % growth Group 2013,
• Frencys 2013 sales growth 12.1 %
• 1.5 % improvement in gross profit margin
• Establishment of new successful distributors in Europe and Asia

Company Overview: ODLO is the leading European manufacturer of functional sportswear No. 1 in underwear and cross-country skiing Turnover is CHF 180 million and has 600 employees

• Member of the extended Executive Board
• Accomplished multiple tasks within established timeframes.
• P/L Responsibility Running CHF 20 million (2011-2012)
• P/L responsibility Nordic Sports CHF 15 million (2008-2010)
• Development and implementation of the international sports marketing strategy
• Alinghi Americas Cup campaign + responsible for Alinghi clothing line
• Successful Olympic marketing campaigns 2010, 2012
• Development of the R&D department and innovation management
• Repositioning of the cross-country skiing division in the XC market 2008-2010
• Co-development of global marketing and brand strategy

Achievements:

• + 5 % running turnover
• XC sales in 2008 and 2009 each achieved 20 % growth in Europe
• XC suit for the 2010 Olympics, winner of the Red Dot Award and X Plus Award

• Management responsibility for 2 people
• Development and implementation of the sponsoring strategy
• Project Manager Olympia 2006 (Retail, Marketing, Sales, Products)
• Responsible for the brand and brand strategy Björn Dählie
• Collaboration in cross-country skiing product development
• Achievements: Establishing Björn Dählie as the No
• 1 in Europe in the XC market
• He nder of the seamless racing suit cross-country skiing (world novelty in 2008)
• Contracts with Ole Einar Björndalen, NSSF, ESF
• The most successful cross-country skiing brand with 19 Olympic medals in Turin