University of Helsinki

University of Sydney

Uppsala University

Digital Analytics Manager at Paulig Group

I lead a 13-member Marketing and Communications team and sit on the management team. My team encompasses marketing, digital, content and communications functions. I am responsible for the profit and loss of private customer fundraising across digital channels. Additionally, we handle all marketing activations, campaigns, communications, and digital development. Brand strategy and positioning are within our scope. Moreover, I oversee UNICEF Finland's customer experience function with a cross-functional matrix team.

Suomen UNICEF – UNICEF Finland

Marketing and Communications Director

I led efforts to elevate the digital customer journey across all brands, platforms, and markets. I assumed ownership of critical digital initiatives and formulated the Group's digital marketing roadmap. Working closely with brand management, local marketing teams, and IT, I fostered collaboration and alignment among key internal stakeholders.

Paulig Group

Digital Ecosystem Manager

After Paulig Group’s re-organisation in 2019 I took the role of Digital Analytics & Platform Manager in the new established Creative, Planning & Digital Team part of the Group’s Marketing & Innovations
function. My responsibilities included setting up Group’s digital marketing KPIs and developing and managing all Paulig Group’s digital platforms.

Digital Analytics Manager

I led the team of six responsible for Paulig Coffee Division’s digital marketing activities for all coffee brands, including Juhla Mokka and Presidentti coffees - some of the most valued brands in Finland. My
team designed, implemented and monitored all digital marketing campaigns in cooperation with multiple external agencies and stakeholders. In addition, I managed the Customer Service Team of
two.

Digital Marketing Manager

As the head of our team of five, I was responsible for Mandatum Life’s sales driven content strategy and most of the company’s marketing and communications activities. I was also deeply involved in building the company’s brand and digital services. I reported to the Marketing and Communications Director of Mandatum Life.

My team planned, produced and handled all the marketing for B2C and B2B sales channels and took care of the external and internal communications. We planned all marketing campaigns, produced content (e.g. articles, videos, whitepapers), built digital marketing funnels, ran programmatic ad buying, utilized marketing automation, created sales materials as well as handled client communication, community management and social media. 

In addition, I was responsible for the company’s own digital media Life Journal, printed Mandatum Life Magazine and the company websites. I worked closely with our sales teams, and I handled the contacts with our ad, digital and media agencies as well as with our editors and freelancers.

Notable achievements:
• Launch and development of sales and results driven content marketing of Mandatum Life.
• Execution of several successful omnichannel marketing campaigns (B2C and B2B).
• Design and management of content marketing and marketing metrics and KPIs.
• Systematic utilization of data to understand target groups.

Mandatum Life Insurance

Content Director

I managed the communications team of two communications planners and reported to the Marketing and Communications Director of Mandatum Life. My team was responsible for all internal and external communications of the company. During the four years, we created systematic and functioning communication procedures as well as systematic sales based content production, which later developed to be the basis for the company’s content marketing.

My main responsibilities also included digital communications, internal and line communication, content theme management, issues management as well as running our client magazine and participating in media relations management.

Notable achievements:
• Launch of Mandatum Life’s own digital media platform   Life Journal and the new website for Mandatum Life.
• Strategic content and article production in cooperation with the sales teams.
• Creation of processes for internal and external communications.

Communications Manager

I worked as a communications consultant and as a project manager in numerous communications and PR projects for Finnish and international companies. I reported to the CEO of the Helsinki office.

During the years, I was introduced to several fields of businesses and developed my skills as a project leader. The communication projects were often complex and comprised of several interest groups. The work also improved my writing, for most of the projects included content production.

As a project leader, I was responsible for
• Strategic communications planning, issues management and content production.
• PR activities, media relations and media training as well as change and crisis communication.
• Planning and executing annual reports, CSR reports, client magazines and marketing materials. I was also involved in planning communications for M&As and public listings.

Laura Helaniemi