Tell us about your organization.
Marketing Finland is the largest marketing and communications community in Finland, representing more than 500 member companies that account for over 90% of all marketing and communications investments in the country. Our mission is to strengthen the role of marketing as a driver of business growth, competitiveness and innovation.
Our work combines education, networking and advocacy. On a typical day, we organize executive events and training programmes, collaborate with international organizations such as WFA and EACA, engage with policymakers on regulatory issues, and help our members stay ahead of changes in technology, AI, sustainability and consumer behaviour. We bring together marketers, agencies, media companies and technology partners to address the industry’s biggest challenges and opportunities.
What problem are you solving?
I’ve always believed that great products alone are not enough. Companies also need strong brands, customer understanding and effective marketing to grow. Joining Marketing Finland gave me the opportunity to help elevate marketing from a tactical function to a strategic business capability while supporting hundreds of companies through education, advocacy and collaboration.
What’s your biggest challenge right now?
What keeps me up at night is making sure Finland doesn’t fall behind. AI is reshaping our industry at an unprecedented pace, while legislation often moves much more slowly. We need regulation that builds trust and protects consumers without slowing innovation or making European companies less competitive. As an industry association, one of our most important responsibilities is to help shape that balance.
What’s a recent win you’re proud of?
One achievement I’m particularly proud of is that Marketing Finland has become a respected voice in shaping the future of our industry, both in Finland and internationally. We have successfully brought the industry’s perspective into discussions on AI, sustainability and marketing regulation.
A recent milestone was joining the Finnish Government’s Creative Economy Advisory Board, which delivered a national internationalisation roadmap for the creative industries to Prime Minister Orpo’s government. It reflects a broader recognition that creativity is not only a cultural asset but also a driver of exports, innovation and economic growth. I believe Finnish creativity, known for being both bold and responsible, has enormous international potential.
How do you see your cause evolving over the next 3–5 years?
The next few years will redefine marketing. As commerce continues to move into digital and AI driven environments, marketing will become one of the most important strategic capabilities in every company. New disciplines such as Generative Engine Optimisation (GEO), agentic AI and AI assisted commerce will require entirely new skills, new ways of working and new leadership. Our mission is to help Finnish companies succeed in this transformation.
What does success look like for your organization in the long run?
Our ambition is to make Finland one of the world’s leading environments for marketing expertise by bringing global thought leaders, best practices and the latest knowledge to Finnish companies, while helping our own professionals build internationally competitive capabilities.
How has memberio changed the way you work?
memberio has become the backbone of our operations. It brings together our CRM, membership management, events, online store and learning platform into one integrated ecosystem. Instead of managing multiple disconnected systems, our team works from a single source of truth, which has improved efficiency, reduced manual work and created a much better experience for our members. The integration between our CRM memberio, e-commerce and learning platform gives us much better insight into our members’ needs and engagement.
