20+ years across the full stack.
Product, strategy, AI, software, data, automation, storytelling, brand, digital marketing, sales, leadership. The whole thing.
The origin story
2002. Finland. I'm in school, building my first website for a mobile phone reseller using Dreamweaver.
✨ Seeing it go live was magic. Still is.
I studied Business Information Technology. Had PHP courses. Database courses. But I wasn't a coder. I was more interested in the whole thing. The concept. The business. How it all fits together.
So I learned to glue parts together. Drupal. WordPress. Hired freelancers for the pieces I couldn't do. Figured out the rest.
2010:Started a company bringing offshore dev teams to Finnish SMBs. Project manager between clients and developers. Still didn't code.
Then I got curious about building my own things.
The builds
Vandall.com
Co-Founder & COO. Crystallized the concept, ran daily operations, led investor meetings. Helped team secure funding to build MVP.
Booky.fi
Marketing & eCom Director. Improved online sales for Finland's leading bookstore. Result: six figures added to annual revenue from improved conversions.
Canon
Solution Business Manager. Developed enterprise content management solutions. Led complex 7-figure sales and solution proposals.
BearingPoint
Management Consultant. Business process development, shared services, financial reporting, SAP, BI. Helped large clients improve operations on complex projects.
Warrior Coffee
Founder. Built D2C & B2B coffee brand from zero to €1M annual revenue. Landed retailers like SOK and clients like Epic Games. Created instant butter coffee, sold in 15+ countries.
Joogit.fi
Co-Founder & Chief Growth Officer. Designed product, UX, and business model. Built full subscription platform on WooCommerce. Led go-to-market, SEO, paid campaigns. Scaled to €100K revenue in under 6 months, profitably.
SCA Finland
Board Member. Advanced specialty coffee industry standards through education and events in Finland.
Giosg.com
VP Sales & Marketing. Built GTM for early-stage SaaS. Secured foundational contracts with major telecom operators. Company now 60+ employees.
Tekai
Senior Growth & Sales Executive. Redesigned CRM and sales process in Pipedrive. Ran 50+ sales meetings with CTOs and product leads to test current offering. Qualified double-digit pipeline for 2026. Built digital outreach playbooks and SDR partnership framework. Part of Reaktor Ecosystem.
My unique perspective has been formed living and working internationally for the past two decades.
Here's the thing.
When the world and work is changing, that's where I feel at home.
I understand how code works. I know the technologies. AI tools have unlocked a new level — I can now build the technical parts that used to require a specialized engineering background.
⚡ But the real advantage is the 20 years of context behind how I use them.
I've spent two decades understanding business realities as a specialist and entrepreneur. Building marketing that actually works. Developing products and services people actually buy. Filling the gap between "good idea" and "thing that makes money."
That combination — deep business experience plus hands-on building with AI — is what makes my advisory different. Grounded in what I build, not in what I read about.
The most useful language now is English + clear thinking + generalist understanding of how things fit together.
How I fit in.
Strategic advisor
Big picture thinking grounded in hands-on building experience. I help shape direction on AI strategy, product development, and organizational readiness.
Embedded strategist
I join your team for a focused period. Deep enough to understand the real constraints, senior enough to move things forward.
Transformation injection
Short, focused engagements. Assess where you are, identify the highest-leverage moves, and help you execute the first ones.
Ongoing advisory partner
Continuous strategic support. Regular check-ins, evolving priorities, someone who knows your business context deeply.
The format fits the need. Let's figure out what works for you.