aarne töllinen
Chief Marketing Officer at Barona
vice president k-auto
c-level experience various sector service , staffing , healthcare , consultancy travel gone ( still going ! ) inspiring transformation digitalisation term business , sale , service , customer behaviour marketing . short , professional passion create growth marketing . believe every marketer - mater business area role - ha creative . end measurable business result justifies professional existence . best starting point communication no-one interested company brand behind possibly great product . attract , engage finally sell , must first evoke emotion , give reason finally redeem expectation ’ set every encounter touchpoint . ’ strategic marketing planning always start question ” ” . strength inspiring team lead , strategic change management digital technology . i´ve privileged lead build different kind team , work closely versatile partner network deliver measurable business growth marketing . agency leader cmo . received appreciation manager , team member , colleague client analytical thinking , attitude , effectiveness energising style leading people . get motivation challenge satisfaction together reached goal .
Barona
https://fi.linkedin.com/company/barona
As CMO I`m in charge of Barona´s marketing & communication lead.

Our super talented marcom professionals in three marketing & communication teams (martech, comms, content) we aim to develop an inspiring Barona that supports our business strategy and accelerates Barona´s growth.

In addition to Barona’s own brand portfolio, we plan and create from A to Z great number of recruitment marketing and employer branding to large scale of well-known Finnish companies every month!
Helsinki Area, Finland
https://media-exp1.licdn.com/dms/image/C4D0BAQFzbz_XO9jKpA/company-logo_100_100/0/1543557020877?e=1655942400&v=beta&t=n-K3xkYslPpFaRpr-U3aAc-7IUiA7091WgBbtwHZ65k
Chief Marketing Officer
Stella Kotipalvelut
https://fi.linkedin.com/company/stella-kotipalvelut-oy
Stella was the leading provider of home delivered healthcare, housekeeping and childcare services in Finland. We executed over 10 M&A’s gained over 50 thousand customers and hired over 1200 employees. In 2018 our annual revenue was 32 meur.

As a partner and management board member I was responsible for Stella’s marketing and communication lead and strategic development in following areas: internal, external and crisis communications, marketing automation technology and analytics, brand and content, events and sponsorship, customer insight and research and stella.fi among others.
Helsinki Area, Finland
https://media-exp1.licdn.com/dms/image/C560BAQGs8mbA8V7Bkw/company-logo_100_100/0/1549546170120?e=1655942400&v=beta&t=_l70KooLcPw6Y01Z4EIAJ7bP_6j6ar9HVbpyI-kFahU
Chief Marketing & Communications Officer
ToinenPHD
https://fi.linkedin.com/company/toinen-helsinki
My role was to lead ToinenPHD´s operations and client teams in marketing planning to large variety of clients from industries such as travel, automotive, energy and FMCG. 

ToinenPHD serves its clients comprehensively in challenges regarding:

- marketing strategy and insight
- marketing planning, budgeting and budget allocation
- media strategies including own and paid media
- campaign planning and execution
- marketing tech, automation and analytics
- data driven performance marketing (SEO, SEA, COV, RTB)
- insight and research projects, brand tracking and segmentation services 
- workflow and process development

I felt deeply honoured to work for ToinenPHD. As an agency, as long as we manage to maximise our clients´ marketing ROI, they have a solid reason to intensify our strategic partnership. If their ROI declines, the agency has failed.
Finland
https://media-exp1.licdn.com/dms/image/C4D0BAQHWxEOFcvzw-w/company-logo_100_100/0/1561960568906?e=1655942400&v=beta&t=_QvUQIj0KPCG6yySXU_q8LtodsX3utRruMDw4gXMr_s
Deputy Managing Director
ToinenPHD
https://fi.linkedin.com/company/toinen-helsinki
Marketing architects are account and account group directors who lead ToinenPHD´s client teams. They are responsible for team’s operational management and strategic contribution in terms of marketing strategy, insight and campaign planning. My responsibilities included strategic planning, internal and extrernal sparring and close co-operation with other partner agencies. 

I considered my role as a sparring partner for our clients to grow their businesses with versatile customer understanding, effective marketing budgeting and data-driven marketing decisions.
Finland
https://media-exp1.licdn.com/dms/image/C4D0BAQHWxEOFcvzw-w/company-logo_100_100/0/1561960568906?e=1655942400&v=beta&t=_QvUQIj0KPCG6yySXU_q8LtodsX3utRruMDw4gXMr_s
Marketing Architect
Tjäreborg
https://fi.linkedin.com/company/tjareborg
As a member of Tjäreborg´s management board I was responsible for leading and developing company´s marketing, customer service, CRM and communication entity. From sales part I was in charge of overall results and growth targets. My success was evaluated based on both sales and brand related KPIs. Year 2014 our EBIT was 9,8 MEUR and revenue 139 MEUR. 

Together my 5 teams our mission was to enable consistent communication and Tjäreborg´s hearty tone of voice in all channels and customer touch points. I was pleased to orchestrate an inspiring team of marketing and sales professionals. On personal level my key mission was to coach my teams to reach their own targets.

It goes without saying that my liabilities included usual executive tasks such as strategic planning, budgeting, recruiting, goal-setting, coaching, reporting, market analysis, business opportunity mapping and partner relations.
Helsinki, Finland
https://media-exp1.licdn.com/dms/image/C4D0BAQG8j_3g76-1Ng/company-logo_100_100/0/1607590814098?e=1655942400&v=beta&t=BK7cKRS_Yfrm3YHHO3le9umCSbwtPjxVPHvjzGlSi5I
Director of Marketing and Sales
Tjäreborg
https://fi.linkedin.com/company/tjareborg
As an OBM I was specialized in online marketing and social media activities working closely with web, marketing and customer service teams. 

My main challenge from day one was to build an all-inclusive social media strategy. My liabilities included strategic planning and goal-setting, content planning and production, budgeting and campaign optimisation as well as partnership mapping and coordination. In addition I was pleased to take our performance measurement to the next level and pick relevant KPIs for both strategic and tactical level. 

To enable customer engagement in practice I was privileged to plan a social media customer service strategy, script our hearty tone-of-voice and finally recruit and mentor a skillful team of social media travel experts to manage Tjäreborg´s online customer service.
Helsinki, Finland
https://media-exp1.licdn.com/dms/image/C4D0BAQG8j_3g76-1Ng/company-logo_100_100/0/1607590814098?e=1655942400&v=beta&t=BK7cKRS_Yfrm3YHHO3le9umCSbwtPjxVPHvjzGlSi5I
Online Brand Manager
University of Jyväskylä
https://fi.linkedin.com/company/university-of-jyvaskyla
DIMAR was a TEKES (the Finnish Funding Agency for Technology and Innovation) funded research project. Project´s objective was to develop new tools and concepts to exploit interactive digital marketing channels more efficiently in sales, marketing and product development among industrial B2B companies. 

As a project manager I was responsible for project´s internal and external communications, administrative tasks, budgeting and international cooperation with interest groups.

I have been privileged to work with many inspiring companies such as Wärtsilä, Rautaruukki, UPM, Tieto, The Switch, Moventas, Vapo, Tieto etc.
https://media-exp1.licdn.com/dms/image/C4D0BAQEoQJdO5DlijA/company-logo_100_100/0/1566794349676?e=1655942400&v=beta&t=aMIiqKg8inI7RgyF6k1qmC8lHqZDkjs_vDMmOpuGubs
Project Manager
Various industries
Before settling down in the world of marketing I worker in various industries such as retail and horeca. As a salesman, hotel receptionist, shop assistant, sales advisor, sales trainee, among others. I learned the importance of hard work and customer focus. These versatile experiences provide a solid understanding about different kind of people as well as organisations. 

I believe that without knowing the entry level you can´t build the future. That´s why I swear in the name of hard work and ambitious targets.
Sales & Customer Service
Ph.D
Marketing, Accounting
https://media-exp1.licdn.com/dms/image/C4D0BAQEoQJdO5DlijA/company-logo_100_100/0/1566794349676?e=1655942400&v=beta&t=aMIiqKg8inI7RgyF6k1qmC8lHqZDkjs_vDMmOpuGubs
University of Jyväskylä
https://fi.linkedin.com/school/university-of-jyvaskyla/
M.Sc.(Econ)
Marketing, Economics, Management and Leadership
https://media-exp1.licdn.com/dms/image/C4D0BAQEoQJdO5DlijA/company-logo_100_100/0/1566794349676?e=1655942400&v=beta&t=aMIiqKg8inI7RgyF6k1qmC8lHqZDkjs_vDMmOpuGubs
Jyväskylän yliopisto
https://fi.linkedin.com/school/university-of-jyvaskyla/
Marketing, Management and Leadership
https://media-exp1.licdn.com/dms/image/C4E0BAQFdPcYREVRuFA/company-logo_100_100/0/1628509680019?e=1655942400&v=beta&t=J3GMd57QXP-Aw6y7ZcagQHhFSCtYd-vnS8YcMqewzhw
Oulun yliopisto
https://fi.linkedin.com/school/university-of-oulu/
The study extends the TAM framework with three additional constructs derived from mobile technology and sales force automation literature, namely personal innovativeness in the domain of IT, perceived risk, and perceived reachability. The model demonstrates that personal innovativeness and perceived reachability have significant effects on the TAM framework.
Intention to use mobile customer relationship management systems
Industrial Management & Data Systems
http://www.emeraldinsight.com/journals.htm?articleid=17114387&ini=aob
The Intention of the Sales Force to Use Mobile CRM: Model Development and Validation
Proceedings of the 2013 Academy of Marketing Science Annual Conference
Crowdsourcing in the Social Media Era: a case study of industrial marketers
Journal of Marketing Development and Competitiveness
http://www.na-businesspress.com/index.html
Facilitating innovations and value co-creation in industrial B2B firms by combining digital marketing, social media and crowdsourcing
Proceedings of the 2012 Academy of Marketing Science Annual Conference 16-19 May, New Orleans, USA.
http://www.ams-web.org/cde.cfm?event=358035
How Online Environment Improves Industrial Marketers’ Ability to Measure Marketing Communication Impacts?
Proceedings of the 41st European Marketing Academy Conference 22-25 May, Lissabon, Portugal
http://www.emac2012.org/r/home
Web Analytics and Social Media Monitoring in Industrial Marketing: Tools for Improving Marketing Communication Measurement
Proceedings of the 2012 Academy of Marketing Science Annual Conference 16-19 May, New Orleans, USA
http://www.ams-web.org/cde.cfm?event=358035
Digital and Social Media Marketing Usage in B2B Industrial Sector
Marketing Management Journal
http://www.mmaglobal.org/MMJ-Archive/MMJArchives.php
Opportunities and Challenges of Social Media Monitoring in the Business to Business Sector
World Business Institute Australia
http://www.wbiconpro.com/470-Aarne.pdf
Social Media Monitoring in the industrial Business to Business Sector
World Journal of Social Sciences
Yritysten viestintä murroksessa?
Keskisuomalainen
http://www.ksml.fi
Digitaalinen markkinointi teollisuusyrityksissä –tutkimusraportti
Jyväskylän yliopiston kauppakorkeakoulu
http://www.dimar.fi/ladattavat/tutkimusraportti_digitaalinen_markkinointi_teollisuusyrityksissa_julkinen.pdf
Is There a Need for New Marketing Communications Performance Metrics for Social Media?
Proceedings of the EuroMed Academy of Business
http://emab2011.teicrete.gr/images/documents/proceedings.pdf
Managing the Co-Creation of Marketing Communication: Social Media and Non-Profit Organizations
Proceedings of the International Forum On Knowledge Asset Dynamics
http://www.knowledgeasset.org/IFKAD/
Marketing Communication Metrics for Social Media
International Journal of Technology Marketing
http://www.inderscience.com/search/index.php?action=record&rec_id=45911&prevQuery=&ps=10&m=or
Juhani Pälve
      
          



            
              
        
              
  

    
        Olen työskennellyt Aarnen kanssa aktiivisesti yli kaksi vuotta ollessani Stellan toimitusjohtaja. Toimiala oli - ja on edelleen - kovin hektinen ja murroksessa. Aarnen tehtäväkenttä oli hyvin monimuotoinen ja hän pääsi poikkeuksellisen nopeasti kartalle hyvinkin erilaisista liiketoimintaa koskevista asioista sekä ymmärsi nopeasti tärkeimmät lopputulokseen vaikuttavat asiat. 

Oman spesialiteettialansa lisäksi Aarne toi myös vahvaa liiketoiminnallista kulmaa johtoryhmätyöskentelyyn omien vastuualueidensa ulkopuolelta, mikä on kohtalaisen harvinaista tukitoiminnasta vastaavalle johtajalle. 

Kiinnostus yhteiskunnallisista asioista mahdollisti sparrauskeskustelut asiasta kuin asiasta. Olenkin tätä mahdollisuutta käyttänyt hyväkseni myöhemminkin. Energisyys ja tekemisen tahtotaso sekä vauhti paistoivat läpi kaikesta tekemisestä. Paljon tehtiin ja paljon ehdittiin - deadlinet pitivät. Kahvikoneella käydessä harvoin olivat molemmat lenkkarit samaan aikaan käytävän laminaattipinnassa kiinni... Ilolla muistelen niitä aikoja! Suosittelen vilpittömästi.  Severi Tiensuu
      
          



            
              
        
              
  

    
        Aarne is one of the best marketing and business professionals I have met and worked with. He is a marketing visionary and has a very strong strategic and business development skills but does not hesitate to do operational level tasks when needed.

As a work partner, Aarne is a result oriented, analytical and has a hard working attitude but at the same time very pleasant guy to work with. He takes others into account, is polite and has the ability to inspire people around him and get them work together for common goals.

It has been very rewarding to work with Aarne and I can definitely recommend him to any strategic and director level position. 

Shared by Aarne Töllinen
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