New Roadie Arrivals 3/25

Our team has two new Roadies: say hello to Janina and Carlo! 

Janina Keskinen

Senior Consultant, Martech

Hi Janina, how did you get good at what you do?

Over the past 8+ years, I’ve focused on marketing automation and martech in various roles, both on the client side and as a consultant. For the past four years, I’ve worked as a consultant across different industries in B2B and B2C. Before jumping into consulting, I worked in the insurance sector for several years.

I have an academic background in information systems science and business administration. I believe that my strength lies in understanding both the business and technical aspects, enabling me to support clients in driving growth. I also have a growing interest in graphic design and usability. Last year I completed a one-year degree in graphic design.

Why Columbia Road?

I got interested in Columbia Road after hearing about the company from someone I knew who worked there. What really drew me in was the low hierarchy culture and the way of working that combines freedom with responsibility. I knew that this kind of environment would suit me well. We have such a great and talented group of people here!

Columbia Road differs from other companies in many ways but I’d say that the most fundamental difference is that we understand both, the business and technology. This resonated with me somehow since I’ve been working at the intersection of business and technology for several years.

What makes your heart beat a little faster?

I love cooking and hosting dinners for friends and family. While I’m not the biggest fan of everyday cooking, I really enjoy cooking slowly on weekends. When it comes to sports, tennis is my number one favourite, but I also like to try out different activities. In my free time, I also run my own online store for recycled golf balls. It’s a fun side project supporting my professional growth, giving me more experience in how marketing automation can truly drive results in ecommerce.

Carlo Morelli

Managing Consultant, Martech

Hi Carlo, how did you get good at what you do?

I studied in Bordeaux, where I earned a master's degree in management and marketing. In my case, learning‑by‑doing proved essential. I was fortunate to have the opportunity to work in Italy, France and Sweden across different industries (sportswear, fashion, ecommerce, and consumer goods) in various roles (Head of Marketing, COO and CEO)

My early background is in marketing with a focus on strong lifestyle brands. When I moved to Sweden in late 2017, I realised that I loved ecommerce and the business side. I transitioned into roles where I could have a larger impact on business operations. I love optimising processes and going from strategy to execution. 

Why Columbia Road?

The people, the people, the people. I was lucky to meet and know a couple of Roadies who always talked so highly of the company values. I was really impressed when I joined and met really competent, kind, and professional people.

What makes your heart beat a little faster?

Currently my son is definitely on the top of the list! In the past I would have probably answered with a surfboard emoji and some running shoes . I have long been passionate about action sports (surfing, skiing, wakeboarding) and I have been so lucky to spend time with some of the sports' greatest athletes during my career!