Meet the speakers
Linda Cereda
Global VP of Marketing Data, Nike
Linda is a dynamic business leader with over 20 years of international experience driving growth and innovation through AI and data-driven strategies. At Nike, she has built a 15-year career in senior roles across digital, loyalty marketing, data, and retail, leading large-scale transformations that redefined consumer experiences and delivered major business impact. Earlier in her career, she gained her strategic foundation in consulting at BCG and investment banking at Goldman Sachs. Known for turning complexity into bold strategies and tangible results, she bridges visionary thinking with powerful execution.
Timothy Lange
Member Engagement Marketing Lead, Vinted
Tim Lange, CRM Lead at Vinted, brings over 10 years of experience in CRM strategy and execution. At Vinted, he leads the CRM team’s messaging as the company transitions from a fashion resale platform to a multi-category marketplace and continues its expansion across Europe. His focus is on driving engagement, personalisation, and improving the Vinted experience for millions of members.
Jaakko Huhtapelto
VP, Technology & Digital business, Metso
Jaakko leads technology and digital business operations at Metso. He is a passionate technology enthusiast with over 15 years of experience at Metso in areas such as aftermarket, strategy, and digital business. His team currently oversees digital sales and services, as well as the development, productisation, and go-to-market for new AI-powered services, including predictive maintenance and autonomous equipment operations.
Eero Martela
Managing Partner, Columbia Road
Eero started as one of the first consultants at Columbia Road and today shares the company lead role as Managing Partner. Over the past nine years, he has played a key role in shaping the company’s growth and has gained a unique perspective on the evolution of digital sales both in Finland and internationally. Drawing from discussions with leaders across dozens of Northern European companies and the collective expertise of all Roadies, Eero brings sharp, hands-on insight into what drives real results in digital sales today.
Meet the hosts
Ilona Kuusela
Managing Consultant, Digital Commerce & Growth, Columbia Road
Ilona started as the first martech consultant at Columbia Road and played an important role in how our martech and growth hacking competencies were built. Ilona is an analytics and customer data enthusiast vamped with great marketing skills. She earned her spurs at Google, where she worked before joining Columbia Road, and after that, in many major Finnish and international organisations, where she has, as a consultant, helped in shaping the digital sales efforts to a steeper growth trajectory.
Sydney Arola
Senior Consultant, Design, Columbia Road
Sydney has been a consultant at Columbia Road for nearly 4 years, specialising in customer experience strategy and service design. She has guided go-to-market strategies of large Finnish B2B companies who are launching products in international markets, including her home country of the United States. She’s also worked to shape internal processes as Columbia Road, and has also branched outside of the company to lead student excursions and Growth Hacking crash courses. Her aim is to drive growth by approaching the entire sales funnel with a data-driven, customer-centred mindset.
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