Meet the speakers
Adina Manisor
Head of Group Data & AI Product, Electrolux Group
Adina Manisor has spent nearly two decades turning data and AI into enterprise capability, through leadership roles at Hewlett-Packard Enterprise, Scania and now Electrolux Group, where she leads global Data & AI strategy across 16 business areas. She is passionate about helping organisations recognise and unlock the strategic and economic value of their data, convinced that most still underestimate it. Her work explores how leadership, governance, operating models and technology come together to close that gap, and what it takes to move from experimentation to sustainable adoption at enterprise scale.
Fabio Baum
VP ECommerce and Growth, Suitsupply
Fabio Baum leads ecommerce and growth at Suitsupply, a vertically integrated brand selling across 50 markets through more than 100 stores and its online business. Across roles at DHL, McKinsey and Zalando, most recently five years as General Manager for the Nordics and Benelux, he has seen commerce from the supply, strategy and platform sides. His focus now is growth, innovation and deeper customer relationships worldwide, across a business where digital and physical are meant to work as one.
Cecilia Weckstrom
Director, Digital Consumer Engagement Transformation, The Lego Group
Cecilia Weckstrom spent twenty-five years inside the LEGO Group, through its turnaround and 12x growth, where she most recently led the transformation of the global engine of fans, creators and communities that keeps one of the world's most loved brands loved. She is the founder of Oxime Partners, an advisory practice for leaders on a mission to reinvent their business and make it hold, and a member of the International Advisory Board at HEC Paris.
Meet the hosts
Ilona Kuusela
Managing Consultant, Digital Commerce & Growth, Columbia Road
Ilona was the first marketing technology consultant at Columbia Road and played a key role in building growth-hacking capabilities within the company. Ilona is an analytics and customer data enthusiast armed 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 five 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 has also worked to shape internal processes at Columbia Road and has led 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.
Eero Martela
Managing Partner, Columbia Road
Eero started as one of the first consultants at Columbia Road and today co-leads the company as Managing Partner. Over the past ten 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.
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