Juho Harmaa
Verified Expert in Marketing
Marketing Expert
Turku, Finland
Toptal member since March 2, 2021
Juho is a senior marketing and business leader with 17 years of experience building and growing innovative online businesses. He has led marketing, product, design, and engineering teams and has a strategic and data-led approach to marketing. Juho is a problem solver, an entrepreneur at heart, and a team player.
Project Highlights
Expertise
- Customer Data Platform (CDP)
- Data Strategy
- Digital Marketing Strategy
- HubSpot Marketing Hub
- Marketing Automation
- Product Marketing
- SaaS
- Segment.io
Work Experience
Communication and Operations Strategist (Ext. Consultant)
European CO2-recycling Biotechnology Company
- Audited the company processes, ways of work, and management practices to find and locate key improvement areas for communication and information management.
- Created and implemented a communication framework and strategy to support external and internal communication in delivering the company's CO2-recycling mission, culture, and strategy.
- Led a change management project inside the company to establish cultural cornerstones and a culture code. This included workshops with key stakeholders and employees to identify user stories, current cultural tenants, and improvement points.
Data Strategist and Product Director (Ext. Consultant)
Avaus
- Worked as a data strategist in customer projects to consult customer executives and assist them in finding and achieving their marketing and sales data potential and delivering personalization at scale.
- Guided and advised industry leaders in achieving their data and automation potential by implementing best practices in data, ML/AI, and marketing and sales activation.
- Led product marketing in the highly complex enterprise offering, delivering new customers, and increasing focus and efficiency in brand and product marketing.
- Advised the consulting company on implementing B2B SaaS product marketing best practices in their asset-based consulting offering.
- Created a product marketing and communication strategy and led the process of identifying ideal customer value propositions, defining key messages, and creating concept materials for marketing and sales teams.
- Steered the brand and concept renewal project by driving design sprints to create a more product-centric positioning for the asset-based consulting offering.
C-level Product and Product Marketing Executive
Lyyti
- Headed a productization and competitive pricing renewal project with key stakeholders in management and functions to align it to our strategy and product values. Utilized the Agile methodology, customer data analysis, and design sprints.
- Designed and implemented a data-led analytics and intelligence system with multi-platform sourcing, ETL pipeline, CDP, and analytics. This allowed us to build a 360-view of our user interactions to drive customer success and growth.
- Utilized the Agile methodology, design thinking, sprint planning, kick-off meetings, backlog refining sessions, daily standups, and post-mortems to deliver projects in tight timeframes.
- Consulted for customers and in-house operations about marketing, data management, and analytics. Led projects to integrate with CRM and HRM software like Pipedrive, marketing automation platforms, and customer data platforms (CDPs).
- Led a highly satisfied cross-functional team of 20+ people with an eNPS of over 60, demonstrating organizational behavior (OB) expertise. The team included people working in product management, product marketing, design, and other fields.
- Advised and organized multiple successful requests for proposals (RFPs), including governmental and intergovernmental organizations and Fortune 500 companies.
- Headed and collaborated with other management team stakeholders and team leads to create an employee playbook with standard best practices, guidelines, and rules to improve culture and employee onboarding.
C-level Marketing and Product Executive
Lyyti
- Collaborated with internal stakeholders to build growth marketing strategies to grow the company from a national success story to a respected international player, exceeding the Rule of 40 every year.
- Led a cross-functional team of marketing, product, design, development, and operations.
- Implemented marketing automation, A/B-testing, and analytics platforms and processes, such as HubSpot, GA, GTM, VWO, and Hotjar, to create data-driven content and inbound marketing operations.
Marketing Manager
Lyyti
- Managed marketing operations and growth, sales enablement, and other daily operations.
- Handled search engine optimization (SEO), search engine marketing (SEM), and performance marketing operations.
- Utilized paid and organic channels and lead generation.
Chief Executive Officer (CEO)
Greenhost, Ltd.
- Led a team of five employees and took part in all of the company's daily operations regarding sales, marketing, support, and technical duties.
- Built strong values and caring culture for the company and its employees.
- Established the company as the first zero-emission hosting company in the Nordics.
Entrepreneur
I-nom Network Solutions
- Founded my first company, which dealt in web hosting and web design, at the age of 17.
- Gained my first customers from partnerships and content marketing.
- Grew the company to be one of the largest nationwide before selling the business.
Project History
Growth and Marketing Advisory Consultations for US Healthcare Software Company
Provided advisory, marketing, growth, and sales operations consultations to the company to grow its business.
This company is a US-based healthcare software startup that provides tools for practitioners to retain and grow their customer base and communities. I assisted the company executives in improving the company’s marketing and sales funnel and optimizing marketing operations and communication.
Transformational Marketing and Sales Data Strategy
Delivered a transformational marketing and sales data strategy to an enterprise customer.
I headed a project team to deliver a transformational data strategy to help an international enterprise customer aiming to increase customer understanding with personalized and automated marketing activities.
Customer Profiling and Customer Data (CDP) Platforms
Led, designed, and implemented a customer data platform and analytics to create cross-functional 360-degree visibility of user behavior and key actions, thus enabling marketing, sales, and product teams to create personalized marketing activities.
A product is central to all functions in a SaaS company, so data or engineering teams should not be the only ones with access to clearly visualized decision data. Our project’s goals were to map critical user actions and behavioral activity points and provide this information in a readily-accessible format that every employee could easily use.
By utilizing industry-leading tools such as Segment.io and Amplitude, we created a solution that presents a historical and real-time customer activity situation in various dashboards while allowing all the employees to develop their own dashboards according to their needs. We used the data pipeline to deliver real-time activities to multiple sales, support, and customer success teams, thus enabling different functions to access the same systems they operated in their daily work. This real-time user information was available to make decisions that affected the company and created a constant basis for better data-led decisions.
Education
Master of Science Degree in Marketing
University of Turku - Turku, Finland
Bachelor of Science Degree in Marketing
Turku School of Economics - Turku, Finland
Certifications
SEO Certification
HubSpot Academy
Google Analytics Certification
Google Data Analytics
Inbound Marketing Certified
HubSpot Academy
Skills
Core
Marketing Automation, Product Marketing, Digital Marketing Strategy, Marketing, Digital Marketing, Web Marketing, Marketing Strategy, Funnel Optimization, Brand Marketing, Marketing Analytics, Digital Marketing Best Practices, Agile, Branding, Search Engine Optimization (SEO), Lead Generation, Funnel Marketing, Social Media Strategy, Content Strategy, Writing & Editing, Chief Marketing Officer (CMO), Customer Success, Content Marketing, SEO Tools, SEO Content, Google SEO, Local SEO, Search Engine Marketing (SEM), Keyword Research, Social Media Content, Content Creation, Content
Business Models
Business to Business (B2B), SaaS, Business to Consumer (B2C), SaaS Product Marketing
Platforms & Tools
HubSpot Marketing Hub, Amplitude, Salesforce Marketing Cloud, Google Analytics, Mixpanel
Other
Segment.io, Slack, Google Docs, Data Strategy, Go-to-market Plans, User Experience (UX), Marketing Plans, Customer Data Platform (CDP), Digital Media, Consulting, Coaching, Startups, Intercom, Marketing Materials, Sales Management, Customer Acquisition, Customer Acquisition Cost (CAC), Personalization, Data-driven Marketing, Growth Marketing, Project Management, Communication Strategy, Change Management, Business Transformation, Culture Management, Content Management, Pipedrive, Competitive Pricing, Organizational Behavior (OB), User Stories, Post Sales Consulting
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