Juho Harmaa, Product Manager in Turku, Finland
Juho is available for hire
Hire Juho

Juho Harmaa

Verified Expert  in Product Management

Product Manager

Turku, Finland
Toptal Member Since
March 2, 2021

Juho is a senior product and business leader with 17 years of experience building and growing innovative online businesses. His inspiration is combining technology with business and marketing to create exciting solutions customers love. He led product, design, and engineering for an award-winning event marketing platform and led the product development of a new enterprise-grade headless CDP. Juho is a problem solver, an entrepreneur at heart, and a team player.

Project Highlights

Award-winning NPS 70+ Event Marketing Platform
Led product, design, and engineering in an award-winning event marketing platform.
Product Analytics Process for 360 Cross-functional Visibility of User Activity
Led, designed, and implemented a product analytics pipeline and platform to create cross-functional 360 visibility of user behavior and key actions—this enabled product, management, sales, and support to utilize this to optimize their work.
Novel Industry Metric for Measuring Customer Experience
Co-founded and led the entire development lifecycle of a new industry standard metric for the event industry. It allows quantifying the value that a business event has created for all participants.


Work Experience

Data and Analytics Platform Consultant

2023 - PRESENT
European Government Owned Betting Agency
  • Delivered a holistic analysis of cross-functional team requirements for a best-in-class data and analysis platform.
  • Conducted market research to assess and analyze prospective vendors for the new platform.
  • Delivered an extensive procurement and deployment roadmap.

Product Director for the Customer Data Platform

2021 - PRESENT
  • Served as a data strategist to assist our customer executives in finding and achieving their data and automation potential.
  • Guided and advised industry leaders to be at the top of their class by implementing best practices in data, smart algorithms, and marketing and sales actions.
  • Delivered holistic data solutions in rapid deployment with high customer satisfaction in a complex customer environment.
  • Productized highly complex enterprise processes and operational frameworks into a scalable and documented processes playbook used in several different markets.
  • Led the product development of a modular enterprise-grade headless customer data platform (CDP) for asset-based consulting.
  • Drove and led a year-long change management initiative to transform the business capabilities, strategy, processes, and workforce skillsets to better match a more productized business model.
  • Performed market research and in-depth study of competitors, e.g., Segment.io, Lytics, and Blueconic.

Fintech Product Management | Strategy Consultant

2022 - 2023
European Payment Provider
  • Evaluated product market fit and opportunities for product expansion to a new market.
  • Led the consultation project and managed stakeholder relations.
  • Led research initiatives and structure to gain knowledge and market understanding through subject matter expert interviews.

SaaS Platform/Transformation Strategy Lead

2022 - 2022
US $1.4Billion revenue FinTech Company
  • Analyzed company structure and practices of a 4,000 headcount, $1.4 billion revenue fintech company and defined current and target state operating model for company transformation.
  • Designed a cutting-edge, target operating model for the company to transform into a best-in-class SaaS company to achieve ten times the revenue in 5-10 years.
  • Created and delivered a framework for the company's SaaS transformation and a roadmap for 1-3 year transformation stages.

Transformation Consultant

2022 - 2022
Deep Branch Biotechnology Ltd
  • Audited the company processes, ways of work, and management practices to find growth and scalability impediments.
  • Developed a prioritized list of over a hundred improvement points with mitigation activities. Delivered a list of detailed key transformation projects and a roadmap to implement them.
  • Led a change management project inside the company to establish cultural cornerstones and a culture code. This included workshops with key stakeholders and employees and identifying the current culture's cultural tenants and improvement points.
  • Created a transformation program for remote working, communication, and information management practices and facilitated workshops in implementing the practices and securing the buy-in from the employees and stakeholders in the senior management.

C-level Product and Technology Executive

2016 - 2021
  • Launched a new platform-wide cross-market payment solution and led the growth and adoption process.
  • Collaborated with internal stakeholders to define strategic initiatives and prioritize features and improvements to create product vision and strategy, ensuring efficient feature rollouts and on-time releases.
  • Directed a productization and pricing renewal project with key stakeholders in management and functions to align it to our strategy and product values. The project 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 be utilized cross-functionally.
  • Utilized the Agile methodology and design thinking, leading sprint planning, kick-off meetings, backlog refining sessions, daily stand-ups, and post-mortems, delivering to tight timeframes.
  • Consulted customers and in-house operations on marketing, data management, analytics, integration projects to CRMs, marketing automation platforms, CDPs, HRMs, and in-house solutions.
  • Led a highly-satisfied cross-functional team with eNPS of over 60 working on product management, design, development, quality assurance, security, and DevOps.
  • Advised and organized multiple successful requests for proposals (RFPs), including Fortune 500 companies and governmental and intergovernmental organizations.
  • Led 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 faster employee onboarding.
  • Managed and led the payment processor fintech product, including adopting KYC and PSD2. Partnered with several other payment processors to create a global offering of a two-way payment platform.

C-level Marketing and Product Executive

2014 - 2016
  • Planned and executed go-to-market strategies to current and new markets, delivering sustainable growth.
  • Collaborated with internal stakeholders to build product and marketing strategies to grow the company from a national success story to a respected international player.
  • Led a cross-functional team of marketing, product, design, development, and operations.
  • Implemented an API-first strategy to transfer the platform from a closed system to an open REST API application used by both internal and external developers.
  • 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

2013 - 2014
  • 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.

CEO and Founder

2011 - 2012
Algae & Grey Ltd.
  • Created a consumer brand in a greenfield industry and handled customer acquisition, marketing, sales, and eCommerce optimization.
  • Managed offshore production and supply chain management operations to ship high-quality products from Italy and China to European markets.
  • Designed the product packaging, branding, and eCommerce UI.

Chief Executive Officer (CEO)

2008 - 2011
Greenhost, Ltd.
  • Led a team of five employees and took part in all of the company's daily operations in 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.


2004 - 2011
I-nom Network Solutions
  • Founded I-nom Network Solutions, my first company, 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.

Award-winning NPS 70+ Event Marketing Platform


Led product, design, and engineering in an award-winning event marketing platform.

Lyyti is a leading European event marketing platform with thousands of active users and millions of participants every year. I led the product strategy and team to grow Lyyti into an international success story.

We pivoted Lyyti from a traditional event management tool to a significant actor in the marketing stack. Lyyti creates measurable marketing and customer data and integrates it into the marketing ecosystem with great APIs, CRM, and marketing automation integration. It is loved by customers and users with an NPS of 70. The NPS was surveyed by Bain & Co. during the company acquisition process in 2019. The product itself consisted of a web SaaS platform and two mobile products.

Product Analytics Process for 360 Cross-functional Visibility of User Activity

Led, designed, and implemented a product analytics pipeline and platform to create cross-functional 360 visibility of user behavior and key actions—this enabled product, management, sales, and support to utilize this to optimize their work.

This product is central to all functions in a company, and the access to clearly visualized decision data should not be behind data or engineering teams. The project's goals were to map critical user actions and behavioral activity points and provide this data in a readily accessible format that would be easy to use for every employee.

By utilizing industry-leading tools such as Segment.io and Amplitude, we created a solution that presents the historical and real-time customer activity situation in various dashboards while allowing all the employees to create their own dashboards on their needs. Utilizing the data pipeline, we were also able to deliver all the real-time activities to various sales, support, and customer success solutions. This enabled different functions to access the same systems they operated in their daily work.

Real-time user information was available to build decisions that clearly affected the company and created a constant basis for better data-led decisions.

Novel Industry Metric for Measuring Customer Experience

Co-founded and led the entire development lifecycle of a new industry standard metric for the event industry. It allows quantifying the value that a business event has created for all participants.

Experience Value Score is a new industry metric for measuring event success. It allows you to evaluate your participant's experienced value and, consequently, prove the effectiveness of your event. It enables companies to quantify the event value and similar benchmark events or industry competitors.

The project started from an industry-wide issue where the created value of events was not measurable. We gathered leading industry professionals to study different aspects of the issue for the research discussion. After that, we ran the design process through the design thinking process. The new metric came as an immediate success story through the very design-centric process and actual tangible need. The adoption rate rocketed to 90% a few months after the release.

Founded and Exited a Hosting Company

Founded a hosting company oriented towards consumers, small clubs, and associations. As a sole entrepreneur, I grew the company to be a market leader and sold it to one of the largest ISPs in Europe.

Ammuu was one of the largest entry-level hosting companies in Finland. It provided consumer-friendly, CO2-neutral hosting to consumers, small clubs, associations, and small companies. Nebula acquired Ammuu (TeliaSonera).

Growth and Marketing Advisory for US Healthcare Software Company

Provided advisory, marketing, growth, and sales operations consultation to the company to grow its business.

The company is a US-based healthcare software startup that provides tools for practitioners to retain and grow their customer base and communities. I assisted them in improving their marketing and sales funnel and optimizing their marketing operations and communication.

Company Change Management Project

Audited and led a successful change management initiative to ensure internal capabilities for the next stage of growth.

I audited, planned, and executed a vast change management project to define company pain points in processes and other ways of work. During the project, we managed to secure buy-in for the changes in company culture and work methods, facilitating remote work conditions in best practices and resources and ensuring the buy-in from management and company employees.

Consulting Company Transformation

Led a business transformation from a consulting company to acquire new ways of thinking, strategy, workforce resources, and processes to operate in a more productized offering.

A European multinational consulting company operated in a fairly traditional consulting operating model. They wanted to create a new, more productized offering based on the asset-based consulting model. I led and managed the transformation of the business unit, its ways of work, strategy, and planning methods and processes to ensure that it acquired the capabilities to succeed in the new competitive space.
2013 - 2015

Master of Science Degree in Marketing

University of Turku - Turku, Finland

2008 - 2013

Bachelor of Science Degree in Marketing

Turku School of Economics - Turku, Finland


Certified Blockchain Expert

Blockchain Council

MAY 2021 - MAY 2022

Google Analytics Certification



Google Data Analytics


FEBRUARY 2021 - MARCH 2024

Inbound Marketing Certified



Slack, Hotjar, Jira, Figma, HubSpot, ETL, Mailchimp, Google Analytics, Salesforce Marketing Cloud, Confluence, InVision, VPN


Monday.com, Zendesk, Blockchain, Google Analytics 4, Google Cloud Platform (GCP), Shopify


Agile Product Management, Agile Project Management, Change Management, User Testing, Digital Marketing Best Practices, Key Performance Metrics, Iterative Development, Agile, Conversion Rate Optimization (CRO), Desktop Web Design, Requirements Analysis, Quantitative Research, Data Product Management, B2B2C, Marketplace Platforms, Rapid Prototyping, Business to Business to Consumer (B2B2C), Design Thinking, Data Science, Hosting, Scrum

Industry Expertise

Marketplaces, Banking & Finance, Consumer Products, Education Technology (Edtech), Financial Services


Google Workspace, Marketing, Leadership, Product Strategy, Product Leadership, Cross-functional Collaboration, SaaS Product Marketing, Company Strategy, Enterprise SaaS, Pricing Strategy, Marketing Automation, Entrepreneurship, Product Management, App Product Management, Project Management, Survey Development & Analysis, Funnel Optimization, Website Conversion, Business Analysis, New Product Development, CRM Systems, Business Requirements, Integration, Stakeholder Management, Stakeholder Interviews, Stakeholder Engagement, App Integration, System Integration, Product Owner, Product Ownership, Requirements & Specifications, Backlog Grooming, Backlog Management, Feature Backlog Prioritization, Marketing Technology (MarTech), Communication, Data-driven Decision-making, Product Marketing, Product Discovery, Product Research, Market Strategy and Research Product Manager, Product-market Fit, Qualitative Research, IT Business Analysis, Vendor Management, Implementation Project Management, Software Implementation, Requirements, Online Payments, Stripe Payments, Payment Gateways, Payment Product Manager, Minimum Viable Product (MVP), Digital Marketing, SaaS, SaaS Product Management, Build Processes, Best Practices, Web Analytics, Conversion, Product Roadmaps, B2B, Marketing Strategy, Startups, Early-stage Startups, Business Transformation, Transformational Leadership, Revenue Optimization, Business Models, Growth, Product Growth, Product Vision, Digital Transformation, Business Planning, Research, User Research, User Surveys, User Interviews, Research & Investigation, Strategy, Product Development, Roadmaps, Web, Value Proposition, Value Proposition Design, Innovation Workshops, Customer Interviews, Customer Experience, Customer Research, Voice of the Customer (VoC), Marketing Mix, Digital Marketing Strategy, Web Product Management, Brand Positioning, Software as a Service (SaaS), Digital Solutions, Optimization, Product Strategy Consultant, Key Performance Indicators (KPIs), Digital Campaigns, Event Planning, Developer Relations, IT Project Management, Websites, User, Hiring, Technical Hiring, Operations, Market Fit, User Personas, SWOT Analysis, Pricing, Product Positioning, Discovery Workshops, Payment Processing, Feature Prioritization, Feature Planning, Business to Business (B2B), Product Frameworks, Customer Insights, Financials, Dashboards, Chief Product Officer (CPO), B2B Product Management, Team Management, Product Descriptions, Product Planning, Digital Strategy, ROI, Innovation Management, Information Systems, Business Law, Product Analytics, Data Management Platforms, Data-driven Marketing, Growth Marketing, Salesforce, Go-to-market Plans, Performance Marketing, A/B Testing, SEO Content, Search Engine Optimization (SEO), Content Marketing, Sales Enablement, Product Support, Sales, Inbound Marketing, Agile Coaching, Data Analytics, Segment.io, Amplitude, Data Pipelines, Customer Success, UX Design, Mobile Apps, User Experience (UX), Data Product Manager, Web Design, Content Management Systems (CMS), APIs, Growth Strategy, Fintech, API Integration, Technical Product Management, REST APIs, Business Intelligence (BI), Data Modeling, Technical Project Management, Project Budget Management, Website CMS, Website Optimization, Technical Leadership, Growth Hacking, Data Governance, Jobs to be Done (JTBD), Functional Requirements, Business Systems Analysis, Software Integration, Technical Business Analysis, Segment, PSD2, Platforms, App UX, Customer Support, User Journeys, User Flows, Management Consulting, Marketing Plans, Consulting, Portfolio Management, IT Service Management (ITSM), Managed Services, IT Services, Business Strategy, Go-to-market Strategy, International Payments, Cross-Border Payments, Product Requirements Documentation (PRD), Competitor Analysis & Profiling, Innovation Strategy, Innovation, Workshop Facilitation, Workshops, Ideation Workshops, Cryptocurrency, Feasibility Studies, Legal, Customer Data Platform (CDP), Customer Relationship Management (CRM), Monetization Models, Conversion Rate, Monetization, Brand Building, Revenue Strategy, Business Cases, Market Research & Analysis, Educational Platform Design, Pitch Decks, Feature Analysis, Data Analysis, Product Launch, Channel Strategy, Beta Testing, User Requirements, Data Research, Feature Roadmaps, Brainstorming, Product Coach, Mobile, Fintech Consultant, Customer Journeys, Analytics, Web Marketing, User Interface (UI), UI Design, Product Consultant, Rebranding, Website Traffic, Branding, Business Model Canvas, Training, Coaching, Mentorship & Coaching, Training & Training Content Development, Apps, Email Campaigns, Organic SEO, Growth Marketing Product Manager, Chatbots, Messaging, Custom Solutions, Client Delivery Management, Event Tracking, Data Integration, Consumer Privacy, Social Media, User Validation Testing, Project Consultancy, Lean Product Manager, Experimental Research, Cryptocurrency Wallets, Cost Analysis, Go-to-market Optimization, Market Research, Budgeting, Resource Allocation, Two-sided Marketplaces, Social Media Marketing (SMM), Information Security, UX Prototyping, New Product Rollout, eCommerce Payments, B2B Partnerships, Digital Payments, Market Entry, Minimum Marketable Product (MMP), Pricing Models, Positioning, PayPal, Card Payments, Payment APIs, Corporate Strategy, Mergers & Acquisitions (M&A), Customer Acquisition, Finance APIs, MVP Design, Domain Name System (DNS), App Development, iOS, Cross-border Projects, Business to Consumer (B2C), Startup Consulting, Web Hosting, Google BigQuery, JavaScript, Finance, Prototyping, Cost Estimation, Data Strategy, Business Consulting, Recommendation Systems, User Journey Maps, Wireframing, Brand Marketing, Marketing Communications (MarCom), Direct to Consumer (D2C), eCommerce, Offshoring, Supply Chain Management (SCM), Consumer Packaged Goods (CPG), Web Scraping, Design Strategy, UX Workshops, Non-fungible Tokens (NFT), Decentralized Finance (DeFi), Intellectual Property, Human Resources (HR), Workforce Management (WFM), Learning Transfer, Remote Work, Change Leadership, Culture Management, Agile Transformation, Financial Modeling, B2B Sales Pipeline, Sales Strategy, Business Plan Consulting, Product Design, Brand Strategy, SEO Tools, Website Audits, Google SEO, Experimental Design, Digital Asset Management, Germany, Lean Startups, Google Tag Manager, Mobile Marketing, Marketing Attribution, DMP, UX Wireframes, Agile Sprints, User Empathy, Legal Technology (Legaltech), BlueConic, Lytics Customer Data Platform (CDP), Data, Procurement

Collaboration That Works

How to Work with Toptal

Toptal matches you directly with global industry experts from our network in hours—not weeks or months.


Share your needs

Discuss your requirements and refine your scope in a call with a Toptal domain expert.

Choose your talent

Get a short list of expertly matched talent within 24 hours to review, interview, and choose from.

Start your risk-free talent trial

Work with your chosen talent on a trial basis for up to two weeks. Pay only if you decide to hire them.

Top talent is in high demand.

Start hiring