Lauri
Hänninen — Product Marketing Lead

• Function Leadership: Built the Product marketing department from the ground up, now managing a team of product marketers, technical writers, and copywriters.
• GTM & Launches: Leading global go-to-market execution for hardware and software launches, ensuring alignment between product development and commercial release.
• Storytelling: Owning global positioning and messaging strategy, making high-stakes security features and open-source transparency accessible to a global audience.
• Market Analysis: Researching new segments and competitive trends to help find growth opportunities for self-custody.

• Founding PMM: Joined as the first product marketer to build the function from scratch.
• Frameworks: Created the company's first standardized processes for positioning, messaging, and launches.
• Major Launches: Led two Tier 1 global launches across both hardware and software categories.

• Community Building: Founded the first PMA chapter in the Czech Republic, building a network for local product marketers.
• Events & Growth: Organizing initiatives to share knowledge and elevate the craft of PMM in the Prague tech scene.

• Community Outreach: Helped grow the PMA's footprint in the CEE region by sharing insights and connecting with the global PMM community.
• Content & Engagement: Contributed to discussions and professional initiatives to help elevate the craft of product marketing.

I was responsible for making GoodData's cloud analytics platform and API-first architecture make sense to both developers and business buyers.

• Messaging: Defined the positioning and messaging strategies to help the GoodData platform stand out in a crowded market.
• Technical Content: Created the demos, webinars, and articles that explained "Analytics as Code" and "API-first analytics" to both developers and executives.
• User Adoption: Worked with the Product and UX teams to improve the trial experience and increase inbound lead volume.

• Cloud-Native Launch: Led product marketing for GoodData's new self-hosted analytics platform across AWS, GCP, and Azure.
• Analyst Relations: Worked with C-level leadership to deliver product briefings and demos to firms like Gartner and Forrester.
• Demand Gen: Created the eBooks, videos, and campaign assets that fueled the product's initial growth phase.

I managed the daily operations of the web tagging team, making sure data collection was accurate across Ford's global web properties and 22 national portals.

• Team Operations: Managed a specialist team and our internal QA processes for analytics tags.
• Stakeholder Management: Acted as the main contact for Ford of Europe to handle digital tagging and technical compliance.
• Media Compliance: Reviewed media plans to ensure all digital assets met our technical and tracking standards.

• Performance Growth: Optimized lead management for over 450 dealerships, with top markets seeing growth exceed 105%.
• System Rollout: Supported the European launch of a Microsoft Dynamics lead system, including post-launch support for over 1,200 users.
• Data Analysis: Partnered with local markets to analyze performance and implement specific improvement plans.

• Market Onboarding: Oversaw the rollout of the Lead Management Service Desk across 12 European markets.
• Process Automation: Built a semi-automated reporting process that cut preparation time by over 90%.
• Client Relations: Managed review meetings with stakeholders to share project progress and market performance insights.

I worked at a PeopleTech startup to help launch and manage AI-driven tools focused on workplace culture.

• Program Launches: Collaborated with senior management to launch over 25 client programs, personally leading 5 of our key accounts.
• Process Improvement: Developed new workflows and functionalities that made our implementation faster and more user-friendly.
• Standardization: Found opportunities to automate manual tasks, which reduced errors and helped the team scale.
• Data & Support: Analyzed client data to make sure the programs were actually delivering results.