Bridging the gap between product and marketing
A Product Marketing Lead, PMA Ambassador, and speaker at the KPMG Data Festival and Product School who gained years of experience in the startup scene and the global digital agency world before turning to the world of technology, data, and crypto.
I believe that great people can create great products, and great products can change the world. At Trezor, I collaborate closely with the marketing, product, and engineering teams. In this role, I create and align positioning and messaging across the company to ensure successful product launches.
Lauri Hänninen
Product Marketing
Lead
EXPERIENCE
07/2024 - PRESENT
Trezor
PRODUCT MARKETING LEAD
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Lead product marketing activities at Trezor, including Go-to-Market, positioning and messaging, and global product launches.
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Build and develop the product marketing team and function.
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Collaborate effectively with Marketing, Product, Design, and Research teams to deliver user-friendly products.
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Identify customer segments and product opportunities through comprehensive market research and trend analysis.
09/2023 - 06/2024
Trezor
SR. PRODUCT MARKETING MANAGER
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Established the product marketing function at Trezor as the founding PMM.
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Built processes for product marketing activities, including positioning, messaging, and launch tiering frameworks.
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Led successful global product launches and Go-to-Market (GTM), including 2x Tier 1 launches.
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Started enhanced collaboration and communication between Marketing and Product teams.
09/2022 - 09/2023
GoodData
SR. TECHNICAL PRODUCT MARKETING MANAGER
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Served as the lead product marketer responsible for product marketing for all of GoodData's analytics platforms – the fully managed GoodData Cloud and the self-hosted GoodData
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Developed positioning and messaging for GoodData Cloud
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Owned the product launch calendar to drive revenue growth, market attraction, and awareness.
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Produced technical content including demos, webinars, articles, and websites, and assist other content creators — DemGen & Content Marketing — with technical details, messaging, and positioning.
01/2021 - 08/2022
GoodData
PRODUCT MARKETING MANAGER
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Lead product marketing efforts for GoodData’s new cloud-native analytics platform — On-prem deployment to AWS, GCP, or Azure as containers (Docker & K8s).
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Build content partnerships and create demos, webinars, eBooks, videos, and articles to improve product adoption, sales effectiveness, and demand generation.
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Plan and coordinate product marketing initiatives to bring product upgrades and innovations to the market.
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Support C-level executives in analyst inquiries and briefings — Gartner, Forrester, IDC — to promote new products and market trends.
10/2019 - 12/2020
Wunderman Thompson
WEB TAGGING TEAM LEAD
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Acted as the first point of contact for any new digital web tagging queries from Ford of Europe, National Sales Companies, and other parties.
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Supervised the creation, testing, and implementation of analytics tags across Ford’s digital properties and 22 National Web Portals to collect insights about the performance of marketing and on-site behaviors.
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Led day-to-day operations of a team of web tagging specialists and oversaw process improvement activities.
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Audited and approved media plans for banner campaigns according to the technical standards and specifications.
03/2019 - 10/2019
Wunderman Thompson
LEAD MANAGEMENT SPECIALIST
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Coordinated Lead Management initiative development and implementation in 5 Ford of Europe National Sales Companies covering 450+ dealerships.
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Helped NSCs to generate new business revenues, boost performance, and process reliability by increasing their overall performance an average of +35%; the most significant performance growth a market reached was over 105%.
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Assisted in the successful deployment of Ford’s new Lead Management solution (Microsoft Dynamics) across Europe and supported 5 NSCs & 1200+ registered end-users during the post-implementation.
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Proactively collaborated with Ford of Europe and individual markets on action plan development and proactively reviewed and analyzed reports; outlined action steps based on the results.
05/2017 - 02/2019
Wunderman Thompson
IMPLEMENTATION PROJECT MANAGER
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Supported and monitored Lead Management Service Desk onboarding across 12 Ford of Europe markets and led 4 of them.
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Initiated and developed a semi-automated reporting process that resulted in 90% time savings in report creation across the Service Desk.
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Received extraordinary overall satisfaction grades from customer satisfaction surveys in 2017 and 2018.
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Led regular review meetings with NSCs and Ford of Europe stakeholders and reported project status & market statistics.
04/2016 - 05/2017
Sinequanon
CLIENT DELIVERY SPECIALIST
Supported, developed, and improved the company's client programs. Prepared and monitored each stage of the delivery process and reported the result to the management team. Managed and analyzed client databases and client data and liaised with the clients.
The main achievements:
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Developed new functionalities to make the product faster to implement, more efficient, and user-friendlier.
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Identified standardization and automation opportunities and best practices in the business processes.
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Innovated a solution that reduced possible human errors in the delivery process.
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Worked closely with the senior management; supported 25+ client program launches and led 5+ of them.
11/2012 - 03/2016
Taxi
TAXI DRIVER
Provided transportation to thousands of customers throughout northern Finland during the university studies. Required customer service, communication, social skills, and the ability to organize and prioritize workload effectively.
Contributions:
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Smart management of time resulted in high-quality service for the customers.
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Provided superior customer service to all passengers in a fast-paced environment.
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Maintained record as a safe, organized, and professional driver.
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Managed monetary exchanges, specifically cash sales and credit card transactions.
EDUCATION
2019-2020
Other Non-Degree Studies
UNIVERSITY OF HELSINKI
Computer Science
2009-2016
UNIVERSITY OF OULU
Economics and Business Administration
2015-2016
Other Non-Degree Studies
UNIVERSITY OF EASTERN FINLAND
Work and Organizational Psychology
PUBLIC SPEAKING EVENTS
KPMG Data festival
We live in a data-informed and insight-driven world, so if we can’t trust our metrics, we can’t trust our data. Today, with the explosion of how we consume data we’ve lost control of how and what metrics we use for analysis. In this session, you’ll learn how to take back control and why terms like “metrics layer,” “metrics store,” and “headless BI” are the buzzwords in analytics today.
WORKSHOP: Build Customer-Facing Analytics with Headless BI
Building advanced customer-facing analytics products comes with several challenges. In this hands-on workshop, learn the fundamental concepts of headless BI and how you can start building your next generation of customer-facing analytics products.
WEBINAR: How To Build Real-time, Multi-tenant Analytics
Building real-time, multi-tenant analytics solutions programmatically is a great way to streamline the development process. With the API-first approach, you can create analytics solutions and bring insights to your end users faster than ever before.
