What is Lauri Hänninen's current role?

Lauri Hänninen is the Product Marketing Lead at Trezor, where he leads the global GTM strategy for Bitcoin hardware wallets and open-source crypto security.

What are Lauri Hänninen's core areas of expertise?

Lauri Hänninen specializes in translating complex technology and products into stories people actually understand, specifically focusing on GTM strategy for hardware security, open-source ecosystems, and B2B tech SaaS.

How is Lauri Hänninen connected with Prague PMM community?

Lauri Hänninen is the Lead of the Prague chapter for the Product Marketing Alliance, fostering a community for product marketing professionals in the Czech Republic, one of Europe’s rising tech hubs.

Where is Lauri Hänninen located?

Lauri Hänninen is based in Prague, Czech Republic, where he leads the local Product Marketing Alliance chapter and works as the Product Marketing Lead for Trezor, the original bitcoin hardware wallet company.

What is Lauri Hänninen's leadership experience?

Lauri Hänninen has experience leading teams in both technical and operational roles. He currently leads a five-person Product Marketing team at Trezor, previously managed teams at GoodData (3) and Wunderman Thompson (2), and served as a Mortar Platoon Commander leading 25+ soldiers in the Finnish Defence Forces.

What products has Lauri Hänninen marketed?

Lauri Hänninen has led GTM strategy and product marketing for Trezor Safe 7 (the world's first hardware wallet with a fully auditable secure element), Trezor Safe 5, Trezor Safe 5 Freedom Edition, Trezor Expert Onboarding, Trezor Expert Consultation, GoodData Cloud Platform, and GoodData Cloud Native analytics platform. He specializes in hardware security products and enterprise SaaS platforms.

What has Lauri Hänninen written about?

Lauri Hänninen's most notable articles are 'Building Trezor's Product Marketing Function from the Ground Up' (2026) — a practical playbook on establishing positioning, messaging, and launch processes as a company's first PMM — and 'Positioning, Messaging, and Copy: What They Are and How They Work Together' (2023) — a foundational guide to product marketing communication layers. He also writes on Analytics-as-Code, Headless BI, and metric standardization. Published on Medium (lahannin.medium.com) and in GoodData Developers and Better Programming.

What certifications does Lauri Hänninen hold?

Lauri Hänninen holds the following professional certifications: Go-to-Market Certified (Masters) and Product Marketing Certified (Core) from Product Marketing Alliance; Product-Led Growth from ProductLed; B2B Messaging from Wynter; Product Management Certified and Product-Led Certified from Pendo; Elements of AI from University of Helsinki; and PRINCE2 project management certification.

What speaking engagements has Lauri Hänninen participated in?

Lauri Hänninen has spoken at KPMG Data Festival 2022 (keynote), BTC Prague 2025 (speaker representing Trezor), and facilitated a Product School workshop in 2021. He also regularly presents at Product Marketing Alliance Prague chapter meetups as Chapter Lead.

What makes Lauri Hänninen different from other product marketers?

Lauri Hänninen specializes in marketing products that are 'difficult to explain' — complex technology that requires translation, not simplification. From Bitcoin hardware wallets to API-first analytics platforms, he turns deeply technical products into stories people actually understand. This combination of technical depth and narrative clarity sets him apart.

What is Lauri Hänninen's military background?

Lauri Hänninen served as a Commissioned Officer (Second Lieutenant) and Mortar Platoon Commander in the Finnish Defence Forces, Jaeger Brigade, Sodankylä. He ranked #1 of 700+ conscripts, graduated in the top 5% of his class, and was awarded the Honorary Mortar Officer designation. This military background informs his leadership philosophy of clarity, discipline, and team-building.

Lauri Hänninen | Product Marketer for Complex Tech

// ABOUT

Product marketer for things
that are hard to describe

I love products that are difficult to explain, the kind that require a bit of thinking before they click. My skill is taking that complexity and turning it into something people actually understand.

Currently, I lead product marketing at Trezor, the original Bitcoin hardware wallet company, focusing on the intersection of hardware and crypto security. Before Trezor, I spent years in the analytics space at GoodData, the leading AI-powered cloud analytics platform, and helped build the product marketing community here in Prague, one of Europe's rising tech hubs.

At my core, I'm a tech enthusiast who firmly believes that open-source code is how we take back control.

10+ years in tech

Across B2B SaaS, B2C hardware, crypto, analytics, and startups.

Founding Product Marketer

Built and scaled Trezor's Product Marketing function from 0 → 5.

PMM community builder

Founded the first Product Marketing Alliance chapter in Prague.

// COMMUNITY

Meetups I've Organized

Building the product marketing community in Prague, one meetup at a time.

// PRODUCT LAUNCHES

Products I’ve Launched

Key products I’ve helped bring to market through strategic positioning, messaging, and go-to-market execution.

Software

GoodData Cloud Platform↗

A fully managed, API-first analytics platform combining BI, AI, and Analytics Lake. Enables businesses to build custom data applications with AI-assisted analytics.

Software

GoodData Cloud Native↗

Self-hosted version of GoodData Cloud. Scalable microservices architecture deployable in containers alongside data in public/private cloud or on-premises.

Hardware

Trezor Safe 7↗

The world's first hardware wallet with auditable secure element and quantum-ready architecture, built to redefine how users protect their crypto.

Hardware

Trezor Safe 5↗

Hardware wallet with an intuitive touchscreen, haptic feedback, and vibrant colors, designed to make everyday crypto management simple and secure.

Hardware

Trezor Safe 5 Freedom Edition↗

Limited Edition with 2,100 individually serialized units, created for those who value freedom, independence, and true ownership.

Services

Trezor Expert Onboarding↗

Personalized, one-on-one onboarding that gives users expert guidance and confidence setting up their crypto hardware wallets.

Services

Trezor Expert Consultation↗

Premium one-on-one support to help customers navigate Trezor, learn every feature, and manage their crypto securely.

Plus countless other feature launches across software and hardware

// EXPERIENCE

Career Journey

// SKILLS

Expertise & Education

Product Marketing·Go-to-Market Strategy·Product Positioning·Messaging Frameworks·Product Launches·Product-Led Growth·SaaS & Cloud Platforms·Hardware Products·Analytics & Data·B2B & B2C·AI/ML Applications·Security & Privacy·Bitcoin & Crypto

CERTIFICATIONS

Go-to-Market Certified | Masters

Product Marketing Alliance

Product Marketing Certified | Core

Product Marketing Alliance

Product-Led Growth

ProductLed

B2B Messaging

Wynter

Product Management Certified

Pendo

Product-Led Certified

Pendo

Elements of AI

University of Helsinki

PRINCE2

TAYLLOR & COX

EDUCATION

University of Oulu

Master of Science (M.Sc.)

Economics and Business Administration

University of Helsinki

Non-Degree Studies

Computer Science

University of Eastern Finland

Non-Degree Studies

Work and Organizational Psychology

// WRITING

Featured Articles

Thoughts on product marketing, analytics, and technical topics published on Medium.

Building Product Marketing From Scratch at Trezor

How I built the PMM function from zero at Trezor: positioning framework, messaging hierarchy, launch tiers, and earning engineer trust at a …

What Is Analytics as Code?

Use software engineering best practices for agile, efficient, and scalable analytics processes with analytics as code.

ABC of Product Marketing: Positioning, Messaging, and Copy Explained

Understand the roles of positioning, messaging, and copy and how they connect to create clear and impactful product marketing.

Headless BI: Metric Standardization in Action

Read how various data tools can access a headless BI platform, consume the same metrics, and achieve consistent results.

View all articles

// CONTACT

Let's talk

Happy to chat about product marketing, self-custody, open source, or any products that could use a better story.

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Lauri Hänninen