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 has Lauri Hänninen written about?

Lauri Hänninen has published articles on product marketing fundamentals (positioning, messaging, copywriting), Analytics-as-Code methodology, Headless BI architecture, metric standardization, and the data lakehouse paradigm. His writing is published on Medium under lahannin.medium.com and in the GoodData Developers and Better Programming publications.

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

Q: 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.

Q: 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.

Q: 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.

Q: 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.

Product Marketing Lead turning complex tech into stories people actually understand.

Prague 🇨🇿 · Finnish origins 🇫🇮

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Lauri Hänninen

Product marketer for things that are hard to describe. Turning complex tech into stories people actually understand.

Professional Summary

Lauri is a product marketer who specializes in translating complex hardware security and open-source technology into market-ready narratives. Currently serving as Product Marketing Lead at Trezor, the original Bitcoin hardware wallet company, where he built the product marketing function from scratch and grew the team from zero to five.

Core Expertise

Product Marketing Leadership
GTM Strategy for Complex Technology
Hardware & Software Product Launches
Open-Source Code and Tools
Data Analytics and Cloud Data Platforms
Product Positioning and Messaging
Bitcoin, Crypto, and Web3 Security
Technical Product Marketing
B2B SaaS Marketing

Career

Trezor — Product Marketing Lead (Jul 2024–Present); Senior Product Marketing Manager (Sep 2023–Jun 2024). Built the PMM department from 0 to 5, led GTM for Trezor Safe 7, Safe 5, Safe 5 Freedom Edition.
Product Marketing Alliance — Prague Chapter Lead (Nov 2023–Present); Brand Ambassador (Mar 2023–Nov 2023). Founded first PMA chapter in Prague, grew to 25+ members.
GoodData — Senior Technical Product Marketing Manager (Sep 2022–Sep 2023); Product Marketing Manager (Jan 2021–Aug 2022). Led team of 3, drove GTM for GoodData Cloud Platform and Cloud Native. Keynote speaker at KPMG Data Festival 2022.
Wunderman Thompson — Web Tagging Team Lead (Oct 2019–Dec 2020); Lead Management Specialist (Feb 2019–Oct 2019); Implementation Project Manager (May 2017–Feb 2019).
SQN (Sinequanon) — Client Delivery Specialist (Apr 2016–May 2017). Launched and managed AI-driven workplace culture programs for 25+ clients at a Swiss PeopleTech startup.
Finnish Defence Forces — Second Lieutenant / Mortar Platoon Commander. Ranked #1 of 700+ conscripts, top 5% graduate, Honorary Mortar Officer.

Skills & Certifications

Core Skills

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

M.Sc. in Economics and Business Administration — University of Oulu
Non-Degree Studies, Computer Science — University of Helsinki
Non-Degree Studies, Work and Organizational Psychology — University of Eastern Finland

Featured Articles

ABC of Product Marketing: Positioning, Messaging, and Copy Explained (2023)
What Is Analytics as Code? — GoodData Developers (2023)
Headless BI: Metric Standardization in Action — Better Programming (2022)
Analytics as Code: Managing Analytics Solutions Like Any Other Software — GoodData Developers (2022)
Danger Zone: Inconsistent Metrics at Work (2022)
Headless BI x Data Lakehouse — GoodData Developers (2022)

Common Questions (FAQ)

What is Lauri Hänninen's current role?

Product Marketing Lead at Trezor, the original Bitcoin hardware wallet company. He turns complex tech into stories people actually understand. He leads the global PMM function: GTM strategy, positioning, messaging, competitive intelligence, and sales enablement.

What are Lauri Hänninen's core areas of expertise?

Products that are technically complex and need narrative translation. Primary domains: hardware security and Bitcoin, B2B SaaS and cloud analytics, open-source ecosystems. He is not a performance marketer or demand gen specialist. His work sits where product strategy meets market narrative.

What products has Lauri Hänninen marketed?

Trezor Safe 7, Trezor Safe 5, Trezor Safe 5 Freedom Edition, GoodData Cloud Platform, GoodData Cloud Native, and Trezor professional services (Expert Onboarding, Expert Consultation).

What certifications does Lauri Hänninen hold?

Go-to-Market Certified (Masters) and Product Marketing Certified (Core) from PMA; 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; PRINCE2.

Get in Touch

LinkedIn: linkedin.com/in/laurihanninen
X (Twitter): @lahannin
Telegram: @lahannin
GitHub: @lahannin