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Bridging the gap between product and marketing

A Senior Technical Product Marketing Manager, PMA Ambassador, and a 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 analytics.

I believe that great people can create great products, and great products can change the world. At GoodData, I partner closely with the content marketing, product, and engineering teams. In this role, I effectively align product positioning and messaging between the teams and grasp the technicality of the GoodData products, features, and services.

Lauri Hänninen Product Marketing Manager

Lauri Hänninen

Sr. Technical Product Marketing Manager

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EXPERIENCE

EXPERIENCE

09/2022 - Present

GoodData

SR. TECHNICAL PRODUCT MARKETING MANAGER

  • Serve 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 

  • Develop a product-led growth strategy, focusing on increasing the adoption of the GoodData Cloud trial product.

  • Own the product launch calendar to drive revenue growth, market attraction, and awareness.

  • Produce 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

  • Lead product marketing efforts for GoodData’s new cloud-native analytics platform — On-prem deployment to AWS, GCP, or Azure as containers (Docker & K8s).

  • Build content partnerships and create demos, webinars, eBooks, videos, and articles to improve product adoption, sales effectiveness, and demand generation.

  • Plan and coordinate product marketing initiatives to bring product upgrades and innovations to the market.

  • 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

  • Acted as the first point of contact for any new digital web tagging queries from Ford of Europe, National Sales Companies, and other parties.

  • 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.

  • Led day-to-day operations of a team of web tagging specialists and oversaw process improvement activities.

  • Audited and approved media plans for banner campaigns according to the technical standards and specifications.

03/2019 - 10/2019

Wunderman Thompson

LEAD MANAGEMENT SPECIALIST

  • Coordinated Lead Management initiative development and implementation in 5 Ford of Europe National Sales Companies covering 450+ dealerships.

  • 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%.

  • 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.

  • 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

  • Supported and monitored Lead Management Service Desk onboarding across 12 Ford of Europe markets and led 4 of them.

  • Initiated and developed a semi-automated reporting process that resulted in 90% time savings in report creation across the Service Desk.

  • Received extraordinary overall satisfaction grades from customer satisfaction surveys in 2017 and 2018.

  • 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:

  • Developed new functionalities to make the product faster to implement, more efficient, and user-friendlier.​​

  • Identified standardization and automation opportunities and best practices in the business processes. 

  • Innovated a solution that reduced possible human errors in the delivery process.

  • 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:​

  • Smart management of time resulted in high-quality service for the customers. 

  • Provided superior customer service to all passengers in a fast-paced environment. 

  • Maintained record as a safe, organized, and professional driver.

  • Managed monetary exchanges, specifically cash sales and credit card transactions.

EDUCATION

EDUCATION

2019-2020

Other Non-Degree Studies

UNIVERSITY OF HELSINKI

Computer Science

2009-2016

UNIVERSITY OF OULU

Master's Degree (M.Sc.)

Economics and Business Administration

2015-2016

Other Non-Degree Studies

UNIVERSITY OF EASTERN FINLAND

Work and Organizational Psychology

PUBLIC SPEAKING EVENTS

PUBLIC SPEAKING
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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.

Lauri Hänninen Product Marketing Manager Workshop

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.

Lauri Hänninen Product Marketing Manager Webinar

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.

BLOG

BLOG
Lauri Hänninen Headless BI: Metric Standardization in Action

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.

Lauri Hänninen Analytics as Code: Managing Analytics Solutions Like Any Other Software

Analytics as Code: Managing Analytics Solutions Like Any Other Software

It’s time to turn our analytics into an easy-to-manage, reusable piece of code while leveraging software development best practices.

Lauri Hänninen Danger Zone: Inconsistent Metrics at Work

Danger Zone: Inconsistent Metrics at Work

If we can't trust our metrics, we can't trust our data. Metric standardization ensures we avoid the danger zone of inconsistent metrics.

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