Director, Head of Evidence
Jussi joined OMD Annalect in August 2015 from the client side, where he most recently ran the marketing of Suomen Lähikauppa, a billion dollar retailer with close to 700 stores. During his tenure the Marketing ROI of Suomen Lähikauppa over quadrupled.
His experience in marketing, business development and general management spans over 15 years, four industries – consumer goods, sports fashion, retail and telecommunications – and the Nordics, Baltic and UK markets. To top it of he has managed over 24 brands, always delivering higher than market returns and significant improvements in brand metrics. He is considered as one of the rare breed of business leaders who values data and innovation in equal measure.
At OMD he is responsible for leading group-level data science unit Evidence: A 30 people strong analytics and insights specialist hub producing actionable insights with a tool agnostic approach. The Evidence unit starts with a framework that focuses on business issues, not just marketing issues and provides you with multi-discipline team of researchers, analysts, data scientists and industry experts that help to inform, measure and optimize your business. The trick is to choose always the best tool for any given task and to make sure that the insights are not only actionable, but also implemented. Passionate about improving business results, Jussi brings his passion to work through the Evidence team and through advising senior business leaders across a variety of industries.