MorrowX 

MorrowX is a software startup helping to build a better, greener future. Being sustainable shouldn't be confusing or expensive, so we are making it accessible and affordable for individuals and organizations. Our mission is to transform business as usual into sustainable as normal.

As the COO, I am primarily accountable for the overall operational effectiveness and strategic management of the company, working with key stakeholders to ensure alignment with the company's mission, vision, values, and objectives, and to foster a culture of collaboration, innovation, and excellence. My responsibilities include but are not limited to talent acquisition and development, personnel management, financial management, stakeholder communication, process improvement, and oversight of product development.

Chief Operating Officer

MorrowX is a software startup helping to build a better, greener future. Being sustainable shouldn't be confusing or expensive, so we are making it accessible and affordable for individuals and organizations. Nobody left behind.

My role as an advisor has covered a wide range of areas, from strategy to marketing to HR to finance. I look forward to helping this bright team achieve their inspiring mission.

Strategic Advisor

Fixably

Consulting and advising Fixably on circularity and ESG matters and platform strategy.

Advisor

Alongside my other roles managing Fixably's operations and heading up various departments, I have driven multiple vitally important initiatives and been responsible for Environmental, Social, and Governance (ESG) matters. This role has involved managing several major projects, identifying, selecting, and managing key external partner companies, and securing public funding to support and accelerate our research and development. I've also been responsible for our Occupational Health & Safety and our GDPR compliance. My work in ESG has gone beyond investor reporting to proactively maximizing our positive impact and taking climate action. My current main focus is on actualizing our long-term strategic vision for a platform to bring greater circularity to electronics and transform the global ecosystem for device after-sales. Through this vision, we'll have a multiplier effect in improving environmental sustainability throughout the consumer electronics value chain.

My key achievements in this area include:
 💰 Secured €2M in early 2023 from state innovation incubator, Business Finland, to fund an ambitious R&D project.
 💰 That was a follow-on to an earlier R&D project, delivered in late 2022, for which I raised €450k from Business Finland in mid 2021.
 🇺🇸 Led a 5-month International Business Development research project in 2022 in collaboration with UC Berkeley's Haas School of Business, engaging four MBA students to evaluate platform viability and develop a US market entry strategy.
 🌳 Calculated and compensated our CO2 emissions with offsetting through carefully selected, high-integrity carbon projects.

Head of ESG & Strategic Projects

Fixably is a VC-backed international B2B SaaS growth company that provides business management solutions for repairing and refurbishing electronics. Fixably is building a global after-sales platform to enable sustainable access to electronics for all, extend the life of billions of devices, and minimize e-waste. Fixably Repair is an integrated ERP solution that helps automate electronics repair businesses, already facilitating millions of repairs and serving customers in 35+ countries. Fixably Refurb removes the guesswork from reselling used electronics. 

As the Director of Operations, I've managed multiple vital business areas and played a critical role in scaling the company after its Pre-Seed funding round through its Seed round and beyond. I grew a team of 15 into a thriving, diverse organization of 70 professionals operating in 6 countries. As part of the company's leadership and working closely with our CEO, I've shaped the company's strategy as well as driven its implementation.

I built and grew several departments from the ground up, leading People & Culture, and Customer Success and Support, and Data, and I’m in charge of our compliance, internal IT, and Environmental, Social, and Governance (ESG) matters. I've also contributed substantially to other departments, including Finance, Product, and Engineering, by assuming diverse responsibilities in those areas, as needed. My contributions included important quality-oriented initiatives to introduce and/or improve critical systems and disciplines, such as product analytics, agile working methods, test automation, infrastructure-as-code, and data security.

🚀 Through my operational leadership, I enabled Fixably to secure $10M in Seed funding from international VCs within 14 months of joining, achieving an 11x valuation step-up multiple.

Director Of Operations

Over the course of 22 months, I established, led, and grew Fixably's People & Culture department from zero to five FTE—covering HR administration and policy, talent acquisition, employer branding, learning and development, Agile coaching, internal IT, and office facilities. I then moved my focus to new areas of long-term strategic growth, after we hired a seasoned CFO/COO who took over HR. 

My key achievements in this role include:
 📈 Spearheaded recruitment to grow the company from 15 to 70 diverse professionals in 6 countries in just 1.75 years.
 👩🏾‍🤝‍👨🏼 Created a culture and employer brand that rapidly made Fixably the most applied-to Finnish startup in the summer of 2021, and 6th in 2022 overall (according to TheHub.io).
 🎯 Worked with our CEO to articulate the company's core values and rolled out our Objectives & Key Results (OKRs) implementation, supporting and coaching managers in the setting and tracking of goals and KPIs.
 🌐 Developed policies and processes and selected and implemented ATS, HRIS, and LMS software to automate and scale recruiting, administration, and training and support rapid growth.

Head of People & Culture

I established, led, and grew Fixably's Customer Success and Customer Support departments from 1.5 FTE to a total of 11 professionals with global coverage over the course of 20 months, before hiring and handing over these areas to a seasoned customer service leader.

The role involved continuous process improvement, automation, knowledge management, project portfolio management, key account management, and stakeholder management, including acting as the voice of the customer when liaising with Product & Engineering. I also selected, implemented, and managed key systems for our service request ticketing, internal and customer-facing knowledge base, and customer onboarding project management.

We achieved excellent results in customer satisfaction and expansion while Customer Success and Customer Support were under my leadership:
 🚀 Net Promoter Score: 24=>40
 🚀 Net Revenue Retention: 112.9%
 🎯 Customer Churn: 1.2% monthly average
 🎯 Customer Effort Score: 94.7%

Head of Customer Success & Support

I introduced product analytics at Fixably in mid-2021 to give us insight into user experience, feature adoption, and end-user satisfaction within our software and improve its usability. I managed a couple of people in this area as they used this technology to implement in-app guides, and in early 2022, I hired and managed our first full-time Data Analyst. Several months later, after hiring an experienced senior data consultant, I handed over this department to him to lead and grow. From my hire until that point, I also worked closely with our Growth Lead on creating and improving business intelligence and internal and investor reporting.

My key achievements include:
 💰 Secured EU funding to enable significant investment in tools and talent to develop capabilities for data science, BI, and data-informed product management to innovate and improve the customer experience.
 📈 Selected, implemented, and managed a data analytics platform, and led the implementation of in-app guides to automate user onboarding using this platform (Pendo).
 💡 Trained, coached, and supported Product Managers and Designers, as well as Customer Success Managers, in interpreting data insights from our product analytics to improve our software's UX and drive its adoption.

Head of Data & Analytics

mcare pro

Partner

mcare pro (rebranded as Core Service since my departure) was Finland’s leading Apple-specialized IT consultancy and managed services provider, catering to top advertising and design agencies, TV and film production companies, architects’ offices, and educational and cultural institutions. mcare pro had offices in Helsinki, Tampere, Lahti, and Seinäjoki, with systems experts operating elsewhere throughout the country and abroad.

Joining as CEO a year after three established IT companies merged their B2B support and consulting lines to found the company, I quickly delivered consistent revenue growth and profitability and created a flourishing culture that combined the strengths of each founding company and prioritized people, customers, and value generation. In my multifaceted role as CEO, I provided both strategic and operational leadership, overseeing and participating in company strategy, people management, product and service development, and finance, as well as technical consulting, solution sales, and account management for some key clients.

Under my tenure, we tripled annual revenue within five years while doubling the team size and increasing profit margins tenfold. We established mcare pro as Finland’s foremost Apple IT expert, as recognized by Apple when we became the first and only Finnish member of the Apple Consultants Network. We also expanded business offerings through strategic certified partnerships with top technology vendors (Microsoft, Google, Cisco, HPE, VMware, Fortinet).

Developed and productized mcontrol, a managed SaaS solution for automated macOS device deployment, configuration management, mobility, security, and reporting, backed by unique expertise.

CEO, Senior Consultant

Coreware Oy

Founded mcare rental Oy, later rebranded as Coreware Oy, to provide innovative device lifecycle services in partnership with financing companies such as De Lage Landen. As a subsidiary of mcare pro Oy, it became a successful Apple Authorized Reseller, achieving higher tier status in record time and €1.23m in revenue in its first year. The company was eventually sold to Advania in 2023.

Co-Founder, CEO

Rekrytointipalvelu Sihti Oy

Rekrytointipalvelu Sihti Oy (part of Adecco Finland since 2016) is a major temporary staffing and recruitment agency offering flexible and comprehensive HR solutions to support organizations in various industries, with a particular emphasis on construction.

My involvement there spanned six years, initially as an IT Consultant while working at Uudet Tuulet, then as a full-time employee in the IT Manager role, and finally as a Senior Consultant to both Sihti and its new parent company, Adecco Group, after I joined mcare pro. I played a critical role in Sihti’s growth from a 12-person team in two offices to a 90-strong team across seven locations employing 1000+ temporary staff each month and its eventual acquisition by the world’s second-largest personnel services company.

My responsibilities included overseeing IT operations, infrastructure, technical support, and employee training. My work involved administering and integrating diverse technologies, including Apple Macs and iPhones, Linux and Windows servers, Fortinet and Aerohive networking, and Microsoft’s Office 365, Dynamics CRM, AX ERP, and BI systems.

IT Manager

Uudet Tuulet Oy Information Expert

Uudet Tuulet was a small but successful customer-centric IT consulting company providing businesses with outsourced solutions, support, and management services for their IT needs. Its consultants acted as trusted advisors and single points of contact for a comprehensive range of services.

My IT consulting role involved server, network, and client device installations and maintenance, system administration, technical support for Apple-only and mixed environments, and sales and account management. I mostly worked independently, purely on commission, and I successfully expanded my customer and project portfolio, necessitating the hiring of additional consultants. While I acted as an outsourced IT Manager for my smaller clients, I also collaborated with my larger customers' internal IT departments and primary IT service partners. My clientele mainly consisted of marketing, advertising, communications, and design businesses, including some of Finland's and the world's largest agencies.

IT Consultant & Apple-specialised Systems Expert

People Group Oy

People Group, a prominent Finnish IT solutions provider, comprised four subsidiaries focusing on distribution, resale, service, and training, with an emphasis on Apple and related brands. The company employed over 80 people across its Finnish and Baltic offices and had an annual turnover of around €25m.

At People Group, I progressed through a few roles from in-store Sales Representative (B2C and B2B) for its Apple Premium Reseller subsidiary, MacPeople (now rebranded as 1store), to Systems Specialist providing B2B technical support to customers of People Group Care, and, ultimately, to Lead Service Technician, after I set up an Apple Authorized Service Provider branch in Tampere for the latter subsidiary.

I rapidly acquired extensive computer hardware and software knowledge, leading to a series of roles, promotions, and increased responsibilities that combined commercial and technical expertise. 
In the process, I obtained certifications as an Apple Sales Professional, Apple Certified Technical Coordinator, and Apple Certified Macintosh Technician. I established and managed a repair workshop compliant with Apple's stringent quality standards and grew the business until an additional full-time service technician was required.

Lead Service Technician & IT Support Specialist

Sage

Sage is a British software company that is one of the world's biggest suppliers of ERP, accounting, and payroll software. My role involved account management and target-driven telephone-based sales of business software solutions, with a focus on training and support contracts for the full range of Sage products. I was responsible for the generation and management of my own sales pipeline and for team reporting.

I distinguished myself as the second person ever at the Dublin office to exceed their sales target on their first full month in the role.

Software Services Sales Executive

Google

I worked at Google's newly-established EU headquarters in their digital advertising department. My role involved analyzing online ad content, quality, and accuracy and approving or rejecting new and changed ad submissions in line with Google AdWords policies. I also helped optimize advertiser keyword lists and ads to maximize advertisers' return on investment.

Online Sales and Operations Coordinator

MBNA

MBNA was the world's largest credit card-specialist bank and an innovator in affinity-based card programs. It delivered consistent high growth for two decades before being acquired by Bank of America.

During my last year at MBNA, I reported to Head of Department and Vice-President-level management while I managed corporate relationships with its external payment processors (i.e. Allied Irish Bank and the national postal service). I was responsible for the day-to-day high-level management of Irish customer payment channels as follows:
 - ensuring that agreed service levels were met by internal and external payment processors
 - identifying and resolving system-level payment issues
 - analysing data and projecting trends
 - suggesting and implementing process improvements and business initiatives
I assisted management of Customer Support Departments, including supervision and auditing
Assisted Legal and PR Department with executive-level complaint handling and case research

My earlier roles at MBNA were call-centre-based part-time and summer work while studying:
- Inbound Customer Service/Sales Representative (2000–2002)
- Outbound Telesales Representative (1998–2000)
In both roles I regularly exceeded targets and was commended for my call quality, which led to me being assigned a mentor role for training new hires.

Junior Manager (Payment Process Administration)

I connect the dots between people and technology.

I’m grateful to have worked in environments where I’ve been able to make a real difference, whether as an agile business leader working in the B2B SaaS and circular economy sectors, advising startups on strategy, or throughout my 25-year career that has spanned Sales, Consulting, IT Management, Operations, and CEO positions. It has been a great source of fulfillment that all the companies where I was privileged to play pivotal roles have multiplied in size during my tenures. I’m keen to help yet more forward-looking companies and people achieve meaningful impact and success.

My driving passion is to collaboratively design solutions that make the world a better place at the intersection of people and technology. It’s vitally important to me that my work has an impact and enables sustainable growth for individuals and organizations. My broad technology expertise, holistic systems thinking skills, insights as a versatile generalist, and strong people skills make me an effective agent for positive change. A solid sense of purpose and mission motivates me, and commitment to my values—Grit, Integrity, Perspective, and Kindness—are fundamental to how I work and interact with others.

I’m a dual citizen of Ireland and Finland—fluent in English and Finnish—and a devoted husband and father of a three-year-old. I’m eternally curious and love to learn.

Taplio

Joe Carroll's Linkedin Analytics

Joe Carroll

Want to drive more opportunities from LinkedIn?