Timo Kovala

Senior Marketing Automation Consultant

Capgemini

I was hired to build the marketing automation competence in the Finnish BU. My role is essentially split into these focus areas:
– Solution architecture for Salesforce marketing platforms (Marketing Cloud, Pardot, Data Cloud)
– Presales support for cloud-based solutions
– Marketing related thought leadership (e.g. public speaking, blogs and articles, new service concepts)

Managing Architect

Salesforce Ben

I’m an author at SalesforceBen.com, the largest dedicated Salesforce news site in the world. I write articles from time to time on how to leverage Salesforce's marketing automation and CRM capabilities to drive engagement and better decision making.

Author

twoday Biit

As our lead marketing consultant, I was responsible for developing our marketing consultancy business area. This meant driving our Salesforce Pardot and Marketing Cloud consulting sales pipeline, supporting our marketing consultants in their work, growing our marketing consultancy competence area, and working hands-on in client projects. I also supervised a team of consultants, participated in recruitment, ran design sprints, and served as project manager in client cases.

Lead Marketing Consultant

Working as a Salesforce consultant and team lead focusing on marketing automation and CRM implementation, I served as the direct supervisor of six seasoned professionals. My primary role was to make sure that they each have a balanced workload, adequate support and inspiring client cases where they get to further their own development. As a project manager, I acted as the client liaison, maintaining project backlogs, as well as running sprints and weekly scrum meetings. I also did hands-on work with Salesforce Sales Cloud, Marketing Cloud and Pardot, and facilitated workshops and end-user trainings whenever needed.

Consultant Team Lead

Nordic Morning

As the leading specialist in marketing automation, I worked with both new and existing clients to transform their marketing into being more data-driven and customer-centric. I handled all stages of marketing automation implementation from need charting and strategy formulation into integration, configuration, piloting and scaling.

I led several marketing automation client cases, including Finavia, M Room and Vepsäläinen. I was responsible for Vepsäläinen’s and M Room’s marketing automation actions with a platform called Custobar. I was Nordic Morning’s super admin with HubSpot and also did HubSpot planning and executions for Lumon. I did some CRM work with Salesforce and Microsoft Dynamics as well. I received praise for showing initiative and discovering novel solutions to key business challenges.

OP Financial Group

I was responsible for our B2B customer marketing efforts at Pohjola Insurance Plc. My primary goal was boosting customer value and retention via multi-platform nurturing models. I operated our marketing automation tools (i.e. Teradata CIM, Mapp Engage and Marketo) and coordinated our customer marketing efforts across our channels in order to form a coherent customer-centric marketing approach. I used A/B testing and advanced analytics to constantly develop the relevance of our message to our customers.

Customer Marketing Specialist

I worked as a specialist in areas of B2B customer relationship management, customer marketing, sales campaigns and sales process development. I was the super admin of our CRM system and our sales enablement platforms (incl. Vainu, Zef and Showell). I also coordinated several CRM and marketing initiatives. 

My greatest achievement was in leading a strategic initiative called ”Your own contact person” (Oma yhteyshenkilö), where we provided all our B2B clients with a dedicated account manager regardless of the size of their business. This multi-million euro initiative involved large-scale organisational change and re-alignment of our resources, and I led a team of 20 specialists to get this service model up and running. This model is currently live and we’ve had great feedback both from our clients (NPS of over 85) and our sales personnel.

CRM Specialist

On day one, I was given the objective that we must create a digitised, continuous presence with our B2B customers. The problem was that even though our salesforce received good customer feedback, we weren't really harnessing all the sales and customer relationship management tools that were available to us. My task was clear: I took to the road, visited all our sales teams around Finland and coached our salespeople on how they can best utilise our newest tools, such as Vainu and Zef. I received really encouraging feedback – one sales manager said that my training was "bloody good and, for once, I actually think I learned something useful".

Trainee, B2B sales steering

Unilever

Brand building, household care products (Cif, Domestos, Sun, Sunlight). I coordinated the operative go-to-market and branding activites for these four household care brands. I oversaw new product launches, media campaign execution and portfolio analysis and development. I was employed under a fixed-term maternity leave contract, which ended in December 2016.

Assistant Brand Manager

Brand building, homecare products category. Over the course of the summer intern programme, I ran a net revenue management (NRM) project concerning one of our product lines. The goal of the project was to gain a holistic picture of our product portfolio, its performance and potential for future growth. I did an in-depth quantitative analysis using market research, POS data from our customers and our own financial data to form concrete recommendations for the future of the brand in question.

Summer Intern

Abomics Oy

B2B customer acquisition and stakeholder relations. Abomics was a growing health technology startup, where one person had to juggle a wide array of different tasks. I was responsible for selling our firm's services to major pharmaceutical companies, municipal healthcare authorities and private hospitals operating in Finland.

Sales Coordinator

Telia Company

B2C broadband customer service. Main tasks included billing, cross-selling, customer relations and increasing customer retention and the average revenue per user.

I worked at Telia customer service for three summers (2012, 2013 and 2014) and part-time in autumn 2013.

Customer Servant

As a Managing Architect at Capgemini, I help clients achieve their business objectives by designing and implementing solutions that leverage the Salesforce ecosystem. With over seven years of experience in marketing technology and consulting, I have a deep understanding of data governance, marketing automation, analytics and CRM best practices across various sectors and industries.

My passion is to find the optimal balance between customer needs, business goals, and technical solutions, while ensuring the highest quality and value for the end users. I am also an active contributor to the Salesforce community, an author at SalesforceBen.com, and a Salesforce Marketing Champion. I enjoy sharing my insights and learning from others on topics such as solution architecture, marketing technology and customer data. 

Feel free to reach out if you have any questions or ideas on these areas. I'm always happy to connect and collaborate.

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