Henriikka is helping people make better choices as a Head of Marketing Finland 💚

“I knew I wanted to be part of this”, Henriikka Raussi recalls the moment she saw the open position for Head of Marketing Finland. Before joining us at the beginning of 2024, Henriikka already had 10 years of experience in marketing under her belt. “I had been a happy customer for quite some time. I loved the concept, and I was also super impressed by how marketing did things”, she says.

The mission to fight against food waste was a big pull for Henriikka. “I’ve always been clear on this – I don’t want to market and sell things I don’t believe in. Foodello–Fiksuruoka’s mission made it easy to stand behind the work. Reducing food waste isn’t just an environmental question; it’s about making smarter, sustainable choices for everyone.”

“I’ve always been clear on this – I don’t want to market and sell things I don’t believe in. Foodello–Fiksuruoka’s mission made it easy to stand behind the work.”

What makes marketing different here, Henriikka?

With a decade of marketing experience, Henriikka thought she’d seen it all – until she joined our team. Here, she has seen a fresh approach, combining smart data-use with close collaboration across teams. Here are two key things that stand out:

#1 Truly data-led marketing

According to Henriikka, the biggest difference is this: “It’s heavily performance-driven, powered by data, and automated in many areas. That was exciting for me because I love how we can focus on what really matters instead of doing manual, repetitive tasks”, she says.

Real-time dashboards, automated reporting, and data-driven decision-making are a staple of her team’s ways of working. “It’s such a game-changer. Processes that used to take hours now run automatically. That means more time for my team to focus on creativity and brainstorming new ways to connect with our customers”, Henriikka explains.

#2 Taking ownership and collaborating with other teams

“At Foodello–Fiksuruoka, marketing doesn’t sit in a silo. We’re hands-on from start to finish – shaping strategies, thinking about pricing, and building campaigns,” she shares, emphasizing how she enjoys the ownership that comes with her role.

Another thing that stands out for her is how seamlessly different teams collaborate. “Our marketing team works hand-in-hand with procurement and other teams to make sure our campaigns are not just creative but impactful. That level of involvement is rare. It can be challenging, but also that’s what makes it so rewarding”, Henriikka says.

Focus on making an impact – the highlights of the first year

Henriikka's first year as Head of Marketing Finland has been impactful. What are the highlights that come to your mind, Henriikka?

“Definitely the Food Waste Week (Hävikkiviikko) campaign, a multi-channel campaign. Our goal was simple – show people how big of an issue food waste is and how we can all do our part. We worked with influencers, hosted panel discussions, and ran campaigns on so many channels. Everything tied back to the same mission”, Henriikka says.

The impact was immediate. The team saw a significant lift in sales during the campaign, and the conversations it sparked were just as rewarding. “It felt great knowing that we weren’t just hitting business goals but also inspiring people to think differently about food waste. That’s the sort of work that really motivates me. Sales going up in our business means that more food is being reduced from going to waste”, Henriikka says.

The team’s strong connection has been key to their success. By combining individual skills and working closely with other teams, they’ve created campaigns that make a real impact. “I’m lucky to work with such talented people – that’s what makes this job so rewarding. We’re in it together, and you can see that in everything we do,” says Henriikka.

Staying true to her mission and helping people to make smart choices

Over the past year, Henriikka has learned the value of balancing big-picture goals with everyday tasks. “When you’re in a data-led organization, it’s easy to get caught up in the numbers. For me, the key is mixing that accuracy with creativity to make campaigns stand out,” she explains.

“Sustainability is here to stay – it’s not just a trend. I’m excited to keep finding new ways to further our mission and strengthen our connection with customers.”

Looking ahead, she’s focused on sustainability – not as a trend, but as a necessity. “Sustainability is here to stay. I’m excited to keep finding new ways to further our mission and connect with customers,” she says. From using new technology to building partnerships, Henriikka’s goal is to give people better options, for themselves and the planet.

This is just the start. “Every campaign, every decision – it’s all working toward a bigger purpose. That’s what keeps me motivated every day.”