Mari Põldemaa
Tallinn,784
Summary
Experienced professional with demonstrated success in developing and implementing brand strategies to drive growth and profitability, even during challenging times and stressful environments.
Open-minded communicator with a natural drive to build teams and bring results.
Overview
18
18
years of professional experience
Work History
Head of Marketing and Product
AUTO-BON BALTIC OÜ
05.2024 - Current
- Leading marketing, PR, and communication strategies across the portfolio of brands in the Baltics: Peugeot, Citroën, Opel, Fiat, Jeep, and Alfa Romeo.
- Coordinating with sales teams to develop marketing strategies that align with sales objectives.
- Overseeing budget allocation for marketing and communications activities, ensuring optimal resource utilization.
- Leading cross-functional teams to execute integrated marketing activities effectively.
- Coordinating customer experience, loyalty initiatives, and KPI fulfillment across the brand portfolio to meet brand-specific goals.
- Developing and leading business intelligence initiatives, including analyzing market trends, consumer insights, business performance KPIs, profitability, and developing data dashboards to inform strategic decision-making.
- Coordinating and supporting sales teams in developing and unifying dealer network communication tools and processes across all brands.
- Supporting the management team in strategic communication with the manufacturer to ensure alignment across the brands.
- Member of the Baltic management team and the Fin-Balt Extended Management Team.
Brand Director of Jeep, Alfa Romeo, Fiat – Baltics and Finland
AUTO-BON ITAL OY
06.2023 - 04.2024
- Main goal of my position was to lead the business acquisition and go-to-market activities with quick results of 3 new brands in Finland and the Baltics.
- I led the business takeover from two separate importers, and built up Fin+Balt unified sales operations across the retail network of approximately 50 dealerships.
- I coordinated a team of sales and product managers and specialists, in close cooperation with aftersales, logistics, finance, and other support functions.
- I was in charge of daily interactions with Stellantis Group (the factory and brands' owner) and Bassadone Nordic management teams, ensuring profitability, sales, and market-share targets fulfillment across four countries.
- Member of both the Finland and Baltic management teams.
Head of Marketing, Communications & Customer Experience
AUTO-BON BALTIC OÜ
12.2018 - 05.2023
- Member of the local management team, leading the Peugeot and Citroën Baltic marketing team (three direct subordinates), and overseeing Customer Experience across the whole customer journey.
- Coordinating relations with the Baltic dealership network (over 50 independent dealers), in charge of daily interactions with the Bassadone Nordic management team and the Stellantis Group (the factory and brand owner).
- Developed marketing and communication strategies for diverse campaigns and PR activities in line with the brands' strategies and targets.
- Analyzed market trends to inform strategic marketing decisions and positioning.
- Built relationships with automotive media outlets to enhance public relations outreach.
- Supervised the marketing team, providing guidance and support on projects and campaigns.
- Planned corporate events such as seminars or conferences focused on industry topics.
- Created and managed annual budgets for marketing campaigns, advertising, public relations, and events.
Marketing Manager in Estonia
STOCKMANN AS
02.2016 - 12.2018
- Leading marketing communication and customer relations teams (more than 20 people in total, of whom 6 are direct subordinates).
- Building and implementing a local marketing and communication strategy, as well as developing a premium customer experience across all touchpoints during the entire customer journey, according to the Stockmann Group business strategy.
- Planning and following the marketing budget (including income and costs).
- Ensuring sales, visitors, and buying customers' growth.
- Being the key contact person and representative in media, planning, and executing local PR activities for both content purposes (i.e., brand selection related to corporate purposes).
- Leading pan-Baltic and actively participating in group-level business development projects (i.e., Baltic Food Business strategy, new CRM platform implementation, and new Customer Loyalty program development).
- Collaborated with sales teams to align marketing efforts with business objectives.
- Coordinated events and promotions to increase customer interaction and loyalty.
Marketing Manager
VIASAT AS
08.2012 - 02.2015
- Developing, managing, and executing effective marketing campaigns covering all service and sales platforms.
- Strategic planning, budgeting, reporting, and analyzing according to MTG standards and the company’s local needs.
- Executing both sales and imago campaigns (ATL and BTL).
- Leading the new products/services development and launch process.
- Supporting sales marketing (direct sales, D2D, new sales channels), third-party (B2B) marketing activities (CATV, IPTV, Horeca).
- Direct subordinates: Marketing and Communication Specialist.
Brand Manager
SAKU ÕLLETEHASE AS
12.2010 - 08.2012
- Managing the import of the Beers Portfolio (Carlsberg, Staropramen, Baltika, 1664) across retail and HoReCa sales channels.
- Developing new products (Saku Kali, Saku Mõdu, Saku Kuld), starting from finding category insights, profiling target groups, taste profiles, packaging range, and packaging designs, to bringing products to market (procedures according to legislation, research, media planning, PR planning, campaign concepts, etc.).
- Managing products and brands through their life cycle, developing, and promoting brands and their image.
- Participating in Carlsberg Group strategy development (market analyses, concept descriptions, P&L data, etc.).
- Leading pan-Baltic projects and participating in the Group’s international projects.
Product Category Manager
AS KALEV CHOCOLATE FACTORY
03.2010 - 12.2010
- New product development, from profiling and selecting tastes to packaging design and packaging range.
- Managing the product group life cycle (Chocolate Bars and Candy Boxes).
- Analyzing the market situation and regulating the needs for changes in the category; developing brand image and advertising concepts.
Marketing Assistant; Junior Brand Manager
AS Prike
Tallinn
04.2007 - 03.2010
- Collaborated with team members to develop marketing strategies and plans. Later, I took the full responsibility of the niche brands portfolio (e.g., Rockstar Energy Drink, Red Stripe Beer, Smirnoff Ice)
- Provided administrative support to the Marketing Manager on a daily basis.
- Assisted in organizing promotional events and tradeshows.
- Assisted with the development and implementation of marketing campaigns.
- Collaborated with marketing team on new ideas and directions to support events and customer communication projects.
Education
Microdegree - Data-Based Decision Making And Leadership
Estonian Business School
Estonia12-2024
Microdegree - Green Transition And Sustainable Economy Foundations
Estonian Business School
Estonia10-2024
BA - Business Management, Marketing and Advertising
Tallinn University Law School
Estonia01.2012
BA - Informatics
Tallinn University
Estonia01.2006
High School Diploma -
Orissaare Gümnaasium
Estonia01.2006
Skills
- Strategic marketing
- Customer experience
- Market research
- Communication strategies
- Positioning
- Branding
- Cross-functional team leadership
<Enter your own>
- Date of Birth: 07/20/87
- Nationality: Estonian
Languages
- Estonian, native
- English, written (excellent), spoken (very good)
- German, written (basic), spoken (basic)
Hobbies and Interests
- Health and fitness enthusiast
- Travelling
- Theatre, concerts, museums
- Reading crime and fiction books
Drivers License
B-category
Trainings
- TalTech AI Course, custom-made program for Auto-Bon, 2024
- Digital Marketing online courses (Coursive), 2024-2025
- Various Digital marketing, media and communication related seminars and webinars through the years
- NEXT MBA Marketing Director Course, 2022
- Personal coaching program, coach Ivar Lukk, 2018
- Leadership training, custom made by Äripäeva Akadeemia, 2017
- Fitness and bodybuilding trainer course, level EKR3, 2015
- MTG Academy “Leading with Passion”, 2012 - 2013
- MTG Academy trainings, 2013
- Carlsberg Brand Capability Program, 2012
- ORKLA Brand Academy workshops, 2010
- AS Prike Drinks Expert Program, 2007 - 2010
Affiliations
- Sports (Crossfit, mountain ski, cycling etc.)
- Health - food, active lifestyles
- Reading - from cheesy novels and crime stories to business & management
- Quality time with friends and family
Languages
Estonian
First Language
English
Advanced (C1)
C1
German
Beginner
A1
Timeline
Head of Marketing and Product
AUTO-BON BALTIC OÜ
05.2024 - Current
Brand Director of Jeep, Alfa Romeo, Fiat – Baltics and Finland
AUTO-BON ITAL OY
06.2023 - 04.2024
Head of Marketing, Communications & Customer Experience
AUTO-BON BALTIC OÜ
12.2018 - 05.2023
Marketing Manager in Estonia
STOCKMANN AS
02.2016 - 12.2018
Marketing Manager
VIASAT AS
08.2012 - 02.2015
Brand Manager
SAKU ÕLLETEHASE AS
12.2010 - 08.2012
Product Category Manager
AS KALEV CHOCOLATE FACTORY
03.2010 - 12.2010
Marketing Assistant; Junior Brand Manager
AS Prike
04.2007 - 03.2010
Microdegree - Data-Based Decision Making And Leadership
Estonian Business School
Microdegree - Green Transition And Sustainable Economy Foundations
Estonian Business School
BA - Business Management, Marketing and Advertising
Tallinn University Law School
BA - Informatics
Tallinn University
High School Diploma -
Orissaare Gümnaasium
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