Jan 2026 – Present · 2 mos

Oct 2025 – Present · 5 mos

Oct 2024 – Aug 2025 · 10 mos

• Temporary role focused on driving clarity, alignment, and execution across all go-to-market motions. Accountable for ensuring that ICP, messaging, and strategy are consistent and validated across business units.
• Scope:
• ► Facilitate and align GTM strategy across business units, focusing on ICP, positioning, and acquisition/expansion strategies.
• ► Establish and maintain iterative ways of working, setting up feedback loops to accelerate learning across GTM functions.
• ► Use cross-functional data to validate ICPs, refine GTM strategies, and improve forecasting predictability.
• ► Regularly report GTM and ICP performance metrics to leadership.
• ► Support enablement by clarifying roles and expectations across marketing, sales, product, and CS.
• Focus:
• ► Building a systematic GTM engine where ICP validation, data-driven iteration, and cross-functional alignment drive sustainable pipeline and revenue growth.

Apr 2024 – Sep 2025 · 1 yr 5 mos

• Owning the intersection of product growth, ICP clarity, and GTM alignment. Responsible for translating customer insight into positioning, launches, and growth experiments that drive measurable business impact.
• Scope:
• ► Define and refine ICPs using cross-functional data to ensure product and market focus.
• ► Build and optimize product positioning and messaging for ICPs.
• ► Facilitate GTM strategy and marketing campaign planning for new products and key features.
• ► Help align product strategy with ICP priorities, ensuring development supports acquisition, activation, monetization, and retention.
• ► Drive growth initiatives such as new user activation path optimization and friction-point removal for ICP account retention
• ► Partner across product, CS, and marketing to create a cohesive journey from onboarding to engagement.
• Focus:
• ► Connecting product strategy, ICP prioritization, and market execution to deliver predictable, scalable growth.

Oct 2021 – Mar 2024 · 2 yrs 5 mos

• Kide Science (acquired by Accelerate Learning in 2023) is an award-winning EdTech company. Our product is a lesson library of story-based STEAM lesson plans & training materials for early years teachers.
• Our story-based framework is backed by years of academic research. It builds on children's natural curiosity and promotes agency, and is proven to be the best way for young kids to learn.
• Responsibilities:
• B2C user acquisition (paid + organic channels) and supporting B2B sales
• Product strategy and roadmap (together with our Head of Product)
• User lifecycle and funnel optimization within and outside the product (Activation, Revenue, Retention)
• Building and maintaining a data feedback loop
• User insights
• Monetization (e.g. pricing & packaging)
• Steering the growth team's work
• A few achievements so far:
• ✅ Completely redesigned Kide Science’s new pricing & packaging based on behavioral data and user insights and validated with user testing. In just one month, our revenue increased organically (without any other changes) by over +200%.
• ✅ After multiple experiments, increased our landing page to freemium sign-up conversion rate from 23% to 65%, and our self-serve freemium-to-paid CR from 0.1% to about 2% (and up to 5% in some customer segments). We’ve tested different offers, value props, and conversion paths, to mention a few, and implemented behavioral segmentation to help the team move away from time-based triggers to behavior-based triggers in user communications within and outside the product.
• ✅ Decreased our paid social CPA to just under $1 at best (and $2-3 on average) for new free signups from the $8-12 it was before I joined by systematically testing different campaign structures, audiences, offers, copy, and creatives.
• ✅ Increased relevant web traffic by 100% with just a few days worth of work with programmatic SEO
• Sign up for free: https://www.kidescience.com/en/

Feb 2021 – Sep 2021 · 7 mos

• Sniffie is an AI-powered pricing automation tool for e-commerce. In this role, I'm responsible for (overseeing) or helping the team with the following:
• ► Marketing strategy
• ► Positioning and messaging
• ► Product marketing
• ► Demand generation strategy, channels, and activities
• ► Managing our SEO content strategy and activities
• ► Ideal Customer Profile, pricing & packaging
• ► Conversion rate optimization (CRO) for the Sniffie website
• ► For our current, sales-led funnel: sales enablement materials, sales and marketing alignment, and working closely together with our HoS & sales team
• ► For our upcoming lower-touch funnel: Building capabilities and creating user & customer acquisition processes
• ► Managing the marketing team & external partners
• ► Marketing operations and CRM management

Oct 2020 – Apr 2023 · 2 yrs 6 mos

• Writer & curator of the free 'SaaS reads' newsletter for busy learning junkies. I ran a newsletter for several years and grew it to ~2,000 subscribers with mostly WoM.
• ► Sign up for biweekly updates here: https://saasreads.com/
• ► Read previous issues here: https://saasreads.kit.com/
• ► Contact me at anna@saasreads.com
• Value prop: Get up to five binge-worthy (mostly B2B) SaaS, growth, and marketing resources & skimmable summarise directly to your inbox every second Friday (instead of spending way too much of your valuable time trying to find a few articles worth reading). To get an idea of the topics covered, check out the resource library on the website.

Sep 2020 – Present · 5 yrs 6 mos · Remote

• Fractional GTM lead & advisor for B2B SaaS/tech startups (1–5M€ ARR). Full-time solopreneur since 10/2025.
• I help you crystallize your ICP, make your positioning resonate, streamline broken GTM operations, and turn one-off campaigns into a predictable GTM engine.
• Contact:
• ► saas-anna. com/
• ► hello@saas-anna. com
• ► Free alignment call (collaboration inquiries): calendly. com/saas-anna/30min
• ► Paid (350€ + VAT) troubleshooting call (solve a specific problem right away): calendly. com/saas-anna/60min
• What I do:
• ► Fractional GTM lead & advisory work: strategy, system set-up, execution, validation and optimization for post-PMF teams
• ► ICP development, positioning & messaging as a project for all growth stages
• Engagements:
• ► Fractional retainers (0.5-2 days a week) as a hands-on advisor for founders and small GTM & product teams
• ► One-off ICP development, positioning & messaging projects
• ► One-off advisory calls and workshops
• What I don’t do:
• ► Product marketing assets, copywriting or content production as a standalone service
• ► UX copywriting or UI/UX Design (apart from AI mockups/wireframing)
• ► Channel management (SEO, paid acquisition, media budget ownership – but happy to help you kick off things and find freelancers for ongoing help)
• ► Leading teams
• ► Problem/market fit validation for pre-PMF teams
• ► Scaling mature GTM organizations (~10M€+ ARR or post B round)
• Some companies I’ve worked with: Valotalive, Eazybreak, ePassi, Swarmia, HappyOrNot, The Qt Company, NurseBuddy, Howspace, Meltwater, Kide Science, Pricen, Visma, Lenio, MinnaLearn (the company behind Elements of AI), Granite, Maptionnaire

Jan 2019 – Feb 2021 · 2 yrs 1 mo

• Advance B2B is a B2B growth marketing agency that helps SaaS, subscription, and tech companies to scale up sustainably through marketing. We help our customers with not just customer acquisition and traditional marketing initiatives, but also GTM, customer development, monetization, and retention. Our team works with clients mostly in the English-speaking markets.
• In this role, I was responsible for running our B2B SaaS clients' marketing operations in an agile sprint model, account and project management, creating and executing actionable marketing plans, tracking and analyzing results with web and product analytics tools, and applying the learnings.
• I wore a lot of hats, and some of the areas I helped our customer with include:
• ► Customer and competitive research
• ► ICP definitions
• ► Positioning and messaging
• ► Product marketing
• ► Planning and managing lead & demand generation campaigns (content, email, etc.)
• ► Website design & CRO (esp. on HubSpot CMS)
• ► Sales/marketing alignment and processes
• ► Marketing and sales technology consultancy and helping our customers make the most of their tech stack (e.g., HubSpot, Zoho, Intercom)
• ► On-page SEO (content and technical up to a level) and link building
• ► SaaS funnel design and optimization (e.g., increasing free user to paid customer conversion rates and activation rates)
• ► Growth experiments
• While the organization was relatively flat and we liked to handle pretty much everything together as a team, as a team lead, I was responsible for:
• ► Managing an international team of 5-10 brilliant & experienced marketers
• ► Making sure that everyone in our team has the means to succeed in their job
• ► Boring admin stuff like budgeting, finances, forecasting, resourcing, etc.
• ► Account management, customer engagement, project management, and sales (upselling and NB)
• ► Internal service development
• ► Marketing
• Some of the companies I've worked with: Provet Cloud, Meltwater, Shared Contacts for Gmail, Peak Support

Dec 2017 – Dec 2018 · 1 yr

• Advance B2B is a B2B growth marketing agency that helps SaaS, subscription, and tech companies to scale up sustainably through marketing. We help our customers with not just customer acquisition but also GTM, customer development, monetization, and retention.
• Main areas I was responsible for:
• ► Customer and competitive research
• ► Positioning and messaging
• ► Product marketing
• ► Planning and launching lead & demand gen campaigns (inbound, email, paid advertising, etc.)
• ► Conducting customer and marketing research for customers
• ► Creating business-driven content marketing strategies for customers
• ► Content SEO
• ► CRO
• ► Planning, producing, and optimizing content marketing materials
• ► Analysis, reporting and applying the learnings
• ► Account management, customer engagement, and project management
• ► Marketing for Advance B2B
• Some of the customers I've worked with: Snowfox, Helsinki Business Hub, Siili Solutions, Technopolis, Manpower Group, Salesforce Finland

Apr 2017 – Nov 2017 · 7 mos · Helsinki, Southern Finland, Finland

• Dingle is a marketing agency specialized in social media and digital marketing. I worked with various B2C and B2B customers and in-house marketing.
• Some of my responsibilities included:
• ► Content planning and production (anything from social media ads to video scripts and long-form editorial content)
• ► Project management and customer engagement
• ► Consultancy and training (esp. Twitter, LinkedIn, tone of voice, personal branding, and social selling)
• ► Social media community management
• Some clients that I worked for: Lääkärikeskus Aava, Technopolis, Caverion, Ilmarinen, Asuntomessut

Dec 2016 – Nov 2017 · 11 mos · Helsinki Area, Finland

• Sitra (the Finnish Innovation Fund) is an independent future-oriented think tank and an investment company, the aim of which is to to promote stable and balanced development in Finland, qualitative and quantitative economic growth and international competitiveness and cooperation.
• I worked for a fixed-term project that focused on the youth vision for the future. As an external consultant, I worked as a part-time project team member and cooperated closely with Sitra's coordinating team.
• My main responsibilities included:
• ► Concepting and planning a sub-project for 7 siblings from the future
• ► Running a series of futurology workshops
• ► Producing a video installation for Sitra's 50th anniversary celebration
• ► Assisting in The 7 Siblings from the Future tour, that is part of Sitra’s 50th anniversary and the official programme of the Finland 100 anniversary

Mar 2012 – Apr 2017 · 5 yrs 1 mo · Helsinki Area, Finland

• I worked as a freelance content marketer, journalist, writer, copy editor, and communication coach for various customers (incl. marketing agencies, companies, individual clients, magazines, newspapers, and non-profit organizations).
• Some of my responsibilities included:
• ► Content planning and production for different marketing, communications and journalistic purposes
• ► Content strategy and planning, SEO and keyword research, content optimization
• ► Copy editing and proofreading
• ► Communication coaching and consulting (esp. social media, tone of voice and writing)