Hanna-maaret Heikurainen

Leading brand, marketing, communications and direct-to-consumer business. Member of the leadership team. At Puhdistamo Real Foods, we are passionate about creating wellbeing through high-quality, good-for-you and better-for-you products. Founded in 2009 in Lempäälä, we are the company behind the Puhdistamo and Pureness brands. Our portfolio includes premium vitamins, minerals, and food and beverage products, all crafted with a recipe built on three core principles: only the essential, purity, and impact. Puhdistamo is Finland’s most well-known health and wellbeing brand, and we are expanding our international presence through Pureness, first launched in Sweden in 2020. With a vision of a world where wellbeing wins, we are constantly pushing the industry forward and inspiring consumers to make better choices.

Led brand, marketing, communications, and eCommerce for a hospitality group operating 15 hotels, 5 ski resorts, and 21 restaurants. Lapland Hotels Group is Finland’s largest private hotel and experience service provider, operating under the Lapland Hotels, Lapland Safaris, and Lapland Ski Resorts brands. The group also ranks among Finland’s largest private restaurant operators, with numerous dining venues across its hotels, and standalone locations.

Led the development and execution of global and regional digital marketing campaigns for Dubai Tourism, including large-scale global brand campaigns across 25+ markets. Led key initiatives such as annual digital marketing planning and frontier market strategy. Dubai Tourism and Commerce Marketing (DTCM) is the government entity responsible for promoting Dubai as a global tourism destination and overseeing the tourism and hospitality sector in the emirate. DTCM operates under the Dubai Department of Economy and Tourism, which was formed to drive sustainable economic growth and maintain Dubai’s position as a world-leading travel and business hub.

Led the regional Microsoft Mobile account for the Middle East and North Africa, planning and overseeing digital marketing activities, new product and service launches, and the regional content strategy. Managed a cross-functional team to deliver end-to-end digital projects.

Progressed through multiple roles within the Nokia Global Digital Marketing Account, starting with supporting the setup of a 550-person team across 53 markets, and advancing to leading the agency network team to drive digital marketing best practices and marketing efficiency. Provided local market guidance and strategic direction to enhance digital marketing capabilities. Managed a team of regional managers across IMEA, APAC, and LATAM, ensuring alignment and collaboration across markets. Wunderman was a global digital marketing agency specializing in data-driven marketing, customer experience, and creative strategy. It was part of WPP Group and merged with J. Walter Thompson in 2018 to form Wunderman Thompson.