Noora Hujala

With Solid-IO, the next era of precision oncology begins now. Solid IO operates at the crossroads of medtech, biotech, and deep tech - advancing organ-on-chip technology for precision oncology and immunotherapy. By replicating patient-specific tumor environments, we provide real-time insights that optimize treatment decisions, refine clinical trial design, and accelerate drug development. As CEO, my primary responsibility areas are following: • Management system • Funding & Budgeting • Building capabilities (people, processes, technology) • Partnering & contracts • Business model, Market entry and Sales • Regulatory & quality With a mission to end the guesswork in cancer care, Solid IO is redefining the future of immuno-oncology and precision medicine.

Solid IO started as a Research to Business project at Helsinki University, and spun out in Jan 2025. Read more: https://www.helsinki.fi/en/helsinki-innovation-services/news-archive/solid-io-enables-faster-access-personalised-cancer-therapies https://www.helsinki.fi/en/helsinki-innovation-services/industry-and-investors/commercialisation-projects/solid-io-helps-develop-new-immunotherapies-cancer-patients-faster-and-cheaper

Arvova is a Finnish startup that focuses on developing A Future Standard for B2B companies in leading Competitive Advantage and Customer Value. Our core expertise is embodied in the Arvova.AI SaaS platform, which provides our customers with the opportunity to measure, predict and anticipate market changes. We offer specialized support to companies, enabling them to build, find and maintain competitive advantages. My primary responsibilities as Chief Customer Officer is to - ensure that our future and current customers Understand the Value of Arvova's Solutions - build scalable Sales, Customer Success and Marketing (= Revenue) Operations - ensure Product Market Fit

The Finnish Arthritis Association promotes the opportunities for those suffering from osteoarthritis or other joint problems to cope with their condition. Our association has appr. 9,000 members, and our activities are divided into three parts: joint health initiatives, information sharing, and advocacy. Due to changes in my main job, I decided to step down from my role as Board Chair to devote more time to my primary focus: working for Solid IO.

A stock listed Nordic company living a turnaround. I led transformation of B2B sales, account management, customer service and CX operations in Oriola Finland, turnover 1 112 Meur. Team 20 pers. incl. middle management. Proven results in net sales, EBIT and leadership index. This required strategic planning, hands-on and trust building work, focus and excellent facilitation and negotiation work. Reported to Managing Director Oriola Finland, VP BA Oriola Finland and CCO Oriola Corporation. Learnings: How to keep focus in a complex and continuously changing working environment.

I led transformation of B2B2C sales, and B2C ecommerce as well as B2B & B&C customer service operations in Business Area Retail, Finland. Turnover 27 Meur. Team 28 pers. incl. middle management. Proven results in sales margin, OPEX, leadership index and NPS. This required strategic planning and brave decisions, coaching and trust building work. Reported to VP BA Retail. Learnings: how to do cross-team operational model change planning and engage people to the change journey.

At that time Oriola was recovering from a major crisis. I led transformation of B2B and B2C Customer Service operations in Business Area Retail, Finland and acted as CX Program BA Lead in strategic, Group wide Customer Experience program. Team 20 pers. incl. managers. Proven results in OPEX, NPS and leadership index. This required strategic planning, trust building, brave decisions and coaching. Reported to VP BA Retail. Learnings: how to sell your ideas to your internal stakeholders and engage managers to lead change.

Farenta was a disruptor and a front-runner company in Finnish market offering on-demand and strategic staffing services to pharmacies and expert services for pharmaceutical companies. Farenta was acquired by Oriola in 2016 and by Eezy in 2022. At this point Farenta was partly living a crisis together with it's owner Oriola. I led our B2B sales and customer loyalty operations and made sure we reached our sales and margin targets in a challenging era. This required crisis leadership and coaching. Reported to COO Farenta. Learnings: how to earn you team’s trust and get them succeed in the challenging era.

I was responsible for B2B sales and customer loyalty of our Staffing Service customers (pharmacies) in Helsinki metropolitan and Turku areas. I reached my annual sales targets. This required systematic trust building and self-leadership work. Reported to Sales and Marketing Director Farenta. Learnings: how to do solution and insight selling and negotiate successfully.

Farmasian Oppimiskeskus ry (FOK) is a valued non-profit organization providing education and lifelong learning to healthcare care professionals. At this point FOK was seeking for new B2B customer groups. I was responsible for ideating, planning and producing trainings and training programs for health care professionals. I had an excellent NPS score and I was known as innovative and inspiring planner among my network. This required outside the box thinking and systematic self-leadership. Reported to Managing Director. Learnings: how to create value providing products to new customer groups and build your professional network.

Nutrinet Oy was an innovative, front-runner in a field of nutrition expertise - aiming to build scalable business. I was responsible for creating and commercializing as well as marketing and selling our trainings for health care professionals. I acquired our first large B2B customer. This required creativeness and jumping into the cold water. Reported to CEO. Learnings: how to commercialize and sell your expertise.

Aalto Executive MBA (EMBA) is one of Europe's leading Executive MBA programs. It holds the 'Triple Crown' of accreditations – the three most respected international accreditations, AACSB, AMBA, and EQUIS, granted to only 0.5% of the world's business schools – and is ranked among the top 100 programs worldwide. The EMBA refined my strategic and leadership skills with a strong focus on hands-on execution, understanding when transformation is needed, how to lead it, and how to build and grow new businesses.