Tiina Hovi
About Tiina Hovi
Tiina Hovi serves as the Head of Digital Sales and Marketing at Varjo, where she has been instrumental in driving growth marketing initiatives since 2022. With a strong background in e-commerce and digital marketing, she has successfully launched international web stores and modernized Varjo's e-commerce system.
Work at Varjo
Tiina Hovi has been serving as the Head of Digital Sales and Marketing at Varjo since 2022. In this role, she has led various growth marketing initiatives, collaborating with the content team to enhance SEO, lead generation, and advertising performance. Hovi has successfully launched three international web stores to improve Varjo's B2B e-commerce and direct-to-consumer sales. She also modernized the company's e-commerce system by transitioning to a headless solution on BigCommerce. Under her leadership, Varjo achieved record performance in e-commerce revenue and marketing-generated pipeline in 2023.
Education and Expertise
Tiina Hovi studied at Henley Business School, where she earned an Executive Master of Business Administration (EMBA) from 2019 to 2023. She also holds a Bachelor of Business Administration (BBA) from Tecnológico de Monterrey, which she completed in 2005. Additionally, she studied Marketing, International Business, and Leadership at Haaga-Helia University of Applied Sciences, achieving her BBA from 2003 to 2007. Hovi's educational background supports her expertise in digital marketing and business management.
Background
Before joining Varjo, Tiina Hovi held various positions in marketing and sales across multiple organizations. She worked at Finnkino Oy as Head of Marketing & E-commerce from 2018 to 2021 and as eCommerce & CRM Manager from 2015 to 2018. Hovi also gained experience at HMD Global as Head of Global Digital Marketing Operations from 2021 to 2022. Her earlier roles include positions at Meltwater Group, Forrester Research, and TUI, where she developed a strong foundation in digital marketing and account management.
Achievements
During her tenure at Varjo, Tiina Hovi oversaw the successful launch of the XR-4 Series, which became the company's most successful product launch to date. She scaled up Varjo's influencer outreach program, significantly increasing brand awareness and purchase consideration. Hovi also improved web data acquisition and goal tracking to support data-driven decision-making and enhanced marketing automation, leading to improved conversions and customer engagement.