Johanna Liukkonen

Senior marketing and media leader with deep paid media and performance expertise, currently leading regional media strategy and a 10M€+ budget across nine markets at Wolt, including Finland, the Baltics and the Nordics. Strong track record in full-funnel media planning, ROI-focused performance campaigns, agency management and data-driven optimisation, built both in-house and agency-side (dentsu, GroupM, AOL). Analytical, commercially minded and bilingual Finnish/English.

Head of Regional Media Buying at Wolt Oy (2024-09 – Present)

• Lead regional media strategy and a 10M€+ budget across nine markets, including Finland, the Baltics and the Nordics, aligning media plans with commercial goals.
• Own the media agency relationship and MSA with dentsu, including performance reviews and optimisation, and lead the planning, buying and performance of offline media.
• Drive budget follow-up and results across channels, and lead measurement and optimisation through brand lift studies, A/B and blackout experiments and Media Mix Modelling with the analytics team.
• Partner with local marketing teams, brand management and commercial teams across the markets.

Account & Media Director at GroupM Finland Oy (2022-01 – 2024-09)

• Led full-funnel media strategy and ROI-focused campaign planning across FMCG, banking, electronics and travel, managing large budgets and advising on measurement from digital attribution to brand tracking.
• Managed agency delivery and won new business in FMCG and retail; named Employee of the Year and Collaborator of the Year 2022.

Director, Digital Media Services at dentsu Finland Oy (2021-02 – 2021-09)

• Led a 30+ person paid and performance media team across programmatic, paid social, SEM and SEO, with full P&L responsibility.

Senior leadership roles (Amnet & Vizeum) at Dentsu Aegis Network Oy (2017-06 – 2021-01)

• Led Amnet, one of Finland's largest programmatic (paid digital media) operations, owning P&L for teams of 10 to 20+ and delivering data-driven planning, buying and optimisation across paid channels.

Senior account-management and client-services leadership at AOL UK & Millennial Media (2010 – 2017)

• Senior account-management and client-services leadership in digital and mobile advertising, leading EMEA teams of up to 12 (Millennial Media, a mobile DSP, was acquired by AOL in 2015).

Earlier roles at AdQ Company & AOL Advertising Finland (2008 – 2010)

BBA in International Business – Haaga-Helia University of Applied Sciences (2007)

English Philology – University of Helsinki (2001 – 2003)