Erika Hakala

After more than a decade building and scaling marketing at hypergrowth companies like Onfido, Productboard, Tinybird, and Speechmatics, the biggest business gains always came when marketing wasn’t scattered, reactive, or misaligned, but driving growth systematically. I set up Oinas Marketing to work with founders and leadership teams to do exactly that- design marketing systems that are clear, practical, and built for growth. The focus is always on what matters most: creating demand, building trust, and turning marketing into a predictable driver of revenue. If your marketing efforts aren't delivering pipeline, or if sales and marketing feel like they're speaking different languages, you're not alone. Many startups get stuck here: - Leads but no revenue: Marketing brings traffic, but it's not converting. - Misaligned teams: Sales says "the leads are bad", Marketing says "sales isn't following up." - Random acts of marketing: Campaigns without strategy or measurable impact. This story is all too common in B2B startups. The good news? It's fixable. Let's chat.

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  Conversion rate optimisation

  Getting traffic is one thing - turning it into actual leads or sales is another. I’ve spent years testing and tweaking everything from landing pages to sales handoff processes. If you’re not seeing the conversions you expect, I can help you figure out what’s going wrong and where to focus to get better results.

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  Demand generation

  If you’re struggling to turn marketing efforts into real pipeline, I can help. I’ve shifted teams from chasing leads to building a demand engine that delivers quality opportunities, not just numbers. Whether it’s setting up better targeting, improving tracking, or making sales and marketing work better together, I can help you create a system that actually drives growth.

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  Go to market strategy

  Launching a product or entering a new market can be tricky, especially if sales and marketing aren’t aligned. I’ve built GTM strategies that hit pipeline targets by making sure the messaging is clear, the audience is right, and everyone is working towards the same goal. If you need help structuring your GTM approach, I can guide you through it.

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  Growth marketing

  Growth marketing can feel overwhelming with so many tactics to test. I’ve built strategies from scratch, focusing on what really moves the needle - whether that’s organic channels, paid media, or aligning with sales. If you’re stuck figuring out where to start or how to scale, I can help you focus on the right areas to see real results.

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  Marketing automation

  If your marketing feels messy and manual, automation can be a game changer. I’ve set up lead scoring, automated email flows, and processes that make life easier for marketing and sales. If you’re unsure how to use automation tools or just need help getting started, I can share what’s worked for me.

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  Operations

  Marketing is so much easier when you have clear processes and visibility into what’s working. I’ve built reporting, dashboards, and workflows that make tracking success simple. If you’re feeling lost in the numbers or struggling to show impact, I can help you bring clarity to your marketing operations.

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  PPC strategies

  Paid ads can be a great way to reach the right audience, but it’s easy to burn through budget without seeing results. I’ve managed PPC campaigns that drive real pipeline, and I can help you figure out targeting, messaging, and budget allocation to make sure you’re getting the most out of your spend.

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  Partner marketing

  If you’re working with partners but not seeing much impact, I can help. I’ve built co-marketing campaigns that drive real value - both for businesses and their partners. Whether it’s improving collaboration, creating joint campaigns, or making sure sales teams are aligned, I can share what’s worked for me.

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  Personal branding

  For founders, personal brand isn’t just about visibility - it’s a powerful tool for driving business growth. If you’re unsure how to position yourself, what to post, or how to use LinkedIn effectively, I can help you create a strategy that feels natural and delivers results.

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  Social media

  Social media can feel like a time sink if you’re not sure how to use it effectively. Whether you’re trying to build your personal brand or use social for demand generation, I can help you find an approach that works.

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  Technology and tools

  With so many marketing tools out there, it’s easy to feel like you’re drowning in tech. I’ve worked with all sorts of platforms and can help you figure out what you actually need, how to set things up properly, and how to make sure your tools work for you - not the other way around.

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  LinkedIn

  9 years of experience

  I’ve run LinkedIn ads and organic programs for years—sometimes hands-on, sometimes managing agencies or teams. I know what works, how to optimise targeting, and how to track real impact. If you need help making LinkedIn a true growth channel, I can guide you.