New Roadie Arrivals 11/24

This November, we welcomed three new Roadies to our team: Maija, Jori, and Emelie!

Maija Typpi-Häkkinen

Principal Consultant and Senior Advisor, Digital Commerce

Hi Maija, how did you get good at what you do?

Coming from a humanist-social science background, I’ve often felt like an oddball in the IT industry. Over time, though, I’ve embraced the value of my diverse perspective. My educational foundation has allowed me to bring fresh viewpoints to the intersection of business and technology.

Over my career, I’ve worked in various roles, starting with content and concepts in digital environments and progressing through project and account management, team and business leadership, sales, business development, and senior advisory roles with P&L responsibility.

Working alongside talented professionals and building long-term client relationships has given me deep insights into different industries and their challenges. Through my 24 years in IT, I’ve also experienced several economic downturns and built the resilience to navigate them.

In today’s rapidly evolving tech landscape, staying relevant requires a mindset of continuous learning. With technology advancing so quickly, constant evolution is essential.

Beyond my business role, I have advanced initiatives in employee experience development, diversity, equity, and inclusion – areas I’m deeply passionate about. Recently, my passion has grown to encompass a broader focus on sustainability, which I believe should be integral to every role.

Why Columbia Road?

Having worked in the industry for quite some time, it was essential for me to join a company whose offering and expertise genuinely create value for clients. Equally important was finding a workplace where the values, operating model, and leadership style align with my own.

Columbia Road has consistently stood out to me for its exceptional consulting quality and extraordinary culture, even in turbulent times. The Roadies are not only talented and ambitious professionals but also kind, collaborative, and deeply committed to their work. My expectations were high when I joined, but the reality has far exceeded them.

What makes your heart beat a little faster?

As if a demanding work life, two kids, and studies weren’t enough to keep me busy ;) I’ve also contributed to non-profit associations. During my first round of studies, I volunteered for a student mental health organisation, supporting peers through a helpline. Later, I co-led the Future Female network, promoting gender equality and creating opportunities for women and underrepresented groups in tech. Currently, I’m focused on advancing sustainable digitalisation through the newly established Sustinaires association.

I have inherited a strong sense of social justice & social responsibility from my mother. Working together in communities for a better society and planet is part of my identity.

Jori Loikkanen

Senior Consultant, Martech

Hi Jori, how did you get good at what you do?

Even though I ended up working in CRM by accident (I’m actually a bachelor of ICT engineering), I've fortunately had amazing mentors for most of my career, starting from my very first project. One key concept that has stuck with me is the holy trinity of business analysis: always consider the people, processes, and technology involved, with a particular focus on processes and people.

This perspective has helped me identify the real problems we should be solving because the tools and technology alone rarely drive meaningful growth or improve customer and user experiences. I like thinking of ways to improve how that trinity can be applied in projects, and I think there's always something new to learn on how that concept can help us make better solutions.

Why Columbia Road?

My mom had borrowed the Columbia Road Culture Code from a friend and she was so excited after reading it, insisting I take a look as it seemed like ‘my kind of company’. 

As I browsed through the book, I was immediately impressed by the philosophy behind Columbia Road: a company that places deep trust in its employees, balancing freedom with responsibility. The environment seemed relaxed yet full of opportunities to grow and do things differently from what I was used to. 

We discussed it extensively, and after about a year of her asking if I was going to apply, I finally decided to do some thorough research on Columbia Road. I really liked what I saw, so I decided to send my CV and application. I've only been here for a couple of weeks, but I've already witnessed some of the principles outlined in the Culture Code in action, and it's safe to say I definitely made the right choice coming here!

What makes your heart beat a little faster?

Definitely moshpits. :D I’ve liked thrash metal since I was a teenager; it’s got that aggressive energy that gets me pumped up and helps me deal with stress! I guess another one would be travelling, which in turn is equally exciting and nerve-wracking, and I often get a bit apprehensive the day before a flight. 

I also love puzzles and problem-solving, from actual puzzle games to real-life conundrums, even if I find it frustrating sometimes. I guess I gravitated toward CRM because most projects are about solving problems. They give me the chance to work with interesting people to come up with interesting solutions, and I almost always learn something new from the people I work with.

Emelie Backman

Associate, Sales

Hi Emelie, how did you get good at what you do?

My ongoing university studies in business and economics, specialising in marketing and management, combined with my previous studies in law, provide me with a good foundation for my current work. In addition, my work experience spans customer service, retail sales in sustainable fashion, and leading a website renewal project to improve user experience. These roles have strengthened my teamwork and project management skills and the efficient use of digital tools.

Above all, I’ve had the privilege of collaborating with great people in dynamic environments, which has fueled my growth and inspired me to keep learning.

Why Columbia Road?

Columbia Road seemed like the perfect environment for professional growth, working alongside skilled and friendly professionals in digital sales and marketing. The unique community-led culture, encouraging atmosphere and company spirit is something very special that I’ve experienced already from the beginning of my journey here.

Columbia Road stands out for its holistic and hands-on approach to digital solutions, enhancing online presence and driving growth. I’m excited about contributing to the commitment to help companies sell better in alignment with clients’ goals.

What makes your heart beat a little faster?

I love exploring new places, cultures and experiences through travel. The arts, especially dramatic arts, hold a special place in my heart, and I’ve nurtured this passion both in the United States and in Sweden through participating in plays and different productions. These experiences have allowed me to grow creatively while strengthening my communication, presentation and teamwork skills. 

Additionally, I enjoy spending time with friends and family and trying out different sports. Surfing is a personal favourite, and I always try to catch some waves whenever I travel!