Meet the speakers
Tom Betts
Chief Data and AI Officer, Ex Kingfisher, Financial Times
Tom Betts is a global leader in applying data and AI to drive commercial growth and business transformation. Most recently, he served as Group Data Director at Kingfisher Plc, one of Europe's largest retailers, and the leader in hardware and renovation. At Kingfisher, Tom led the development of a comprehensive data strategy, fueling customer-centric digital growth, and implementing AI, machine learning, and analytics solutions at scale. Prior to this, Tom played a crucial role in the digital transformation of the Financial Times, serving as their Chief Data Officer and board member.
Annika Nordbo
Head of eCommerce Data and Analytics, SOK
Annika is the Head of eCommerce Data and Analytics for the three Finlands' leading ecommerce stores at SOK: s-kaupat.fi, sokos.fi, and prisma.fi. At SOK, Annika has established a new data and analytics team to accelerate the massive growth of SOK's ecommerce, covering the entire supply chain from warehouses to customer delivery and feedback. Prior to SOK, Annika led data and analytics teams in large Finnish companies, such as VR and Finnair, transforming them from data-aware to data-driven. She also has a research background and holds a PhD from the University of Helsinki.
Samuli Salmela
Head of Digital Transformation, DB Schenker Europe
Samuli is the Head of Digital Transformation for the European region at DB Schenker and previously served as the CIO for DB Schenker Finland. At Schenker, he has, among other things, led a full transformation of customer service, including a European-wide implementation of generative AI-enabled automation that resulted in significant efficiency gains. Samuli also leads the digitalisation group for Palta, the Service Sector Employers' Association, and volunteers as a Senior Mentor in the Helsinki Incubators Nexus program at the University of Helsinki.
Juha Saarinen
Principal of Data, Columbia Road
Juha Saarinen began his career as an IT consultant, developing custom software solutions for clients. After a successful consulting career, Juha took on leadership roles in major Finnish ecommerce companies and he, for example, automated customer engagement for one of Finland's largest ecommerce operators using customer data, AI capabilities, and experimentation methods. In 2024, he was honoured with the 'Vuoden datakuiskaaja' award by the Digital Commerce Finland community. Now, after nearly a decade, Juha has returned to consulting and works as a Principal of Data at Columbia Road.
Hear insights from
Meet the hosts
Niina Reponen
Managing Consultant, Digital Commerce & Growth, Columbia Road
Armed with over a decade of international experience, Niina has fostered a successful career focused on data utilisation to drive business growth and digital transformation. Her extensive expertise in the digital landscape is complemented by her proficiency in customer data, conversion optimisation, and the creation of seamless digital customer experiences. Niina has led the global marketing team for Vaisala and served as their global ecommerce manager. Her educational background is from Aalto University and Harvard University, where she has also guest lectured.
Viljo Valovirta
Managing Consultant, Digital Sales & Growth, Columbia Road
Viljo is an experienced digital business and marketing professional with 15 years of experience in digital sales and services. He has successfully led marketing and cross-functional teams in complex environments, demonstrating a data and business-oriented approach backed by tangible results. Viljo's background includes working in major Finnish listed companies such as Mandatum and OP, where he led their marketing development functions and drove customer-focused growth.