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Riina Leinimaa has a diverse background in marketing and sales. Riina currently works at LYKO as the Influencer Marketing Lead, where they manage influencer partnerships and campaigns. Prior to that, they were an Influencer Coordinator at the same company. Riina also gained experience as a Content Producer at TBWA\\Helsinki, where they were responsible for creating content. Riina has also worked as a Marketing Assistant at Sparklike Oy, where they focused on producing marketing materials and managing the company's website. Earlier in their career, they held a CR and Marketing role at Skincity, where they worked closely with influencers and analyzed campaign results. Riina also worked as an Assistant Store Manager at The Body Shop, where they set sales goals and managed a team. In addition, Riina has experience as a Teacher Intern at Suomen Kosmetologien Yhdistyksen Opisto and as a Sales Promoter at ALTA CARE Laboratoires.

Riina Leinimaa completed a Bachelor of Business Administration - BBA degree in Marketing from Laurea University of Applied Sciences, during the years 2020 to 2022. Prior to this, they obtained a Bachelor's Degree in Beauty & Cosmetics from the same university, between 2015 and 2018. In 2017, Riina attended the London College of Fashion, University of the Arts London, where they studied Cosmetic Science. Before pursuing higher education, from 2011 to 2014, they attended Suomen Kosmetologien Yhdistyksen Opisto, where they obtained a degree in Beauty Therapist and Beauty Advisor. Riina Leinimaa completed their high school education at Keravan Lukio from 2006 to 2009. Additionally, they hold various certifications, including the Fundamentals of Digital Marketing from Google in 2020 and certifications in Inbound Marketing, Inbound Sales, and Inbound from HubSpot Academy in March 2020. Riina also obtained the CIDESCO certification from CIDESCO International in 2013.