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Riina Hyöky has a diverse range of work experience in various industries. Riina started their career as a Consultant Trainee at Euro Keys in 2008, followed by roles as a Sales Operations Trainee and Consultant in Business Transformation at IBM Finland. In 2011, they joined Talent Vectia Oy as a Senior Consultant, where they worked on projects related to corporate, business, and growth strategies, as well as customer experience and relationship management.

From 2014 to 2020, Riina worked at Finnair in roles such as Development Manager, Customer Care & Support, Development Manager at Finnair Customer Experience Development unit, Head of Finnair Travel Retail Sales, and Head of Travel Retail. Riina was responsible for improving customer service quality, customer experience, and optimizing internal processes. Riina also played a key role in the digital transformation and customer-centric assortment renewal of the travel retail business, leading to double-digit growth and improved profitability.

Since 2020, Riina has been working at Varma, one of Finland's largest pension insurance companies, as the Director of Small Enterprise Accounts, Marketing & Customer Service. In this role, they head a 40+ employee unit and is responsible for digital sales, e-commerce, SME segment sales and account management, marketing, customer communication, and customer service to all enterprise accounts.

Most recently, Riina joined Pihlajalinna in 2022 as the Vice President of Digital Sales, CX & Marketing. Riina is driving digital transformation and growth in private healthcare, overseeing digital sales and channel development, service offering development and design, customer experience, and brand and marketing initiatives.

Overall, Riina's work experience showcases their expertise in various areas including digital transformation, customer experience, sales and marketing, and strategic management.

Riina Hyöky completed a Master of Science in Economics at Aalto University from 2009 to 2010. Prior to that, they obtained a Master of Social Sciences from the University of Helsinki between 2003 and 2008.