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Heli Roiha has extensive work experience in the advertising industry. Heli started their career at Publicis in 2000 as an AD Assistant and Graphic Designer. Heli then progressed to become an AD at Publicis until 2007. From 2007 to 2017, Heli worked at DDB Helsinki as an AD. In 2017, they joined SEK as a Senior Creative and later became the Creative Director in March 2021.

Heli Roiha's education history includes a Bachelor's Degree Programme in Media, with a major in Graphic Design, from the Lahden Muotoiluinstituutti / Lahti Institute of Design. Heli completed this program in the year 2000. Prior to this, they also pursued a Bachelor's Degree Programme in Design, with a focus on Fashion Design, from the same institute, with completion in 1996. Additionally, Heli Roiha studied Fine Arts, Book illustration, and Calligraphy at the Vilnius Dailes Akademija / Vilnius Academy of Arts. The specific time frame for this education is not provided.