Helsinki, Uusimaa, Finland, May 2025 — Joni Helminen has stepped into the role of Chief Marketing Officer at Barona, marking a significant milestone in his career journey within the organization. Having joined Barona nearly four years ago, Joni’s ascent to the CMO position highlights his strategic impact and leadership in driving the company’s marketing and communications functions.
In his new role, Joni will lead the Group Marketing and Communications team, overseeing a diverse group of over 20 in-house professionals and partners. Reporting directly to the CEO, he will be responsible for aligning marketing and communications strategy with Barona’s overarching business goals. He will also work closely with the heads of Brand, Communications, B2B, and B2C marketing to drive performance across all marketing verticals.
Joni’s key focus areas will include steering the MarComs strategy, handling the financial framework for marketing functions, leading the MarComs steering group, and championing marketing development and team wellbeing. He will also continue to embrace innovation through AI development and foster data-driven decision-making across campaigns and initiatives.
Before assuming the CMO role, Joni served as Director of Marketing, Head of Marketing Strategy & MarTech, and Head of Digital Marketing at Barona, where he was instrumental in transforming the organization’s marketing operations. His earlier career includes senior roles at OMD Finland, where he led performance marketing, programmatic advertising, and digital transformation for key clients.
Joni’s promotion reflects Barona’s commitment to fostering internal talent and driving a bold vision of building a more sustainable and impactful future for working life in Finland and beyond.
About Barona
Barona is a trusted partner for employees and employers alike, dedicated to making work life simpler and more meaningful. As one of Finland’s top 10 employers, Barona drives growth and transformation through courage, technology, and human-centric solutions. The company plays a critical role in shaping a sustainable future for working life, providing freedom, choices, and opportunities across industries. Whether helping individuals find new career paths or supporting businesses in their growth journeys, Barona remains committed to positive societal impact through employment and innovation.
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