Sara Hämäläinen

I have previous experience from the FMCG industry where I have worked with brand managing and brand strategy. I enjoy analyzing consumer insights and turning them into practical solutions. I’m especially interested in market trends regarding consumer-centric industries and creating long term brand strategies.

I have a M.Sc. in Marketing and a B.Sc. in Business Administration from Stockholm Business School, and I’ve also completed an exchange semester at the National University of Singapore. Prior to joining Lynxeye, I worked with brand managing at Henkel Consumer Brands.

I was involved in a project that looked into how to better identify and target female-founded startups. A way of working towards closing the gender financing gap within the startup ecosystem. This resulted in insights and recommendations for a startup investment team, which they now use in their work towards narrowing the investment gap.

I believe that companies need a purpose in order to be relevant in today’s world. Having a relevant purpose gives greater meaning to the company and its operations, which in return can generate loyal customers who share these values. Clear purpose can also help to guide internal decision making and can lead to new growth opportunities. Therefore, having a meaningful purpose is important from multiple perspectives.

Patagonia is the first company that comes to my mind when considering a purposeful brand. I’m impressed by their continuous efforts and commitment to sustainability and the environment. From donating profits to address climate change to encouraging consumers to be mindful of their consumption. Patagonia has had a true impact on how companies can be meaningful in society.