Sanna Haapaniemi

Evaluator
DISC Type : DSC

CEO at Apomera.fi

Espoo, Uusimaa, Finland

Overview

Sanna Haapaniemi is a seasoned commercial leader and the current CEO of Apomera. fi, specializing in eCommerce and DTC growth. With a Masters in Business Administration, her career includes driving over 50% DTC sales growth at Fiskars Group and leading global eCommerce for Marimekko. Colleagues describe her as a highly driven, empathetic, and structured leader.

After joining Fiskars Group as a Manager for eCommerce, Sanna was promoted to Director in just six months.

Personality Overview

Fast But Analytical

Hard To Convince

Quality Focused

They focus on the results, but can still be quite procedural and analytical about how to get there  They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical They are not very likely to become strong advocates of your product or service

Topics They Care About

DTC Growth
Her career is defined by driving direct-to-consumer sales, including achieving over 50% growth during her time at Fiskars Group.
eCommerce Strategy
As a leader at Apomera. fi, Fiskars, and Marimekko, she has consistently developed strategies to maximize online sales and profitability.
Customer Loyalty
She has publicly spoken about the impact of loyalty programs on e-commerce sales and customer retention, demonstrating expertise in this area.

Media Appearances

Sanna has no verified media appearances

Work History

8-2025
CEO at Apomera.fi
9-2022 - 7-2025
eCommerce Director, Iittala & Nordic Brands at Fiskars Group
2-2022 - 9-2022
Team Lead & Manager eCommerce Iittala at Fiskars Group
8-2019 - 1-2022
Head of Global eCommerce at Marimekko
9-2015 - 12-2018
eCommerce Manager - Interio at Migros-Genossenschafts-Bund

Education

2003 - 2008
Master of Science (Business Administration) from University of Tampere 1925-2018
2006 - 2006
Education details unavailable from Charles University

More Information

Social Presence :

Prographics :

Exp : 10 Location : Espoo, Uusimaa, Finland Job Level : Leadership Designation : CEO at Apomera.fi
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Insights For Selling To Sanna

During A Call Or A Meeting

DO's

  • Be prepared for comments or questions that are critical of your product or your claims
  • Keep a professional, business-like approach; especially if you tend to get informal quickly
  • Showcase how you can impact results but also make sure that you share detailed information too

DONT's

  • Don’t focus on relationship, focus purely on the merit of your product
  • Avoid inviting them for any social interactions until you have built some rapport with them
  • Don’t nudge them to do something by using the logic that others have done the same

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sanna is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Sanna

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Sanna move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Sanna take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Sanna

Personality Compatibility


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