Changes in Stockmann’s Management Team: Outi Nylund is the new Chief Customer Officer and Anna Salmi is the new Chief Digital Officer

STOCKMANN plc, Stock Exchange Release 13.12.2018 at 09:00 EET 

Stockmann has made the following appointments to the group’s Management Team in order to increase its efforts in developing customer-oriented digital business and customer experience:  

Outi Nylund, M.Sc.(Econ.) (b. 1975), has been appointed as Stockmann’s Chief Customer Officer. Her areas of responsibility will include Stockmann’s customership, brand development and marketing communications. Outi Nylund will start at Stockmann on 1 May 2019. Since 2016, she has been K Group’s Director responsible for the customer loyalty programme and data-driven marketing. Previously, Outi Nylund has worked in several managerial positions in marketing and customer relations at Veikkaus and Elisa, among others.

Anna Salmi, M.Sc.(Econ.) (b. 1979), has been appointed as Stockmann’s Chief Digital Officer, starting 1 May 2019. Her areas of responsibility will include Stockmann’s digital business operations, ICT as well as the development of data-driven business. Anna Salmi has worked at Stockmann since 2015. Currently, she is the CCO in charge of marketing, digital business operations and ICT.  

Both Outi Nylund and Anna Salmi will report to CEO Lauri Veijalainen.

“With these appointments, we will further accelerate the development of our digital business in order to offer excellent customer experiences. There are positive signs in the air, but we need to pick up the speed. I am happy that Outi Nylund will strengthen our Management Team, marketing and developing our visitor numbers. She has strong expertise in retail and customer loyalty programmes,” says Lauri Veijalainen, CEO at Stockmann.

“I’m excited to move to Stockmann, which has already taken significant steps in developing its digital business operations. It’s great to be part of developing a prestigious brand and to build, together with my team, even stronger marketing that will attract visitors to Stockmann department stores,” says Outi Nylund.

Further information:
Lauri Veijalainen, CEO, tel.
+358 9 121 5062 


Lauri Veijalainen

Nasdaq Helsinki
Principal media