Become the #1 choice for those who matter
Hello, I’m Tiina – a systems engineer and marketer with nearly 20 years shaping GTM strategy, business processes, buyer experience, category positioning, and service packaging for SaaS platforms, premium brands, and international scaleups. What I do best: turn high-energy and innovative ideas into robust growth systems, design complete buying journeys, and engineer the intelligence, automation, and assets that make a business run like a well-oiled engine.
I’m a strategic thinker with deep passion for getting hands dirty on building things. I move fast, think in multiple dimensions, and make sure details don’t get dropped. I don’t break things, I make them work!
Available fractionally or full-time. Currently busy helping a Swedish SaaS company become the #1 player in their category – available for podcasts, articles & speaking.
My Modus Operandi
Engineer by training. Designer at heart. Systems thinker by nature.
Over the years, I’ve been fortunate to work with large-scale B2B SaaS platforms, international design and hospitality brands, and visionary industry experts.
I’ve held roles such as Product Manager, Global Process Manager overseeing a team of 300+ SaaS professionals, Product Marketing Lead, CMO, Growth Coach, and Founder & CEO. Here’s a snapshot of the things I’ve shipped…
LAUNCHed PRODUCTS THAT WIN
I’ve led cross-functional product launches – from positioning and messaging to campaigns and enablement – that drove market traction, adoption, and revenue impact.
Built scalable product marketing functions
I’ve built and implemented core GTM frameworks, processes, and collaboration models that created clarity and repeatable success across teams.
managed thought-leader content programs
I’ve built and run content programs that educated, influenced, and converted, including SEO content, webinars, and long-form assets aligned to the buyer journey.
Designed digital customer journeys & CX
I’ve designed and shaped end-to-end customer journeys by aligning messaging, touchpoints, and automation from first interaction through adoption.
Turned customer insight into growth assets
I’ve translated customer interviews and voice-of-customer research into case studies, proof points, and messaging that supported sales and GTM execution.
installed technology, automation & systems
I’ve led the selection, implementation, and optimization of marketing, sales, and CX systems that scaled efficiently and supported data-driven decisions.
Led complex, cross-functional initiatives
I’ve managed and delivered high-impact initiatives – brand launches, system rollouts, enablement programs, and partner efforts.
productized expertise & thought leadership
I’ve productized internal expertise into structured, scalable assets such as content platforms, digital products, and educational experiences.
BUILT TEAMS & operational excellence
I’ve led 300+ employees in multiple international locations. I’ve built teams with the clarity, momentum, and energy to do great work – and actually enjoy doing it.
Some of the companies & Brands I’ve worked with
“fast, Smart & Fun”
…What people say about me (which I can neither confirm nor deny)
In my role as Director of EMEA Marketing at Tacton, I have had the pleasure of working with Tiina Wilén.
In her role as Product Marketing Manager, Tiina Wilén has been responsible for creating go- to-market strategies and driving activities to launch different products.
She has excelled in her ability to quickly understand the unique value of the product and how to best communicate this to customers.
Tiina’s strong understanding of market trends, combined with excellent communication skills with both product and sales teams has made her a key part of Tacton. She is exceptionally good at adapting to new requirements and finding creative solutions and different ways to communicate with the market.
I highly recommend Tiina for future opportunities and am confident that she will continue to deliver a high level of excellence in everything she undertakes. She has our very best recommendations.
Tiina is a supertalent, ambitious, fun and powerful woman and coach. I am so happy that I have met her.
She is a great ”techqueen” and therefore I find her to be a very interesting business partner.
To scale companies you need both branding and tech, but also strong concepts, powerful systems and automations, that help you to scale your company.
And I can tell you Tiina is the Queen in this field
I have had the opportunity to work with Tiina and I value her never-ending capability and performance.
She is extremely result-focused with great social competence and she skillfully can engage teams to achieve objectives.
She is passionate about her roles and tasks, and her drive and entrepreneurship is a strength I admire.
I would anytime and without a doubt hire Tiina again and strongly recommend her capability.
I have had the great pleasure to work alongside as a colleague, together with Tiina at an international IT-company.
Tiina worked as a consultant and PM for many of the cases I sold to our customers. Apart from being skilled and motivated, she was always passionate about the client and their expectations and made sure we met the strict budget and deadlines.
Even when tough business decisions had to be made, she always succeeded to onboard the client on the necessary path and way forward; all the time with her warmth and passion and deep respect for the client.
I would be happy, proud, and grateful to work with Tiina at any given time again!
Tiina is one of the most brilliant business model & systematization minds I know. I would recommend to get her help and support, or picker her smart brain any way you could.
I had the pleasure of hiring and working with Tiina Wilen as a Product Marketing Manager on my team. In her time with us, she demonstrated a strong grasp of content strategy and campaign execution across the entire buyer journey and multiple channels, including web, social, and email.
Tiina quickly adapted to our marketing framework and was proactive in driving content initiatives that aligned with business goals.
Her ability to translate complex ideas into clear, compelling messaging made a real impact on our campaigns. She’s a strategic thinker with a hands-on approach, making her a valuable asset to any marketing team.
Tiina Wilen has been (and continues to be) a speaker at our International Women’s Day Conferences.
Her knowledge and ease in explaining the way to use digital tools and innovative skills for your business is always a well-received session at the events.
Tiina brings her business career as an engineer to structure and create courses for business owners to deliver successful outcomes – these aren’t just take the course and you are on your own… these are guided learning experiences which you can continue to use over the longer term.
my PROFESSIONAL journey so far
1999
Move from 🇫🇮 To 🇸🇪
Decided to embark on my world-domination journey by moving from Finland to Sweden. I enrolled at Uppsala University to study engineering & economics, and quickly learned to drink think in Swedish. Heja!
2000
B2B/B2C sales
Had a part-time job while studying. I was responsible for B2B/B2C sales and conference planning.
2006
master of Science Thesis in the coolest city in the world
Moved to Shanghai to complete my master’s thesis for an EU-financed organization, researching how Chinese software companies apply user-centered and lean methods in software development. Spoiler: They didn’t.
2006
First Corporate SaaS job after uni
Joined Visma Proceedo, a Swedish scaleup, to work as a Java & SQL programmer, product owner, and release manager. Lots of Scrumming, UI design, SaaS launches, and fun times!
2008
Blog & web design – for fun
A passion for UI, tech, and writing got me into blogging on Blogspot. Switched to WordPress a few years later. Been designing websites and creating content ever since.
2009
from product development to product & Customer management
Joined yet another Swedish SaaS scale-up as a product manager. Product roadmaps, customer onboarding, user education, and account management.
2010
dream job at the largest iT Company in the nordics
Was headhunted to join Tieto as an iPaaS Implementation Project Manager and was soon promoted to an exciting role as a Global Process & Sourcing Manager, earning a seat at the leadership table. In this role, I was responsible for the performance of 300+ engineers globally and the development of business processes for client success.
I dove headfirst into business process design, sales enablement, delivery process optimization, and global program management. Often called “The Bridge” by my colleagues in sales & engineering. One of the most fun (and important) bridges I’ve built was connecting the Finnish and Swedish tech teams. You’d think Nordic tech nerds would naturally sync across borders – well, they do now 😉
2015
bye-bye corporate and hello Entrepreneurship
This was a very exciting – and some might say random – move, I launched a home textile brand and immersed myself in brand, marketing, manufacturing, logistics, e-commerce, trade shows, partnerships, PR, and global brand launches and distribution.
I managed 100+ accounts in 17 countries, ranging from industry giants like Volvo & Amazon to small local boutiques, while also leading a small team.
2018
Fractional CMO, Marketing & CX consulting & coaching, websites & growth systems
Launched a productization & commercialization program for SMEs, built a ton of frameworks and tools, managed Meta/Google ads, and helped hundreds of companies develop their messaging, productize their offers, and build scalable sales and marketing systems. Built a licensing program & designed many websites.
A great mix of fractional CMO roles, technical implementation, workshops, education, and advisory. Hosted 100+ webinars and joined a few non-profits as a chairwoman / board member. Launched a niche B2B website & community, and grew that to 30k visits/month through SEO in 12 months.
2023
Scaling SaaS
Took on an exciting PMM role managing global product launches, GTM initiatives, review platforms, strategic content development, SEO projects, partner relationships, and customer lifecycle marketing for a leading SaaS solution. The platform delivers effective omnichannel buying experiences through embedded visualization and a product configurator, specifically tailored for advanced product manufacturing.
2026
More Scaling SaaS, This time with a good cause
Another exciting role in helping a Swedish SaaS Scaleup become the leading brand in its category! The intelligent SaaS platform helps European organizations become transparent in their compensation structures, while pushing the equal pay movement forward.