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Hello, I'm Setti.

Experienced marketer.

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About Me

I'm Setti, and I'm a marketing adviser based in Hamilton. I help businesses get better results from their marketing. That may mean fixing what's broken, auditing what their agency is doing or building a proper brand and marketing strategy from the ground up.

I started in marketing before digital was really a thing. I was tracking print ad performance with different phone numbers at Zurich Insurance in the UK. Since then I've worked across Europe and New Zealand, managing multi-million dollar budgets, launching brands and learning (sometimes the hard way) what actually drives commercial results.

In short, I've been doing this a long time and I'm very good at it.

The Highlights


  • 20+ years across automotive, insurance, heavy industry and technology sectors
  • Managed budgets exceeding $7 million at Nissan New Zealand
  • Launched SEAT and CUPRA nationwide and BYD for a dealer group into the New Zealand market. Advised European markets on launching BYD.
  • Rebuilt Nissan NZ's marketing framework amid global crisis: +114% leads, +129% sales
  • Reduced campaign cost-to-market and time-to-market by 87%
  • Introduced programmatic DOOH, marketing automation and eCommerce firsts in the NZ automotive sector
  • First to commercialise the TVNZ rolling ball ident
  • Previously Marketing Director at a global firm, ran my own tech startup, even built a roller sports arena in England and ran a national championship (long story)

The personal bit

There's life beyond the office...


I'm a Finn, recently became a New Zealand citizen, and I live in Rototuna with my family. I speak English, Finnish and Swedish, plus enough of several other languages to get into trouble. I served in the Finnish Defence Force and coached Team Sweden at three Inline Hockey World Championships. So yes, I'm comfortable with pressure, logistics and people who disagree with me.

I'm pathologically direct. It's a Finnish thing. If your marketing is great, I'll tell you. If it's not, I'll tell you that too. I'd rather lose a client by being honest than keep one by telling them what they want to hear. My jokes are average at best, but that doesn't stop me telling 'em.

Convinced yet?

My gags may be average, but the marketing is good. Let's give it a go, shall we?

Let's talk