Sami Hiirsalmi

Sami Hiirsalmi currently serves as Retail Media Consulting Manager at SOK, where responsibilities include developing media strategies and plans for advertisers utilizing customer insights. Additionally, Sami holds the position of Customer Insight Consulting Manager at IAB Europe and has a leadership role as Chairman of the Retail Media Committee at IAB Finland. Previous experience encompasses roles such as Strategist at Tulos Helsinki, where collaborations with notable brands were managed, and positions at GroupM Finland in digital performance planning. Sami's academic background consists of a Master's degree in Digital Marketing and Corporate Communication from the University of Jyväskylä and a Bachelor's degree in Marketing from Estonian Business School.