Pekka Niemi has extensive experience in the tire industry, currently serving as the Concept Owner for Digital Tools & Services at Nokian Tyres plc since May 2011, after holding positions as a Consumer Service Manager and Customer Marketing Specialist within the same company. Prior to this, Pekka worked at TekMiL Oy as a Sales Manager from February 2009 to May 2011 and at Nokian Tyres plc in various roles including Concept Designer and HR Coordinator from October 2005 to January 2009. Pekka Niemi holds a Bachelor of Business Administration degree in International Business, Marketing, and HR from Häme Polytechnic - University of Applied Sciences, completed between 2003 and 2008.