Altia’s Operating Model aligned with Strategy
Altia's strategic development continues – having confirmed its vision and strategy, we now focus on renewing our operating model and structure to achieve better efficiency and improved service. The new operating model will enable us to improve our profitability and achieve other agreed strategic targets. It will leverage Altia's strong market position in the Nordic and Baltic countries and enable further development and growth of our own and supplier products. Altia will comprise Brands, Trading, Industrial Services and Supply Chain business areas.
Since autumn 2008, Altia has concentrated on increasing operational efficiency, securing growth, and improving its corporate culture in line with a new strategy. Improved performance, growth and a service-minded approach are the core elements of our vision: “Altia – Your 1st Choice Service Company”. Renewal of our operating model is the natural next step in implementing our strategy.
More focus on clients and consumers
“By renewing our business model, we will put more focus on customers and consumers and streamline sales and marketing operations and supply chain. Renewal will also enable us to build a more flexible and efficient Altia in a rapidly changing market environment”, Altia Plc’s CEO Antti Pankakoski says.
Altia will comprise Brands, Trading, Industrial Services and Supply Chain. Brands is responsible for the development, marketing and sales of our own and our regional suppliers' products. In Brands, an integrated operating model will be developed to leverage Altia's sales, marketing and distribution network across the Nordic and Baltic countries as well as our production capability. Annual net sales of the Brands business amount to some 200 million euros. The business area is led by Kari Lampinen (SVP, Brands).
Trading is responsible for the marketing and sales of local suppliers' products with an entrepreneurial approach based individual company profiles, tailor-made operating models and service concepts. Annual net sales of the Trading business amount to some 110 million euros. The business area is led by Joacim Hultin (SVP, Trading).
Industrial Services operates the contract manufacturing, technical ethanol, feed and starch businesses. It includes the logistics company VSD Logistics. Annual net sales in Industrial Services operation amount to some 125 million euros.
Supply Chain is responsible for the Group's production, logistics and procurement, as well as the development thereof towards an integrated process focused operation to provide cost-efficient services. Both Industrial Services and Supply Chain are headed by Hannu Tuominen (SVP, Industrial Services and Supply Chain).
In addition to CEO Antti Pankakoski and the above line managers (Senior Vice Presidents), Altia's executive management team includes Sirpa Laakso (SVP, HR) and Tomi Tanninen (CFO).
Operating model
Appointments in the Brands Business Unit
Marketing:
Marketing is organized by product categories. The category management is responsible for the profitability and growth of the category throughout the Brands Business Area’s whole operating area. The main task of the category teams is to develop category strategies and plans and to drive their successful implementation.
Arja Liimatainen has been appointed Category Director. Her responsibility will be the unflavoured and flavoured spirits (vodka, gin, rhum), shot liqueurs, and spirit drinks.
PR & Service Concept team in Finland as well as the regional Market Research & Analysis will report to Arja Liimatainen. She will report in her duties to Brands Business Area SVP Kari Lampinen.
Patrik Holtari has been appointed Brand Director. His responsibility will be the development of Koskenkorva and Maximus brand strategies and concepts to drive profitable growth. He will report in his duties to Category Director Arja Liimatainen.
Sofia Riska has been appointed Category Director. Her responsibility will be cognacs, brandies, whiskies, Jaloviina and other digestives and liqueurs (excl. shots). She will report in her duties to Brands Business Area SVP Kari Lampinen.
Petteri Ingraeus has been appointed Category Director. His responsibility will be red wines, white wines, rosé wines, sparkling wines, champagnes as well as fortified wines and mulled wines. Petteri will also continue managing the Supplier product portfolio clean up project. He will report in his duties to Brands Business Area SVP Kari Lampinen.
Product Development:
Tiina Karppinen will continue in her duties as Product Development Manager. She will be responsible for the product development operations as well as for the development of the product development and innovation process. She will report in her duties to Brands Business Area SVP Kari Lampinen.
Regional Supplier Management:
The Regional Supplier Management will be responsible for the profitable growth of the supplier business, competitive services for the regional suppliers as well as the coordination of the planning and operations of the business in the whole operating region.
Magnus Bååthe, Lotta Lidén and Åsa Strömberg Eng have been appointed Business Managers. Magnus will be responsible for Brown-Forman and Morrison Bowmore, Lotta will be responsible for Distell and Constellation and Åsa will be responsible for Grupo Codorníu. They all will report in their duties to Brands Business Area SVP Kari Lampinen.
Nina Fajerson has been appointed Marketing Manager. She will be responsible for the planning and coordinating the implementation of the regional supplier marketing. Nina will report in her duties to Brands Business Area SVP Kari Lampinen.
Sales Management/Finland:
Kari Kilpinen has been appointed Sales Director, Finland. He will be responsible for the development of the sales operations in Finland. Kari will be responsible for two sales channels; Alko/Retail and HoReCa as well as for the sales development functions and supplier marketing in Finland. He will report in his duties to Brands Business Area SVP Kari Lampinen.
Mica Lindholm has been appointed Channel Director, Alko/Retail sales channel. He will be responsible for the development of sales operations as well as sales and profitability growth in these sales channels. Mica will report in his duties to Sales Director, Finland, Kari Kilpinen.
Pekka Uotila has been appointed Channel Director, HoReCa. He will be responsible for the development of sales operations as well as sales and profitability growth in HoReCa sales channel. Pekka will report in his duties to Sales Director, Finland, Kari Kilpinen.
Travel Trade and Export:
Travel Trade and Export will be integrated to Open Market entity (Baltics and Denmark). Market Area Director Søren Qvist will be responsible for these operations and he reports in his duties to Brands Business Area SVP Kari Lampinen.
Further information:
Antti Pankakoski, tel. +358 40 844 1666
CEO, Altia Plc
Altia is a wine and spirit service company producing, distributing, marketing and selling own and supplier brands. It represents international quality brands from all over the world. It also distils barley spirit for beverages, and has strong local products and international brands Koskenkorva and Maximus. The annual sales total EUR 463 million and number of employees in the Nordics and Baltics is 1 000.