Fig. 06
Erik Mashkilleyson
Strategy & AI Director, Avidly · Previously Siegel+Gale, London
Current portrait of Erik, natural light, in a working setting
I am Strategy & AI Director at Avidly in Helsinki. For nearly 20 years I have worked across brand strategy, digital experience and technology.
In London I was Digital Experience Director for EMEA at Siegel+Gale. Before that I worked at Nortal, N2 and Wunderman, where I managed communications for the global Nokia agency network across more than 60 countries.
Today I lead the meeting point of brand strategy and AI at Avidly, and I write brand stories for science-led companies building the next industrial economy. I co-authored an Ivey/HBR teaching case on Nike's brand recovery.
Outside work I co-founded a Helsinki theatre troupe and played the title role in a musical about a seal. I was also once the Finnish Monopoly champion. →
- Avidly, Helsinki
- Strategy & AI Director
- Siegel+Gale, London
- Digital Experience Director, EMEA
- Nortal
- Creative Lead
- N2, Helsinki · 2013–2016
- Concept and Service Designer / Copywriter
At N2, I built brands, services and digital experiences from brief to delivery, including work for Posti, Moi Mobile and Bittium. My role combined concept development, service design and copywriting, connecting the central idea with the experience people would actually encounter.
Working across those disciplines helped shape the way I approach strategy today. A proposition becomes more useful when it can guide the language, the service and the decisions within an experience. Moving between concept, copy and delivery taught me to follow an idea through those details.
- Wunderman, Helsinki
- Global Communications Manager, Nokia