“The demise of cookies leads to an increased focus on content.”

From large, multinational campaigns for Samsung to the Swedish scaleup scene and telecom industry, Tina Rosén talks about her journey to the company Subtonomy and the role of Marketing Manager.

Tina Rosén has 15 years of experience in digital marketing, with a career that started in 2006 with project management for IS Tools and later as Digital Media Manager for Circle K.

– At that time, digital marketing was a completely different thing. The instinctive reaction of many companies was to try to control or block access to digital tools and websites because they felt it took focus away from the business.

In 2013, Tina Rosén joined Samsung, where she was responsible for its Nordic website, digital campaigns, and new launches in the telecom category.

– It was an incredibly intense period, with multiple projects and tight deadlines all the time. But, on the other hand, working for a big organisation with real marketing muscle was fun. We worked cross-functionally between different competencies within the marketing department, all the while developing and growing as a team.

After three intense years at Samsung, Tina Rosén moved on to HiQ in a consultant role with a focus on MarTech. 

– Among other things, I launched H&M’s loyalty programme in the US. It was a great project to be a part of because it was so large and contained so many different challenges. Before that, I was the digital brand manager for Lantmännen for a year and helped Barncancerfonden set up a programme for marketing automation.

Tina Rosén describes herself as a spider in the web and someone who gets people with many different skill sets to work together effectively.

– I am probably not the most creative, but good at strategy, streamlining work processes, planning, and analysis. I like being close to sales and being involved in developing the business itself. I also make sure to surround myself with the skills I do not have myself.

Two years ago, Tina Rosén became the marketing manager for Subtonomy, a SaaS company that offers analysis tools to find and remedy problems in the technical ecosystem of telecom operators. The company is present throughout the Nordic regions and is now starting to look towards larger markets in Europe, the Middle East, and Africa.

– We have a broad product portfolio and will now niche our positioning and, thus, our communication. We now have exciting strategic work ahead of us, along with meeting our prospects at several events every year.

At Subtonomy, Tina Rosén works alone, which is a very different situation from Samsung or her consultant role.

– I am still considering which competencies I want to expand my team with. However, I have gathered several talented freelancers and service providers who help me with everything from creative production, and strategy to copywriting.

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Does it sound like you hire relatively selectively?

– I believe in working a lot with partners based on the needs you have at that moment. To raise the creative bar, you need external partners who also get inspiration and influence from the outside. There are some professionals I would have liked to hire, but they do not want to work for an employer because, in the long run, it reduces their range of skills.

How do you view the integration of sales and marketing?

– That you should integrate sales and marketing much more than is currently the case, and work as a team rather than marketing simply passing leads to sales. We work on an account basis, following the leads quite far into the sales process. At the same time, it is essential to be clear about who has responsibility during different parts of the pre-sales process, or it can become confusing.

How do you think marketing will develop in the future?

– It will take a little while before the changes to third-party cookies take hold. In line with that, you will have to work more with quality content and build a solid position to be top-of-mind for purchasers. As a B2B company, we want to establish a position where we contribute inspiration and knowledge to our potential customers. Therefore, we need to invest in adding value and simplifying the complex as our business handles large amounts of data from many different sources.

Writer: Teuta Alija, CMO at Klingit


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