Meet Mirja Tapio
MBA, MSc, BBA x2
Modern commercialization is a strategic business process requiring the company's capability and capacity.
I’m a commercialization strategist and business transformation executive with more than 25 years of international experience driving growth across B2B, B2C, B2B2C, D2C, and M2C markets. Through end-to-end commercialization, market entry design, and omnichannel strategy execution, I help organizations turn ideas into measurable business impact.
Over my career, I’ve led P&L-driven transformations, managed €2–6M annual marketing and R&D budgets, and built high-performing teams in both listed corporations and entrepreneurial ventures. My leadership has delivered successful turnarounds, accelerated international expansion, and strengthened brand competitiveness across diverse industries.
At the core of my approach is a balance of strategic vision and hands-on execution — aligning stakeholders, inspiring teams, and delivering concrete results in complex, fast-changing environments. I’m passionate about customer experience excellence, data-driven leadership, and leveraging digital ecosystems and AI to enable scalable, sustainable growth.
Years strategic and tactical marketing and sales
Commercialization and business excellence projects
eComs, marketplaces, applications
Strategy, brand and concept design projects
Market insights projects
My passions are omnichannel strategy, business, and commercialization projects. I ground my work in insight into markets, industries, competitors, trends, phenomena, and the behavior of customers from the customer-centric perspective. Specifically, I am interested in the capability of organizations to deliver a unified omnichannel brand and the customer experience in the business ecosystems. What I am focusing on today is an outcome of 25+ years experiences combined with continual learning of novel business development and design methods in the B2C, D2C, and B2B contexts.
I believe an omnichannel capability of organizations is an essential competitive advantage for growth and success in the digital age. To reach this goal, an organization must apply a holistic approach, shared knowledge and experiences, and strong process execution to tackle complex problems to the unified cross-functional data flow to deliver a seamless brand and customer service experience.
Currently, I work under the BlocksLab® brand as a solo entrepreneur. I believe that today’s experts work like nomads, who are gig workers who are passionate about their fields. So, my value for your company is to do the job you are not capable of or need extra resources.
BlocksLab® is my platform to work, study and share ideas, such as an omnichannel business, marketing, brand and customer service experience, organization’s capabilities, processes execution, and business ecosystems.
My working style is founded on systems thinking, leanness, and a systematic approach. I apply the selections of methods and tools that I’m comfortable mixing to find the best solution for the problem.
Every problem is unique, so I don’t want to offer any copy-paste consulting framework to my customers. Thus, I apply and combine those methods and tools that are the best medicine for your business problems, such as facilitation, business research, and frameworks including qualitative and quantitative data, agile, design thinking, and service design. Only the result is what matters.
Industry Experiences
I have worked in C- and mid-level positions in business, concept, marketing, and sales development and design in the companies such as Sokos, Asko, Lindström, Silmäasema, and Evet Design.
I am a founder-entrepreneur of Concept Office Blocks Ltd, a business and concept design agency, co-working with customers like Expert ASA, Hongkong, Nivea, Vepsäläinen, and Alko.
Over the years, I have worked with both medium and small size as startup phase companies with turnover from 0€ to 300 M€. They have been B2B, B2C, and D2C brand marketers and manufacturers. Overall, I have worked with more than 50 brands and companies from different industries.
Retailing
Alcohol store chain
Cosmetic chains
Eye wear store chain
Fashion and Design brands
Furniture and Furnishing store chain
General discount store chains
Home electronics store chains
HVAC and electronic accessories brands
Lifestyle brand and chains
Special department store chains
Services
Professional strategic consulting services.
Product and Service concept consulting (B2B, B2C, D2C)
Store design, furniture, fittingsand construction services
Workwear and textile leasing services
Children’s musik playschool
Technology
OEM platfrom and SaaS system, energy saving
Marketplace, consumer business
ERP system’s sourcing and implementation, furniture assembly and installation
Organization and portfolio development
Business turnaround projects
Brand and marketing organization
Design organization
Solution sales organization
Private labels design and production
Industrial product design and production
Clothing and textile design and production
Graphic and visual design and production
ERP system implementation (full-integrated)
Private healthcare
Optician
Eye hospital
Cafes and Food
Cafe chain
FMCG in-store
Softwares & Platforms
To me, studying has always been a hobby, but it also offers tools to construe and manage complex problems. Therefore, besides working, I have graduated MBA and MSc in Business and Management Research at Henley Business School (UK). I constantly follow trends and phenomena to ensure that the solution to problems is updated. But do not worry – I work practically within the projects.
Design
Adobe Creative Cloud
Adobe Photoshop
Illustrator
Indesign
+ mobile versions for social medias
Canva
Figma
Sales, marketing, CRM & ERP
Hubspot
Klavyo
Pipedrive
A bunch of related applications
Experience with couple of ERP systems (retail chain and B2B business architectures )
Co-creation/visualization & communication
Miro
LucidChart
Figma
Slack
Trello
Basecamp
Howspace
Teams
Web design
Shopify
WordPress
Elementor
Research & office
MS 365
Word
Powerpoint
Excel
MAXQDA
EndNote
SSPS
Memberships and Volunteers
To me, studying has always been a hobby, but it also offers tools to construe and manage complex problems. Therefore, besides working, I have graduated MBA and MSc in Business and Management Research at Henley Business School (UK). I constantly follow trends and phenomena to ensure that the solution to problems is updated. But do not worry – I work practically within the projects.
Alumni of Henley Business School
Alumni of Boardman Ltd
Founding member of European Customer Experience Organization (ECXO.org)
Member of Boardman Ltd, Management Research
Member of Systems Change Finland Society
Volunteer of Kasvu Open
Volunteer of Suomen Mentorit ry (Finnish Mentors Association)
Education
To me, studying has always been a hobby, but it also offers tools to construe and manage complex problems. Therefore, besides working, I have graduated MBA and MSc in Business and Management Research at Henley Business School (UK). I constantly follow trends and phenomena to ensure that the solution to problems is updated. But do not worry – I work practically within the projects.
MSc Business and Management Research, Henley Business School (UK)
MBA, Henley Business School (FI)
Aalto Open University (FI): Facilitating Change (2 ECTS) | Customer Experience Management (6 ECTS) | Vähittäiskaupan Kilpailustrategiat ja Kilpailukeinot (6 ECTS) | Consumer Research (6 ECTS) | Logistics Systems and Analytics (6 ECTS) | Global Marketing Management (6 ECTS) | Capstone: Information Systems Development (6 ECTS) | Digitalisation of Markets and Consumption (6 ECTS) | Service Business Strategy (6 ECTS) | Managing Information systems (6 ECTS, in the making) Design of WWW Services (5 ECTS)
Tampere Open University (FI): Managing industrial e-business and B2B (6 ECTS)
Åbo Academi, Open Univeristy: Development of Digital Services (5 ECTS)
BBA, Business Administration, Marketing, Helia (FI)
Graduated, Clothing design, Wetterhoff (FI) (today the same with BBA level)
Arts, nine months program, Orivesi Institute (FI)
Certifications and Courses
The latest courses and certifications.
Boardman Ltd, Board work training program (FI)
Integrated Leader, Henley Business School (FI/UK)
My Hobbies
Adults gymnastics
Ashtanga yoga and traveling
Sailing
Ice skating
Finnish Sauna and ice swimming
Golf
Studying
Volunteering