About
I blend data-driven strategies with inclusivity in tech. I’m passionate about leveraging data for good and supporting startups with visions that extend beyond profit to make a genuine difference in people’s lives. I stand for work-life balance and equality in every workspace.
Short: Principal at identity.vc, the first VC in Europe investing in early-stage startups with LGBTQ+ leadership. Ex-growth operator (idea to Series A). Founder of a non-profit creating tech jobs for international talent Herizon.io. Investor of the Year in Nordic Women in Tech Awards 2022 and Diversity Role Model of the Year in Nordic Startup Awards 2023.
Currently:
- Investing and guiding early-stage startups at identity.vc, helping them scale and thrive.
- Built a program for international talent employment in the Nordics with a 95% success rate generating over €1M in new monthly salaries paid to previously unemployed individuals.
- Sharing actionable growth strategies with early-stage startups.
Key achievements:
- Increased Freska's annual recurring revenue from €<200K to €13M as a solo growth operator, securing its position as the leading home-cleaning service in the Nordics. This growth was achieved within two years, maintaining a 15% month-over-month growth rate, all while staying profitable.
- I made my best investment in Call of Duty and they grew from €0 to €1M ARR in 12 months since the investment.
- Contributed to increasing investments in startups with diverse founding teams from 22.3% in Icebreaker.vc Fund I to 40.7% in Fund II, while diverse teams represent only 14% of the pipeline.
- Contributed to scaling companies from under €1M in annual revenue to over €10M.
- Facilitated fundraising from initial €50K investments to significant €30M rounds, adapting strategies to suit each company's stage and potential.
- Designed and implemented growth strategies globally, adjusting to the unique demands of diverse markets.
- Directly coached over 100 startup CEOs, influencing the growth trajectories of businesses from €1M to €100M in revenue.
- Played a significant role in creating over 1,000 jobs, focusing on inclusivity and opportunities for women, immigrants, and minorities.
- Received the 2022 Investor of the Year at the Nordic Women in Tech Awards and the 2023 Diversity Role Model of the Year at the Nordic Startup Awards for my work in diversity and inclusivity.
Interested in startups and growth? Reach out! If you have a startup idea, pitch me on Call of Duty. Discover more at https://www.mariluukkainen.com/
Articles by Mari
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AAARRR Funnel: Growth Hacking Step by Step
AAARRR Funnel: Growth Hacking Step by Step
By Mari Luukkainen
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Ultimate 2019 Guide to Growth Hacking For SaaS
Ultimate 2019 Guide to Growth Hacking For SaaS
By Mari Luukkainen
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Absolute Beginner’s Guide To Growth Hacking For Startups
Absolute Beginner’s Guide To Growth Hacking For Startups
By Mari Luukkainen
Contributions
Activity
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An amazing opportunity with the team at Allianz
An amazing opportunity with the team at Allianz
Liked by Mari Luukkainen
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Celebrating Rising Tech Women and Leaders in Tech Startups. #legal #womenintech #gaming #womenleadership #crowdfunding Lucy Chow Mari Luukkainen…
Celebrating Rising Tech Women and Leaders in Tech Startups. #legal #womenintech #gaming #womenleadership #crowdfunding Lucy Chow Mari Luukkainen…
Liked by Mari Luukkainen
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For startups, zeroing in on product-market fit is vital, yet often overlooked. Many founders jump into marketing and sales prematurely, before fully…
For startups, zeroing in on product-market fit is vital, yet often overlooked. Many founders jump into marketing and sales prematurely, before fully…
Shared by Mari Luukkainen
Experience
Education
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8 week education program for growth professionals (PM, marketing, UX, engineering).
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8 week education program for growth professionals (PM, marketing, UX, engineering).
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Self-education in open university.
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Self-education in open university.
Licenses & Certifications
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Google Advanced Display
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Issued -
Google AdWords Advanced Search
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Issued -
Google AdWords Advertising Fundamentals
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Issued -
Google Analytics Individual Qualification (GAIQ)
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Issued
Volunteer Experience
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Online Marketing Consultant
Naisten Linja Suomessa ry
Human Rights
Courses
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Reforge Growth Series
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Reforge Advanced Growth Strategy
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Honors & Awards
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Diversity Role Model of the Year
Nordic Startup Awards
An individual who is known for their outstanding achievements and contribution to the mission of empowering more women and/or members of underrepresented groups to become founders, investors, and leaders in their local and/or international startup and innovation ecosystem.
https://nordicstartupawards.com/season-2023-2 -
Investor of the year 2022
Nordic Women in Tech Awards
An individual or organization who has invested in female-led tech startups.
https://nordicwomenintechawards.com/winners-2022/
Languages
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English
Professional working proficiency
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Finnish
Native or bilingual proficiency
Recommendations received
5 people have recommended Mari
Join now to viewMore activity by Mari
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It was truly an honor to partner with Hope Yhdessä & Yhteisesti ry for INNODUEL's Double Materiality Assessment this spring. Their dedication to…
It was truly an honor to partner with Hope Yhdessä & Yhteisesti ry for INNODUEL's Double Materiality Assessment this spring. Their dedication to…
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I used to run hundreds of affiliate sites 20 years ago and still mess around with it sometimes. It’s funny how certain habits stick - I keep typing…
I used to run hundreds of affiliate sites 20 years ago and still mess around with it sometimes. It’s funny how certain habits stick - I keep typing…
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NEW: Jaron Soh: How I built an intersectional investor roster The co-founder of Voda: The LGBTQIA+ Mental Wellness App, shares how he built an…
NEW: Jaron Soh: How I built an intersectional investor roster The co-founder of Voda: The LGBTQIA+ Mental Wellness App, shares how he built an…
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The September edition of our Kiuas Co-Founder Matchmaking Event is here! The event will be happening in about 2 weeks from now, on the 2nd of…
The September edition of our Kiuas Co-Founder Matchmaking Event is here! The event will be happening in about 2 weeks from now, on the 2nd of…
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That was the best Gamescom in years! From the vibes to the business, from the parties to the show floors, it was all incredible. Maria Kochmola and…
That was the best Gamescom in years! From the vibes to the business, from the parties to the show floors, it was all incredible. Maria Kochmola and…
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