Sambla Group strengthens marketing leadership to accelerate Nordic growth

Sambla Group, the Nordic Capital owned fintech company, continues to invest in growth and brand development by strengthening its marketing organisation with two key appointments.

Joining the company are Liisa-Maria Kalliomäki as Head of Marketing Finland and Tove Bjurström as Head of Brand and Design. Both will play central roles in shaping the company’s next phase across the Nordic markets.

The recruitments are part of a broader build up led by CMO Petra Blixt, who joined the company last year:

“We have a clear ambition to build the strongest marketing organisation in the industry. The pace has been high, but also incredibly inspiring. Bringing Liisa and Tove onboard means we have the leadership in place to scale both our brand and our commercial impact across the Nordics,” says Petra Blixt, Chief Marketing Officer at Sambla Group.

In her new role, Tove Bjurström will lead the brand strategy and visual identity. She joins from Epidemic Sound, where she most recently served as Creative Director and played a key role in the company’s brand transformation journey. During her tenure, she led global campaigns and helped evolve the brand into a more cohesive and strategically driven expression across markets.

"Sambla Group is growing fast and has a powerful purpose at its core. I look forward to strengthening and aligning the brand across the group and its portfolio, ensuring it feels cohesive, modern and relevant while truly reflecting the experience customers have with us, “ says Tove Bjurström.

Liisa-Maria Kalliomäki brings extensive strategic marketing experience from both Finland and global markets. She has previously served as Brand and Insights Director at Australian-based Macquarie University and held senior marketing positions at international companies including Neste, TD SYNNEX, and ALDI Stores. Based at Sambla’s Helsinki office, Liisa-Maria Kalliomäki will lead marketing efforts in Finland, a strategically important market for the Group’s continued expansion.

“This is an exciting time to join the company. Sambla Group has an ambitious vision and strong growth plans, and I look forward to strengthening Sambla’s position in the Finnish market. We will continue to enhance our services in Finland while keeping our customers’ needs at the heart of everything we do,” says Liisa-Maria Kalliomäki.

With these two hires, Sambla Group continues to strengthen its marketing function as a strategic driver for growth by combining brand, performance and local market expertise within one Nordic structure.