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Simon Etchells

Marketing & International Branding Expert

Simon Etchells - Marketing and international branding expert

About Simon

With more than 25 years of global marketing and business development experience, Simon Etchells is a trusted advisor for companies expanding into Finland and beyond.

As Head of UP Finland at UP THERE, EVERYWHERE, the world’s first cloud-based agency, he leads strategic marketing, branding, and digital transformation projects for international clients.

Simon’s career spans leadership roles at Nokia, Microsoft, EA, Square Enix, and LucasArts, giving him a unique perspective on brand growth and market expansion across industries.

Expertise

  • Strategic Marketing & Brand Positioning – Crafting market-driven strategies for international growth.

  • Business Development & Market Expansion – Helping companies enter and scale in Finland and the Nordics.

  • Digital Transformation – Guiding businesses through change with high-impact digital strategies.

  • International Client Relations – Over two decades of experience working with global teams and markets.

  • Venture Capital & Competitive Analysis – Advising on positioning and investment strategies.

Key Achievements

  • Expanded UP THERE, EVERYWHERE’s operations in Finland, enhancing international client growth.

  • Founded Ominta Communications, a consultancy supporting companies with global expansion.

  • Directed global marketing strategies at Nokia, strengthening product positioning worldwide.

  • Developed Microsoft’s EMEA gaming strategy, growing audience reach and engagement.

  • Led European marketing initiatives for EA, Square Enix, LucasArts, and Vivendi, shaping global entertainment brands.

Why It Matters for You

Finland offers unique opportunities for international businesses — but success requires understanding its business culture and market dynamics.

Simon combines decades of international marketing leadership with deep local insight into Finland, making him a valuable partner for companies entering or scaling in the Nordic region.

Exclusive Access Through Membership

Simon Etchells is part of the Export Playbook Expert Network.

His expertise in strategic branding, Finnish business culture, and Nordic expansion is available exclusively through our courses and membership.

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Additional Information:

In this interview with Export Playbook, Simon Etchells shares his insights on Finnish business culture and what global companies must understand before entering the market.

Find more expert interviews on the Export Playbook YouTube Channel, subscribe here: Export Playbook YouTube