Designing Impact at Scale: Inka’s Journey to Shaping Global Brand Growth

“How hard can it be?” For Inka, this question defines the Framerian spirit. As acting CMO, she navigates high-stakes strategic planning by connecting the dots that others might miss. Her story shows how a relentless “get-it-done” attitude turns complex global challenges into standard Tuesday tasks.

January 23, 2026

Inka has spent 15 years shaping brands and leading growth across diverse industries. Her talent for driving results has always been clear, but at Framery, that drive found its perfect match. Framery’s fast-paced and ambitious environment complimented her get-it-done attitude and big-picture mindset, setting the path for her to truly thrive.

When Inka joined Framery five years ago, the world was slowing down due to the global pandemic. Framery, however, was doing the exact opposite. Drawn to the company’s ambitious growth story and the irresistible challenge of further scaling the success of Finnish design globally, she joined a team that wasn’t afraid to conquer the world while others were playing it safe.

From Designer to Strategic Architect

Inka began as a designer, but soon shifted her perspective toward the strategic power of business-driven marketing on a global scale.

“I wanted to be in the room where the ‘bigger picture’ was being painted,” she says. At Framery, she has used that design-thinking background to ensure marketing isn’t just “pretty”, but a strategic tool for business growth.

A Five-Year Masterclass

Starting as a Marketing Manager, Inka’s role has evolved alongside our exponential ambitions. She has had her hands on everything: major product launches, our introduction of seamlessly integrated smart office technology, a total rebranding, and most recently, the IPO process.

Framery’s recent listing on the Nasdaq Helsinki stock exchange, in particular, was a new frontier that required a deep dive into complex financial and strategic preparation. It was a rapid learning curve, but one she felt supported through every step of the way.

“Framery gave me the space to learn and the responsibility to lead, which has allowed me to grow as a professional during one of the most pivotal times in the company’s history.”

The “Helicopter Perspective”

Today, as the acting CMO, Inka has stepped out of the usual marketing field to adopt a true “helicopter perspective” of the entire business. Leading a global team during high-stakes periods has taught her how every brand touchpoint influences the overall performance and future trajectory of the company.

Her typical day is defined by high energy and rapid context-switching—jumping from big-picture strategic planning to creative sessions with her team. She thrives in this constant motion, connecting dots that others might miss.

“How Hard Can It Be?”

When asked what makes Framery different, Inka points to the “People who get it done” attitude.

“At other places, people might find reasons why something is impossible,” she observes. “At Framery, the default question is: ‘How hard can it be?’ We have a unique way of making the impossible feel like a standard Tuesday task.”

The Human Spark in a Digital World

As Framery looks toward the future, Inka is focused on how tools like AI can make our processes leaner. But her philosophy remains firm: AI is for efficiency, but people are for creativity.

“In a world of automation, authentic branding and human-led innovation are our greatest strengths,” she says. Her goal is to keep using technology to support our people, not replace their creative spark.

Inka’s journey from joining Framery in a time of global uncertainty to guiding it through its transition into a public company reflects a career built on massive trust and strategic growth. It is a story of professional evolution, and a perfect embodiment of what Framery stands for, and the Framerian spirit.

careers, culture

January 23, 2026