Lucky Saints Kerttu Inkeroinen on striving to outwit not outspend the competition [Video]

This beer brand does not have any alcohol nor the biggest budgets. That does not matter to its marketing director, who tells Tim Healey how it intends to realize its mission of becoming the world’s defining alcohol-free brand while facing competition from better-resourced rivals.

You were with Coca-Cola, Kimberly-Clark and Union Hand-Roasted Coffee before leading the marketing, e-commerce and innovation charge at challenger alcohol-free beer brand Lucky Saint. How did you discover marketing and end up in your role today?

I was born and raised in Finland. I was torn between two directions when considering further education: something artistic – like furniture design – and business. I come from a family of entrepreneurs, and I settled on the idea that marketing is a beautiful combination of the two.

I studied for a master’s in marketing at university. The job market in Finland upon my graduation was tough. So I expanded …