Alum Salla Lonka implements a culture of experimentation in a home appliance company

Salla Lonka finds it fascinating to examine creative processes from a distance, focusing on efficiency and impact. After completing her master's degree in fashion design, she ended up at a global home appliance company in Stockholm. 

Salla Lonka’s journey took a turn in 2005 when she entered the master’s programme in fashion design at the then University of Art and Design in Helsinki. She already had a degree as a fashion designer at Metropolia University of Applied Sciences. She was excited to widen her outlook and push her thinking even further. 

Lonka's wish was fulfilled in the IDBM programme, which stands for International Design Business Management. The programme allowed her to integrate studies from what were then separate institutions, the Helsinki School of Economics and Helsinki University of Technology. 

“The forward-looking thinking that later shaped Aalto University was already present back then,” Lonka recalls. 

She describes how she wanted to move towards something she could not yet define; and found it. The programme gave her the chance to work with teachers and students who came from many different backgrounds and had a different point of view.  

“IDBM was just one year of my studies, but it was a turning point. I learned how to deliver strong results in diverse teams, as well as how to have meaningful discussions and influence people from other fields.” 

After graduating in 2008, Lonka knew she wanted to work outside of the fashion industry. She joined communications agency Miltton. She was managing design and technology accounts such as Nokia and Electrolux. 

“I was working with Electrolux account, and I already thought back then that they were doing exciting campaigns. I felt that I’d love to be part of that.” 

Four years later her wish came true. She joined Electrolux Group in Stockholm, where she has now worked for 13 years. 

One employer, many roles 

Working with the same company doesn't mean your career has stagnated. Lonka has held seven different roles in communications, marketing, branding and creative solutions. 

“Working for one employer has brought a surprising variety of experiences. Companies must evolve as the world changes. Consumers expect experiences, services and products that meet their demands, and we work to stay ahead of those expectations.” 

Today, she is Head of Operations for Marketing Communication, leading the project management team responsible for all marketing communication projects, processes and development. 

“It’s still communication and marketing, but with a project management lens: how to deliver work with maximum impact. In creative work, you’re often very close to the details. In this role I’ve been able to step back and take a broader view. That has been immensely rewarding.” 

Although fashion design and home appliances may seem worlds apart, Lonka finds herself still applying lessons from her design education, particularly in working with people from different backgrounds. 

“My studies have been hugely valuable. Every day I bring together perspectives from marketing, product development and PR.” 

The design world’s culture of experimentation has also proved useful in a large industrial company. Just as garments are developed through multiple prototypes rather than one perfect plan, she has promoted a fail fast -mentality. 

“For me, it feels natural to bring that mindset into big corporations, even if it doesn’t always run smoothly everywhere. The culture of experimentation is self-evident: if something doesn’t work, you quickly move on.”