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Behind the Scenes: Building Success, One Step at a Time 

Jan 10, 2025 • 3 min

Deep dive Behind the Scenes with us as we explore unique stories of women in leadership at RELEX. 

Meet Emma Aidanpää-Salmi, Vice President of Sales for EMEA North in the RELEX Consumer Goods and Production business unit. Emma juggles a demanding career with life as a mom to a ten-and-a-half-month-old son. Her secret to staying energized? A deep passion for sports, Italian cuisine (paired with good wine, of course), and a positive, competitive spirit. 

Emma’s story starts in Swedish Lapland, where she grew up close enough to Finland to “wave across the border from her kitchen window.” In 2007, she crossed that border, moving to Turku to study at Åbo Akademi University. At the time, Emma’s dream was to become a professional track-and-field athlete, but injuries eventually redirected her path. That unexpected twist led her to discover her interest in the tech world – a shift that would shape her future career. 

A Career Built on Curiosity and Growth 

After graduating in 2013, Emma began her professional journey at a manufacturing company, taking on roles in system implementations, project management, procurement, and process optimization. This period not only fueled her passion for project management but also laid the foundation for her later success. 

In 2015, Emma joined RELEX as a project manager and supply chain consultant. From there, her career skyrocketed. She quickly moved into leadership roles, including Country Manager and Operations Director for Finland and the Baltics, overseeing a team of 50+ professionals across consulting, customer success, and service delivery. 

Her most notable achievement before her current role? Building and scaling a global customer success organization from scratch – a team that grew to 80+ people across the globe under her leadership. 

Today, as Vice President of Sales for EMEA North, Emma leads a team of account executives, manages go-to-market strategies, and ensures RELEX customers get the most value from their solutions. Her work combines her competitive sports background with a strategic, analytical approach to problem-solving. “Sales is measurable, and I love seeing the impact of my efforts,” Emma explains. 

Advice for Women in Sales and Leadership 

Emma is a strong advocate for women pursuing careers in sales and leadership. Her advice? 

“Believe in yourself. Focus on your strengths rather than what you don’t know, and surround yourself with people who complement and support you.” 

Sales, she believes, is an excellent field for women. It’s all about leveraging your unique skills and building a career on your terms. 

A Culture of Support at RELEX 

Reflecting on her nine years at RELEX, Emma is most proud of being part of the company’s evolution from a small startup to a global scale-up. “I’ve worked on countless strategic projects that helped elevate customer operations and grow our internal capabilities,” she shares. 

What makes RELEX special, according to Emma, is the supportive environment. “This is a place where you can be yourself, play to your strengths, and find colleagues who vouch for you.” 

One standout experience for Emma was participating in an external female executive leadership program organized by the Finland Chamber of Commerce. It’s a testament to RELEX’s commitment to its employees’ growth, both through internal opportunities and external initiatives. 

Final Thoughts 

Emma’s journey is a testament to perseverance, adaptability, and the power of believing in yourself. Whether it’s scaling a global team or finding the perfect work-life balance with her son, Emma approaches each challenge with the same mindset she honed as an athlete: “Strategize, adapt, and keep moving forward.” 

Her story is proof that success is about more than just the destination – it’s about embracing every twist and turn along the way. 

Interested in joining the team? Explore our careers section and dive into the RELEX experience!

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