Yu-Yang Bai

Helsinki-based independent business consultant and advisor with extensive experience in digital commerce, consumer engagement and experience development. As the former Director of Digital Experience & Development at Fiskars Group, VP of Country Operations at Sulake and COO at HEI Schools, Bai has led various growth programs with Finnish companies within premium consumer products, e-commerce & digital media, online community & mobile game and app development, and education business management. Bai is currently acting as the Senior Advisor for Nordic Business House for Chinese market entry projects, Spectrum for 3D-to-factory product personalisation solutions for online retail, and Language Drops, a global language learning platform, for their Chinese market growth program.

Brands and companies which Bai has worked with in the past cover a wide spectrum from prestige consumer lifestyle brands to startups domestically and internationally, including Fiskars, Iittala, Arabia, Rörstrand, Royal Copenhagen, Wedgwood, Waterford, Sulake and Habbo, HEI Schools among others. Having worked with numerous market expansion and launch projects for the Chinese market, Bai is an expert on utilising the potential of both digital and China as the key business growth drivers.

Bai is native Chinese but has been living and working in Finland for 20 years. Bai holds a B.E. in Publishing from Beijing Institute of Graphic Communication in 1997, and M.Sc. in Economics (KTM) in 2005 majoring Information & Service Management from Helsinki School of Economics, Aalto University.