Siltala has worked at Valio for 24 years in various leadership roles across business operations, sales, and marketing.

She will take the lead of a broad responsibility area that includes S Group’s marketing, loyalty, the development of retail media and content, as well as communications and public affairs.

“I am delighted to welcome Elli to the S Group. We are at a strategic turning point where we must be able to serve our co‑op members even more precisely to ensure future growth. I believe Elli’s experience and expertise are a perfect fit for this moment and for steering the new entity now being formed,” says Hannu Krook, CEO of SOK.

“I strongly believe in the power of local relevance, the important role of our regional cooperatives, and a shared direction. It is inspiring to begin developing new ways of working that support the success of our cooperatives and create genuine value for our co‑op members,” says Elli Siltala.