Business interview : Good performance is the best IR

Good financial performance is the best way to make yourself heard, says Samppa Seppälä, who has taken over responsibility for Amer Sports’ communications, investor relations and corporate responsibility. 

Samppa Seppälä, you have previously worked for ITC companies such as Comptel and Sonera. How does the sports industry feel for a change?
Very good! It’s great to be involved in a business that is tangible and material.

What are your first impressions of Amer Sports?
I’m thrilled about the enthusiastic people I’ve met during my first days at the office, and our great brands are something to be proud of.  So I’m already convinced this is a great place to work.

Have you followed Amer Sports as an IR specialist before?
I know Amer Sports as an active media follower, not specifically from the analyst perspective. Amer has been a very interesting company in Finland for decades. Nowadays it’s one of the leading companies in the industry and from the Finnish perspective it is also very global.

The amount of data that analysts and investor receive is huge. How can you make yourself heard?
I think what really helps is the company’s financial performance. If you perform strongly, you will be heard and followed.

Every communication manager has his or her own style for getting the job done. Describe yours.
Well, I wish to involve the team. I think communications is very much a team effort with common goals. It’s important to have a good team spirit with shared goals and ambitions.

Are you personally involved in sports?
I very much like to play tennis. It has been too sporadic in recent years but now I have a special reason to activate my tennis.

Anything else you want to add?
I think this a great opportunity for me to learn about this kind of company and industry from the inside. I’m really looking forward to working with our shareholders, investors and other key stakeholders!

Samppa Seppälä

• Samppa Seppälä is responsible for Group communications and investor relations of Amer Sports Corporation, including external, financial and internal communications and corporate responsibility as of April 2013, during Päivi Antola’s maternity leave.
• Seppälä will report to CFO Jussi Siitonen. He is working with the Corporate Communications team at the Helsinki headquarters.
• Seppälä joins Amer Sports from the communications agency Kreab Gavin Anderson.
• Seppälä has previously worked at Comptel as Director for Corporate Communications and IR, at TeliaSonera International as Vice President for Communications, at Sonera as Vice President for Financial Communications and IR, and at Pöyry and Post of Finland as Communications Manager.

 Source Amer sports