Cilla Eklund – Digital Commerce Director
Trends and data guide Cilla’s work, but in her free time Cilla fosters the art of presence
Cilla Eklund admits to being a beauty nerd who is fascinated by human behaviour. Former dressage rider is now driving growth in Stockmann’s digital channels.
What do you do at Stockmann and how did you end up working here?
I lived in Copenhagen for quite some time working for an internationally renowned cosmetics manufacturer and managing the Nordic online store. My family and closest friends were in Finland, so I wanted to come back here. At Stockmann, I’m responsible for sales, customer experience and technical capabilities of our digital channels. I work with a team of over twenty people in Finland and the Baltics. I see enormous potential in our digital channels: we have a strong brand, loyal customers and a great selection.
What is the best thing about your job?
Teammates and our amazing work community are the most important things to me. It’s also great that the employer and its products reflect my own values. I’m a nerd when it comes to beauty care and my home is full of cosmetics and fragrances. The online retail sector is currently developing really rapidly. AI influences our behaviour: how we search for products online and how we buy them. In my work, I need to understand people’s behaviour and anticipate what the future will bring.
Share one surprising thing your colleagues don’t know about you.
I am a former championship-level dressage rider. When I was younger, I competed for years in the Finnish national team, and my achievements include five Finnish championships and one Nordic championship. I grew up on a horse farm in Kaarina. With horses, you just have to be present and focus on the moment. Now I’m studying to become a mindfulness instructor alongside my work.
Your most memorable moment at Stockmann?
The Crazy Days campaign is always a huge effort for us and the best part of every autumn and spring. During the campaign, there is an atmosphere of excitement and anticipation. Last spring, our online store Hullutpaivat.com was also selected as one of Finland’s three best online stores in the Digital Commerce Finland competition.
What is the best way to wow customers?
Stockmann’s strength lies in its seamless combination of online and physical stores. Wherever the customer shops, we want the shopping experience to be smooth and the product purchased to bring joy and serve the customer for a long time. If the customer is not satisfied, we must do everything we can to turn the experience into a positive one.
read more about stockmann people:
Stefan Fyhr
2025 . All rights reserved.