B2B solution and value-based selling
Understanding the customer's situation, goals, and alternatives, and translating the value of a solution into a commercial decision.
Helsinki · Finland, Sweden, Norway
Sebastian Berner
B2B Sales & Business Development Professional
I specialise in opening new markets and turning new solutions into commercial results. My experience covers B2B sales, new customer acquisition, key account development, marketing, sales team leadership, and the development of sales operations across the Nordic markets. I bring curiosity and enthusiasm to my work and actively seek opportunities to learn, develop, and apply new ideas in practice.
15+
years of B2B sales experience
5+
years in international sales leadership
3
active Nordic markets: FI, SE, NO
€1.6M
first year sales during market entry
About
Commercial builder, hands-on seller
I enjoy situations where something new needs to be built, a business developed, or sales taken to the next level. My background is in B2B sales, new customer acquisition, key account management, and international sales across the Nordic markets. I have worked with direct customers, resellers, and partners, as well as led and supported sales teams.
I am a hands-on person. I like meeting customers, understanding what they actually need, and finding a solution that makes commercial sense for both sides. At the same time, I tend to look at the bigger picture: who we create value for, why customers should choose us, and how successful sales can be repeated rather than starting from zero every time.
I work in a direct, goal-oriented, and collaborative way. I like clear targets and measurable action, but I also believe that promises made in sales must be delivered in practice. I am naturally curious, enthusiastic about new ideas, and always looking for ways to learn, improve, and turn ideas into results.
Expertise
Core expertise
New customer acquisition and closing
Prospecting, needs analysis, proposal development, negotiations, and closing deals.
International sales
Sales and market development in Finland, Sweden, and Norway through direct customers, local teams, and partners.
Opening new markets
Market mapping, winning the first customers, and building local sales and partner networks.
Sales and business development
Developing sales processes, commercial materials, customer solutions, and repeatable operating models.
Sales leadership
Recruiting, training, supporting, and leading sales professionals towards measurable commercial objectives.
Marketing
Planning and leading marketing and lead generation.
Partner and reseller channels
Recruiting, activating, and supporting partners across different markets.
Generative AI in sales
Using AI for research, sales communication, preparation, content creation, and more efficient workflows.
Experience
Professional experience
February 2026 – July 2026
Business Manager
Cuboid Unit / See Project Oy · www.cuboidunit.com
Six-month product development and commercialisation project focused on launching a new modular HoReCa solution in the Nordic markets. As part of a small team, I helped take the product from an initial concept to a market-ready solution and its first customer deliveries.
- Contributed to product development by translating customer needs, market feedback, and commercial requirements into product features.
- Developed the commercial concept, sales materials, and marketing content.
- Contributed to the website, social media, and product launch activities.
- Led new customer acquisition in Finland, Sweden, and Norway.
- Worked with partners and potential customers to refine the solution and its market positioning.
January 2024 – December 2025
Head of Sales, Nordics
Topbox Oy · www.topboxunit.com
Led sales and marketing across Finland, Sweden, and Norway. Managed a strategic transformation in which the company's own sales organisations in Sweden and Norway were replaced with a reseller-led model. During the transition, the Nordic business generated over EUR 2 million in revenue while profitability improved by 39%.
- Developed key accounts, partner channels, market-specific customer acquisition, and scalable sales processes across the Nordic markets.
- Worked and closed deals with major customers and brands, including Spendrups, Carlsberg and Red Bull.
- Built local reseller, service, and financing partnerships in Sweden and Norway.
- Trained and supported partner sales organisations in selling Topbox solutions.
- Generated the first EUR 200K+ in sales for our new reseller network.
January 2021 – December 2023
Country Manager, Sweden
Topbox Oy · www.topboxunit.com
Built the Swedish operation practically from the ground up, including sales and marketing processes, an office, showroom, and warehouse. Recruited and trained the local sales team and service staff.
- Generated over EUR 1.6 million in sales during the first fiscal year following market entry.
- Led digital and event marketing in Sweden, increasing the number of sales leads by more than 600%.
- Established Topbox as the category market leader in Sweden by 2023, achieving a market share of over 10%.
- Closed deals with strategic accounts including Brewery International, Scandic Hotels, Nordic Choice Hotels, Ski Star and Götaplatsgruppen.
- Expanded the business into Norway and secured initial key customers, including SSP Norway, TGI Fridays, and Mirabel Restaurants.
- Took an alternative-use concept into market during pandemic restrictions, moving Topbox units from outdoor restaurant terraces into indoor locations and securing customers such as Naked Juicebar, RC Bageri at Arlanda Airport, and Lejonet & Björnen.
- Established customer financing partnerships with Grenke and Svea, lowering the threshold for customer investment.
January 2018 – December 2020
Sales Manager, Finland
Topbox Oy · www.topboxunit.com
Responsible for B2B sales and the commercialisation of a new Finnish innovation in the domestic market.
- Increased annual closed deals significantly from 2018 to 2019: growth of +200%, approximately 3 times the previous level.
- Our team took sales from EUR 0.28 million to EUR 2.3 million in 18 months.
- Opened major strategic accounts including Kopparberg Brewery, Red Bull Finland, NH Hotels, Robert's Coffee, NoHo Hospitality Group, REKOM Group, and Sunborn Group.
- Contributed strongly to the website redesign and CRM implementation.
- Led Topbox's digital marketing in Finland and later expanded it to the Swedish market.
- During the pandemic, helped develop the alternative shopping-centre concept and sold the first units to Mall of Tripla and Iso Omena.
- Continuously developed sales processes and the commercial operating model based on market feedback.
January 2015 – 2017
Product Manager
Publico Oy · www.publico.com
Responsible for business development and B2B media sales for a challenging product category, and designed commercial content and visibility solutions for customers.
- Renewed the Proresto Media concept and developed the visual identity and content of both the print and digital publications.
- Improved the publication's journalistic quality and developed advertising and native marketing solutions.
- Developed cooperation with stakeholders including the Finnish Sommeliers Association, Gastro Helsinki, and the Ateria event.
- Increased the number of paying subscribers by 400%, nearly fivefold.
March 2013 – December 2014
Media Sales Representative
Publico Oy · www.publico.com
B2B sales and new customer acquisition for marketing solutions aimed at corporate clients.
- Executed sales of advertisement and content marketing solutions for three different trade medias.
- This role deepened my understanding of solution selling and marketing and gave me the opportunity to work and sell to big domestic and international clients.
2011–2012
Co-Founder / Partner
Inspirium Ky / Wazap.fi
Co-founded Wazap.fi, a digital platform designed to help tourists and local residents discover Helsinki's best service providers while offering local businesses a new digital marketing channel.
- As major international platforms such as Google, Yelp, Tripadvisor, and Trustpilot expanded rapidly into the market, we decided not to continue developing the venture.
- The experience gave me an early understanding of digital platforms, entrepreneurship, and changing market dynamics — and ultimately inspired me to pursue a career in sales and marketing.
Earlier Career in Fine Dining and Hospitality
Before moving into B2B sales, I spent a decade in customer service and sales at some of Finland's most prestigious restaurants, including Savoy — recognised as Finland's best restaurant — and the Michelin-starred Demo and Palace.
- Working as a maître d' in concepts built around exceptional quality taught me how to maintain high standards, motivate teams, and deliver consistently under pressure.
- Serving senior business and government leaders and their international guests gave me a strong understanding of what it takes to create a world-class customer experience and lead people in a demanding international environment.
Portfolio
Selected projects and results
Starting point
Topbox entered Sweden as a new Finnish B2B solution without an established local organisation, premises, or customer base. At the same time, the pandemic severely restricted the use of restaurant terraces.
My role
I was responsible for taking the market in 2022 after the company had not succeeded during 2020–2021. I built the local operation practically from the ground up: office, showroom, warehouse, after sales, and sales organisations.
Execution
Sales and marketing plan and succesfull execution. Opened strategic accounts including Brewery International Sweden, Skistar, and Götaplatsgruppen. During the pandemic, developed a new use concept for shopping centres and secured customers including Naked Juicebar, Lejonet & Björnen kiosks, and RC Bageri at Arlanda Airport. Built customer financing solutions with Grenke and Svea to help customers invest during a difficult market.
Result
Sales during the first operating year (September 2021 – September 2022) totalled SEK 18,695,000 (EUR 1.675 million). Lead volume grew by +700%. Best marketing campaign ROAS was +4,000%. Topbox achieved market leadership in Sweden by 2023 with a market share of over 10%.
Education
Education and continuous development
Education
Vocational Qualification in Sales and Customer Service
Perho Culinary School
1998–2002
Open UAS business studies
Haaga-Helia University of Applied Sciences
2026–
Courses in 2026
In 2026, my continuing education has focused on sales, CRM, digital marketing, marketing analytics, and generative AI.
- Customer Value and Pricing Strategy — University of Virginia (Darden School of Business + Boston Consulting Group)
- Digital Marketing and Growth Hacking with GenAI Professional Certificate — IBM (in progress)
- Applied AI Specialization — Vanderbilt University (in progress)
Languages
- FinnishNative
- SwedishExcellent
- EnglishExcellent
Recommendations
What others say
Sebastian is a reliable, proactive, and goal-oriented professional, and it has been a pleasure to work with him. I recommend him without reservation for sales and business development roles.
Martti Lukander
Founder and former CEO of Topbox Oy (2018–2023) | Letter of recommendation, 24 July 2026
As a salesperson, Sebastian is persistent and proactive, and he delivers results. He is easy to work with, and it is easy to discuss matters openly and directly with him.
Heikki Hilpelä
Former direct manager at Topbox | LinkedIn recommendation, 15 September 2026
Sebastian understands the market and customer needs extremely well. He's entrepreneurial and self-driven, and he moves things forward. I warmly recommend him for B2B sales and marketing roles.
Tom Appelroth
Former colleague at PubliCo Marketing and Media Agency | LinkedIn recommendation, 18 September 2026
What truly sets him apart is his exceptional relationship-building skills with customers. Sebastian effortlessly establishes and nurtures connections, earning the trust and loyalty of clients.
Laura Haukanhovi
Former colleague at Topbox Oy | LinkedIn recommendation
Next step
What I am looking for
I am looking for my next opportunity in B2B sales, international sales, or business development.
I am at my best in a company aiming to grow, enter new markets, commercialise a new solution, or make its sales operations more systematic and effective. I bring hands-on sales experience, the ability to work with a wide range of customers and partners, and a strong commitment to continuously developing my own capabilities. Even in a leading role, I love to do pure sales myself.
I am interested in both Finnish and international B2B environments where commercial activity has a visible impact on company growth.
Relevant titles
- Sales Manager
- Growth Manager
- Business Manager
- Sales Director
Contact
Let's talk
Are you looking for an experienced commercial professional who does not wait for a ready-made playing field, but knows how to build one? Let's talk.