Digital Transformation

Firework Opens New Global Business Lines with Key Hire in Nordics

Firework taps Krister Karjalainen as new Managing Director for Nordics

Firework, the leading livestreaming commerce and digital transformation platform, today announced that it has hired Krister Karjalainen to lead its new Nordics unit as Firework continues to expand globally.

Karjalainen, based in Sweden, will serve as Managing Director of Firework’s Nordic unit. He comes to Firework from Samsung Electronics, where he served as Digital & E-commerce director. The hire represents a strategic geographic expansion for Firework, already operating in 28 countries to date.

Karjalainen brings a wealth of e-commerce, digital innovation, and marketing expertise to Firework. He’s been leading Samsung’s live commerce initiatives since 2020, and recently launched the world’s first live commerce event in the Metaverse with a virtual influencer.

“I’m excited to join a team that’s pushing the bleeding edge of our Web3 future,” said Karjalainen. “We have an opportunity to fundamentally redefine the ways in which companies interact with their customers through the dynamic power of short form, live, shoppable video anywhere on the open web—and I’m so looking forward to bringing the momentum we’re already seeing stateside and in APAC to the Nordics.”

Prior to Samsung, Karjalainen served in key strategic roles at Procter & Gamble, IKEA, Nokia, Arla Foods and Gucci Eyewear (Safilo Group). He has also been awarded for his innovative and creative leadership at Cannes Lions, the Webby Awards, the Global M&M awards, the Global Sabre awards and at the New York Festival.

Karjalainen joins Firework at a moment of rapid expansion and momentum. Last month, the company closed a $150 million Series B fundraising round, spearheaded by Softbank Vision Fund 2. Firework is using the capital to scale out its engineering, product, and marketing teams and deliver continuous innovation to its flagship platform.

“Krister’s wealth of experience spearheading digital transformation initiatives in the Nordics makes him an invaluable ally as Firework looks to expand its presence in the region,” said Jason Holland, president and chief business officer at Firework. “Livestreaming and short-video make up a universal digital dialect for next-generation consumers, and we’re looking forward to helping organizations use that language to forge meaningful connections with consumers in the Nordics.”

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