STRGY AI gears up for scale: former S Group SVP Visa Jaatinen joins as Chief Commercial Officer

Visa Jaatinen has seen strategy execution from every side. He designed it as a consultant at a Big Four firm, built it as a digital leader, and lived with its consequences as a VP and SVP at S Group, Finland's largest retail and hospitality cooperative. He's been close to STRGY AI since the idea was first incubated in autumn 2025. Today, he joins us as Chief Commercial Officer to take StrategyOS from launch to scale.

A seamless path from first conversation to full deployment in your organisation

Visa leads sales and customer management, product and onboarding. Putting those together is deliberate: we want buying, starting and growing with StrategyOS to feel like one continuous path. Bringing him in now is a deliberate investment in our commercial engine as we move from building StrategyOS to taking it to leadership teams across Europe.

“Visa has seen this problem from every angle: as a consultant, in internal strategy and running a large business. He's been the kind of leader StrategyOS is built for, and he has built and led software teams. That combination is rare, and I'm thrilled to have him on board.”

“Our first customers are shaping how we scale. My job is to make sure every leadership team that starts with StrategyOS gets to value quickly, and that what we learn from them goes straight back into the product.”

From death by status report to real impact

For Visa, as for our founders, this is personal. “Writing the strategy was never the hard part,” he says. “The hard part was knowing whether the organisation was actually moving in the right direction. Were we progressing even remotely as planned? Which initiatives were doing the heavy lifting, and which were just distractions?”

The usual answer was more reporting. “You'd spend countless hours collecting information and get a very short moment of clarity. Often it was already outdated by the time it reached stakeholders. I worked on that problem for years, and to my knowledge, nobody had really solved it.”

Leaving an exec role for the discomfort of an AI startup

What's so different now? “Earlier tech shifts helped us store information, present it and transact with it. None of them amplified our ability to think and lead the way AI does. It's the paradigm shift that finally lets us solve this problem better, faster and at lower cost.”

That conviction is what brought him here, first as an angel investor in STRGY AI and now full-time. “This problem simply has to be solved, and I believe what we're building is the best way to solve it. That became too inspiring for me to stay in a corporate management role.”

From Big Four to hospitality leadership: a taste for reality

Visa started out in Deloitte's Strategy & Operations practice before moving to SOK. There he worked on strategy, M&A and digital transformation, and later led product, engineering, data and AI teams as Chief Digital & Development Officer at SOK Hospitality. Most recently, as Senior Vice President, Hospitality at S Group, he ran more than 450 restaurants and 50 hotels with around €900M in annual revenue. He's been the consultant, the builder and the operator, which is exactly the mix we need as we grow.

A team that knows the gap between strategy and execution first-hand

Our core team brings together new business development, AI-native software development, B2B product design and strategy execution in large organisations.

• Samuli Bäck, Co-founder & CEO
• Anton Skarp, Co-founder & CTO
• Niko Savander, Head of Agentic Design
• Oskari Listomaa, Head of Agentic Systems
• Visa Jaatinen, Chief Commercial Officer

See you at Slush

Come and meet Sami, Visa and the rest of the team at Slush, where we'll celebrate the launch of StrategyOS on Wednesday 18 November.