Jenni Suomela, M.Sc.(Econ), is leading Channel management at Finnair since the beginning of 2020. In her role, she is responsible for leading renewal of Finnair distribution & payment landscape, positioning of different sales channels and driving optimal channel mix across the markets. Prior to the current role, Jenni has worked in finance leadership roles in travel industry, both in airline and travel agent side. The background in finance serves well in exploring how will dynamics in the travel value chain change and what is needed for a mid-sized network airline like Finnair to successfully transform to direct-to-consumer business model while acknowledging the importance of key partners. Jenni is inspired to be part in leading Finnair’s retailing transformation towards a Modern Premium airline.