New responsibility and a changing everyday
Roosa works as Business Area Director for Avidly’s advertising business area, overseeing the work of three teams and more than 30 specialists. Her everyday work is filled with meeting people and sparring – supporting team leads in people-related matters, holding discussions on marketing and digital marketing expertise, leading sales cases, and working within the management team to find solutions to both everyday challenges and future development.
“There isn’t a single day when I work alone. My job consists of meeting people and being in constant dialogue,” Roosa explains.
Before her current role, Roosa had led the same service area without profit responsibility. The new role brought increased pressure and expectations. At the same time, the company was undergoing change negotiations – and Roosa found herself in the middle of both her own change and that of others.
Starting point: change and responsibility at the same time
Roosa says that even before the change negotiations began, she could see that a difficult period lay ahead. She wanted to make sure she would not end up in the same cycle of exhaustion she had experienced before.
“I wanted to get through this in a way that I could cope. I knew there would be a moment when I would have to lead even though everything around me was broken – including myself.”
As a member of the management team, Roosa’s role was to support others, keep operations running and at the same time deal with her own capacity. She encountered a great deal of emotions and concerns and helped others cope through the change – while living through the very same situation herself.
Low-threshold support in a new role
At Avidly, Auntie had already been in use, and colleagues had spoken highly of the service. The idea of low-threshold support – without the formalities of occupational health care – felt exactly right to Roosa. She chose the Leadership in Rough Waters package almost immediately after seeing it.
“Even the name described perfectly where I was: in the middle of a storm, but wanting to stay at the helm.”
Concrete tools and new insights
Roosa was surprised by how practical the discussions with Auntie were. Her Auntie professional, Jyrki, created a safe space where it was easy to pause and reflect. The conversations did not stay on a theoretical level; instead, they focused on everyday situations and the real challenges of leadership.
“Often these kinds of discussions stay very abstract, but here I received truly practical advice and ways of working – for example, how to start a difficult conversation or how to listen more than I speak. Small things that made a big difference.”
One of the most significant insights related to her own role as a leader. Roosa describes how, during her time with Auntie, she realised very concretely that her job had changed: she was no longer a specialist or a team lead, but a leader responsible for the direction of the entire business.
“I’m paid to lead these people and move the company forward – even when that means making difficult decisions. I can no longer just be the ‘nice colleague who helps everyone’; I have to focus on doing my job in the best possible way for the company.”
“I learned that I’m paid to lead – including making difficult decisions.”
— Roosa Räsänen, Business Area Director, Avidly
She describes the insight as bittersweet:
“I’ve always been a marketing professional, but now my area of expertise is leadership.”
With the help of Auntie’s discussions, she was able to let go of the need to please and learned to accept that leadership also includes uncomfortable decisions.
During the sessions, Roosa also gained concrete tools for interaction. She learned to ask open questions, wait for answers and trust that people will find their own insights.
“I got support in how to truly draw out what matters and what people are feeling – not by giving ready-made answers, but by asking and listening.”
One of the most positive aspects was Auntie’s ease of use and the professional’s presence.
“I immediately had a good connection with Jyrki. He was able to create a safe and trustworthy environment where it was easy to talk even about difficult topics. Despite the heavy subjects, the solution-focused approach left me with a good feeling after the conversations.”
Growth, emotional skills and everyday tools
Through Auntie, Roosa learned to manage her own emotional load and to be kinder to herself. She practised receiving feedback and trusting that she does not have to do everything herself.
“I’m a very emotional person, but now I’m better able to manage my own emotional load. I’ve also learned to receive positive feedback – simply saying ‘thank you’ instead of playing myself down.”
She feels that Auntie’s sparring helped her grow into her new role and put the learnings into practice.
“I’m not a finished leader yet, but now I have the tools to grow. Without Auntie, I wouldn’t be at this point.”
Development wish: ongoing sparring for leaders
Roosa feels that the support Auntie provided came at exactly the right time and met a real need. She hopes that similar sparring could continue even after the package ends – in a light and regular way.
“I’d like the dialogue to continue – even once a month with the same professional. That would be incredibly valuable.”
Who Is Auntie For?
In Roosa’s view, Auntie is for everyone – regardless of role. She emphasises that it’s worth seeking support already when you notice the load starting to increase.
“You don’t have to wait until you’re completely exhausted. Even a small pause can change a lot.”
If Auntie Were a Person…
When asked what Auntie would be like if it were a real person, Roosa laughs and answers:
“Well, obviously Jyrki! A great listener, someone who sparks insights and offers solutions.”
Learn more how Auntie supports leaders here.
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