Hairedin has proven track record of successful turnarounds and growing businesses exponentially, both greenfield and M&A. She has been part of founding Fonecta and worked as one of the pioneers in setting up data-driven businesses. She has held several global senior management positions at Nokia. Her last corporate position was as the Finnish CEO of marketing agency giant Dentsu before moving into board work and entrepreneurship.

Hairedin has practical knowledge of global markets. Her business experience covers services, telecom, media, retail, sales, data&analytics, and marketing. She has specialized in digital transformation, which is all about organizational culture, as well as driving marketing to be a strategic asset for growing company value.

She is currently the co-owner and CEO of a customer-friendly IT and software development startup Frumatic Ltd. She also serves as a board executive in SOK (S Group), Örum Ltd, VR Group, Delipap Ltd and HopLop Ltd. In addition, she works as a strategy advisor, keynote speaker, and investor. Hairedin holds an M.Sc. degree from Aalto University (Helsinki School of Economics and Business Administration) and has university studies also from France, Turkey, the USA, and Sweden.