NEWS
Career Story: Tiina Hinnen – a versatile professional in financial management and business development in the bakery industry
Tiina Hinnen is a true all-rounder at Baron Foodtech, combining financial management, HR, development projects, and ERP system management. Her career story shows how a childhood interest in numbers grew into an international career and a passion for developing the bakery business together with customers.
Background and education
Tiina Hinnen holds a Master’s degree from Turku School of Economics, where she studied financial management and law. Her studies created a strong foundation for a broad understanding of business, as well as a basis for continuous learning and building networks.
Her fascination with financial management began already in childhood. Playing with a cash register was perhaps the starting point for a career shaped by accounting and finance. Later, her career took her to the manufacturing industry, where she worked in diverse roles and often as the first person in new positions. This naturally introduced development and change into her path, which are now also central in her role at Baron Foodtech, a partner in bakery business growth and development.
Tiina joined Baron Foodtech through a positive shared history. She had previously worked with Mikko Lehtinen at Vulganus and during the Baron Consulting years. The opportunity to work with the third generation of the Lehtinen family and to view the bakery industry from a completely new perspective was a strong reason to join.
A multifaceted role in bakery consulting
In her current role as Manager, Development and Business Control, Tiina is responsible for Baron Foodtech’s general administration, financial management, HR, and various development projects. She humorously describes herself as a heptathlete, as her work covers many different areas and responsibilities.
One of her most significant projects at the moment is building a quality management system for Baron Foodtech. Previously, she had approached quality management from the perspective of manufacturing industry, but now the focus is on developing service business, which brings new challenges and opportunities.
In addition to financial management, Tiina is actively involved in process and practice development and also serves as the main user of Baron’s ERP system. This provides her with a strong perspective on how data, administration, and business operations are interconnected. She sees versatility as a richness, as combining different responsibilities allows her to understand the big picture and how different parts of the business support each other.
Learning and growth in international bakery business
Working and living abroad has left a strong mark on Tiina. Internationality comes naturally to her, and it is part of daily life at Baron Foodtech, which operates in the global bakery industry.
“Living abroad adapted internationality in me on a whole new level. In Finland we too easily turn inward, but at Baron Foodtech internationality is part of everyday life, and I feel at home here.”
As the company has grown, Tiina’s responsibilities have also expanded. Customer work has become part of her role, bringing new meaning and motivation. Some of the most memorable experiences have been following major projects and seeing the team succeed. “It is truly rewarding to watch a massive project being completed together.”
Work culture, values, and well-being
Tiina describes Baron Foodtech’s work community as innovative, caring, and international. The company’s values are strongly present in daily life. Customer orientation is essential both in projects and in the building of the quality management system. Honest work and the mindset of always being on the baker’s side of the table are also visible every day.
For Tiina, it is important that the company also takes care of employee well-being. Expert work requires attention to a large number of details, which is why taking care of resilience is essential. At Baron, this is supported through shared activities and team moments that strengthen energy and team spirit. Her own free-time activities, such as going to the gym, spending time outdoors, and traveling, also help her stay focused and resilient at work.
Future and perspectives on bakery business development
What motivates Tiina most is progress and development. She enjoys seeing the organization grow, expand, and move forward boldly.
A key part of her role is the ability to balance detailed work with seeing the big picture. “It is important to notice the small details but at the same time keep the big picture in mind. That way risks can be eliminated, and stability can be brought to the company.”
Tiina finds the combination of financial management and business development especially fascinating in the context of the bakery industry. “The numbers in financial management are only a reflection of how the business is run. This combination is highly interesting both in my own work and in customer projects, and new tools are continuously changing its nature.”
Personal lessons and memories
The most important lesson Tiina has learned in her career is to dare to step out of her comfort zone and test her limits.
There are also lighter moments in her workdays. For example, after a customer meeting the team might head out to train together. “Those moments have been truly refreshing and brought positive energy into our workdays.”
Close collaboration with customers is also meaningful to her. “It is wonderful to feel like part of the customer’s team rather than just a supplier. It is an honor to work so closely together that it truly feels like a shared project.”
Tiina Hinnen in brief
- Master of Science in Economics, Turku School of Economics
Career in manufacturing industry before joining Baron Foodtech
Manager, Development and Business Control at Baron Foodtech
- Responsible for general administration, financial management, HR, and development projects
Currently building Baron Foodtech’s quality management system for service business operations
Leads process and practice development and serves as the main user of the ERP system
Emphasizes the importance of employee well-being and the value of shared activities
Works closely with both colleagues and customers