Spotlight On: Tessa Hultholm, Product Manager at Metsä Board’s Simpele Mill

Your path into the industry

Can you please introduce yourself and tell us about your current role?

I’m Tessa, and I work as a Product Manager at Metsä Board. I’m based at our Simpele mill, situated in beautiful South Karelia, Finland, where I live with my family. My role involves coordinating the entire product life cycle – I act as the central link between the mill, our sales teams, and technical customer service, ensuring our products meet the market’s evolving needs.

What initially sparked your interest in the sustainable packaging and cartonboard industry?

I had already spent several years working in the traditional paper industry, where sustainability was an important focus. However, to gain a more comprehensive perspective on the entire forest industry – from fibre source to final product – I decided to transition into the paperboard sector.

What has been the most significant milestone or experience that has shaped your career to date?

My path to becoming a Product Manager has felt like a very natural progression, built on practical experience. During my studies, I gained hands-on experience working as a trainee in food packaging and at an ink manufacturing plant. After graduation, I took on a supervisory role in a printing crew, which then led me into paper research and, eventually, technical customer service at a paper mill. These different experiences have been invaluable, providing me with a broad and practical understanding of the entire value chain in the forest industry. This holistic view is the most significant asset I bring to my role today.

How has the industry changed since you first started, and what excites you most about its future?

When I started working in the late 1990s and early 2000s, sustainability was rarely discussed. Today, it’s a core focus that drives decisions across the entire value chain. Beyond environmental shifts, the rise of digital technologies has transformed how we work, and the recent emergence of artificial intelligence is opening up entirely new possibilities.

Looking ahead, I’m most excited about how our industry will continue to respond to evolving consumer behaviour. What people consume, how much, and through which channels are massive questions to consider. These shifts will shape the future of packaging, and I’m proud to be part of an industry that’s actively responding with smarter, more sustainable solutions.

Daily impact

What does a typical day/week in your current role look like?

My week is all about coordination and communication.

I’m the main point of contact for product-related technical questions, acting as the crucial interface between the mill, sales, and technical customer service. I constantly receive feedback from the market – either directly from customers or via our sales and technical teams – and I make sure that feedback is passed on to the mill to support ongoing product development and quality adjustments. This process ensures we remain completely aligned with our customers’ needs and expectations.

A key part of my routine is also visiting the mill control rooms to discuss product quality and customer feedback directly with the production staff. These conversations are vital for maintaining a shared understanding of how our products perform in the real world.

Can you describe a specific project or initiative you’ve worked on recently that you found particularly exciting or innovative?

I’m currently very excited about the major board machine modernisation project underway at Metsä Board’s Simpele mill, which began this past September. As part of a €60 million investment programme, this initiative will significantly enhance the quality of our MetsäBoard Classic FBB. Specifically, the introduction of curtain coating technology will improve the print surface and visual quality, which is critical for the most demanding packaging applications.

What makes this project especially meaningful is its direct contribution to our transition toward fossil-free production. With 89% of the mill’s energy already fossil-free, the new technologies are expected to boost that figure to an impressive 98% by the end of 2025.

What advice would you give to someone who is just starting their career in this industry?

My advice to someone starting their career is to explore different roles and departments with curiosity and an open mind. Be willing to learn from a wide variety of people and approaches; every team and individual can offer valuable perspectives. Don’t hesitate to ask for help when you need it, and, just as importantly, be ready to support others and share what you know. It’s also crucial to look at your daily tasks critically and constructively. If you see a clear room for improvement, be brave enough to speak up and suggest changes.

Beyond your role

What’s a skill or hobby you have outside of work that has surprisingly helped you in your role?

In my role, I work with a wide range of people across different functions and technical backgrounds. Outside of work, I’m actively involved in children’s hobbies and activities, which also puts me in regular contact with diverse individuals. I believe these experiences complement each other well. They’ve strengthened my communication skills, adaptability, and ability to collaborate in various situations.

What’s the best piece of career advice you’ve ever received?

The best career advice I’ve actually read from somewhere is simple: be kind. People genuinely enjoy working with those who treat others with respect and consideration. Even in more challenging or tense situations, maintaining a polite and constructive tone helps move things forward smoothly. Kindness doesn’t mean avoiding difficult conversations; it means handling them in a way that builds trust and collaboration.

What is the one thing you wish more people knew about the carton and cartonboard industry?

One thing I wish more people truly understood is just how responsibly we operate from a sustainability perspective. Environmental values and the concept of circularity are not just buzzwords for us; they are deeply embedded in our daily operations, from forest management to energy use at the mill. This industry is a leader in sustainable manufacturing.