Tatu Patronen is Marketing Data & Analytics Lead at Barona. Barona is a leading working life solutions company in Finland, building solutions where work, learning, wellbeing, and technology form the foundation for a sustainable working life. Tatu builds shared AI tools and agents for Barona’s marketing organization that cut down on routine and unrewarding tasks, freeing the marketing team to focus on more productive, higher-impact work – and to do it more efficiently.
Tatu has 15 years of experience spanning marketing, analytics, data, martech and AI. He has spent the past year not only revolutionizing marketing analytics and driving team performance, but also becoming self AI-driven – building tools that make him roughly 4 times more effective than he was three years ago!
Earlier in 2026, Tatu presented Jonne’s journey from pilot to production at Snowflake AI in Action in Helsinki – a technical deep dive. At MarTech Nordic, he takes a different angle: a CMO-friendly look at what it actually takes for a large, traditional organization to become AI-operated – not just adopting tools, but training teams, building agents, and rethinking how marketing work gets done.