Viivi Avellan has built a dynamic and influential career uniting businesses across continents and forging strategic partnerships that transcend cultural and geographic boundaries. As co-founder and chief executive officer of ViiLee Solutions, she leads efforts to connect companies in Europe, Asia, and the United States, providing guidance on market entry, coordinating international collaborations, and supporting creative projects ranging from book launches to film releases. Known for her ability to facilitate impactful cross-continental partnerships, she is highly regarded for helping organizations expand their reach and establish a global presence.
Ms. Avellan’s educational background laid the groundwork for a multifaceted career spanning journalism, publishing, entrepreneurship, and consulting. She earned a bachelor’s degree, which provided her with the foundational knowledge to navigate multiple industries with strategic insight and leadership. In recognition of her expertise, she received the certified management consultant designation from CMC Global through The International Council of Management Consulting Institutes, a credential that underscores her commitment to professional excellence and her credibility in advising clients on international growth strategies.
In addition to her leadership at ViiLee Solutions, Ms. Avellan is a marketing director at Conduit Group and previously held the position of country coordinator for Miltton Events, organizing large-scale initiatives that fostered business relationships between Europe and Southeast Asia. As country manager for Innovation Home in Singapore, she was instrumental in guiding European companies and government agencies seeking to establish a presence in Asian markets. Despite the challenges posed by shifting global dynamics, she leveraged her network and business acumen to maintain strong partnerships and expand collaborative opportunities.
Ms. Avellan’s entrepreneurial experience includes co-founding Nordic Glow Pte. Ltd. Singapore, a company that promoted Nordic natural products and helped European brands successfully enter Asian markets. She was also the chief operating officer at Innovation Home, overseeing operations and long-term strategy. Her business interests extended to shareholder roles with F45 Training and Bizmind, demonstrating her versatility and ability to identify and develop new opportunities.
Ms. Avellan’s early career began in journalism, where she founded Awell Entertainment Ltd. and worked as a journalist and publisher. As editor-in-chief of “FORE! GOLF Magazine,” she spearheaded efforts to make golf more inclusive, organizing a tournament that transformed the sport’s image in Finland from elitist to accessible for players of all ages. She also produced media content for ELIXIR CMS Oy and gained national recognition as a journalist and news anchor for MTV and Nelonen, becoming one of the most respected and well-liked figures in Finnish broadcast journalism.
Seeking a new direction, Ms. Avellan’s career trajectory shifted after experiencing burnout from daily news coverage. She transitioned into artist management and showroom representation in Switzerland before returning to Finland as editor-in-chief of a golf publication. A relocation to Singapore for her husband’s career opened a new chapter, leading her to launch a company focused on Nordic natural products and later to work with government agencies and ministries to help businesses expand into Southeast Asia. Her growing expertise in international market development eventually brought her to the United States, where she continues to facilitate business growth and cross-cultural collaboration.
Ms. Avellan’s dedication to service extends beyond business. She supports organizations including the Red Cross of Singapore, Pelastakaa Lapset Finland, Kummit Finland, and the OC Food Bank, reflecting a deep commitment to social responsibility. She has also held leadership roles in professional associations such as the Finnish Business Council in Singapore and Finnish Business Women in Singapore and is a member of the Finnish Management Consultants Association, MIA – Mission Impact Academy, Newport Beach Tennis Club and HanGolf.
Looking ahead, Ms. Avellan is focused on positioning herself as a key representative for major European organizations seeking to expand in the United States while helping American businesses enter European markets. With a deep understanding of both Western and Asian business cultures, she continues to bridge divides, open new pathways for collaboration, and build meaningful partnerships on a global scale.