Salla Ketola Takes Over as CEO of Reputation and Trust Analytics
The Board of Directors of Reputation and Trust Analytics has appointed Salla Ketola as the company’s CEO with effect from 21 August 2026. The company’s founder and outgoing CEO Harri Leinikka will continue with the company as Principal Advisor.
Salla Ketola, Master of Social Sciences, has more than 20 years of experience in leading data and digital business at S Group, Posti, VR, Sanoma and Nokia. In 2020 she received the Tiedolla Johtaja (Data-Driven Leader of the Year) award, and in 2025 she was named to AI Finland’s KärkinAIset list of the leading AI influencers in Finland. Ketola also has extensive board experience and currently serves on the boards of Yle, the Finnish public broadcaster, and Columbia Road Oy.
Ketola takes the helm at a point when the company is accelerating its international expansion. Swedish investment firm Neqst became a minority shareholder in 2023, the first office outside Finland opened in Stockholm in spring 2024, and in 2025, as part of its internationalisation, the company adopted the name Reputation and Trust Analytics.
The new CEO’s task is to scale the business as the company internationalises: to lead growth in the age of artificial intelligence, to build the international narrative, to develop digital sales and marketing, and to make the company’s ways of working scale. In addition to the Nordic countries and Germany, data is now also collected in the United Kingdom and France.
”Reputation and Trust Analytics is a unique company that has done remarkable work in developing Finnish business. What I find most compelling in its story is the drive to use information more effectively, to build trust and to work towards a more sustainable world”, Ketola says.
”Salla was chosen because she combines data with commercial leadership in a way that complements the company’s existing leadership team exceptionally well. I am delighted to have her join us to drive growth and international expansion. I am confident that under her leadership the company will advance both our clients’ business and trust in society more broadly”, says Henrik Scharp of Neqst, Chairman of the Board.
Founder Harri Leinikka continues as Principal Advisor
Harri Leinikka,who has led the company for 29 years, will focus going forward on client work and international partnerships. He also serves as CEO of the company’s Swedish subsidiary.
”We have an office in Stockholm, an international minority shareholder and studies running in 40 countries. Our company is on the threshold of significant growth, and that calls for a different kind of leadership than growing in Finland did. Salla has built businesses out of data in large companies and understands how research turns into value for the client. That formidable combination of skills is exactly what we need at this stage. I get to concentrate on what has always been closest to my heart: helping our clients”, Leinikka says.
More information
Harri Leinikka, Founder and Principal Advisor (CEO until August 21, 2026)
+358 40 505 5001
harri.leinikka@reptrust.com
Salla Ketola, CEO (effective August 21, 2026)
+358 50 558 9092
salla.ketola@reptrust.com
Images for the media (Salla Ketola tab): reptrust.com/media-library/
Reputation and Trust Analytics at a Glance
Reputation and Trust Analytics is a research company founded in 1997 that measures organisations’ reputation and stakeholder trust using the Reputation&Trust model. The company has carried out more than 3,700 Reputation&Trust surveys for its clients in 40 countries. Revenue exceeded EUR 4 million in 2025, and the company employs 32 people. Until 2025 the company operated under the name T-Media. Its offices are in Keilaniemi, Espoo, Finland, and in Stockholm, Sweden.
Photographer: Niko Jekkonen
