Kari Rajaniemi | MMA Global

Kari Rajaniemi

Kari Rajaniemi
Chief Marketing Officer and VP-Customer Service and Corporate Communications
TruGreen

Kari is Chief Marketing Officer and VP-Corporate Communications and Customer Care for TruGreen, America’s #1 professional lawn care provider for both residential and commercial markets. Kari is a dynamic marketing, strategy and business operations leader who has transformed and accelerated business growth with ROI and analytics as guidance.

With a successful brand and direct response marketing background at some of the world’s preeminent organizations including PepsiCo, SVP-The Franklin Mint and SVP/CMO-ADT Security Services, Kari joined TruGreen in 2013 to help revitalize the iconic brand as the company completed its separation from ServiceMaster, a home services provider. He is responsible for all of TruGreen’s brand assets, direct marketing efforts, digital marketing, partner marketing, customer care and administration.

In 2015, Kari spearheaded the global re-launch of the TruGreen brand under a broader, welcoming and more inspirational Live Life Outside theme. In addition to traditional direct marketing and digital efforts, TruGreen returned to television with two new campaigns: one featuring a family named The Yardley’s; the other a golf-themed campaign leveraging TruGreen’s partnership with the PGA of America. In 2017, TruGreen completed the successful integration of Scotts LawnService, the nation’s second largest lawn care provider. With the highest customer retention and brand satisfaction scores in its 41-year history, TruGreen is further capitalizing on its industry leadership role via the introduction of new products and services (e.g., Mosquito Defense) plus an industry-first consumer mobile app.