On a typical Monday morning at San Francisco Agency, the high-stakes world of international PR and deep-tech investment takes a backseat to a seemingly simple question: “What did you do this weekend?” For Reetta Ilo Gilbert, the agency’s CEO, this isn’t small talk or a corporate icebreaker. It is a strategic exercise in radical humanity.
“At first, people didn’t understand why we were investing time in our free-time stories,” Reetta reflects. “But how we spend our weekends tells a lot about who we are. When you share honestly, you abolish the need to present yourself perfectly. You abolish the fear of making mistakes.”
This philosophy that leadership is not an impenetrable front, but a transparent bridge—defines Reetta’s tenure at the helm of one of the Nordics’ most influential communications firms. In an era where AI can mimic tone and data can track engagement, Reetta has built a career on the one thing that cannot be automated: the messy, honest, and undeniably powerful truth of the human experience.
A Scholar’s Curiosity and the Discipline of the Do-Jo
Reetta’s journey to the C-suite was not forged in a traditional marketing vacuum. Instead, it was shaped by a profound academic curiosity and a physical discipline that demands both mental and spiritual presence. With two Master’s Degrees from the University of Turku, one in World and European History and another in East Asian Studies, she approached the world not as a series of markets to be conquered, but as a complex tapestry of narratives to be understood.
Her early years were marked by a “gluttonous appetite for writing” and a fascination with how international politics and business intersect. This academic rigor provided the intellectual scaffolding for her future career, allowing her to navigate the nuances of Finnish, English, Japanese, and Swedish cultures with ease.
Parallel to her intellectual pursuits, Reetta found her grounding in the martial arts. As a licensed karate instructor and a member of a search-and-rescue dog team, she learned early on that true strength is not about aggression, but about readiness and empathy.
In the dojo, as in the boardroom, she discovered that “a true modern leader knows how to balance two sides: the humane, empathetic one, and the sharper, more business-oriented side.”
This duality, the scholar’s mind and the practitioner’s discipline remains the bedrock of her professional identity.
Bridging the Gap Between Innovation and Investment
Reetta’s rise through the ranks of the “New Nordics” ecosystem was characterized by a rare ability to translate complex technology into compelling human stories. During her time at the Finnish Business Angels Network (FiBAN), she oversaw international funding rounds and managed the Nordic Angel Program, facilitating connections across 35+ countries. It was here that she earned a reputation for relentless execution and a “get things done” mentality.
Reima Linnanvirta, Partner at Trind.vc, recalls Reetta’s impact during this pivotal period: “If you want to get things done, ask Reetta. She took the lead on a project which had already begun and, with her determination, performed it in an excellent manner.”
In 2020, Reetta joined San Francisco Agency, quickly ascending from Head of Startups to VP of International PR Growth, and ultimately to CEO. Her mission was clear: help deep-tech companies and sustainability-focused ventures find their voice on the global stage. She realized that for these companies, PR was not just about visibility; it was about credibility.
By leveraging her deep understanding of what journalists and investors require, she began “ticking the boxes and pulling the strings” that lead to international expansion. However, she refused to play the traditional PR game of “spin.” Instead, she challenged her clients to embrace the “good, the bad, and the ugly,” arguing that the most valuable lessons—and the most resonant stories—come from the failures that precede success.
Truth as an Amplifier, Not a Mask
Today, Reetta’s impact is measured not just in media placements, but in the enduring trust she builds between brands and their audiences. Under her leadership, San Francisco Agency has maintained an NPS (Net Promoter Score) of over 80, a figure nearly unheard of in the communications industry. This success stems from her belief that PR is an amplifier of truth, not a mask for weakness.
In the specialized sector of global growth PR, Reetta has become a vocal advocate for localized authenticity. She warns against the “basic translation” trap, noting that while AI can translate materials, it cannot sense the cultural pulse of a room.
“AI is not sitting in the coffee room, having a casual conversation where an employee mentions an absolute killer differentiation point,” she asserts.
“Effective brand messaging cannot be generic. It comes from human-to-human interaction.”
Her commitment to the planet is equally evident in her role as a Board Member at Atlan, a venture studio dedicated to nature-tech startups. Here, she applies her strategic acumen to solve pressing environmental challenges, proving that profit and purpose are not mutually exclusive but are, in fact, mutually reinforcing.
The Legacy of Curiosity
As Reetta looks toward the future, her vision for the communications industry is rooted in three core values: curiosity, honesty, and impact. She remains a staunch defender of the human element in an increasingly digital world, offering a word of comfort to those worried about the rise of AI. For Reetta, the “middle-of-the-night lightbulb moment” is a uniquely human gift that no algorithm can replicate.
Her advice to the next generation of leaders is as direct as a karate strike: “Don’t try to use PR to spin bad stories into good. The best PR starts with substance worth talking about.”
Reetta Ilo Gilbert is building a legacy where leaders are allowed to be “real human beings with real emotions,” where companies are judged by their integrity as much as their innovation, and where the most powerful stories are those told with the bravery to be honest.
Editorial Note: Reetta’s journey reminds us that in the race for global expansion, the most effective tool we possess is our own humanity. Whether you are a founder seeking investment or a leader scaling a team, Reetta’s methodology suggests that the path to success begins with a willingness to share your challenges as openly as your triumphs. How will you use your truth to amplify your impact today?
