Welcome to The People Behind the Programs, a blog series celebrating the voices, stories, and impact of the community professionals powering connection and belonging across the globe.

Today, we meet Liselotte Peterson, a Community Manager at WithSecure in Helsinki, Finland, where she empowers digital self-service communities.

Liselotte discovered her passion for community building quite by chance, but it has since forged a path rich with opportunities and insights. Initially working in B2C support and management, she found herself drawn naturally to spaces fostering connection and support. Let’s dive into her story in her own words.

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How It Started

I got into the community industry almost by accident, though, looking back, maybe it was inevitable! My background was in B2C support and management, and I’ve always enjoyed building connections, whether it’s in online groups for parents, sourdough enthusiasts, or local DIY fans. I’m naturally drawn to helping people and creating spaces where they feel supported.

When I applied for my current role at WithSecure, I saw it as an opportunity to use my experience in customer success in a new way. What I didn’t expect was how much I’d come to value the unique challenges and rewards of community work, especially in the digital space.

For the past few years, my main focus has been on digital self-service: building scalable solutions that empower users to find answers and solve problems independently. At the same time, I’ve worked to foster collaboration between our product users and internal teams, making sure feedback flows both ways and everyone feels heard. This has meant developing new onboarding experiences, improving knowledge sharing, and creating opportunities for meaningful interaction—not just engagement for its own sake.

Along the way, I’ve had the chance to speak at industry events like Loop 2025 (hosted by CMX) and was honored to be named Community Champion of the Year 2024 by Higher Logic. My journey has shown me that community is about more than numbers, it’s about trust, collaboration, and making a real difference for the people you serve.

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A Day in the Life

As Community Manager at WithSecure, I oversee our digital self-service community, which serves both customers and partners. Our community is designed to be a practical, user-driven resource—helping people solve problems independently, share expertise, and connect directly with our internal teams.

My days are a blend of proactive planning and responsive support. I spend a lot of time refining our knowledge base and self-service tools, making sure information is accurate, accessible, and easy to navigate. I regularly analyze user journeys and feedback to identify gaps or friction points, then collaborate with product and support teams to address them.

A big part of my role is facilitating collaboration between our users and WithSecure’s internal experts. This might mean organizing feedback sessions, surfacing user insights to product managers, or translating technical updates into clear, actionable community content.

I also work on onboarding new members, developing resources for different user roles, and ensuring that our multilingual support meets the needs of our diverse audience. Data and impact measurement are important, too; I track usage patterns, self-service success rates, and community health metrics to guide our strategy and demonstrate value to stakeholders.

No two days are exactly alike, but my focus is always on making our community a trusted, effective space where users can help themselves and each other, and where their voices help shape our products and services.

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The Tools that Power My Work

My primary tool for community building is Vanilla by Higher Logic, which we use as the platform for our digital self-service community at WithSecure.

The main reason I appreciate Vanilla is its high degree of personalization. It allows me to tailor the structure, appearance, and user experience of the community to fit our specific needs, whether that’s customizing categories, designing unique onboarding flows, or highlighting resources for different user groups.

This flexibility means I can adapt the community as our goals and member needs evolve, rather than being locked into a rigid format. I can create spaces that feel relevant and intuitive for our customers, partners, and internal teams alike.

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Advice for Newcomers

My biggest piece of advice for someone starting out in the community industry is: don’t be afraid to experiment and learn as you go. Community work is rarely linear, and there’s no single “right” way to do things. Every community is different, and what works for one group might not work for another.

I wish I’d known earlier that it’s okay not to have all the answers. You’ll learn a lot by listening, really listening; to your members and your colleagues. Be curious about their needs, frustrations, and ideas. Sometimes the best solutions come from unexpected places.

Focus on building relationships, not just engagement numbers. Community is about people, and trust takes time. Celebrate small wins, and don’t get discouraged if things move slowly at first.

Also, don’t underestimate the value of clear communication and documentation. Whether you’re building a knowledge base, onboarding new members, or sharing updates, clarity helps everyone feel more confident and empowered.

Finally, remember that your work matters. You’re creating spaces where people can connect, learn, and support each other. That’s powerful; and it’s needed now more than ever. Be kind to yourself, stay open to feedback, and enjoy the journey.

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Resources I Suggest

For anyone new to community building, I recommend staying curious and tapping into a mix of research, expert voices, and peer experiences. Personally, I often read TSIA (Technology & Services Industry Association) research for practical insights on digital self-service and customer success.

FeverBee is another favorite; its blog and resources are packed with actionable advice and real-world case studies on community strategy and engagement. CMX is a must-follow for anyone in the industry; their articles, events, and reports cover everything from foundational best practices to emerging trends.

I also find a lot of value in following experienced community builders on LinkedIn. Their posts and discussions offer a steady stream of fresh perspectives, lessons learned, and encouragement. There’s no single “right” resource—find what resonates with you, and don’t be afraid to reach out and connect with others in the field. The community industry is full of people who are generous with their knowledge and happy to help newcomers find their footing.

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💬 Let’s connect on LinkedIn — I’d love to hear from fellow community builders.

💡 The People Behind the Programs is a blog series that shines a light on the community professionals powering impactful programs around the world. Want to share your story or nominate someone doing incredible community work? Submit your spotlight here.

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