Brands
that actually
get remembered.

Owned the Lotto brand end to end for Sweden's biggest gaming brand at 1.5bn SEK net revenue. Built and rolled out a new brand world, concept and long-term strategy designed to future-proof Lotto for both existing and new audiences. After years of decline the business turned positive for the first time, and the new communication picked up Silverägg at the Guldägget awards in the Longer Films category.

Brought in to run Nordic GTM for the Galaxy S and Z flagship launches across a 10bn SEK business, with a 300M SEK A&P budget. Acted as main contact for lead agencies, set the creative direction for both series, and led a team of three across the Nordic markets. Worked closely with local marketing managers in each country to land the global brief without losing what makes the Nordic market its own thing.

Promoted twice in two years, from local Brand Manager to Central, then to Global PMM. As Global Product & Brand Marketing Manager I ran the growth agenda for a global skincare brand across five direct and five trade markets, with ~500M SEK gross responsibility. Led the global launch of the brand into a saturated category and grew the business 25%, working with the global category team on new product and market opportunities.

Interim head of four brand portfolios across the Nordics, with full P&L responsibility on a 100M SEK business. The big project was relaunching the entire PLACKERS portfolio, 26 SKUs redesigned, relisted and back on shelf in under six months. Owned the commercial NPD plan, communication strategy and media plan, and worked closely with Supply on forecasting and stock.

Held overall brand responsibility for Tele2 B2B in a market that doesn't usually leave room for distinctive work. Set the positioning, ran the creative direction, and managed agencies and a 50M SEK A&P budget while leading three project leaders. The End-Up campaign that came out of this period went on to win Gold at both Native Advertising Awards and Swedish Content Awards, plus 100-wattaren. Three for the same piece of work.

Six years in the Nordic marketing department, the last four as Nordic Brand Manager for Air France-KLM. Owned brand and identity work, multi-channel strategy and partnerships across the Nordics, with a 50M SEK A&P budget and a team of four. During my years on the brand, KLM moved from sixth to third in Nordic brand preference (only behind the local carriers SAS and Norwegian) and the business was at an all-time high when I was recruited to Tele2. The Amsterdam Sneaker, which I led on the Nordic side, won Guldnyckeln Gold, KLM's European Marketing Executive of the Year, and 50-wattaren for international work.

Managed top-tier client accounts on the agency side, including 3, Tele2, Svenska Spel, Unilever, P&G, Ford, AMEX and MediaMarkt. Nominated for the Bonnier Sales Award in 2010 for results across the year. The roster turned out to be a useful preview of where I'd later end up working from the inside, and the years gave me a solid grounding in how the buying side actually thinks.